Service design is a rapidly growing area of interest in design and business management. There are a lot of books on how to get started, but this is the first book that describes what a "good" service is and how to design one. This book lays out the essential principles for building services that work well for users. Demystifying what we mean by a "good" and "bad" service and describing the common elements within all services that mean they either work for users or don't. A practical book for practitioners and non-practitioners alike interested in better service delivery, this book is the definitive new guide to designing services that work for users. Lou Downe is Director of Design for the UK Government and was voted one of the UK's top 50 Creative Leaders by Creative Review in 2016, and one of the world's 100 most influential people in Digital Government by Apolitical in 2018.