设计 1.0 只是满足已知功能的产品，设计 2.0 是了解背后的底层需求然后研发产品，而设计 3.0 是让用户变成创造的一部分。闻之不如知之、知之不如见之、见之不如行之

用最认真的态度写了最多笔记的一次阅读，收获也是最大的。认知、更新、实践是最好的学习闭环。

服务设计五大原则：以用户为中心整体性由表及里可迭代共创

《How to design a service》原文，一开始就在澄清 “服务” 和 “产品”。定义必须要明确。The difference between products and services is more than semantic. Products are tangible objects that exist in both time and space; services consist solely of acts or process (es), and exist in time only. The basic distinction between "things" and "processes" is the starting point for a focused investigation of services. Services are rendered; products are possessed. Services cannot be possessed; they can only be experienced, created or participated in. Though they are different, services and products are intimately and symbiotically linked. A box of cereal, for example, may appear to be a simple product. But it is the culmination of a very long series of marketed services and products, beginning with the service of farming. Or, services and products can act simultaneously to form a larger entity. A department store is a place in which the service of retailing is rendered. Yet retailing is not a complete entity without inclusion of products. A department store's image and clientele are a function of both retailing and merchandise, and these cannot be separated without sacrificing the unique definition of a department store.

后产品体验经济时代，没有人敢说自己拥有正确答案，知道如何打开服务设计未来的这扇大门。

其实很还是值得创业者研究的一本书

服务设计作为融合性的学科，通过对人、物、行为、环境和社会之间系统关系的梳理，以用户为中心，围绕用户重新规划组织资源、促进组织运作、提高员工效率，最终使用户体验感得以提升。

创意是未来企业发展方向服务设计更多需要优化精进流程，加油

理论工具太多，可操作性需要实验服务设计：变成商业管理。全书概括一个字：冗话说你该如何应用。可以想起时随便翻翻