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1. Introduction
   1. Preface
   2. The Design beyond the Design
   3. Crowdsourcing Map
   4. How to use this book
2. What is service design
   1. Definitions: Service Design as an inter-disciplinary approach
   2. 5 Principles of Service Design Thinking : A dynamic language for a dynamic approach
   3. Marketing : Connecting with people, creating value
3. Who are these service designers?
   1. Fields of Service Design
   2. Product Design: Developing products with service applications
   3. Graphic Design: Providing visual explanation
   4. Interaction Design: Services as a series of interactions
   5. Social Design: Delivering positive social impact
   6. Strategic Management: The relentless quest for efficiency
   7. Design Ethnography: Taking inspiration from everyday life
4. Introduction
   1. How does service design work
   2. Tools of Service Design Thinking
   3. The Iterative Process
   4. AT-ONE
5. What are the tools of service design ?
   1. This is a toolbox - not a manual
   2. Stakeholder Maps
   3. Service Safaris
   4. Shadowing
   5. Customer Journey Maps
   6. Contextual Interviews
   7. The five Whys
   8. Cultural Probes
   9. Mobile Ethnography
   10. A Day in the Life
   11. Expectation Maps
   12. Personas
   13. Idea Generation
   14. What if...
   15. Design Scenarios
   16. Storyboards
   17. Desktop Walkthrough
   18. Service Prototypes
   19. Service Staging
   20. Agile Development
   21. Co-Creation
   22. Storytelling
   23. Service Blueprints
   24. Service Roleplay
   25. Customer Lifecycle Maps
   26. Business Model Canvas
6. Applied service design
   1. Service Design Thinking in Practice
   2. NL Agency and Design Thinkers: Service design for a governmental organisation
   3. Mypolice and Snook: Service design for a public organisation
   4. Hello Change and Funky Projects: Services design for an application process
   5. UPMC and Carnegie Mellon University: Service design for a hospital
   6. SEB and Transformator: Service design for a bank
7. Deep service design thinking
   1. Deep Service Design Thinking
   2. Integrating Service Design Thinking and Moticational Psychology
   3. Service Design Research: Yesterday, today and tomorrow
   4. Service Design and Biophilia
8. Appendix
   1. References
   2. Index
   3. Fold-Out
   4. Imprint