Exploration in service design refers to the early stage of the design process where designers and researchers engage in activities that allow them to better understand the needs, desires, and behaviours of the target audience and stakeholders. The exploration phase involves gathering insights and generating ideas through various research methods, such as user interviews, ethnographic observations, surveys, and data analysis.

The goal of exploration is to identify and define the problem space, uncover opportunities for innovation, and develop a deep empathy for the people who will use the service. This information is then used to create design concepts and prototypes that can be tested and refined in later stages of the design process.

Exploration is a critical component of service design, as it helps ensure that the final service solution meets the needs and expectations of the users and stakeholders, while also delivering value to the business or organisation.