Friday, 3 July 2009

Service Design reading list

I was building up my Endnote database yesterday to get ready for writing up 'the big book' - yes, welcome to hell...

Not very surprisingly, my database covers a lot of management books, some design books, some experience books and couple of economic books... it makes me wonder if you are a Service Designer/student, what kind of books are you reading?

So here I would like to collect your comments on a reading list for people who are interested in Service Design and maybe want to do a bit reading for it. It would be great if you could spare 2 seconds recommend two books (or journal articles) you think every Service Designer should read - not have to be Design books, can be anything really!

Think I might kick off first here:
Bernd Schmitt,
Customer Experience Management - not exactly a Service book or a Design book, but it presents a very interesting framework to build 'experience platform' which then spread the seeds of customer experience into different business functions.

Bill Hollins,
Total Design. Perhaps also couple of his more recent books... to be honest, although I am not a big believer of standardisation, this little book does provid a nice flavour of the many other issues along with the design process that any development processes will have. Plus, it is a small book that doesn't look scary!

This list will go to our librarian for furture purchase and I will keep update the comments into this post here!

Alright, you turn now... Thank you in advance!

From Arne Van Oosterom (DesignThinkers):
Linked , Albert-László Barabási
The Selfish Gene, Richard Dawkins

From Tom Allen:
A summary of the past thirty years of service design literature.

From Nick Marsh (Engine):
These are two pretty heavy going books that are worth getting:
Here's more:

From Deborah Szebeko (ThinkPublic):
The Tipping Point -Malcolm Galdwell
It's Not How Good You Are, Its How Good You Want to Be – Paul Arden

From Ben Reason(Livework):
Natural Capitalism - Paul Hawkin et al
Reassembling the Social - Bruno Latour

From Todd Johnston:
The Timeless Way of Building (Alexander),
Biomimicry (Benyus),
Out of Control (Kelly)

Lauren Tan:
I would recommend the
Designing for Services reader that was distributed in the early stages of the project and also the report which combines reflections on the project from the designers, academics and the project leads (Lucy Kimbell and Victor Seidel).

Designing for Services - Multidisciplinary Perspectives: Proceedings from the Exploratory Project on Designing for Services in Science and Technology-based Enterprises, Saïd Business School (2008) Edited by Lucy Kimbell and Victor P. Seidel

I would also highly recommend:
Boland, J., Collopy, F., Ed. (2005).
Managing as designing. California, Stanford University Press.
This book is more general in terms of design in a business and management context but very helpful where ever design is crossing into other disciplines.

Richard Randolph:
The Experience Economy: Work is Theatre & Every Business a Stage by B. Joseph Pine II and James H. Gilmore. This is the one that started it all.
Experiential Marketing, by Bernd H. Schmitt
The E Myth Revisited: Why Most Small Businesses Don't Work and What To Do About It by Michael E. Gerber
Brand Sense: Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound by Martin Lindstrom

Tom Kiehl:
My view is that good service design must balance customer satisifaction, profitability, and associate morale, particularly in businesses where front line associates are key to delivering service.
Four Things a Service Business Must Get Right by Frances X. Frei, Harvard Business Review, April 2008
Zero Defections, Quality Comes to Services by Frederick Reichheld and Earl Sasser, HBR, Sept-Oct 1990
The Trader Joe's Adventure: Turning a Unique Approach to Business into a Retail and Cultural Phenomenon by Len Lewis
Nuts! Southwest Airlines' Crazy Recipe for Business and Personal Success by Kevin Freiberg and Kevin Freiberg

James Samperi (Engine):
2 books which aren't focused on 'design' but any service 'designer needs to understand and know about. The latter book is comprehensive and pretty accessible - i can't vouch for the first but recommended by my colleague.
New Service Development and Innovation in the New Economy

From Products to Services: Insights and experiences from companies which have embraced the service economy.

Sarah Drummond:
simplicity- edward de bono
'In an increasingly complex world 'simplicity' is going to be a key value. The pace of change is not going to stop so we have to make a conscious effort to make things simpler.'

Marc Fonteijn(31VOLTS):
The experience economy
Subject to Change
Everything is miscellaneous
10 faces of innovation
The knowing-doing gap
And I second Sarah with
simplicity as a must read

proto partners:
Wired to Care by Dev Patnaik and Pete Mortensen of Jump Associates,
The Loyalty Effect from Fred Reicheld

Lucy Kimbell:
Vargo, S. and R. Lusch (2004), “Evolving to a new dominant logic in Marketing,” /Journal of Marketing, /68, 1-17
Vargo, Stephen L. and Lusch Robert (2008), "
Service-dominant logic: continuing the evolution," Journal of the Academy of Marketing Science, 36 (1), 1-10.

Jeff Howard:
John Thackara's book "
In The Bubble: Designing in a Complex World" and a bi-monthly magazine published in Los Angeles called "Good."

Isaac Arthur:
Adaptive Path's 'Subject to Change' is the best all around service design book I've found,
Neumeier's 'Brand Gap' and 'Zag' are indispensable books for all designers, regardless of their specific discipline'
And a great article from NextD on design 3.0 (transferable philosophies and processes to service design)

Paul Thurston(ThinkPublic):
Designing Services with Innovation Methods

Garrick Wood:
'How Designers Think: The Process Demystified' by Bryan Lawson
'What Designers Know' by Bryan Lawson

Lorne Mithell:
One of the main folk I track in this area is John Seddon (Vanguard Consulting) who is visiting Professor at Cardiff University. He has adapted the Demming/Ohno Toyota Production System philosophy to Service Design in both the Private and, more recently, Public sectors. He is an excellent speaker as well. You can get his material at Vanguard Consulting - and you can see him on video at:

Bhavna Bahr
In the Bubble - John Thackara
Naked Brain - Richard Restak
Buyology - Martin Lindstorm
Why We Buy - Paco Underkill
The Hidden Dimension - Edward T Hall
How Customers Think - Gerald Zaltman
Universal Principles of Design
Ten Faces of Innovation - Tom Kelly
Visual Ethnography - Sarah Pink

Jonathan Norman:
Maybe too far off for your pusposes but we are publishing: Design for Services, edited by Dr Anna Meroni and Dr. Daniela Sangiorgi in March 2010

Birgit Mager
Touchpoint . The Journal of Service Design, Köln: Köln Interntional School of Design
Miettinen, Satu / Koivisto, Mikko (Hrsg.): 28Designing Services with Innovative Methods, Keuruu: Otava Book Printing,