Course: 100 Service Design Principles by Daniele Catalanotto
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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.

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Table of contents

Course: 100 Service Design Principles

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