the domain of marketing and management disciplines in the early years. For instance, in 1982 Shostack proposed the integration of the design of material components (products) and immaterial components (services). This design process, according to Shostack, can be documented and codified using a "service blueprint" to map the sequence of events in a service and its essential functions in an objective and explicit manner. A service blueprint is an extension of a user journey map, and this document specifies all the interactions a user has with an organisation throughout their user lifecycle. Servicescape is a model developed by B.H. Booms and Mary Jo Bitner to focus upon the impact of the physical environment in which a service process takes place and to explain the actions of people within the service environment, with a view to designing environments which accomplish organisational goals in terms of achieving desired responses. Service design education and practice In 1991, service design was first introduced as a design discipline by professors Michael Erlhoff and Brigit Mager at Köln International School of Design (KISD). In 2004, the Service Design Network was launched by Köln International School of Design, Carnegie Mellon University, Linköpings Universitet, Politecnico di Milano and Domus Academy in order to create an international network for service design academics and professionals. In 2001, Livework, the first service design and innovation consultancy, opened for business in London. In 2003, Engine, initially founded in 2000 in London as an ideation company, positioned themselves as a service design consultancy. Service design principles The 2018 book, This Is Service Design Doing: Applying Service Design Thinking in the Real World, by Adam Lawrence, Jakob Schneider, Marc Stickdorn, and Markus Edgar Hormess, proposes six service design principles: Human-centred: Consider the experience of all the people affected by the service. Collaborative: Stakeholders of various backgrounds and functions should be actively engaged in the service design process. Iterative: Service design is an exploratory, adaptive, and experimental approach, iterating toward implementation. Sequential: The service should be visualized and orchestrated as a sequence of interrelated actions. Real: Needs should be researched in reality, ideas prototyped in reality, and intangible values evidenced as physical or digital reality. Holistic: Services should sustainably address the needs of all stakeholders through the entire service and across the business. In the 2011 book, This is Service Design Thinking: Basics, Tools, Cases, the first principle is “user-centred”. "User" refers to any user