Author: Majid Iqbal

I design thinking.

Windows of opportunity

It was a November afternoon. I was leaving Las Vegas after teaching a class on designing services. After a last-minute meeting and lunch I arrive at the airport just in time for my flight. Without bags to check in, I get through the security checkpoint and head straight for gate D54. That’s when I notice […]

Total cost of utilization

The total cost of utilization (TCU) is the idea that customers pay over and above the price of the service.  To make use of the service, they may incur other expenses or suffer hidden fees and penalties. Or, they pay in terms of the additional time and effort for enrolling or signing up for the […]

The design of options

The business of selling premium options can be tricky. The basic premise is that the buyer of those options is afforded special treatment, mostly having to do with improving the quality of their outcomes and experiences. It works because societies and its members are risk averse, as Daniel Kahneman and Amos Tversky have illustrated with […]

The meaning of services

To understand something is not to be able to define it or describe it. Instead, taking something that we think we already know and making it unknown thrills us afresh with its reality and deepens our understanding of it. ~ Kenya Hara This applies to the notion of ‘service’ – a widely used word that […]