{"preheading":null,"heading":null,"subheading":null,"id":33912398,"theme":{"name":"custom","colors":{"background":"#f9f8f4","button":"#ff5b5c","buttonText":"#ffffff","heading":"#000000","text":"#000000"},"background":{"blend":"normal","blur":0,"contrast":75,"grayscale":100,"opacity":38,"url":null},"fonts":{"styles":{"preheadingFont":{"family":"Inter","weight":"400","spacing":"0","height":"1.75","case":"none"},"headingFont":{"family":"Inter","weight":"700","spacing":"0","height":"1.25","case":"none"},"subheadingFont":{"family":"Inter","weight":"400","spacing":"0","height":"1.75","case":"none"},"bodyFont":{"family":"Inter","weight":"400","spacing":"0","height":"1.75","case":null},"buttonFont":{"family":"Inter","weight":"400","spacing":"0","height":"1.75","case":"none"},"navigationFont":{"family":"Inter","weight":"400","spacing":"0","height":"1.75","case":"none"}},"sizes":{"headingFont":{"h1":2,"h2":1.5,"h3":1.25},"bodyFont":{"md":1,"sm":0.8},"buttonFont":{"md":1,"sm":0.8},"navigationFont":{"md":0.8}},"baseFontSize":"18"}},"button":{"text":null,"url":null},"button2":{"text":null,"url":null},"buttonSubtext":null,"features":{},"collectionLayout":"collection-layout-rows-left","contentAlignment":"content-alignment-left","header":{"pretitle":"Table of content","title":"What will you learn in this book?","subtitle":"","text":"

The hypothesis of this handbook is that you don’t need to understand the full extent of Service Design to improve the user and customer experience. You don’t need to understand all the theory to create great services.

If you are a service owner, part of a team that serves other humans then this book is for you.

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Principle 001: The First Draft of Anything Is Shit.
Principle 002: Selling Is Not the End, It’s the Start.
Principle 003: Make It Easy for Customers to Come Back.
Principle 004: Always Think About What Happens Before and After Your Service.
Principle 005: Every Customer Mistake Is Your Mistake.
Principle 006: It’s Your Fucking Job to Know What I Should Buy.

","question":"What Are the Basics of Service Design?","position":0},"3602814":{"id":3602814,"answer":"

Error management

Principle 007: Don’t Solve Every Problem You Are Asked to Solve.
Principle 008: Do the Penis Test and Think About What Could Go Wrong.
Principle 009: Let Users Undo Their Mistakes.
Principle 010: Explain Why This Error Just Happened.
Principle 011: Suggest Something After the Error.
Principle 012: Stop Giving Coupons When You Failed.

Waiting

Principle 013: Just Tell Me How Much Time I Have to Wait.
Principle 014: Let Me Imagine the Waiting Time.
Principle 015: The Length of the Line Is as Important as the Waiting Time.
Principle 016: After an 8-Minute Wait, People Will Abandon.
Principle 017: Tell Me as Soon as Possible That You Can’t Do Anything for Me.
Principle 018: Phone Chargers Help People Wait in Peace.
Principle 019: It’s Torture to Forbid People from Using Their Smartphone.
Principle 020: Stupid Aquariums Make People Forget Time.

Pricing

Principle 021: The Problem Is Not the Interface, It’s the Pricing.
Principle 022: Show Me Your Damn Pricing.
Principle 023: The Price Changes the Quality Without Any Other Change.

Impersonal services

Principle 024: Just Remember Me.
Principle 025: Ask Unnecessary Emotional Information.
Principle 026: Making It Personal Is Different for Every Culture.
Principle 027: Don’t Force Me to Call You.
Principle 028: Don’t Create Groups of More Than 150 People.

Technology

Principle 029: Tools Are Not the Problem but the Symptom.
Principle 030: Making It Digital Won’t Make It Smarter.
Principle 031: Scheduled Automation Is Stupid.
Principle 032: A Bot Won’t Help Shape Your Culture.
Principle 033: I Prefer Bots over Fake Humans.
Principle 034: Let Me Speak with a Human.
Principle 035: Why Can’t I Answer This Email?
Principle 036: It’s Now Time to Websites That React to the Context.

Workplace

Principle 037: To Improve Your Service, Start by Paying Your Employees Well.
Principle 038: Make Your Employees Happy, They Will Be Better Service Providers.
Principle 039: Work Can Wait.
Principle 040: Your Open Space Is like Hell.
Principle 041: Mistakes Are Worthy Only If You Share Them.
Principle 042: Employees Should Check Their Emails Less Often.
Principle 043: Put Some Stupid Plants to Make Your Workplace Better.
Principle 044: You Need to Repeat a Behavior for 66 Days to Create a New Habit.

Naming

Principle 045: Give Everything a Name.
Principle 046: Stop Inventing Silly Names for Standard Stuff.
Principle 047: Don’t Assume That I Know How to Spell Your Company Name.

Other Frustrations

Principle 048: Your Opening Hours Don’t Make Any Sense.
Principle 049: I Don’t Want to Schedule an Appointment When There Is Someone at the Counter!
Principle 050: Choose the Proper Sound to Alert Your Users.
Principle 051: Always Look for the People Who Accompany Your Users.
Principle 052: Help Me Remember My Room or Parking Number.
Principle 053: Send Customers to Your Competitors.
Principle 054: Allow What Your Competitors Don’t.
Principle 055: Frustrate Rude Customers.

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Principle 056: Eat Your Own Shit.
Principle 057: Use the “Honestly, Would You Do That?” Test.
Principle 058: Be Ready to Get Slapped by Your Customers If You Ask Them Feedback.
Principle 059: Great Ideas from Yesterday Might Suck Today.
Principle 060: Test Your Service with Extreme Users Who Will Break Everything.
Principle 061: Don’t Ask. Observe Behaviors.
Principle 062: Don’t Ask for Feedback, Hunt for Feedback.
Principle 063: Do Not Send Surveys to a Small Team.

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Big Problems Don’t Need Big Solutions.

Principle 064: Adding More Resources Won’t Always Solve the Problem.
Principle 065: Forget Complex Technology, Just Use Some Stupid Paper.
Principle 066: Save 2 Million with a Simple Checklist.
Principle 067: Pets Can Help with Depression and Health.
Principle 068: Reduce Cleaning Costs by Putting a Fly Sticker in the Urinal.
Principle 069: Beauty Reduces Pain.
Principle 070: A Good Sticker Can Reduce Thefts by 62%.
Principle 071: Candies Make People Smarter.

Be Lazy and Don’t Reinvent the Wheel.

Principle 072: Keep It Simple Stupid.
Principle 073: When You Add This, Remove That.
Principle 074: It’s Okay If Your Website Looks like Every Other Website.
Principle 075: Don’t Build Custom Software for Your Business.
Principle 076: Let Employees Use Their Own Apps
Principle 077: Print in Black and White.

Don’t Solve the Problem, Fix the Perception.

Principle 078: People Don’t Know That You Are Doing a Great Job.
Principle 079: You Will Be Seen as a Better Service If You Do Only One Thing.
Principle 080: Good Design Helps You Sell Things for Twice the Usual Price.
Principle 081: One Wow Effect Is Enough.
Principle 082: Do Small Updates and Sell Revolutions.
Principle 083: A Swimsuit Can Make Your Event Different.

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How to Build Trust?

Principle 084: You Are a Liar, so Let Me Ask Other Customers.
Principle 085: You Need 10 Reviews to Build Trust.
Principle 086: Sharing Your Bias Builds Trust.
Principle 087: Use the IKEA Effect to Make Your Users Proud.

How to Help People Change Behavior?

Principle 088: Offer Less Choices to Improve Customer Experience.
Principle 089: 90% of Your Website Content Is Useless.
Principle 090: Focus on Smaller Short-Term Goals to Change Behaviors.
Principle 091: To Get People to Act, Show the Losses Instead of the Wins.
Principle 092: Reduce Missed Appointments with a Simple Stupid Sentence.
Principle 093: Ask People to Name When and Where They Will Perform a New Habit.
Principle 094: Don’t Motivate People with Money.
Principle 095: 95% of People Stick to the Default Option.

How to Use Rhythm to Create Better Services?

Principle 096: Under Promise, over Deliver.
Principle 097: Start with the Boring Stuff Then Excite Me Little by Little.
Principle 098: Always End a Service with a High Peak.
Principle 099: Uncertainty Makes Users Safer.
Principle 100: Friction Can Help People to Be Less Stupid.

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