To design a great service the designers need to focus on a specific area of the design process. The specified segments and devices in the book would serve the designers by focusing their attention to each area of the design process. Each device described in the book briefly describes it, specifies its importance & value, explain the way to use it and supported by an example to describe it.
The methodology discussed in the book has four segments and is called READ Technique. READ stands for Research, Experience, Analyze and Discover. ‘Research segment’ focuses on capturing and analyzing the information available in the market, ‘Experience segment’ focuses on checking out the views and ideas generated, ‘Analyze Segment’ focuses on observing the aspects for service and ‘Discover Segment’ focuses on surveys and interviews. Each of the four segments has several devices and methods specified in this work which would help the professionals in designing great and winning services.