 So what is service design? Service design is the design of services. It's why you choose Airbnb over a hotel It's why you choose Uber over a taxi cab It's why you choose any number of those fast-growing companies over what existed before but it's not just about technology companies Actually, it's about things very relatable things that you and I use on a day-to-day basis It's about why you go to this coffee shop over the other coffee shop Why do you get to this restaurant over that restaurant? Why do you choose this airline over that airline? Because it's not always about price Is it actually it's about the experience and the reason why services I matters right now is what we're seeing It's a fundamental shift in business. It's a shift away from companies that serve average products for average people To a situation where companies sell specific and remarkable Services designed in such a perfect end-to-end way specific types of people and the results of course can be fantastic, right? rather than taking decades to grow a company it can actually happen very very quickly and Here's the surprising truth when you when you apply service design. It's actually it doesn't have to be expensive. It doesn't have to be Take years to do it's actually things that you can roll out right away Now why me who am I to tell you about this? My name is Thomas Cornwall over the past decade I've worked with 14 500 brands. I've worked with some of the world's leading marketing agencies I've even worked with governments in the UK and around the world to design services that now impact the lives of millions of people What I've designed is an end-to-end system that you're going to learn in this course to take you from no idea What service design is and why does it matter? Actually to a position where you can blueprint out a perfect business a perfect service It's incredibly innovative that millions of people are going to love on a day-to-day basis Or if you want just something small something remarkable something that will mean that they'll choose you Over anyone else now. This is perfect for somebody who's just starting out. He's ambitious. It's a change maker Maybe that's you looking to really disrupt things and offer something new different innovative It's also perfect for you if you're sat in a giant business You may be Nestle Coca-Cola, whoever it may be. You're thinking about how do we design our future? In fact in a recent study the majority of CEOs agreed that actually their business models had less than five years to run How do you design that future? Service design will help you get there and we do this all in plain English We're gonna have some great stories some great case those some really practical tips that you can apply today And you can reap the benefits for years to come. So what are you waiting for? Let's get started