Course: 100 Service Design Principles

Stop struggling to get those pissed customers and users to love you! Learn 100 simple principles that you can apply today to enhance your customer experience.
Introduction
Foreword
About this course
How to schedule your personal 25-minute coaching session
1. What Are the Basics of Service Design?
Introduction
Principle 001- The First Draft of Anything Is Shit
1 min
Principle 002 - Selling Is Not the End, It’s the Start
2 mins
Principle 003 - Make It Easy for Customers to Come Back
1 min
Principle 004 - Always Think About What Happens Before and After Your Service
2 mins
Principle 005 - Every Customer Mistake Is Your Mistake
2 mins
Principle 006 - It’s Your Fucking Job to Know What I Should Buy
2 mins
Homework: What basic element are you missing?
Homework introduction
Quiz: Did the learnings stick?
2. How Can You Make People Less Frustrated?
Introduction
📌 2.1 Error Management
Principle 007 - Don’t Solve Every Problem You Are Asked to Solve
2 mins
Principle 008 - Do the Penis Test and Think About What Could Go Wrong
1 min
Principle 009 - Let Users Undo Their Mistakes
2 mins
Principle 010 - Explain Why This Error Just Happened
2 mins
Principle 011 - Suggest Something After the Error
6 mins
Principle 012 - Stop Giving Coupons When You Failed
2 mins
Recommended Article: On Writing Interfaces Well
Homework: How can you better handle errors?
Bonus Homework: Mystery Shopping and Error Management
📌 2.2 Waiting
Principle 013 - Just Tell Me How Much Time I Have to Wait
2 mins
Principle 014 - Let Me Imagine the Waiting Time
2 mins
Principle 015 - The Length of the Line Is as Important as the Waiting Time
1 min
Principle 016 - After an 8-Minute Wait, People Will Abandon
2 mins
Principle 017 - Tell Me as Soon as Possible That You Can’t Do Anything for Me
2 mins
Principle 018 - Phone Chargers Help People Wait in Peace
2 mins
Principle 019 - It’s Torture to Forbid People from Using Their Smartphone
2 mins
Principle 020 - Stupid Aquariums Make People Forget Time
2 mins
Homework: How can you make the waiting time suck less?
📌 2.3 Pricing
Principle 021 - The Problem Is Not the Interface, It’s the Pricing
2 mins
Principle 022 - Show Me Your Damn Pricing
2 mins
Principle 023 - The Price Changes the Quality Without Any Other Change
1 min
Homework: How can you simplify your pricing?
📌 2.4 Impersonal services
Principle 024 - Just Remember Me
2 mins
Principle 025 - Ask Unnecessary Emotional Information
2 mins
Principle 026 - Making It Personal Is Different for Every Culture
2 mins
Principle 027 - Don’t Force Me to Call You
2 mins
Principle 028 - Don’t Create Groups of More Than 150 People
2 mins
Homework: How can you make your service more personal?
📌 2.5 Technology
Principle 029 - Tools Are Not the Problem but the Symptom
2 mins
Principle 030 - Making It Digital Won’t Make It Smarter
2 mins
Principle 031 - Scheduled Automation Is Stupid
2 mins
Principle 032 - A Bot Won’t Help Shape Your Culture
2 mins
Principle 033 - I Prefer Bots over Fake Humans
2 mins
Principle 034 - Let Me Speak with a Human
3 mins
Principle 035 - Why Can’t I Answer This Email?
2 mins
Principle 036 - It’s Now Time to Websites That React to the Context
2 mins
Principle 037 - To Improve Your Service, Start by Paying Your Employees Well
2 mins
Homework: What should you do by hand?
📌 2.6 Workplace
Principle 038 - Make Your Employees Happy, They Will Be Better Service Providers
1 min
Principle 039 - Work Can Wait
2 mins
Principle 040 - Your Open Space Is like Hell
2 mins
Principle 041 - Mistakes Are Worthy Only If You Share Them
2 mins
Principle 042 - Employees Should Check Their Emails Less Often
2 mins
Principle 043 - Put Some Stupid Plants to Make Your Workplace Better
1 min
Principle 044 - You Need to Repeat a Behavior for 66 Days to Create a New Habit
2 mins
Recommended Book: Rework
Homework: What can you do to make your employees more happier?
📌 2.6 Naming
Principle 045 - Give Everything a Name
2 mins
Principle 046 - Stop Inventing Silly Names for Standard Stuff
2 mins
Principle 047 - Don’t Assume That I Know How to Spell Your Company Name
2 mins
Recommended Tool: Typo generator
Homework: How can you use naming for a better customer experience?
📌2.7 Other frustrations
Principle 048 - Your Opening Hours Don’t Make Any Sense
2 mins
Principle 049 - I Don’t Want to Schedule an Appointment When There Is Someone at the Counter
1 min
Principle 050 - Choose the Proper Sound to Alert Your Users
2 mins
Principle 051 - Always Look for the People Who Accompany Your Users
2 mins
Principle 052 - Help Me Remember My Room or Parking Number
2 mins
Principle 053 - Send Customers to Your Competitors
1 min
Principle 054 - Allow What Your Competitors Don’t
2 mins
Principle 055 - Frustrate Rude Customers
1 min
Homework: How can you fix the little frustrations of your service?
Quiz: Did the learnings stick?
3. How to Find out If You Make People Feel like Shit?
Introduction
Principle 056 - Eat Your Own Shit
2 mins
Principle 057 - Use the Honestly, Would You Do That? Test
2 mins
Principle 058 - Be Ready to Get Slapped by Your Customers If You Ask Them Feedback
1 min
Principle 059 - Great Ideas from Yesterday Might Suck Today
2 mins
Principle 060 - Test Your Service with Extreme Users Who Will Break Everything
2 mins
Principle 061 - Don’t Ask Observe Behaviors
2 mins
Principle 062 - Don’t Ask for Feedback, Hunt for Feedback
2 mins
Principle 063 - Do Not Send Surveys to a Small Team
2 mins
Recommended Tutorial: How to use Advanced Search on Twitter
Homework: How can you find out the frustrations of your customers?
Quiz: Did the learnings stick?
4. How to Do Service Design Without a Budget for It?
Introduction
📌4.1 Big problems don't need big solutions
Principle 064 - Adding More Resources Won’t Always Solve the Problem
1 min
Principle 065 Forget Complex Technology, Just Use Some Stupid Paper
2 mins
Principle 066 - Save 2 Million with a Simple Checklist
2 mins
Principle 067 - Pets Can Help with Depression and Health
3 mins
Principle 068 - Reduce Cleaning Costs by Putting a Fly Sticker in the Urinal
2 mins
Principle 069 - Beauty Reduces Pain
2 mins
Principle 070 A Good Sticker Can Reduce Thefts by 62%
2 mins
Principle 071 - Candies Make People Smarter
1 min
Recommended Article: Spring Cleaning Workshop
Homework: What are the tiny solutions to the big problems of your service?
📌4.2 Be lazy and don't reinvent the wheel
Principle 072 - Keep It Simple Stupid
2 mins
Principle 073 - When You Add This, Remove That
2 mins
Principle 074 - It’s Okay If Your Website Looks like Every Other Website
2 mins
Principle 075 - Don’t Build Custom Software for Your Business
2 mins
Principle 076 - Let Employees Use Their Own Apps
2 mins
Principle 077 - Print in Black and White
1 min
Homework: In what aspects of your service could you be lazy?
📌 4.3 Don't solve the problem, fix the perception
Principle 078 - People Don’t Know That You Are Doing a Great Job
2 mins
Principle 079 - You Will Be Seen as a Better Service If You Do Only One Thing
2 mins
Principle 080 - Good Design Helps You Sell Things for Twice the Usual Price
1 min
Principle 081 - One Wow Effect Is Enough
2 mins
Principle 082 - Do Small Updates and Sell Revolutions
2 mins
Principle 083 - A Swimsuit Can Make Your Event Different
2 mins
Recommended Video: Perspective is Everything
Homework: For which problems should you work on the perception?
Quiz: Did the learnings stick?
5. How to Use Psychology to Improve Your Service?
Introduction
📌 5.1 How to build trust
Principle 084 - You Are a Liar, so Let Me Ask Other Customers
2 mins
Principle 085 - You Need 10 Reviews to Build Trust
1 min
Principle 086 - Sharing Your Bias Builds Trust
2 mins
Principle 087 - Use the IKEA Effect to Make Your Users Proud
2 mins
Homework: How can you create more trust in your service?
📌5.2 How to help people change behavior
Principle 088 - Offer Less Choices to Improve Customer Experience
2 mins
Principle 089 - 90% of Your Website Content Is Useless
2 mins
Principle 090 - Focus on Smaller Short-Term Goals
2 mins
Principle 091 - To Get People to Act, Show the Losses Instead of the Wins
2 mins
Principle 092 - Reduce Missed Appointments with a Simple Stupid Sentence
2 mins
Principle 093 - Ask People to Name When and Where They Will Perform a New Habit
2 mins
Principle 094 - Don’t Motivate People with Money
2 mins
Principle 095 - 95% of People Stick to the Default Option
2 mins
Homework: How can you help your customer change their behavior?
📌5.3 How to use rythme to create better services?
Principle 096 - Under Promise, over Deliver
2 mins
Principle 097 - Start with the Boring Stuff Then Excite Me Little by Little
2 mins
Principle 098 - Always End a Service with a High Peak
2 mins
Principle 099 - Uncertainty Makes Users Safer
2 mins
Principle 100 - Friction Can Help People to Be Less Stupid
2 mins
Recommended Book: Nudge
Homework: How can you create a better rhythm in your service?
Quiz: Did the learnings stick?
Going further
Final homework
Five Resources To Go Further
Thank you