IntroductionThe service definition serviceThe techniquesValue proposition analysisPurposeProcessBenefits of value proposition analysisExample value propositionValue stream analysisPurposeProcessBenefits of a value streamExample value streamService blueprintPurposeProcessBenefits of a service blueprintExample service blueprintService definition canvasPurposeProcessBenefits of a service definition canvasExample service definition canvasService capability analysisPurposeProcessBenefits of service capability analysisExample service capability requirementsCase study: service design at HMRCThe context: empathy, define and ideationPrototype and testEarly adoption, continuous improvement, and going mainstream?Case study conclusionsConclusion