Service design is a process in which the designer focuses on creating optimal service experiences. This requires taking a holistic view of all the related actors, their interactions, and supporting materials and infrastructures. Service design often involves the use of customer journey maps, which tell the story of different customers’ interactions with a brand, thus offering deep insights. Marc Stickdorn and Jakob Schneider, authors of the bestselling book This is Service Design Thinking, provide five basic principles that underlie service design: User-centered, through understanding the user by doing qualitative research The design process includes the creation of personas, customer journey maps, stakeholder maps, and value network maps—based on the insights from qualitative research. For example, the development of personas carries the vital benefit of allowing designers to consider characteristics of their target audiences that they may otherwise overlook. A heavyweight issue is accessibility. This is why including personas of would-be users with disabilities (such as color blindness) is instrumental in helping to filter through the elements that will make a better design overall. Finally, co-creation sessions result in service prototypes and advertisements, which are further developed in an iterative design process.