The more you try to please your customers the lower the valuable perception of your service will be. Yutaka Yamauchi has studied the service of sushi restaurants and found the most valuable services are the ones that are a struggle for customer. These are services that are somewhat intimidating. The challenge for the designer is to find the perfect balance between human centered design and human decentered design.

We also talk about why customers are not just merely the input in the co-creation part of a service. The key to designing great services is that you consider the customer to be an output of your service.

Finally we talk about why it's not enough to look at the business and user part when designing a service. Service designers also need to take social and cultural trends into account when designing a service to be truly successful.

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EPISODE GUIDE

02:55 - The first encounter with Service Design.

04:05 - Why are some services intimidating?

11:30 - Who are the customer that you try to satisfy?

22:00 - Why do we put the word service in front of design?

30:45 - Big Question: How can you design a service like Starbucks?

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LINKS FROM THE EPISODE

* https://www.yamauchi.net/

* Yutaka on LinkedIn ➜ https://go.servicedesignshow.com/q1r16

* The secret behind services (TEDx talk) ➜ https://go.servicedesignshow.com/pmggh

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