Service Design

From Insight to Implementation

Lavrans Løvlie, Andy Polaine, Ben Reason

• Publisher: Rosenfeld Media
• Year: 2025
• eBook ISBN: 9781959029960
• Edition: 2
• Topic: Design
• Subtopic: Human-Computer Interaction

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.

Table of contents

• Cover
• Title Page
• Copyright
• Dedication
• How to Use This Book
• Frequently Asked Questions
• Contents
• Foreword
• Introduction
• Chapter 1: Insurance Is a Service, Not a Product
• Chapter 2: The Nature of Service Design
• Chapter 3: Understanding People and Relationships
• Chapter 4: Turning Research into Insight and Action
• Chapter 5: The Network Society
• Chapter 6: From Service Proposition to Implementation
• Chapter 7: Prototyping Service Experiences
• Chapter 8: Measuring Services
• Chapter 9: Organizational Change
• Chapter 10: The Challenges Facing Service Design
• Index
• Acknowledgments
• About the Authors
• Back Cover