Service Design: From Insight to Implementation

Co-authored with Ben Reason and Lavrans Løvlie, Service Design is an eminently practical guide to designing services that work for people. It offers powerful insights, methods, and case studies to help you design, implement, and measure multichannel service experiences with greater impact for customers, businesses, and society.

The book was one of the first comprehensive guides to service design and is still regularly used in industry and academia as a standard reference.

Table of Contents

You can find more information about the book, excerpts and extras, and purchase it directly from Rosenfeld Media as well as Amazon.


“Polaine, Løvlie, and Reason provide an excellent treatment of the user experience side of service design. This valuable, practical handbook of design, provides copious examples for every step of the design process. This is a much needed, practical guide to the practice of service design.”
Don Norman, Nielsen Norman Group, author of The Design of Everyday Things

“For anyone making the journey into the world of service design, this book, informed by its authors’ hard-won knowledge and field experience, should be your first stop.”
Jesse James Garrett, author of The Elements of User Experience

“This book is a great introduction to service design by people who shaped this approach from its early years on. It explains many established tools and methods with encouraging real-life cases. The authors succeed in generating a mix of inspiring hands-on examples that motivates the reader to instantly try some of the methods, while its content is based on well-researched scholarly literature.”
Marc Stickdorn, editor and co-author of This Is Service Design Thinking

“An easy-to-read introduction to service design, with great examples from one of the world’s leading service design agencies. A ‘must read’ for anyone who wants to become familiar with service design in theory, methods, and practice!”
Prof. Birgit Mager, President, Service Design Network

“We’ve had lots of excellent books on ‘design thinking’ in recent years, but the challenge for many readers has been to put the high-level theory into practice. Service design provides the most relevant methodology and this, surely, is the definitive book on that subject. There’s no better way to learn about service design than from those who have built it from the ground up. This is a concise, engaging, and practical guide to an important emerging field of design practice—and the authors create compelling vision about where it must go next. Required reading for private, public, and third-sector leaders alike.”
Mat Hunter, Chief Design Officer, Design Council UK

“Service Design provides a good balance of theory and practice with a great range of case studies to illustrate how the theory has been put into practice and the resulting difference that makes. This book is not to be missed for those with a passing interest in service design, new students of design, and old hands who can rebase their knowledge. This book takes the reader through the why, what, and how of service design. It illustrates the importance of people and their relationship with services, and showcases the collaborative approach of co-production and the value that it brings.”
Dr. Lynne Maher, Director for Innovation and Design, NHS Institute for Innovation and Improvement