This is Service Design Doing, Applying Service Design Thinking in the Real World A Practitioner's Handbook by Marc Stickdorn, Adam Lawrence, Marcus Hormess, Jacob Schneider

This is Service Design Doing, Applying Service Design Thinking in the Real World A Practitioner's Handbook by Marc Stickdorn, Adam Lawrence, Marcus Hormess, Jacob Schneider a book published by O'Reilly. Aggressive style, colored book, a splash in our reality, made by frenetic life, the advent of the net.

Service Design promotes a new way for reaching possible customers also in distant corners of the world where once an unthinkable option offering the best services and trying to attract in the best possible way people for monetizing, but keeping in the mind the centrality of the whole: the customer and his/her most secret desires for a constant success.

This book is of great help in terms of ideas for every kind of business you develop. You can have a  store, you can sell shoes or guitars, or you want to promote your latest song or you are a creative in search for additional help, or an organization, a hospital, a public or private structure. This book will be more than helpful.

What Service Design does in fact is to provide services that final people, customers, patients, consumers will appreciate. The work of Service Designers is finalized at the satisfaction of consumers and customers.
What Service Design does is not to add lipstick on a pig as they write but creates value in a structure, brand, company, reality so that later it is appreciated.

How do they do that at Service Design? Through an interdisciplinary approach, visualization tools, creativity for meeting the exigencies of a certain shop, organization, store.

First of all Service Design will search for data. Data is a mixture of facts, that will be read and interpreted. Divided in two parts, raw data and empirical data (the latest ones produced by experience) they give a first asset; then Service Design will search for persona so a group of people, customers or users based on real research.

It's important to understand for a store with the desire of increasing customers to understand first of all what expectations their customers have and so demographic informations, location will give a best idea of the tastes of that kind of customers.

Then will be monitored a journey map of this persona (group of people) for trying to understand their "mood" as customers.
Of course these journey maps could involve a lot of people and more these personas are large and more they give a good vision of the whole.
The next step is the prototypization of products and ideas for later being shared once tasted and felt winners with and for customers.

For this discipline ideas are neither good or bad but they must be useful for the purpose exactly as this book will be for you if you have an activity or you need to revitalize your store or your brand.

This discipline is used in every possible life-sectors: examples in the book let us see a prototyping idea for reducing the waiting time for breast cancer patients, or redesigning the experience of customers of an airplane company following the steps said before and adding much more at all of it.
Not only: Service Design is a topic in Austrian's high schools integrated into a subject called: "Business and Service Management."

Highly recommended!

I thank mr. Stickdorn for the physical copy of this important book!

Anna Maria Polidori