First Two Volumes of a Soon-Completed Foundation of Knowledge for Service Designers, Released by The International Service Design Institute

(Tampa, Fl., August 5, 2019)—The International Service Design Institute has published two service design books along with separate courses and workbooks for The Apprentice, Book of Knowledge Volume I, and The Journeyman, Book of Knowledge Volume II. Together, these volumes serve as the most comprehensive foundation and practical learning for the field of service design to date. The Apprentice and The Journeyman will be used by learners to demonstrate a foundation of professional knowledge for practicing service design.

The field of service design has evolved during the past 32 years, with approximately 2 million individuals worldwide with “service design” in their professional titles, as relating to designing services in the services sector of the economy.

The International Service Design Institute (ISDI) began its project to begin codifying service design, partly due to widespread confusion with numerous design disciplines and frameworks, and also to provide a guide for service designers to succeed at their work and grow professionally. The overarching goal is to arm service designers worldwide with a universal, practically-applied knowledge to improve the likelihood the designers’ work will succeed, and also to set the groundwork for qualifying service designers using a progression of knowledge, skills and abilities.

“This was an exhaustive three-year effort to set the stage,” Steven J. Slater said, co-founder of the Tampa, Fl.-based ISDI. “We began with an idea for a soup-to-nuts practical application guide for service design practitioners, and then to make explanations and guidance accessible through visuals, case studies, group exercise worksheets along with best practices. The accumulated material was sufficiently detailed to require three separate volumes.  The original content was used to create online courses with certificates.

He added: “Our knowledgebase included more than 35 years practical service design experience and interviews with service designers—intertwined with academic theory and behavioral science understanding. The books are intended as both a hands-on guide during the design process, and as a reference to techniques.”

The Apprentice and The Journeyman are the first two volumes making up the trilogy, with The Master due out in September.  The Apprentice and The Journeyman books are available on, and the courses with accompanying workbooks can be found at:  The Master can also be pre-ordered on the ISDI website.

About the International Service Design Institute

The International Service Design Institute (ISDI) is a Tampa, Fl.-based educational corporation, established in 2018. Its founding purpose was to preserve the field of Service Design. ISDI sells books, online courses, and workshops.

ISDI co-founders include Steven J. Slater and Naomi Lantzman.

Further information about ISDI, the Service Design standards and foundation project, along biographies of the founders, visit

Available Courses

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The Apprentice
Learn what makes a service successful. The Apprentice introduces service design, the role of a service designer, some of the popular tools, and includes ideation models for coming up with new services. Click here to sign up »

The Journeyman
Learn how to use an Influence Model, a Journey Map, a Blueprint and Touchpoints — the common tools of service design. The Journeyman includes sequential, step-by-step instructions along with case studies. Click here to sign up »

The Master
Learn to prototype a service, work with feedback, diagnose service problems, recover services and test and measure user satisfaction. The Master is the only service design course of its type that helps service designers take their designs and completed services to greater success. Click here to sign up »