Course: 100 Service Design Principles
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Introduction
Foreword
About this course
Schedule your coaching session and share your dream end result
Access the community board
Get your student booklet
Introduction
PDF version
Word version
Google docs version
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Week 1: What Are the Basics of Service Design?
Introduction
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
✅ Homework: What basic element are you missing?
Final quizz of week one
Week 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
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
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
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
✅ 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
Principle 022 - Show Me Your Damn Pricing
Principle 023 - The Price Changes the Quality Without Any Other Change
✅ Homework: How can you simplify your pricing?
📌 2.4 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
✅ Homework: How can you make your service more personal?
📌 2.5 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
Principle 037 - To Improve Your Service, Start by Paying Your Employees Well
✅ Homework: What should you do by hand?
📌 2.6 Workplace
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
Recommended Book: Rework
✅ Homework: What can you do to make your employees more happier?
📌 2.6 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
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
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
✅ Homework: How can you fix the little frustrations of your service?
Final quizz of week 2
Week 3: How to Find out If You Make People Feel like Shit?
Introduction
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
Recommended Tutorial: How to use Advanced Search on Twitter
✅ Homework: How can you find out the frustrations of your customers?
Final quizz of week 3
Week 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
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
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
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
✅ 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
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
Recommended Video: Perspective is Everything
✅ Homework: For which problems should you work on the perception?
Final quizz of week 4
Week 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
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
✅ 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
Principle 089 - 90% of Your Website Content Is Useless
Principle 090 - Focus on Smaller Short-Term Goals
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
✅ 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
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
Recommended Book: Nudge
✅ Homework: How can you create a better rhythm in your service?
Final quizz of week 5
Going further
Final homework
Resources To Go Further
Thank you
Products
Course
Section
Get your student booklet
Get your student booklet
Course: 100 Service Design Principles
Buy now
Learn more
Introduction
Foreword
About this course
Schedule your coaching session and share your dream end result
Access the community board
Get your student booklet
Introduction
PDF version
Word version
Google docs version
Other formats
Week 1: What Are the Basics of Service Design?
Introduction
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
✅ Homework: What basic element are you missing?
Final quizz of week one
Week 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
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
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
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
✅ 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
Principle 022 - Show Me Your Damn Pricing
Principle 023 - The Price Changes the Quality Without Any Other Change
✅ Homework: How can you simplify your pricing?
📌 2.4 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
✅ Homework: How can you make your service more personal?
📌 2.5 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
Principle 037 - To Improve Your Service, Start by Paying Your Employees Well
✅ Homework: What should you do by hand?
📌 2.6 Workplace
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
Recommended Book: Rework
✅ Homework: What can you do to make your employees more happier?
📌 2.6 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
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
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
✅ Homework: How can you fix the little frustrations of your service?
Final quizz of week 2
Week 3: How to Find out If You Make People Feel like Shit?
Introduction
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
Recommended Tutorial: How to use Advanced Search on Twitter
✅ Homework: How can you find out the frustrations of your customers?
Final quizz of week 3
Week 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
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
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
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
✅ 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
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
Recommended Video: Perspective is Everything
✅ Homework: For which problems should you work on the perception?
Final quizz of week 4
Week 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
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
✅ 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
Principle 089 - 90% of Your Website Content Is Useless
Principle 090 - Focus on Smaller Short-Term Goals
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
✅ 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
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
Recommended Book: Nudge
✅ Homework: How can you create a better rhythm in your service?
Final quizz of week 5
Going further
Final homework
Resources To Go Further
Thank you
5 Lessons
Introduction
PDF version
Word version
Google docs version
Other formats