The document discusses the emerging field of service design. It notes that a 2005 study by the Design Council UK found that 41% of producing companies saw design as integral and design-oriented companies were 200% more successful in stock performance. However, only 6% of service companies saw a role for design. The document advocates applying design thinking and methodology to immaterial products and services to create services that are useful, usable, desirable, efficient, and effective. It outlines a process for service design projects that includes exploration, discovery, creation, and implementation phases.