1. Why Service Design? 1.1 What Do Customers Want? 1.2 The Challenges for Organizations 1.3 Why A Service Design Approach?2. What is Service Design? 2.1 Defining Service Design 2.2 Different Views 2.3 Origins and Progress 2.4 What Service Design Isn’t 2.5 The Principles of Service Design, Revisited3. Basic Service Design Tools 3.1 Research Data 3.2 Personas 3.3 Journey Maps 3.4 System Maps 3.5 Service Prototypes 3.6 Business Model Canvas4. The Core Activities of Service Design 4.1 In Search of a Process for Designing a Service 4.2 Core Patterns in the Design Process 4.3 Introducing the Core Activities of the Tisdd Service Design Framework5. Research 5.1 The Process of Service Design Research 5.2 Methods of Data Collection 5.3 Methods of Data Visualization, Synthesis, and Analysis 5.4 Cases6. Ideation 6.1 Ideas 6.2 Decisions 6.3 The Process of Ideation 6.4 Ideation Methods 6.5 Cases7. Prototyping 7.1 The Process of Service Prototyping 7.2 Prototyping Methods 7.3 Cases8. Implementation 8.1 From Prototype to Production 8.2 Service Design and Change Management 8.3 Service Design and Software Development 8.4 Service Design and Product Management 8.5 Service Design and Architecture 8.6 Cases9. Service Design Process and Management 9.1 Understanding the Service Design Process: a Fast-Forward Example 9.2 Planning for a Service Design Process 9.3 Managing The Service Design Process 9.4 Examples: Process Templates 9.5 Cases10. Facilitating Workshops 10.1 Key Concepts of Facilitation 10.2 Styles and Roles of Facilitation 10.3 Success Factors 10.4 Key Facilitation Techniques 10.5 Methods 10.6 Cases11. Making Space for Service Design 11.1 Types of Spaces 11.2 Building the Space 11.3 Space or no Space?12. Embedding Service Design in Organizations 12.1 Getting Started 12.2 Scaling Up 12.3 Establishing Profiency 12.4 Design Sprints 12.5 Cases