Over the past decade, service designers have played an essential role in creating comprehensive, customer-focused products and services. This updated edition of an industry classic highlights the practice's evolution and broadened impact in the business world. You'll benefit from new frameworks, tools, and methods, and learn from fresh case studies that demonstrate the value of service design across service ecosystems.

Who Should Read This Book

This book is a practical and theoretical guide to service design for professionals across disciplines-including interaction, user experience, product, circular, systems, and human-centered design, as well as business strategists, managers, and change agents. It's particularly useful for designers, strategists, managers, and educators.

If you're new to service design, this book will help you:

• Uncover the true meaning of service design.


• Learn how services differ from products.


• Prototype and measure services and journeys.


• Make the case for return on investment to an organization with service design and deploy it in a business setting.


• Show how to design with people, not for them.


• Understand how to work across time and multiple touchpoints.


• Understand the upcoming challenges facing service design.