In this book are described the most powerful tools available to craft a superior experience for your customers and end users.These powerful and flexible methods are collectively known as design mapping methods. They can be used to optimize the design of goods, services, architecture, spaces and interactions and to plan business strategy. The service sector makes up nearly 70% of most western economies, yet many people are often frustrated by their service experiences. Customers choose products and services that deliver the best experiences. Designing your customer's entire experience is key to differentiating your designs from competitors in an increasingly crowded competitive global marketplaces. Mapping builds consensus across your organization with internal and external stakeholders to positively impact your entire organization and your bottom line. These core strategic tools will soon become required skills for every working designer and manager.This second edition of the popular