{"heading":"The 100 Service Design Principles I share in this book","id":24141467,"theme":{"name":"none","colors":{"background":"#ffffff","button":"#ff5b5c","buttonText":"#ffffff","heading":"#0d161b","text":"#0d161b"},"background":{"blend":"normal","blur":0,"contrast":75,"grayscale":100,"opacity":38,"url":null}},"button":{"text":"","url":""},"text":"

What Are the Basics of Service Design?

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.

How Can You Make People Less Frustrated?

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.

How to Find out If You Make People Feel like Shit?

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.

How to Do Service Design Without a Budget for It?

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.

How to Use Psychology to Improve Your Service?

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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