6 Forewords // 14 What is a service? // 30 What makes a good service? // 38 The 15 principles of good // service design // 44 Principle 1 // Be easy to find // 56 Principle 2 // Clearly explain its purpose 66 Principle 3 // Set a user’s expectations of the service // 74 Principle 4 // Enable each user to complete the outcome they set out to do 84 Principle 5 // Work in a way that is familiar 94 Principle 6 // Require no prior knowledge to use // 106 Principle 7 // Be agnostic of organisational structures 120 Principle 8 // Require the minimum possible steps to complete 128 Principle 9 // Be consistent throughout 144 Principle 10 // Have no dead ends // 158 Principle 11 // Be usable by everyone, equally 174 Principled // Encourage the right behaviours from users and service providers 188 Principled // Quickly respond to change // 198 Principled // Clearly explain why a decision has been made 210 Principled // Make it easy to get human assistance 222 Endnote