This master thesis investigates how to improve established services in the context of a public organization. The research focuses on understanding the role of service design in matching service specifications and the expectations of citizens in an established service.

The research on the master thesis is provided through a case study, guided by the Double Diamond and its four phases: Discover, Define, Develop and Deliver to structure the process. Moreover, the process is guided by the Service Quality Model to structure the data collection to ensure covering different areas and perspectives.

The research reveals that Service Quality Model turned out to be an exciting model to use when matching service specifications and citizen expectations. The visual form of the model helped to keep a research structure within the case study and be aware of involving different actors and areas. When talking about service design, the ecosystem is often mentioned. However, as the ecosystem quickly gets broad, it was instead tested out how the Service Quality Model might make more structure in complex research with many different actors and interests. The use of the model in combination with Thematic Analysis provides knowledge on gaps and opportunities, which were shared in a co-creation workshop. The co-creation workshop provided ideas for inspiration or further use in a future project on citizen satisfaction.

This master thesis provides a product report for further inspiration and insights from the case study. At the end of this paper, ideas for future research are also suggested.