This chapter provides some formal language to use when discussing the creation and management of services. Understanding movement through services is critical to any business or organization that wishes to achieve customer‐oriented goals such as attracting, acquiring, and retaining customers. The language used in service design and other customer‐oriented disciplines refers to movement in a number of ways, the most common being customer journeys. This recognizes that there is a time‐based dynamic to a service. Service design helps to understand and design for this movement and to make it smoother, more successful, ultimately to enable customers to achieve their goals. The structure of a service includes the channels employed, the business architecture that the service is built upon, or the organizational structure that delivers the service. Service design offers tools to understand and guide human and organizational behavior. This enables to deliver experiences that result in customer satisfaction.