Debra Paul is the CEO of Assist Knowledge Development Ltd. Debra has co-authored several publications including Business Analysis, Agile and Business Analysis, Delivering Business Analysis and Business Architecture. Debra holds an MBA and a Doctorate in Business Administration, and lectures at the University of Reading (Henley Business School) where she is a Visiting Fellow. Debra is a regular keynote speaker at business seminars and IS industry events. She was a founder member of the BA Manager Forum, developed the BCS Advanced International Diploma in Business Analysis and the A4Q Certified Service Designer Award. She was also one of the founders of the BA Conference Europe.Jonathan Hunsley is the Service Development Director for Assist Knowledge Development Ltd. Jonathan has worked in a variety of roles across the financial services and consultancy sectors. Jonathan is a Chartered IT Professional, and the lead assessor for the BCS Advanced International Diploma in Business Analysis. He holds an MBA and the Expert Business Analysis Award. He is a regular speaker at international conferences and has contributed to a variety of publications such as Business Analysis, Business Analysis Techniques and Business Architecture. He is a regular contributor to the BA Brew podcast, founded the SD Forum, a networking forum for service designers, and was the chief architect of the A4Q Certified Service Designer award.

• Chapter 1: The Service Design mindsetChapter 2: Service Design and valueChapter 3: The Service Designer roleChapter 4: Generic Service Design techniquesChapter 5: Situation investigation and problem analysis Chapter 6: Feasibility assessment and business case developmentChapter 7: CX AnalysisChapter 8: Service definitionChapter 9: Service experimentationChapter 10: Service deployment

This book is both an excellent introduction to service design and a practical guide to its application. Clear, actionable, and rich with real-world examples, it is essential reading for anyone engaged in shaping services.Pip Hall, Service Design Manager, Founding Member, Service Design Forum

Debra Paul is the CEO of Assist Knowledge Development Ltd. Debra has co-authored several publications including Business Analysis, Agile and Business Analysis, Delivering Business Analysis and Business Architecture. Debra holds an MBA and a Doctorate in Business Administration, and lectures at the University of Reading (Henley Business School) where she is a Visiting Fellow. Debra is a regular keynote speaker at business seminars and IS industry events. She was a founder member of the BA Manager Forum, developed the BCS Advanced International Diploma in Business Analysis and the A4Q Certified Service Designer Award. She was also one of the founders of the BA Conference Europe.Jonathan Hunsley is the Service Development Director for Assist Knowledge Development Ltd. Jonathan has worked in a variety of roles across the financial services and consultancy sectors. Jonathan is a Chartered IT Professional, and the lead assessor for the BCS Advanced International Diploma in Business Analysis. He holds an MBA and the Expert Business Analysis Award. He is a regular speaker at international conferences and has contributed to a variety of publications such as Business Analysis, Business Analysis Techniques and Business Architecture. He is a regular contributor to the BA Brew podcast, founded the SD Forum, a networking forum for service designers, and was the chief architect of the A4Q Certified Service Designer award.

• Chapter 1: The Service Design mindsetChapter 2: Service Design and valueChapter 3: The Service Designer roleChapter 4: Generic Service Design techniquesChapter 5: Situation investigation and problem analysis Chapter 6: Feasibility assessment and business case developmentChapter 7: CX AnalysisChapter 8: Service definitionChapter 9: Service experimentationChapter 10: Service deployment

This book is both an excellent introduction to service design and a practical guide to its application. Clear, actionable, and rich with real-world examples, it is essential reading for anyone engaged in shaping services.Pip Hall, Service Design Manager, Founding Member, Service Design Forum

Debra Paul is the CEO of Assist Knowledge Development Ltd. Debra has co-authored several publications including Business Analysis, Agile and Business Analysis, Delivering Business Analysis and Business Architecture. Debra holds an MBA and a Doctorate in Business Administration, and lectures at the University of Reading (Henley Business School) where she is a Visiting Fellow. Debra is a regular keynote speaker at business seminars and IS industry events. She was a founder member of the BA Manager Forum, developed the BCS Advanced International Diploma in Business Analysis and the A4Q Certified Service Designer Award. She was also one of the founders of the BA Conference Europe.Jonathan Hunsley is the Service Development Director for Assist Knowledge Development Ltd. Jonathan has worked in a variety of roles across the financial services and consultancy sectors. Jonathan is a Chartered IT Professional, and the lead assessor for the BCS Advanced International Diploma in Business Analysis. He holds an MBA and the Expert Business Analysis Award. He is a regular speaker at international conferences and has contributed to a variety of publications such as Business Analysis, Business Analysis Techniques and Business Architecture. He is a regular contributor to the BA Brew podcast, founded the SD Forum, a networking forum for service designers, and was the chief architect of the A4Q Certified Service Designer award.

• Chapter 1: The Service Design mindsetChapter 2: Service Design and valueChapter 3: The Service Designer roleChapter 4: Generic Service Design techniquesChapter 5: Situation investigation and problem analysis Chapter 6: Feasibility assessment and business case developmentChapter 7: CX AnalysisChapter 8: Service definitionChapter 9: Service experimentationChapter 10: Service deployment

This book is both an excellent introduction to service design and a practical guide to its application. Clear, actionable, and rich with real-world examples, it is essential reading for anyone engaged in shaping services.Pip Hall, Service Design Manager, Founding Member, Service Design Forum