Thinking in services

This book introduces a powerful design language that appeals as much to creative professionals and programmers as it does to accountants, engineers, and lawyers, with the belief of raising the bar by lowering barriers. Raising the bar in design requires multidisciplinary efforts that are easier without standard language barriers.

Design is the ultimate expression of policy and strategy, and expressing design in the form of a code makes it possible for every layer of the service enterprise to execute the design (code) in a fast and parallel manner to deliver what has been promised at a much lower cost. For that purpose, the book introduces a system and method that go beyond blueprints and customer journey maps, to broaden the appeal of service design for strategists, economists, and budget analysts.

This patented system and method has, until now, only been available to a few large government and commercial enterprises, (Boeing, United HC) through consulting projects or 2-day workshops.