We are immersed in services every day. We use the Internet, watch television, travel, shop, drink coffee, and eat at restaurants, use government services, and we go to movies. Design is no longer about only the aesthetics or surfaces of things. Service design is a broad field that involves many disciplines, management, technology, and an understanding of people. Today designers create diverse and complex systems of experiences of products, services, spaces and touchpoints – the people, information, products, and spaces that customers encounter. Service design uses many methods and techniques. During the discovery phase methods are used to understand the unique perspectives of the customers who will be using the services. In the synthesis stage other methods are used to make sense of the initial research and to generate insights which will be explored during the ideation phase of service design. Learn here how to understand your customers’ service journey, how to develop new services and how to prototype and test your ideas for real customers in the most efficient and effective way possible. Chapters cover history, what is service design, applying service design in your organization, design sprints, process overview, the planning phase, warming up, the discovery phase, the synthesis phase, Point of View, ideation, the prototyping phase, testing and iteration, implementation, visualization, templates, glossary, dozens of proven methods, a bibliography and an index. This is the 3rd edition of this popular guide. The author Robert Curedale has worked as a designer and design director in Asia, Australia, Europe and North America. He has taught at leading international design schools and written more than twenty-five books related to service design, design thinking, product design, design research, design methods, and user-centered design