A practitioner’s handbook

This Is

Applying Service Design Thinking 
in the real world

Service Design (Thinking), applied

A comprehensive resource set, clearly presented in one book

Whether you work in a corporation, a government, an SME or a start-up, this book contains everything you need to improve – or revolutionize – the products and services you offer.

Learn how to facilitate workshops and run projects, embed service design thinking in your organization, and change the way your teams work as they adopt a more hands-on and human-centered approach – building success for your organization.

Numbers, at a glance

A truly co-created book

Editors / main authors
Case studies
Methods online
Expert Comments

96 Co-authors + 205 Contributors

A diverse topic, explored by diverse people.

This book is based on the work of more than 300 people from the global service design community.
A total of 96 co-authors contributed cases studies, expert comments and tips; while more than 200 volunteers helped edit the manuscript from an early stage.

We believe that this ever-evolving field cannot be defined by a small team of authors, so we are very happy about this broad support from the community.

We’Re so proud of these reactions …

— Philip Kotler
S.C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University

“As a marketer, I found this book invaluable in its exposition of journey maps, stakeholder maps, service blueprints and service prototypes. Just making a product or service isn’t enough: figure out what jobs your offering performs for the user and all the touchpoints along the journey that will help determine success or failure.”

— Birgit Mager
President Service Design Network / Professor for Service Design, Köln International School of Design, Germany

“Excellent! A very clear and engaging introduction to Service Design, combining in fine balance the Why, the What and the How, and always integrating the practitioners perspective. This book fills a gap – it is a must read for those who want to design services that create value!”

— B. Joseph Pine II
co-author, The Experience Economy

“A wonderful book! Since all experiences are built atop services, in This Is Service Design Doing you will learn ways to make experiences more engaging, more memorable, and more personal. So read, do, and repeat!”

Curious? Jump into it right now.

Buy the book at AmazonTrain with the authors

The book is also available at Barnes&Noble and IndieBound.

Free content

A free online library of 54 method descriptions

The book is mostly about organizing and orchestrating your activities in effective service design projects and workshops. You’ll also find short text descriptions of many essential service design methods.

If you’re actually compiling your workshop tool set, you can make use of our full-length method descriptions, organized in an extensive library of 54 methods. Read the texts online, or download your own pdf.

Access free library

With best wishes from your editors

— Marc Stickdorn
Co-Founder and CEO, More than Metrics
Co-founder and CCO, More than Metrics /
Partner and Creative Director, KD1 design agency

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