When I meet new people and introduce myself saying, “I’m Daniele, I’m a service designer”, I usually see their eyes narrowing with a look that says, “What the fuck is a service designer?” So, I thought, let’s make a book out of this frustration. And as I’m a lazy man, instead of penning down my idea of what service design is, I asked a bunch of service design practitioners around the world to answer this exact question.

The answers in this book are from all around the world, from many different types of people. There are academic answers, provocative answers, some fun ones, some that will make you reflect, and hopefully even some that will make you smile.

Of all these different answers, I hope you’ll find at least one that helps,

Love,

Daniele Catalanotto