Academically inclined book about service design. Service design is the method whereby we do our work. We focus on understanding what actually creates value for the end customer, and then build the brand, service or product based on that insight. In essence, it is about designing the customer experience (the “how” you do things) because the “what” is give or take exactly the same as what your competitor does. Essentially, all banks, telcos, cars, clothes, airlines and so on, do the same thing. But how they do it, can be radically different from each other.