Twenty-three authors from the global service design communtity invested their knowledge, experience and passion to create this award-winning book. It introduces service design thinking to beginners and students, and will be a valuable resource for consultants, marketers, innovators and design professionals.
这本书由23位作者，来自全球服务设计社区，他们贡献了他们的知识、经验、热情创造了这样一本被赞誉的获奖之书。它向初学者和学生介绍了服务设计思维，并向咨询顾问、市场营销人员、创新以及设计专业领域的人员也同样极富价值。
以下是关于第一部分的读书笔记，由于时间有限，本周先用幕布生成了脑图如下，为了便于大家阅读会在之后将英语部分再加上中文注解！（Ps：这是一本一直想读却搁置在办公桌上未读的书，希望能用每周读书笔记的方式，用12-14周时间将其啃完并通过简书呈现出来）
Introduction
Preface
This book aims to be a textbook on service design thinking-an interdisciplinary approach that offers great value for entrepreneurs and innovators in the field of services.
The book is structured into three main parts. Basics, Tools, Cases.
Basics illustrates the fundamental concepts of service design thinking and its relation to service marketing.
Tools explains the iterative process of designing services and shows nethods and tools of service design as a kind of toolkit that we hope you will be able to implement in your own work.
Cases exemplifies how the basics, processes and tools come together through five different case studies.
At the end of the book, service design thinking is wrapped up in three articles on how motivation as a fundamental component of human behaviour is a precondition for designing sevices, an overview of recent service design research publications, and through consideration of how service design thinking integrates with other philosophical approaches.
Before we start with the actual content, the design beyond the design provides a summary of how we adopted a service design thinking approach to the design of this book itself and besides that you'll find a short description on how to use this book.
This book project attempted to follow the principle of practice-what-you-preach.
The Design beyond the Design
A different approach to designing a textbook
Motivation and inspiration
In our interviews we discovered the need for a serious and static reference opposed to the ever changing blogosphere.
Experiences and expectations
This project needed to be authentic to itself: a book about service design must itself be understood as a designed service.
Ideas and concepts
We published an early draft of the"five principles of service design thinking"to gain feedback on both content and layout.
Developing a structure, layout, tone of voice and visual language took us quite some time.
An awkward title
Services can be designed from various perspectives, using different methods and tools of various desciplines and thus also using different terminology.
This book illustrates that designing services in the interdisciplinary way entails a certain way of thinking. This is service design thinking.
Moderated group discussions
Contextual interviews
Book prototype
Crowdsourcing website
Panorema
Uservioce forum
Crowdsourcing Map
http://www.design-emotion.com/
www.thisisservicedesignthinking.com
How to use this book
The customer journey canvas
At the online touchpoint of the book we provide you with a canvas developed to srpport you when designing services. You can use it not only for yourself to get a quick overview of certain service proesses, but also with providers for a self-portrayal and with customers and other stakeholders to explore and evaluate services.
What is Service Design
Who are these Service Designers
How does Service Design work
What are the tools of Service Design
Applied Service Design
Deep Service Design thinking
Appendix
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