In the self-service model, the customer receives a portion of the value created by a product or service in exchange for a lower price. This is especially advantageous for processes that incur significant costs but add relatively little perceived value to the customer. Along with lower prices, customers frequently report that self-service saves them time. They may even improve efficiency, as they may be able to complete a value-adding step more quickly and with a more targeted approach in some cases. Traditional applications include picking up items from shelves, planning their own projects, and conducting payment transactions for goods and services autonomously. A self-service business offers significant cost savings, and customer labor can frequently replace a sizable number of staff positions.

When and how to apply Self-service:

 Self-service is advantageous for customers willing to do some extra work in exchange for lower prices. This pattern is also advantageous when a DIY element in the manufacturing process results in perceived customer value, for example, custom-designed T-shirts. To successfully implement self-service, you must first assess the pattern's potential from your customers' perspective.
Well-known companies that use this pattern are Southwest Airlines and Ikea.