I was recently asked by a colleague at Pepsico to recommend some books providing introduction to service design methods, application and business value of those methods. Service design has been a rapidly growing field across industries for more than a decade now. It blends design thinking, user experience design, and business strategy to create and improve services, enable user-centric digital transformation and elevate customer experience. Whether you’re new to the concept or looking to deepen your understanding, the right books can provide a strong foundation and help understand basic what and why.
Here are some of the best books I had the chance to read over the years to expand my knowledge of service design methods, or to introduce service design to business stakeholders:
1. “This is Service Design Thinking” by Marc Stickdorn and Jakob Schneider
Considered a seminal text in the field, This is Service Design Thinking provides a comprehensive introduction to the principles, tools, and processes of service design. The book is known for its practical approach, offering over 25 tools and techniques that are essential for designing and implementing services. It also features case studies and contributions from various industry experts, making it an invaluable resource for both beginners and experienced practitioners.
Why Read It?
This book is often the starting point for anyone new to service design. It breaks down complex concepts into easily digestible sections and provides actionable insights that can be immediately applied to real-world projects. I personally used it for service design outreach across Coca Cola and Fidelity International and found it helpful to get stakeholders' buying into the appraoch and methods.
2. “This is Service Design Doing: A Practitioners' Handbook” by Marc Stickdorn, Adam Lawrence and Markus Hormess
It is is a comprehensive, hands-on guide that builds upon the foundation laid by the authors’ earlier work, This is Service Design Thinking. While the first book introduced readers to the theory and principles of service design, the second one takes it a step further by focusing on the practical application of those principles. It’s a detailed manual aimed at professionals who are ready to roll up their sleeves and engage in the actual work of service design.
Why Read It?
The book is structured to guide readers through the entire service design process in a comprehensive and practical approach; from initial research and ideation to prototyping, implementation, and iteration. It has real-world case studies. It is also written in a clear and accessible style, making it approachable even for those who may be new to service design. The layout is well-organized, with plenty of visuals, diagrams, and summaries that help to break down complex concepts..
3. “Service Design for Business: A Practical Guide to Optimizing the Customer Experience” by Ben Reason, Lavrans Løvlie, and Melvin Brand Flu
Service Design for Business focuses on how service design can be used to create business value. The book is structured around practical examples and case studies, demonstrating how service design can optimize customer experiences and improve business outcomes.
Why Read It?
This book is particularly useful for professionals working in business environments who want to understand the tangible benefits of service design. It offers a clear roadmap for integrating service design into business strategies, making it a valuable resource for anyone looking to make a case for service design within their organization.
4. “Good Services: How to design services that work” by Lou Downe
It is a must-read for anyone involved in the design, delivery, or management of services. As a former Director of Design and Service Standards for the UK Government, Downe brings a wealth of practical experience to the table, distilling years of insights into a concise and accessible guide.
Why Read It?
Simply because the book sets out to answer a deceptively simple question: What makes a good service? One of the book’s strongest features is its practical approach
5. “Service Design Principles 1-100” by Daniele Catalanotto
It is an invaluable resource for both newcomers and seasoned professionals in the field of service design. As the title suggests, the book is structured around 100 concise principles that provide clear, actionable advice on creating effective and user-centered services. Catalanotto, a service designer with extensive experience, has distilled his knowledge into this easy-to-digest format, making it a highly practical guide for anyone involved in the design and delivery of services.
Why Read It?
One of the standout features of Service Design Principles 1-100 is its simplicity. Catalanotto excels at breaking down complex ideas into clear, digestible insights. The book avoids jargon and overly technical language, making it accessible to readers with varying levels of experience in service design. This clarity is particularly valuable for those who are new to the field, as it allows them to quickly grasp the core concepts of service design.
6. “Value Proposition Design: How to create products and services that customers want” by Alex Osterwalder, Yves Pigneur, Greg Bernarda
It is a highly practical and visually engaging guide aimed at helping businesses and service design practitioners to create products and services that meet customer needs effectively. As a follow-up to the popular Business Model Generation, this book focuses specifically on crafting compelling value propositions—those critical elements that make a product or service attractive to customers. With its blend of theory, tools, and real-world examples, Value Proposition Design is a must-read for entrepreneurs, designers, and anyone involved in product development.
Why Read It?
The book is structured around the Value Proposition Canvas, a tool developed by the authors to help businesses systematically understand customer needs and design products that satisfy the. The book is highly visual and has a user-friendly format. It is filled with diagrams, illustrations, and infographics that make complex concepts easier to understand and apply. This visual approach not only makes the book more engaging but also helps readers grasp and retain the material more effectively.
Conclusion
Service design is a multifaceted discipline that requires an understanding of both design and business principles. The books listed above provide a well-rounded introduction to service design and education in its methods; from the foundational theories to practical applications. Whether you’re a beginner or an experienced practitioner, these resources will equip you with the knowledge and tools needed to excel in the field of service design or identify service design business opportunities in your organisation.
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