Design Catalog Items for Outcomes, Not Internal Processes

[Matthew_13]

One of the most common challenges I see with Service Catalog adoption is that catalog items are often designed around internal team structures instead of user outcomes. Over time, this leads to confusion, misrouted requests, and a return to email or free-text tickets.

Where things usually go wrong

Catalog items often evolve like this:

• Separate items for each support team or technology

• Technical language that makes sense to IT, but not to users

• Too many mandatory fields up front “just in case”

• Routing logic embedded in user choices rather than automation

As a result, users struggle to select the “right” option, and fulfillment teams spend time correcting submissions instead of delivering value.

A more effective design mindset

Start with what the user wants to achieve, not how IT fulfills it.

Examples:

• “Request access to a system” instead of “Active Directory Group Request”

• “Report an issue with an application” instead of “Application Incident – Tier 2”

• “Request new equipment” instead of separate laptop, desktop, and peripheral items

The internal complexity should live behind the scenes, handled by workflows, flows, and assignment rules.

Key design principles

• One request, one outcome: Users should not need to understand internal ownership

• Progressive disclosure: Ask for only what’s needed at submission; gather the rest later if required

• Automated routing: Use category, service, CI, or logic to route—not user guesswork

• Consistent language: Use business terms users recognize, not platform or team names

Benefits of this approach

• Higher portal adoption

• Fewer misrouted or incomplete requests

• Faster fulfillment times

• Cleaner reporting and easier maintenance

It also makes future changes easier—when teams or technologies change, you update the automation, not dozens of catalog items.

How this scales over time

This outcome-based approach works well across:

• ITSM request fulfillment

• HR and facilities requests

• Employee onboarding/offboarding

• Cloud, access, and equipment requests

It aligns naturally with service-based reporting and experience-focused metrics.

Key takeaway

A good catalog hides complexity instead of exposing it. When catalog items are designed around outcomes, users succeed faster and IT spends less time correcting mistakes.

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[Matthew_13]

@Simon Hendery No worries; put in a support escalation ticket with the Corporate Trust & Safety / Legal Compliance Team for you continuing to harass me. I gave you a warning and you continued. Next you will be notified with your next steps. Good luck!