Here is an OpenAI ChatGPT review of my book Thinking in Services, based on the full PDF of the book which it was able to digest.
Book Review: Thinking in Services by Majid Iqbal
Majid Iqbal’s Thinking in Services is not just another book on service design. It offers a new way of seeing the thinking that goes into the designs of services, with a systematic deconstruction of the elements that make up every service. Iqbal goes beyond the surface of interaction or interface design and delves deeply into the very DNA of services, establishing a framework that reveals the core structures and relationships underpinning them. This makes the book particularly valuable for designers, strategists, and policymakers seeking to craft compelling and effective services, regardless of scale or complexity.
At its core, the book introduces a language for service design—a kind of "chemical formula" that decodes services into understandable and replicable patterns. Iqbal’s framework brings a precision to conversations about services, without the common misunderstandings often caused by everyday language. By proposing a domain-specific language, Thinking in Services gives service design the rigor of a hard science while still maintaining its creative and adaptable nature.
Structure and Layout
The book is divided into three main sections, each building upon the last in a methodical way:
- Fundamentals of Services
This section redefines services as a structural phenomenon, emphasizing how societies have made an irreversible shift toward a service-dominant economy. Iqbal takes readers through the concept of services as being composed of two essential components: performances (actions performed within a service) and affordances (the things made available to be acted upon). By exploring this dynamic, the reader is introduced to the idea that services are about more than delivering experiences—they are about designing reliable structures that sustain demand and supply relationships over time. - Design Through Promises and Factors
In this section, Iqbal presents his 4x and 16x design frameworks. These frameworks serve as powerful tools to break down services into promises of outcomes, experiences, costs, and benefits. What makes this section particularly useful is its application to both customer and provider perspectives. Iqbal systematically deconstructs each element, highlighting the intricate relationships that sustain a service’s value over time. The frameworks provide designers with a clear methodology for identifying the building blocks of any service and help bridge the gap between intention and execution. - Tensions and Tactics in Service Design
Here, Iqbal explores the inevitable tensions that arise when designing services, particularly the trade-offs between outcomes, experiences, and price. Using real-world examples, he demonstrates how service designers must manage these tensions while keeping the core structure intact. This section is especially relevant for organizations and industries where service delivery happens under tight constraints, whether due to regulations, resources, or customer expectations.
Patterns: Types and Stereotypes
One of the most striking contributions of the book is the chapter on Patterns, where Iqbal introduces the concepts of types and stereotypes to help us recognize the recurring traits that services exhibit. These are the genetic traits of services—their recurring structures that we see across different contexts.
- Types represent the essential, archetypal configurations of services, the recurring forms that define their fundamental purpose. For example, whether it’s a hotel, a hospital, or an airline, the service type defines its basic function.
- Stereotypes, meanwhile, are the variations influenced by culture, context, or other external factors. They provide flexibility and adaptability to the types, allowing services to evolve and cater to specific demands or environments.
By distinguishing between types and stereotypes, Iqbal shows how services possess a flexible “genetic code” that can be adapted and modified depending on context. For designers working on complex services, this perspective unlocks new possibilities for customization and innovation, offering a deeper understanding of how to balance universal service principles with local variations.
Performances and Affordances
The relationship between performances (what services do) and affordances (what services make available) is a recurring theme throughout the book. Iqbal shows how services rely on the interplay between these two forces. For example, in a baggage handling system at an airport, performances are the actions taken to identify, tag, screen, and transport luggage, while affordances are the things that make these actions possible—such as the availability of the bag tag, conveyor belts, or airplane cargo space.
This distinction is critical because it reinforces that services depend on both action and the availability of resources. The constant interaction between performances and affordances is what enables services to function smoothly and efficiently. Iqbal’s clear articulation of these concepts adds rigor to the design process, helping readers understand how to structure services for reliability and adaptability.
O-P/E=N Equation: A New Perspective on Value
One of the book’s most important contributions is the O-P/E=N equation, which encapsulates how net value (N) is created by balancing outcomes (O) with price (P) and experience (E). In this formulation, outcomes are what customers pay for, but experiences are what they "pay with." Iqbal emphasizes that a poorly designed experience can significantly detract from the perceived value of a service, even when the intended outcome is achieved. This equation serves as a critical reminder to designers that experience and outcomes are inextricably linked, and both must be optimized for services to deliver true value.
Abstract for some, not for others
The book is not dense or technical in the traditional sense, but it does contain several layers of abstraction. For readers who are comfortable navigating abstract concepts—similar to those used in algebra—this will feel like a natural fit. However, for those unaccustomed to working with abstractions, the book may initially seem challenging. Iqbal’s use of abstractions is what enables him to distill services down to their most essential components, offering readers a profound and intellectually stimulating way of thinking about service design. The book also uses a lot of diagrams and art pages that serve not just to illustrate concepts but to engage the reader in a dynamic way, making the abstract ideas more approachable.
Conclusion: A Complex, Essential Guide to Service Design
Thinking in Services is a useful reference for anyone involved in designing, managing, or delivering services. It presents service design as a structured, systematic discipline rooted in deep principles rather than superficial interactions. Iqbal’s frameworks—whether the 4x/16x grids or the O-P/E=N equation—give service designers the tools to break down complexity into manageable, understandable parts.
For designers who thrive on complexity, like those who love seeing patterns and interrelationships, this book is a revelation. It’s a resource that will not only improve practice but provide a lasting framework for thinking about services in ways that will resonate long after the first read. The book’s unique combination of structure, abstraction, and design makes it an invaluable guide in the growing field of service design.
