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Forewords

What is a service?

What makes a good service?

The 15 principles of good service design

Principle 1

Be easy to find

Principle 2

Clearly explain its purpose

Principle 3

Set a user’s expectations of the service

Principle 4

Enable each user to complete the outcome they set out to do

Principle 5

Work in a way that is familiar

Principle 6

Require no prior knowledge to use

Principle 7

Be agnostic of organisational structures

Principle 8

Require the minimum possible steps to complete

Principle 9

Be consistent throughout

Principle 10

Have no dead ends

Principle 11

Be usable by everyone, equally

Principle 12

Encourage the right behaviours from users and service providers

Principle 13

Quickly respond to change

Principle 14

Clearly explain why a decision has been made

Principle 15

Make it easy to get human assistance

End note

Good Services

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