Skip to content
Swiss Innovation Academy
Hey Lovely human!

Making people smile with Service Design is fucking easy

I've written over 500 answers to common Service Design questions, 10 books and created 20+ tools to improve the human experience in a simple way

Logos of organizations that use or recommend my content

I'm honoured that lovely people in these organizations use or recommend my content.

The Complex Fallacy

Many say improving your customer experience needs a lot of time, money, technology and academic knowledge.

That's bullshit.
Pragmatic Methods

There are proven simple rule of thumbs, ideas, tips, advices that improve the human experience dramatically.

I call these Service Design Principles.

The Mission

Service Design Principles help you create experiences that people love and remember.

They can help you to:

Differentiate Easily

Remove frustrations to differentiate you from the other messy services and products.

Delight Customers

Delight your customers with simple and affordable human touches.

Happy Employees

Make your team’s work easier, a happy employee can more easily create happy experiences for others.

Fix Creative Way

Fix problems in creative way that don’t need a ton of budget, time or resources.

Experience Culture

Create an experience culture where employees know the importance of creating a great experience.

Get Shit Done Today

Get shit done today, by making small changes today that users and employee will notice right away.

I've created simple toilet books – books you can read every time you take a shit!

In these books, you'll find simple tips and tricks that you can implement on the very same day to level up your user experience. Here's a quick overview of the "Service Design Principles" books:

For the curious

For those who want to go beyond the tips and tricks and want to learn Service Design...

I've created free books to discover this art and science. Meet the foundation books designed to introduce your mind to the depths of experience design.

For the pros

Need quick professional tools, methods and insights?

In the Service Design Q&A Library, I show quick tips and tricks for Service Design practitioners about tools, methods, and everything else that can be useful for a Service Design professional.

Featured Service Design Q&A

Latest Service Design Q&A

Meet the creator

Hey lovely human, I'm Daniele and I love, practice and teach Service Design.

I'm Daniele Catalanotto, I worked with clients from all over the world to help them improve their customer experience using simple Service Design principles. I've been blessed to be able to learn a lot. Today I share these learnings in books, answers to questions and tools back with the community.

Lost, start here