Service design principle is an idea, a tip, an advice or a principle to improve the human experience. What do I mean with that? The human experience, does it, do we just care about the end users? No, because service design has something which I quite is it cares about all the humans involved in a service.

We are interested not only in the end user. We're not only interested in the employees. We're not interested only in the shareholders, in the boss, in the stakeholders, in the partners. We want to make the experience something lovely, both for those who go through it and for those who build it. And that's something quite interesting.

So service design principles help people go through these experiences in a lovely way.