of the service system, including customers and employees. Thus, the authors revised “user-centred” to “human-centred” in their new book, This is service design doing, to clarify that 'human' includes service providers, customers, and all others relevant stakeholders. For instance, service design must consider not only the customer experience, but also the interests of all relevant people in retailing. “Collaborative” and “iterative” come from the principle “co-creative” in this is service design thinking. The service exists with the participation of users, and is created by a group of people from different backgrounds. In most cases, people tend to focus only on the meaning of “collaborative”, stressing the co-operative and interdisciplinary nature of service design, but ignored the caveat that a service only exists with the participation of a user. Therefore, in the definition of new service design principles, the "co-creative" is divided into two principles of "collaborative" and "iterative". "Collaboration" is used to indicate the process of creation by the entire stakeholders from different backgrounds. "Iteration" is used to describe service design is an iterating process keeping evolve to adapt the change of business posture. “Sequential” means that services need to be logically, rhythmically and visually displayed. Service design is a dynamic process over a period of time. The timeline is important for users in the service system. For example, when a customer shops at an online website, the first information showed up should be the regions where the products can be delivered. In this way, if the customer finds that the products cannot be delivered to their region, they will not continually browse the products on the website. Service is often invisible and occurs in a state that the user cannot perceive. “Real” means that the intangible service needs to be displayed in a tangible way. For example, when people order food in a restaurant, they can't perceive the various attributes of the food. If we play the cultivation and picking process of vegetables in the restaurant, people can perceive the intangible services in the backstage, such as the cultivation of organic vegetables, and get a quality service experience. This service also helps the restaurant establish a natural and organic brand image to customers. Thinking in a holistic way is the cornerstone of service design. Holistic thinking needs to consider both intangible and tangible service, and ensure that every moment the user interacts with the service, such moments known as