Summary of Service Design for Business

A Practical Guide to Optimizing the Customer Experience

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Service Design for Business book summary
You’ve fixed your products. Now fix your services.


8 Overall

8 Applicability

8 Innovation

7 Style


This short book by Livework colleagues Ben Reason, Lavrans Løvlie and Melvin Brand Flu addresses the frequently overlooked practice of service design – how you design the services you provide. Organizations probably should focus at least as much attention on how customers use their services as they focus on their products. A far greater portion of the economy rests on services than manufacturing and, in many cases, producers have all but eliminated the variability in products – you basically get what you pay for and often it doesn’t matter which brand you choose. Services present a different paradigm. Customers rarely know what they’re going to get and they’re often disappointed. Avoid that by designing your service delivery with care. Although this isn’t an in-depth guidebook, the authors provide a useful overview of a big subject that few others have addressed. getAbstract recommends their compact manual to leaders seeking an introduction to service design.

In this summary, you will learn

  • Why the way you design your services matters and
  • How service design can help you build a more “customer-centric” organization.


Why Service Design?
Design has grown more and more important in the past few decades. Today, most organizations that sell products focus on their design, but the same cannot be said for services. Yet services account for between 70% and 80% of economic activity in developed countries. ...
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About the Authors

Ben Reason leads the service design firm Livework where Lavrans Løvlie is a partner and Melvin Brand Flu directs strategy and business design.

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