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Service Design

From Insight to Implementation 

Published: March 2013 Paperback: 216 pages, ISBN 1-933820-33-0 Digital: ISBN 1-933820-61-6

by Andy Polaine, Lavrans Løvlie & Ben Reason

Service Design

Some 70% of economic activity in Western economies is in services—from babysitting to banking. Computer and telecommunications technologies have enabled the development of complex service systems that combine personal contact, physical artifacts, websites, and large software systems. Designing these well contributes to the well-being of citizens and to increased competitiveness and efficiency for the companies or public entities that provide them. This book, written by innovative pioneers in the field and based on their extensive experience, is an excellent description of a methodology for managing the complexity of the design of modern services to satisfy the needs of both consumers and providers."

—Gillian Crampton Smith, Professor, Iuav University of Venice

We have unsatisfactory experiences when we use banks, buses, health services and insurance companies. They don't make us feel happier or richer. Why are they not designed as well as the products we love to use such as an Apple iPod or a BMW?

The 'developed' world has moved beyond the industrial mindset of products and the majority of 'products' that we encounter are actually parts of a larger service network. These services comprise people, technology, places, time and objects that form the entire service experience. In most cases some of the touchpoints are designed, but in many situations the service as a complete ecology just "happens" and is not consciously designed at all, which is why they don't feel like iPods or BMWs.

One of the goals of service design is to redress this imbalance and to design services that have the same appeal and experience as the products we love, whether it is buying insurance, going on holiday, filling in a tax return, or having a heart transplant. Another important aspect of service design is its potential for design innovation and intervention in the big issues facing us, such as transport, sustainability, government, finance, communications and healthcare.

Service Design is an eminently practical guide to designing services that work for people. It offers powerful insights, methods, and case studies to help you design, implement, and measure multichannel service experiences with greater impact for customers, businesses, and society.

Along with many other insights, this book offers:

  • A clear explanation of what service design is and what makes it different from other ways of thinking about design, marketing and business.
  • Service design insights, methods and case studies to help you move up the project food chain and have a bigger design impact on the entire service ecosystem.
  • Practical advice to help you sell the value of service thinking within your organisation and to clients.
  • Ways to help you develop business, design, environmental and social innovation through service design.

“Service Design” Blog

UX Australia Presentation and Workshop – August 2013

I (Andy) will be in Melbourne at the end of the month to give a talk and run a workshop at UX Australia 2013. Even though it is winter and most probably raining there, I’m really looking forward to seeing Melbourne again. It has been a while since I was last there. If you’re at …

UX LX and Service Design Drinks Lisbon

### From UX to Service Design at UX-LX I (Andy) am really thrilled to be heading off to Lisbon tomorrow to run a workshop at UX-LX in Lisbon called [From UX to Service Design](https://www.ux-lx.com/speaker.html?n=andypolaine#workshop). It’s only 3.5 hours, which sounds like a long time, but is pretty short to get stuck into this, so I’ll …

We have lift off! The book is launched.

It is such a pleasure to finally be writing this post announcing the official publication of *Service Design: From Insight to Implementation* today. Cue fireworks and champagne! If all has gone to plan, you should see the updated table of contents and summary here on the book’s site. You will also see the shiny “Add …

O’Reilly Webcast – Service Design: Designing cross-channel service experiences

Ben, Lavrans and I are going to be doing (giving? What does one say…?) an O’Reilly Webcast titled Service Design: Designing cross-channel service experiences on the 14th March. The time of the webcast is: 10AM PT, San Francisco | 5pm – London | 1pm – New York | Fri, Mar 15th at 4am – Sydney …

Are we there yet?

It’s been rather a long time since we posted “A Big Day” having submitted the manuscript to our editor at Rosenfeld Media. Given the ever-increasing tweets of “How is the book going?” I thought I would give you patient people an update. The book is finished! Really? What took so long? Finishing a manuscript is …