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

If you’re involved in business, this second edition of Service Design will help you gain knowledge about how best to serve your customers. The following people would find it especially beneficial:

Service designers
User experience designers, graphic designers, or any type of designer
Product and project managers
Leaders of organizations
Marketing people
Customer service representatives

Takeaways

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 different service experiences.
Measure services and journeys.
Make the case for return on investment to an organization with service design.
Deploy service design in a business.
Show how to design with people, not for them.
Understand how to work across time and multiple touchpoints.

About the Authors

Lavrans L�vlie is also a founder of Livework, a pioneering service design company. In 2018 the Livework Oslo team joined PwC in Norway, where Lavrans today is a Partner leading their Innovation and Design Practice. He has a passion for service innovation, and works across sectors from finance, telco, and mobility to a broad range of public services from culture to healthcare. Lately, he has particularly engaged in solving complex public sector challenges through service design.

Dr. Andy Polaine is a design leadership coach, educator, speaker and writer who helps clients transform their organizations and themselves. For several years he worked at Fjord where he was global Group Design Director of Client Evolution and APAC Regional Design Director. Andy has over three decades of experience in design and innovation with clients across a broad range of industries. He holds a PhD from the University of Technology, Sydney, and is Co-Lead of the MA Service Design at the Hochschule Luzern, Switzerland. He writes a popular newsletter called Doctor’s Note, hosts the Power of Ten podcast, and shares his design leadership tips on his YouTube channel and Instagram. He plans to get onto TikTok once everybody has gone elsewhere. You can find him at www.polaine.com.

Ben Reason is a founder of Livework, a pioneering service design company. Ben has been practicing and developing service design since 2001. Over that time, Ben has led work with a wide range of organizations; public and private, large and small. Ben’s focus since the start has been to employ service design to achieve outcomes for business and the public sector. His focus has been on developing the practice of service design in public services and healthcare (although he also has a sweet spot for industrial manufacturing businesses).

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