Start here

Get simple tips to make the people you serve a little bit happier today.

A free mini course with my favourite Service Design Principles and a list of 200 Service Design Principles.

I'm honoured that lovely people in these organizations use or recommend my content.

Many say improving your customer experience needs a lot of time, money, technology and academic knowledge. Bullshit.

There are proven simple rule of thumbs, ideas, tips, advices that improve the human experience drammatically. I call these Service Design Principles.


Service Design Principles help you create experiences that people love and remember.

They will teach you how to:
Remove frustrations to differentiate you from the other messy services and products.

Delight your customers with simple and affordable human touches.

Make your team’s work easier, a happy employee can more easily create happy experiences for others.
Fix problems in creative way that don’t need a ton of budget, time or ressources.

Create an experience culture where employees know the importance of creating a great experience

Get shit done today, by making small changes today that users and employee will notice right away.

Hey curious human, I'm Daniele 👋

I'm Daniele Catalanotto a Service Designer from Switzerland.

I worked with clients from all over the world to help them improve their customer experience using simple Service Design principles. I've been blessed to be able to learn a lot. Today I want to share these learnings back with the community. 


Weekly Service Design Digest

I share once a week the latest resources I've built around Service Design.

You're signing up to receive emails from Daniele via the Swiss Innovation Academy