Service Design Principles – Details, episodes & analysis

In this episode of Service Design Principles, Guy and Daniele talk about the critical role of naming in service design. Daniele shares a story from his parents’ experience establishing a church in Switzerland, where an initial naming choice led to confusion. A renaming solved the issue and shaped the church’s identity.

The discussion then moves to project naming. Daniele explains how names can set expectations and influence outcomes. He emphasizes the importance of names that convey vision and values, avoiding generic terms that might mislead stakeholders.

Guy adds his perspective, recounting how different group names at a former job—councils, committees, working groups—helped clarify roles and responsibilities. The talk explores the balance between innovative and standard naming, using a tech company’s choice of a new product term as a case study.

Listeners also hear about a well-known entertainment company’s unique naming conventions for visitors and employees, illustrating how thoughtful naming can shape experiences.

The episode concludes with Daniele’s cautionary tale on the importance of easy-to-spell names, highlighting potential issues with misspellings. Tune in to learn more about the strategic significance of naming in service design.

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00:00 Intro 01:11 Give Everything a Name 05:25 A project name can make or break a project 07:39 Councils, Committee, and Working Groups 10:47 Stop Inventing Silly Names for Standard Stuff 19:28 Don’t Assume That I Know How to Spell Your Company Name 23:20 Some History on “Neolux” 25:24 An Apple by any other Name 30:26 Summary 31:19 Outro 31:51 Credits - Thanks to Castopod.com

AI generated episode summary

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Time - rate us on your preferred podcast platform, write a review, or submit your own service design principles or insights into the SDP in the books.

Talent - Help promote the podcast on social media, produce some incidental music for the show, or suggest a way your talents can help.

Treasure - use a modern podcast app to send us boost-a-grams or streaming value. We’ll recognize all contributions and comments in future episodes. Alternatively, make a traditional donation via Ko-Fi to help us cover our hosting and production costs.

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Traditional donation: https://ko-fi.com/neoluxpodcasts https://www.paypal.com/donate/?hosted_button_id=KCP8BRUHP3HZS

Daniele Catalanotto is a service design practitioner, the author of the Service Design Principles series of books, and the founder of the Swiss Innovation Academy

Guy Martin has worked with global companies and startups in a wide range of roles, including service delivery, corporate education, and leadership development.

Music by Mikhail Smusev from Pixabay

Thanks to Castopod, a Podcasting 2.0 and ActivityPub enabled host, for their support.

A production of Neolux Consulting

In this episode, Daniele and Guy talk about the Workplace, including the need for rest, practical ideas on how to manage workload and communication channels, and how there are many things everyone can do to make their workplace better, even if they aren’t in a position of authority.

Note: We used a new service to record this episode, and I (Guy) neglected to set up my levels properly, so there are points where my audio is a little distorted. I tried to fix this as much as possible in “post”, but it’s still noticeable. Sorry for this drop in quality - it’s a valuable lesson learned!

Chapters

00:00:00 Workplace

00:00:02 Intro

00:01:15 Employee experience is an essential part of Service Design

00:12:27 Work Can Wait

00:20:57 The benefits of rest

00:26:26 Employees Should Check Their Email Less Often

00:32:58 Put Some Stupid Plants to Make Your Workplace Better

00:34:28 Your Open Space Is Like Hell

00:43:04 Mistakes Are Worthy Only If You Share Them

00:48:21 Create a process of recognizing your colleagues

00:51:50 A brief caveat for those in toxic environments

00:56:17 You Need To Repeat a Behavior for 66 Days to Create a New Habit

01:01:03 Authority does not a leader make

01:06:19 Wrap up

01:07:45 Credits - thanks to Castopod.com

Mentioned

• Leadership is Language - L. David Marquet
• Atomic Habits - James Clear
• Deep Work - Cal Newport

Interested in the book, Service Design Principles 1-100? Check out the special offer just for podcast listeners.

Support us with Value 4 Value

Find out more about “Value 4 Value” here: https://value4value.info/

Time - rate us on your preferred podcast platform, write a review, or submit your own service design principles or insights into the SDP in the books.

Talent - Help promote the podcast on social media, produce some incidental music for the show, or suggest a way your talents can help.

Treasure - use a modern podcast app to send us boost-a-grams or streaming value. We’ll recognize all contributions and comments in future episodes. Alternatively, make a traditional donation via Ko-Fi to help us cover our hosting and production costs.

Get a modern podcast app: https://modernpodcastapps.com/

Traditional donation: https://ko-fi.com/neoluxpodcasts https://www.paypal.com/donate/?hosted_button_id=KCP8BRUHP3HZS

Daniele Catalanotto is a service design practitioner, the author of the Service Design Principles series of books, and the founder of the Swiss Innovation Academy

Guy Martin has worked with global companies and startups in a wide range of roles, including service delivery, corporate education, and leadership development.

Music by Mikhail Smusev from Pixabay

Thanks to Castopod, a Podcasting 2.0 and ActivityPub enabled host, for their support.

A production of Neolux Consulting

In this episode, we delve into the importance of transparency and communication in service design, particularly when things don’t go as planned.

Daniele starts with a story about train delays in Switzerland, highlighting how explaining the reason for a delay can shift passengers’ emotions from frustration to understanding. This approach not only provides clarity but also humanizes the service provider, fostering empathy and patience among users.

We then discuss similar scenarios in airline operations, emphasizing how detailed explanations of delays can transform a negative experience into an educational opportunity. Understanding the complexities behind operational decisions, like flight delays due to crew availability or airport slot timings, can significantly alter customers’ perceptions.

The conversation also touches on the concept of serving different audiences with a single message. By explaining errors, service providers can cater to those who are indifferent, those who seek understanding, and those who are curious to learn more. This multifaceted approach ensures that a wide range of users feels acknowledged and informed.

We further explore the idea of not just owning our failures but also celebrating our successes. Acknowledging when things go right, as simple as announcing an on-time departure, can have a powerful positive impact on users’ experiences.

Lastly, we discuss cultural aspects, like Switzerland’s tendency to downplay successes and Australia’s tall poppy syndrome, and how these cultural nuances influence the way services communicate successes and errors.

This episode offers a comprehensive look at the significance of explaining errors in service design, providing valuable insights for anyone interested in enhancing customer experience through effective communication.

• 00:00 Intro
• 00:46 Why is it important to know why?
• 02:31 From trains to planes
• 06:08 Serve different audiences all at once
• 07:44 Own our successes, not just our failures
• 08:07 A cultural sidebar - Switzerland
• 08:39 Tall Poppies in Australia
• 10:17 Outro

Interested in the book, Service Design Principles 1-100? Check out the special offer just for podcast listeners.

Support us with Value 4 Value

Find out more about “Value 4 Value” here: https://value4value.info/

Time - rate us on your preferred podcast platform, write a review, or submit your own service design principles or insights into the SDP in the books.

Talent - Help promote the podcast on social media, produce some incidental music for the show, or suggest a way your talents can help.

Treasure - use a modern podcast app to send us boost-a-grams or streaming value. We’ll recognize all contributions and comments in future episodes. Alternatively, make a traditional donation via Ko-Fi to help us cover our hosting and production costs.

Get a modern podcast app: https://modernpodcastapps.com/

Traditional donation: https://ko-fi.com/neoluxpodcasts https://www.paypal.com/donate/?hosted_button_id=KCP8BRUHP3HZS

Daniele Catalanotto is a service design practitioner, the author of the Service Design Principles series of books, and the founder of the Swiss Innovation Academy

Guy Martin has worked with global companies and startups in a wide range of roles, including service delivery, corporate education, and leadership development.

Music by Mikhail Smusev from Pixabay

Thanks to Castopod, a Podcasting 2.0 and ActivityPub enabled host, for their support.

A production of Neolux Consulting

This episode, we delve into the ninth principle of service design, which focuses on the balance between reducing friction and adding necessary friction in user interactions.

Daniele provides insightful examples, such as confirmation prompts when deleting items or LinkedIn’s content warning system, to illustrate when adding friction is beneficial. We explore the concept of “Confirmation Saturation,” where too many prompts can lead to user fatigue and the importance of contextualizing these interactions.

The conversation also covers the idea of “Prevention is Better than Cure,” emphasizing proactive measures to prevent user errors. We discuss how digital services can implement features to recall actions or delay permanent changes, providing users with a safety net for their actions.

Additionally, we touch on behavioral economics concepts like “nudges” and “rational overrides.” These concepts highlight the importance of designing for the real, sometimes irrational, human behavior, guiding users towards better decisions while allowing them the space to pause and reconsider actions that might lead to mistakes.

This episode is a deep dive into the nuances of user experience design, offering valuable insights for anyone interested in creating more user-friendly and forgiving digital environments.

• 00:00 Intro
• 00:44 When should we add friction?
• 02:35 Confirmation Saturation
• 03:44 Prevention is Better than Cure
• 05:41 Nudges and Rational Overrides
• 07:54 Outro

Interested in the book, Service Design Principles 1-100? Check out the special offer just for podcast listeners.

Support us with Value 4 Value

Find out more about “Value 4 Value” here: https://value4value.info/

Time - rate us on your preferred podcast platform, write a review, or submit your own service design principles or insights into the SDP in the books.

Talent - Help promote the podcast on social media, produce some incidental music for the show, or suggest a way your talents can help.

Treasure - use a modern podcast app to send us boost-a-grams or streaming value. We’ll recognize all contributions and comments in future episodes. Alternatively, make a traditional donation via Ko-Fi to help us cover our hosting and production costs.

Get a modern podcast app: https://modernpodcastapps.com/

Traditional donation: https://ko-fi.com/neoluxpodcasts https://www.paypal.com/donate/?hosted_button_id=KCP8BRUHP3HZS

Daniele Catalanotto is a service design practitioner, the author of the Service Design Principles series of books, and the founder of the Swiss Innovation Academy

Guy Martin has worked with global companies and startups in a wide range of roles, including service delivery, corporate education, and leadership development.

Music by Mikhail Smusev from Pixabay

Thanks to Castopod, a Podcasting 2.0 and ActivityPub enabled host, for their support.

A production of Neolux Consulting

Daniele Catalanotto and Guy Martin discuss some adult themes around principle number eight from the Service Design Principles 1-100 book, written by Daniele.

We delve into the concept of anticipating and mitigating potential misuses of a service or product.

Daniele introduces the “penis test,” inspired by the challenges faced by the early internet service ChatRoulette. This test serves as a metaphor for considering how a service might be misused in ways not initially intended by its creators. We explore the importance of this foresight in service design, especially in protecting users from unexpected and potentially harmful experiences.

The conversation extends to the realm of graphic design, where Daniele shares anecdotes about logos inadvertently resembling inappropriate images. We discuss how such oversights can lead to unintended interpretations and emphasize the need for designers to anticipate and mitigate these risks.

This episode is a candid exploration of the unexpected challenges in service and product design and the importance of considering all possible outcomes to ensure a safe and positive user experience.

Summary drafted by ChatGPT

• 00:00 Intro
• 00:05 Welcome
• 00:33 Will it hurt?
• 01:19 Not for the intended use
• 03:45 Small mitigations
• 04:53 Sexy Logos
• 06:52 Test Results are in
• 07:19 Outro

Interested in the book, Service Design Principles 1-100? Check out the special offer just for podcast listeners.

Support us with Value 4 Value

Find out more about “Value 4 Value” here: https://value4value.info/

Time - rate us on your preferred podcast platform, write a review, or submit your own service design principles or insights into the SDP in the books.

Talent - Help promote the podcast on social media, produce some incidental music for the show, or suggest a way your talents can help.

Treasure - use a modern podcast app to send us boost-a-grams or streaming value. We’ll recognize all contributions and comments in future episodes. Alternatively, make a traditional donation via Ko-Fi to help us cover our hosting and production costs.

Get a modern podcast app: https://modernpodcastapps.com/

Traditional donation: https://ko-fi.com/neoluxpodcasts https://www.paypal.com/donate/?hosted_button_id=KCP8BRUHP3HZS

Daniele Catalanotto is a service design practitioner, the author of the Service Design Principles series of books, and the founder of the Swiss Innovation Academy

Guy Martin has worked with global companies and startups in a wide range of roles, including service delivery, corporate education, and leadership development.

Music by Mikhail Smusev from Pixabay

Thanks to Castopod, a Podcasting 2.0 and ActivityPub enabled host, for their support.

A production of Neolux Consulting

Daniele Catalanotto and Guy Martin discuss principle number seven from the Service Design Principles 1-100 book, written by Daniele.

In this episode, we dive into a critical yet often overlooked principle: “Don’t solve every problem you’re asked to solve.”

We discuss the importance of discerning which problems truly need solving and the value of teaching and guiding others to find solutions themselves. Daniele shares insightful stories and personal experiences, highlighting how not immediately solving a problem can lead to greater learning opportunities.

We also explore the “Five Whys” technique for getting to the root of problems and discuss how unsolved issues can sometimes turn into unique branding opportunities, enhancing customer experiences. The concept of the “Service Paradox” is introduced, where effectively addressing problems can actually lead to higher customer satisfaction than if the problem had never occurred.

Join us in this engaging episode as we unravel the complexities of problem-solving in service design and learn when to step back and when to step in. This episode is a treasure trove of insights for anyone interested in enhancing their problem-solving skills and understanding the nuances of customer service and experience.

(Summary drafted by ChatGPT)

• 00:00 Intro
• 00:05 Welcome
• 00:44 Why shouldn’t we solve every problem?
• 02:36 The problem of the hotel room with no air-conditioning
• 04:00 The Service Paradox
• 06:35 Outro

Interested in the book, Service Design Principles 1-100? Check out the special offer just for podcast listeners.

Support us with Value 4 Value

Find out more about “Value 4 Value” here: https://value4value.info/

Time - rate us on your preferred podcast platform, write a review, or submit your own service design principles or insights into the SDP in the books.

Talent - Help promote the podcast on social media, produce some incidental music for the show, or suggest a way your talents can help.

Treasure - use a modern podcast app to send us boost-a-grams or streaming value. We’ll recognize all contributions and comments in future episodes. Alternatively, make a traditional donation via Ko-Fi to help us cover our hosting and production costs.

Get a modern podcast app: https://modernpodcastapps.com/

Traditional donation: https://ko-fi.com/neoluxpodcasts https://www.paypal.com/donate/?hosted_button_id=KCP8BRUHP3HZS

Daniele Catalanotto is a service design practitioner, the author of the Service Design Principles series of books, and the founder of the Swiss Innovation Academy

Guy Martin has worked with global companies and startups in a wide range of roles, including service delivery, corporate education, and leadership development.

Music by Mikhail Smusev from Pixabay

Thanks to Castopod, a Podcasting 2.0 and ActivityPub enabled host, for their support.

A production of Neolux Consulting

In this episode of “Service Design Principles,” we delve into the sixth principle of service design: “It’s your job to know what I should buy.” We explore the importance of expertise and customer guidance in service interactions.

Daniele shares a personal story about buying flowers for his wife, highlighting the frustration when service providers fail to guide customers who lack specific knowledge or preferences. We discuss the significance of asking the right questions and how this can transform a customer’s experience from feeling incompetent to feeling understood and assisted.

The conversation also touches on the idea of first drafts in retail transactions, emphasizing the need for service providers to lead customers through the decision-making process, especially when they are unsure. We explore how service interactions can be learning opportunities, both for the customer and the service provider, enhancing future interactions.

The episode concludes with insights on recognizing when a customer views you as an expert, an educator, or simply a vendor, and how to tailor your service approach accordingly.

Summary drafted by ChatGPT

• 00:00 Open
• 00:04 Intro
• 00:38 This sounds personal…
• 02:08 Asking questions is good, right?
• 02:53 First drafts in retail transactions
• 03:32 Ask the right questions.
• 06:15 The customer isn’t the expert, you are.
• 08:49 Know when you are the expert, and when you are just selling.
• 10:10 Outro

Interested in the book, Service Design Principles 1-100? Check out the special offer just for podcast listeners.

Support us with Value 4 Value

Find out more about “Value 4 Value” here: https://value4value.info/

Time - rate us on your preferred podcast platform, write a review, or submit your own service design principles or insights into the SDP in the books.

Talent - Help promote the podcast on social media, produce some incidental music for the show, or suggest a way your talents can help.

Treasure - use a modern podcast app to send us boost-a-grams or streaming value. We’ll recognize all contributions and comments in future episodes. Alternatively, make a traditional donation via Ko-Fi to help us cover our hosting and production costs.

Get a modern podcast app: https://modernpodcastapps.com/

Traditional donation: https://ko-fi.com/neoluxpodcasts https://www.paypal.com/donate/?hosted_button_id=KCP8BRUHP3HZS

Daniele Catalanotto is a service design practitioner, the author of the Service Design Principles series of books, and the founder of the Swiss Innovation Academy

Guy Martin has worked with global companies and startups in a wide range of roles, including service delivery, corporate education, and leadership development.

Music by Mikhail Smusev from Pixabay

Thanks to Castopod, a Podcasting 2.0 and ActivityPub enabled host, for their support.

A production of Neolux Consulting

Daniele Catalanotto and Guy Martin discuss principle number five from the Service Design Principles 1-100 book, written by Daniele.

00:00 Open 00:06 Welcome 00:53 Don’t Blame the Customer 03:40 An explicit example 06:40 Outro

Interested in the book, Service Design Principles 1-100? Check out the special offer just for podcast listeners.

Support us with Value 4 Value

Find out more about “Value 4 Value” here: https://value4value.info/

Time - rate us on your preferred podcast platform, write a review, or submit your own service design principles or insights into the SDP in the books.

Talent - Help promote the podcast on social media, produce some incidental music for the show, or suggest a way your talents can help.

Treasure - use a modern podcast app to send us boost-a-grams or streaming value. We’ll recognize all contributions and comments in future episodes. Alternatively, make a traditional donation via Ko-Fi to help us cover our hosting and production costs.

Get a modern podcast app: https://modernpodcastapps.com/

Traditional donation: https://ko-fi.com/neoluxpodcasts https://www.paypal.com/donate/?hosted_button_id=KCP8BRUHP3HZS

Daniele Catalanotto is a service design practitioner, the author of the Service Design Principles series of books, and the founder of the Swiss Innovation Academy

Guy Martin has worked with global companies and startups in a wide range of roles, including service delivery, corporate education, and leadership development.

Music by Mikhail Smusev from Pixabay

Thanks to Castopod, a Podcasting 2.0 and ActivityPub enabled host, for their support.

A production of Neolux Consulting

Daniele Catalanotto and Guy Martin discuss principle number four from the Service Design Principles 1-100 book, written by Daniele.

• 00:00 Open
• 00:05 Intro
• 00:43 Why it’s important to zoom out a little.
• 02:17 Open up potential new revenue opportunities
• 03:06 You don’t have to deliver everything, you can refer and recommend others
• 05:39 It’s an act of love
• 08:09 Outro

Interested in the book, Service Design Principles 1-100? Check out the special offer just for podcast listeners.

Support us with Value 4 Value

Find out more about “Value 4 Value” here: https://value4value.info/

Time - rate us on your preferred podcast platform, write a review, or submit your own service design principles or insights into the SDP in the books.

Talent - Help promote the podcast on social media, produce some incidental music for the show, or suggest a way your talents can help.

Treasure - use a modern podcast app to send us boost-a-grams or streaming value. We’ll recognize all contributions and comments in future episodes. Alternatively, make a traditional donation via Ko-Fi to help us cover our hosting and production costs.

Get a modern podcast app: https://modernpodcastapps.com/

Traditional donation: https://ko-fi.com/neoluxpodcasts https://www.paypal.com/donate/?hosted_button_id=KCP8BRUHP3HZS

Daniele Catalanotto is a service design practitioner, the author of the Service Design Principles series of books, and the founder of the Swiss Innovation Academy

Guy Martin has worked with global companies and startups in a wide range of roles, including service delivery, corporate education, and leadership development.

Music by Mikhail Smusev from Pixabay

Thanks to Castopod, a Podcasting 2.0 and ActivityPub enabled host, for their support.

A production of Neolux Consulting

Daniele Catalanotto and Guy Martin discuss principle number three from the Service Design Principles 1-100 book, written by Daniele.

• 00:00 Open
• 00:05 Welcome
• 00:52 Where are businesses making it harder to return?
• 02:05 Hotel Registration
• 02:56 What about privacy?
• 04:12 Small businesses have an edge
• 05:09 The Coffee Shop
• 07:54 Video Streaming
• 09:12 Outro

Interested in the book, Service Design Principles 1-100? Check out the special offer just for podcast listeners.

Support us with Value 4 Value

Find out more about “Value 4 Value” here: https://value4value.info/

Time - rate us on your preferred podcast platform, write a review, or submit your own service design principles or insights into the SDP in the books.

Talent - Help promote the podcast on social media, produce some incidental music for the show, or suggest a way your talents can help.

Treasure - use a modern podcast app to send us boost-a-grams or streaming value. We’ll recognize all contributions and comments in future episodes. Alternatively, make a traditional donation via Ko-Fi to help us cover our hosting and production costs.

Get a modern podcast app: https://modernpodcastapps.com/

Traditional donation: https://ko-fi.com/neoluxpodcasts https://www.paypal.com/donate/?hosted_button_id=KCP8BRUHP3HZS

Daniele Catalanotto is a service design practitioner, the author of the Service Design Principles series of books, and the founder of the Swiss Innovation Academy

Guy Martin has worked with global companies and startups in a wide range of roles, including service delivery, corporate education, and leadership development.

Music by Mikhail Smusev from Pixabay

Thanks to Castopod, a Podcasting 2.0 and ActivityPub enabled host, for their support.

A production of Neolux Consulting