This book is the premier guide to the practice of service design in the world. It is needed by everyone who wants all processes in the company to be focused on the needs of the client. In it you will find a detailed description of the main stages, methods and tools of service design. The book was created by dozens of professionals from different countries who shared their experience and worked in accordance with the basic rules of service design, that is, they improved the text of the book iteratively. Many case studies will help you better understand how to apply service design in practice. You will learn how to research, generate ideas, create prototypes, work with users, and implement service design throughout the organization to end up with a useful, memorable, impressive, truly unique product.