The Handbook is a step-by-step reference book for Service Designers and others for building and improving Services 

The International Service Design Institute (ISDI) has re-launched The Apprentice, a knowledge resource for building and improving services.  The reference is available on

The Apprentice is in response to high demand for a reference on service design techniques. The field of service design offers few opportunities for acquiring service design knowledge.

“The Apprentice covers a foundation of service design, from ideation, to identifying services, methods for creating loyalists and service design job opportunities,” Naomi Lantzman, co-founder of ISDI, said. “The book provides learners with practical hands-on service design essentials.

A service designer develops services, as a product designer develops products.  The field of service design has evolved as a practice over the past 32 years with more than 2 million practitioners.

To purchase on The Apprentice on Amazon: The Apprentice, or

About the International Service Design Institute

The International Service Design Institute (ISDI) is an educational corporation established in 2018. Its purpose is to provide professional development resources to service designers. These include handbooks, online courses, and workshop materials for presenters.

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 »