Services are such integral parts of the daily life of individuals and organisations that a day without paying for or providing them is inconceivable. They come in so many different shapes and sizes, we have difficulty defining them let alone designing them properly. So what? This book is about having new eyes and new perspectives for understanding and exploring services with a certain kind of curiosity and imagination. By grasping their realities, and deepening our understanding of what services really are, what they could be, and why they even exist, we can broaden the possibilities in their design. With drawings and symbols this book introduces the basis of a design language for services. Anyone can learn this language, with a littl

Majid Iqbal advises government and commercial enterprises on executing their policies and strategies through a purpose-driven portfolio of services.