32:31

S01:E18 Jul 3, 2024

Naming

In this episode of Service Design Principles, Guy and Daniele talk about the critical role of naming in service design. Daniele shares a story from his parents’ experience establishing a church in Switzerland, where an initial naming choice led to confusion. A renaming solved the issue and shaped the church’s identity. The discussion then moves to project naming. Daniele explains how names can set expectations and influence outcomes. He emphasizes the importance of names that convey vision and values, avoiding generic terms that might mislead stakeholders. Guy adds his perspective, recounting how different group names at a former job—councils, committees, working groups—helped clarify roles and responsibilities. The talk explores the balance between innovative and standard naming, using a tech company’s choice of a new product term as a case study. Listeners also hear about a well-known entertainment company’s unique naming conventions for visitors and employees, illustrating how thoughtful naming can shape experiences. The episode concludes with Daniele’s cautionary tale on the importance of easy-to-spell names, highlighting potential issues with misspellings. Tune in to learn more about the strategic significance of naming in service design. – 00:00 Intro 01:11 Give Everything a Name 05:25 A project name can make or break a project 07:39 Councils, Committee, and Working Groups 10:47 Stop Inventing Silly Names for Standard Stuff 19:28 Don’t Assume That I Know How to Spell Your Company Name 23:20 Some History on “Neolux” 25:24 An Apple by any other Name 30:26 Summary 31:19 Outro 31:51 Credits - Thanks to Castopod.com AI generated episode summary

1:08:22

S01:E17 Jun 1, 2024

Workplace

In this episode, Daniele and Guy talk about the Workplace, including the need for rest, practical ideas on how to manage workload and communication channels, and how there are many things everyone can do to make their workplace better, even if they aren’t in a position of authority. Note: We used a new service to record this episode, and I (Guy) neglected to set up my levels properly, so there are points where my audio is a little distorted. I tried to fix this as much as possible in “post”, but it’s still noticeable. Sorry for this drop in quality - it’s a valuable lesson learned! Chapters 00:00:00 Workplace 00:00:02 Intro 00:01:15 Employee experience is an essential part of Service Design 00:12:27 Work Can Wait 00:20:57 The benefits of rest 00:26:26 Employees Should Check Their Email Less Often 00:32:58 Put Some Stupid Plants to Make Your Workplace Better 00:34:28 Your Open Space Is Like Hell 00:43:04 Mistakes Are Worthy Only If You Share Them 00:48:21 Create a process of recognizing your colleagues 00:51:50 A brief caveat for those in toxic environments 00:56:17 You Need To Repeat a Behavior for 66 Days to Create a New Habit 01:01:03 Authority does not a leader make 01:06:19 Wrap up 01:07:45 Credits - thanks to Castopod.com Mentioned Leadership is Language - L. David Marquet Atomic Habits - James Clear Deep Work - Cal Newport

52:52

S01:E16 Apr 19, 2024

Technology

This episode Daniele and Guy take a look at Technology, and join most of the world to give our take on AI. We espouse the virtues of analog technology (pencil and paper), and look at why some bots are better then humans, and others make us feel betrayed. Chapters 00:00 Technology 00:02 Intro 00:42 Why do we sometimes struggle to make technology work for us? 02:31 Sometimes, Pen and Paper works best 07:46 Ambivalence about “AI” 15:20 Robots don’t have mirror neurons. 19:26 I prefer bots over fake humans (SDP 33) 22:12 Let me speak with a Human (SDP 34) 26:46 Why can’t I answer this email? (SDP 35) 32:53 The balance between user-friendliness and security. 33:52 IT is your peer with a different perspective. 35:39 Stick with the tools you already have. 39:28 …or maybe not. 44:16 It’s now time for websites that react to the context (SDP 36) 51:31 Outro 52:12 A small request. Mentioned in this episode: Cal Newport - Deep Questions

35:22

S01:E15 Apr 3, 2024

Impersonal Service

This episode Guy Martin and Daniele Catalanotto go into what makes a service seem impersonal, and how organizations can make small changes to help their customers feel warmer about their interactions. Daniele tries to get a coffee from Starbucks, and we talk about hotels again. Chapters 00:00 Intro 00:48 Organizations are collections of humans 01:49 Ask Unnecessary Emotional information 04:43 Good salespeople understand the value of emotion 06:30 It works even when we recognize it 11:32 Different Levels of Service Design 13:28 Some good advice when facing change and uncertainty 15:19 Making It Personal Is Different For Every Culture 18:01 Culture is more than just nationality 23:41 Just Remember Me 29:03 and for extra points, Remember My Preferences 31:43 If you already have the information, use it! 34:17 Outro

35:26

S01:E14 Feb 7, 2024

Pricing

In this episode, we explore the nuanced relationship between pricing strategies and service design. The discussion highlights three key areas: Complex Pricing and User Interface Design: Daniele shares insights on how complex pricing can complicate user interfaces, using public transportation ticket machines as an example. He suggests that simplifying pricing could lead to more user-friendly interfaces. Innovative Pricing Models: The conversation covers innovative approaches to pricing, such as Switzerland’s “L’abonnement général” for public transport, and the simplicity and transparency of Basecamp’s pricing model for SaaS. These examples illustrate the benefits of straightforward pricing structures in enhancing customer experience. Psychological Impact of Pricing on Quality Perception: Daniele discusses how pricing affects customers’ perceptions of quality and engagement, sharing personal anecdotes about book pricing strategies. The episode delves into ethical considerations in pricing, emphasizing the importance of building meaningful relationships through thoughtful pricing strategies. Overall, the episode sheds light on the intricate role of pricing in service design, urging designers and businesses to consider how pricing strategies impact user experience, customer relationships, and perceived value. (Show summary by ChatGPT) 00:00 Intro 00:49 The Problem Is Not the Interface, It’s the Pricing 04:48 L’abonnement Général 07:19 37 Signals 07:50 Basecamp Pricing 09:41 Bigger Organizations 10:21 Trade-offs 12:04 Show Me Your Damn Pricing 13:20 Provide recurring services? You’re in a relationship. 16:15 The Price Changes The Quality Without Any Other Change 22:17 A higher price gives you room 25:55 Guy doesn’t answer the question. 27:20 Pricing in threes 29:11 BANT Framework 30:04 Quantitative elements have lots of research and data 32:23 Some takeaways 34:21 Wrap up Swiss GA Travelcard - “l’abonnement général”- https://www.sbb.ch/en/tickets-offers/travelcards/ga-travelcard.html Fair Tiq - https://fairtiq.com/en/ 37 Signals - https://37signals.com/ Basecamp - https://basecamp.com/pricing BANT Framework - Budget Authority Need Timing (Search for “BANT framework alternative” for other frameworks)

8:40

S01 Jan 25, 2024

Introducing Service Design Principles 301-400

Guy Martin talks with Daniele Catalanotto about the release of his latest book on Service Design Principles. The conversation starts with Daniele clarifying what service design principles mean: ideas or advice aimed at simplifying and enhancing human experiences. The books are described as a “toilet books” - ideal for short, insightful reads leading to brief moments of reflection. Daniele reveals that this fourth volume in the series adopts a fresh approach by incorporating feedback and insights from a global tour where he engaged with service design experts. This iteration is not just a book but a comprehensive media experience, featuring around 10 hours of video content. It integrates expert discussions directly into the narrative, allowing readers to explore topics more deeply online. We also touch on the diverse content and the inclusion of a curated list of resources at the book’s end, making it a valuable tool for both casual reading and in-depth exploration of service design. Highlighting the communal aspect of this launch, Daniele invites listeners to a unique party, marking the book’s release. Unlike typical launch events, this gathering aims to foster a broader discussion on service design, encouraging questions and interactions with experts from around the world. https://store.swissinnovation.academy/book-launch-party-service-design-principles-301-400 00:00 Intro 00:24 What is a Service Design Principle anyway? 02:17 What’s different about this volume? 03:42 So much content! 05:03 It’s a party 06:49 Thanks giving 08:20 Outro and Event information

41:41

S01:E13 Jan 16, 2024

Waiting...

In this first “long-form” episode of the Service Design Principles podcast, we explore how the perception of time influences people’s experiences of waiting. We use examples such as train journeys and elevator lobbies to illustrate how changing the environment or offering distractions can alter perceptions of waiting time. Then we go into the concept of ‘cooling-off’ periods in various contexts, like medical decisions and major purchases, emphasising the need for waiting in certain decision-making processes. The conversation shifts to practical strategies in customer service, focusing on modern solutions like callback options in hotlines and designing more thoughtful on-hold experiences. We highlight the importance of transparency and communication in setting realistic expectations and providing clear information to enhance customer satisfaction. We talk about the potential of using waiting time creatively, suggesting that waiting periods can be transformed into opportunities for education and engagement, offering examples where waiting time is utilised to provide informative content or entertainment. The role of smartphones in waiting scenarios is also discussed. We acknowledge the prevalent and almost addictive use of mobile devices but suggest that allowing phone usage in waiting areas can be beneficial. We then conclude that waiting can actually have a strategic value in service design. When managed appropriately, waiting can be an integral and constructive part of the service experience. Chapters: 00:00 Welcome 00:29 Today’s Episode - Waiting 01:47 The role of perception 03:44 Cooling off periods 07:12 How can we make make waiting more tolerable 10:09 Small courtesies 13:00 Some classic examples of changing perceptions 15:25 A mental framework for waiting 18:59 Under Promise, Over Deliver 20:24 Waiting time isn’t just about waiting time. 25:19 SDP 18 and 19 - Smartphones and waiting 30:30 Why are we waiting? 34:42 Waiting can encourage people to learn to fish, instead of just getting fish handed to them 37:15 Waiting as a brand decision 41:20 Outro Rory Sutherland TED talk: https://www.ted.com/talks/rory_sutherland_life_lessons_from_an_ad_man New York Times article on increasing walking times at Houston airport reduced complaints about luggage delivery times: https://www.nytimes.com/2012/08/19/opinion/sunday/why-waiting-in-line-is-torture.html (Sorry for the paywall - this was the earliest source I could find for this)

2:28

S01 Dec 22, 2023

Program Note – A Change of Format

Program Note - Change of format. Previous episodes have been based on a single episode for a single principle. Future episodes will be based on a single episode for a group of principles in a single theme. If you have actionable feedback or suggestions, or just want to tell us what we’re doing right - please let us know at podcast@neoluxconsulting.com.

9:40

S01:E12 Dec 22, 2023

SDP-012. Stop Giving Coupons When You Failed

We discuss the twelfth principle: the ineffectiveness of offering coupons as a remedy for service failures. We delve into why this common practice often feels insincere and can backfire. Daniele explains that the repetitive use of coupons as a response to service failures diminishes their value and impact. He likens it to apologizing with flowers every time one is late – it loses its meaning and becomes predictable. We discuss how this approach can lead to negative associations, similar to how excessive swearing loses its emphasis. We also explore the unintended consequences of such practices, drawing parallels with a story from “Freakonomics” about a kindergarten that introduced fines for late pickups, which inadvertently increased late pickups as it turned a moral obligation into a transaction. “Freakonomics” by Steven D Levitt & Stephen J. Dubner, published by Penguin Books. The conversation then shifts to the importance of knowing when to use different tools in service recovery. Daniele highlights the Swiss railway system, where discretion is given to frontline workers to handle mistakes, emphasizing the need for a varied toolbox in handling service errors. We also touch on the issue of customers gaming the system, particularly in the context of hotel loyalty points, where complaints can be leveraged for rewards. This leads to a discussion on the importance of not normalizing coupons and understanding the customer’s perspective – a coupon requiring further engagement with the service may not be appealing to a dissatisfied customer. Lastly, we discuss the broader implications of automating responses like coupons, urging businesses to consider the habits and expectations they are creating with such practices. This episode offers a critical look at the overuse of coupons in service recovery and the need for more thoughtful, context-sensitive approaches to addressing service failures. 00:00 Intro 00:03 Welcome 00:38 Creating Expectations 03:06 Unintended Consequences 04:03 Know when to use the right tool at the right time 05:43 Hotel Loyalty (?) Points 07:07 Coupons are just one tool 09:19 Outro

8:24

S01:E11 Dec 19, 2023

SDP-011. Suggest Something After the Error

In this episode, we explore Principle 11, “Suggest Something After the Error,” focusing on practical approaches to error management in service design. We begin by examining the evolution of the 404 error page in website design. This serves as a clear example of how error messages have shifted from simple notifications to more user-focused solutions. We discuss the importance of guiding users towards helpful alternatives or back to their intended path when an error occurs. Our conversation then turns to the concept of empowering users in the face of errors. We talk about how service design should provide users with options and guidance to navigate through errors, turning these moments into opportunities for positive interaction and problem-solving. We also cover proactive error management, including strategies like automatic error reporting. We highlight how showing users that steps are being taken to address issues can build trust and reliability. Recognizing the diverse needs and capabilities of different businesses, we address the challenges, especially for smaller companies, in implementing advanced error management technologies. We emphasize the importance of using available resources to enhance user experiences in error situations. To conclude, we stress the importance of viewing errors as opportunities to assist and support users, aiming to create a more seamless and effective user experience in service design. 00:00 Intro 00:03 Welcome 00:51 We explained why an error occured, what now? 02:10 404 05:59 Suggesting is one thing, but if possible, take the action on behalf of the user 08:03 Outro

10:38

S01:E10 Dec 15, 2023

SDP-010. Explain Why This Error Just Happened

In this episode, we delve into the importance of transparency and communication in service design, particularly when things don’t go as planned. Daniele starts with a story about train delays in Switzerland, highlighting how explaining the reason for a delay can shift passengers’ emotions from frustration to understanding. This approach not only provides clarity but also humanizes the service provider, fostering empathy and patience among users. We then discuss similar scenarios in airline operations, emphasizing how detailed explanations of delays can transform a negative experience into an educational opportunity. Understanding the complexities behind operational decisions, like flight delays due to crew availability or airport slot timings, can significantly alter customers’ perceptions. The conversation also touches on the concept of serving different audiences with a single message. By explaining errors, service providers can cater to those who are indifferent, those who seek understanding, and those who are curious to learn more. This multifaceted approach ensures that a wide range of users feels acknowledged and informed. We further explore the idea of not just owning our failures but also celebrating our successes. Acknowledging when things go right, as simple as announcing an on-time departure, can have a powerful positive impact on users’ experiences. Lastly, we discuss cultural aspects, like Switzerland’s tendency to downplay successes and Australia’s tall poppy syndrome, and how these cultural nuances influence the way services communicate successes and errors. This episode offers a comprehensive look at the significance of explaining errors in service design, providing valuable insights for anyone interested in enhancing customer experience through effective communication. 00:00 Intro 00:46 Why is it important to know why? 02:31 From trains to planes 06:08 Serve different audiences all at once 07:44 Own our successes, not just our failures 08:07 A cultural sidebar - Switzerland 08:39 Tall Poppies in Australia 10:17 Outro

8:15

S01:E09 Dec 12, 2023

SDP-009. Let Users Undo Their Mistakes

This episode, we delve into the ninth principle of service design, which focuses on the balance between reducing friction and adding necessary friction in user interactions. Daniele provides insightful examples, such as confirmation prompts when deleting items or LinkedIn’s content warning system, to illustrate when adding friction is beneficial. We explore the concept of “Confirmation Saturation,” where too many prompts can lead to user fatigue and the importance of contextualizing these interactions. The conversation also covers the idea of “Prevention is Better than Cure,” emphasizing proactive measures to prevent user errors. We discuss how digital services can implement features to recall actions or delay permanent changes, providing users with a safety net for their actions. Additionally, we touch on behavioral economics concepts like “nudges” and “rational overrides.” These concepts highlight the importance of designing for the real, sometimes irrational, human behavior, guiding users towards better decisions while allowing them the space to pause and reconsider actions that might lead to mistakes. This episode is a deep dive into the nuances of user experience design, offering valuable insights for anyone interested in creating more user-friendly and forgiving digital environments. 00:00 Intro 00:44 When should we add friction? 02:35 Confirmation Saturation 03:44 Prevention is Better than Cure 05:41 Nudges and Rational Overrides 07:54 Outro

7:39

S01:E08 Dec 8, 2023

SDP-008. Do the Penis Test and Think About What Could Go Wrong

Daniele Catalanotto and Guy Martin discuss some adult themes around principle number eight from the Service Design Principles 1-100 book, written by Daniele. We delve into the concept of anticipating and mitigating potential misuses of a service or product. Daniele introduces the “penis test,” inspired by the challenges faced by the early internet service ChatRoulette. This test serves as a metaphor for considering how a service might be misused in ways not initially intended by its creators. We explore the importance of this foresight in service design, especially in protecting users from unexpected and potentially harmful experiences. The conversation extends to the realm of graphic design, where Daniele shares anecdotes about logos inadvertently resembling inappropriate images. We discuss how such oversights can lead to unintended interpretations and emphasize the need for designers to anticipate and mitigate these risks. This episode is a candid exploration of the unexpected challenges in service and product design and the importance of considering all possible outcomes to ensure a safe and positive user experience. Summary drafted by ChatGPT 00:00 Intro 00:05 Welcome 00:33 Will it hurt? 01:19 Not for the intended use 03:45 Small mitigations 04:53 Sexy Logos 06:52 Test Results are in 07:19 Outro

6:56

S01:E07 Dec 5, 2023

SDP-007. Don't Solve Every Problem You Are Asked to Solve

Daniele Catalanotto and Guy Martin discuss principle number seven from the Service Design Principles 1-100 book, written by Daniele. In this episode, we dive into a critical yet often overlooked principle: “Don’t solve every problem you’re asked to solve.” We discuss the importance of discerning which problems truly need solving and the value of teaching and guiding others to find solutions themselves. Daniele shares insightful stories and personal experiences, highlighting how not immediately solving a problem can lead to greater learning opportunities. We also explore the “Five Whys” technique for getting to the root of problems and discuss how unsolved issues can sometimes turn into unique branding opportunities, enhancing customer experiences. The concept of the “Service Paradox” is introduced, where effectively addressing problems can actually lead to higher customer satisfaction than if the problem had never occurred. Join us in this engaging episode as we unravel the complexities of problem-solving in service design and learn when to step back and when to step in. This episode is a treasure trove of insights for anyone interested in enhancing their problem-solving skills and understanding the nuances of customer service and experience. (Summary drafted by ChatGPT) 00:00 Intro 00:05 Welcome 00:44 Why shouldn’t we solve every problem? 02:36 The problem of the hotel room with no air-conditioning 04:00 The Service Paradox 06:35 Outro

10:30

S01:E06 Dec 1, 2023

SDP-006. It's Your F-ing Job to Know What I Should Buy

In this episode of “Service Design Principles,” we delve into the sixth principle of service design: “It’s your job to know what I should buy.” We explore the importance of expertise and customer guidance in service interactions. Daniele shares a personal story about buying flowers for his wife, highlighting the frustration when service providers fail to guide customers who lack specific knowledge or preferences. We discuss the significance of asking the right questions and how this can transform a customer’s experience from feeling incompetent to feeling understood and assisted. The conversation also touches on the idea of first drafts in retail transactions, emphasizing the need for service providers to lead customers through the decision-making process, especially when they are unsure. We explore how service interactions can be learning opportunities, both for the customer and the service provider, enhancing future interactions. The episode concludes with insights on recognizing when a customer views you as an expert, an educator, or simply a vendor, and how to tailor your service approach accordingly. Summary drafted by ChatGPT 00:00 Open 00:04 Intro 00:38 This sounds personal… 02:08 Asking questions is good, right? 02:53 First drafts in retail transactions 03:32 Ask the right questions. 06:15 The customer isn’t the expert, you are. 08:49 Know when you are the expert, and when you are just selling. 10:10 Outro

7:01

S01:E05 Nov 28, 2023

SDP-005. Every Customer Mistake, Is Your Mistake

Daniele Catalanotto and Guy Martin discuss principle number five from the Service Design Principles 1-100 book, written by Daniele. 00:00 Open 00:06 Welcome 00:53 Don’t Blame the Customer 03:40 An explicit example 06:40 Outro

8:30

S01:E04 Nov 24, 2023

SDP-004. Always Think About What Happens Before and After Your Service

Daniele Catalanotto and Guy Martin discuss principle number four from the Service Design Principles 1-100 book, written by Daniele. 00:00 Open 00:05 Intro 00:43 Why it’s important to zoom out a little. 02:17 Open up potential new revenue opportunities 03:06 You don’t have to deliver everything, you can refer and recommend others 05:39 It’s an act of love 08:09 Outro

9:31

S01:E03 Nov 21, 2023

SDP-003. Make It Easy For Customers to Come Back

Daniele Catalanotto and Guy Martin discuss principle number three from the Service Design Principles 1-100 book, written by Daniele. 00:00 Open 00:05 Welcome 00:52 Where are businesses making it harder to return? 02:05 Hotel Registration 02:56 What about privacy? 04:12 Small businesses have an edge 05:09 The Coffee Shop 07:54 Video Streaming 09:12 Outro

5:25

S01:E02 Nov 17, 2023

SDP-002. Selling is Not The End, It's The Start

Daniele Catalanotto and Guy Martin discuss principle number two from the Service Design Principles 1-100 book, written by Daniele. 00:00 Open 00:04 Welcome 00:40 Dating and Marriage 02:10 One Night Stands in Business 03:45 Turn transactions into relationships 04:52 Outro

8:48

S01:E01 Nov 14, 2023

SDP-001. The First Draft of Anything Is Shit

Daniele Catalanotto and Guy Martin discuss principle number one from the Service Design Principles 1-100 book, written by Daniele. 00:00 Open 00:05 Welcome 00:44 Why is a shitty first draft so important in service design? 03:06 Principles aren’t rules 04:56 Do your first shitty draft… 05:19 …and share it! 07:40 Choose who you share it with. 08:18 Outro