Sam Mozaffari
Experience Designer
The book · Second edition · August 2026

The Agentic Service Designer

How AI Agent Teams, Service Blueprints-as-Code, and autonomous tooling are transforming service design from insight to operations

25chapters
3appendices
~80kwords
10agent roles
29runtime tools
Book cover: The Agentic Service Designer: How AI agent teams, Service Blueprints-as-Code, and autonomous tooling are transforming service design from insight to operations
CoverCC BY-NC-ND 4.0 prose license; code samples Apache-2.0/MIT.

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The Agentic Service Designer book website home page: hero with the book cover, tagline, and Read the Book links
Read onlineThe book website: all 25 chapters free to read, with the second-edition changelog. sammozaffari.github.io/the-agentic-service-designer-book
What is inside

The full practice: theory, methods and the platform that runs them

Part I grounds the operating system. Parts II–IV walk the discipline end to end: research ops, mental models, five-lane blueprinting, the sixth agentic lane, orchestration, ideation, prototyping, recovery, quality governance. Part V is new in this edition: four dedicated platform chapters on the ASD MCP server (29 tools), the plugin host packs and Claude Code native plugin, BUZZ multi-agent engagements with Canvas indexing, and the DeepSeek Harness Studio workbench, each with real screenshots, exact commands and honest evidence boundaries. Part VI closes with SOPs-as-code, frontline enablement, Good Services audits, a complex fictional mastercase run across every surface, and the future of the practice.

Real captures

BUZZ channel runs, Canvas round trips, DSH Studio sessions and CLI gate reviews: screenshots from bounded runs, captioned with what they prove and what they do not.

Dedicated platform depth

MCP JSON-RPC walkthroughs, host configurations for Claude Code / OpenCode / Codex, the ten-target pack matrix, persona-pack identity audits.

Fictional mastercase

Meridian Bay Ferries: one fictional project across CLI, plugin, MCP, BUZZ and Studio: evidence chain, a Critic veto with remediation, human phase gates throughout.

Built on the corpus

TISDD, Kumar, Stickdorn, Downe, SDL and the Service Profit Chain, cited through 74 methods encoded as SOPs and served back out through the MCP server.

Table of contents

25 chapters

01

The AI-first service design operating system

From sticky notes to living, autonomous service systems

02

The ASD platform architecture

One canonical practice, twelve compiled surfaces

03

Service-dominant logic and value co-creation in the age of AI

Why agent teams fit service-dominant practice

04

The role contract, evidence registers and deterministic fact-checking

Handoffs are artifacts, never chat

05

Research ops at scale: mining transcripts and field inquiries

Two hundred interviews, one agent team

06

Mixed methods and evidence-backed segmentation

Quant and qual under one evidence roof

07

Mental models, alignment and opportunity mapping

Closing the gap between belief and behaviour

08

Ecosystem value mapping and stakeholder topologies

Actors, exchanges and hidden dependencies

09

Living journey maps: from transcripts to sentiment curves

Journey maps that update themselves

10

The master blueprint: five-lane architecture and the line of visibility

The operational X-ray of a service

11

Agentic service blueprinting: the sixth lane and autonomous workflows

Where agents act, and how we gate them

12

Cross-channel orchestration and story mapping

One service, many channels, zero drift

13

Structured ideation and how might we at machine speed

Diverge wide, converge ruthlessly

14

Prototyping services: desktop walkthroughs to Wizard of Oz

Test the service before it exists

15

Transformative services, behaviour change and recovery engineering

Designing for change and for failure

16

Service quality management and CX maturity governance

From projects to permanent capability

17

The ASD MCP server

Twenty-nine tools over stdio

18

Plugins and host packs: Claude Code and beyond

Install the whole practice into your coding agent

19

BUZZ: multi-agent service design on the open agent network

Ten personas, exact mentions, one Canvas

20

DeepSeek Harness Studio: the integrated workbench

ASD inside a browser studio

21

SOPs as code: the AI execution playbook

Methods become executable, versioned, reviewed

22

Frontline enablement and employee experience

The internal service that makes external ones possible

23

The 15 principles of good public services

Lou Downe's bar, enforced by machine checks

24

Mastercase: Meridian Bay Ferries

One fictional project across every surface

25

The future of service design: the agentic practice

What compounds when methods run

Reference

Appendices

A

The ASD method and artefact catalogue

Complete reference of 74 methods and the artifact vocabulary

B

CLI and MCP tool specification

All 29 sd_* tools, arguments, configs and protocol facts

C

The 20-book canonical cross-reference

The knowledge corpus behind the methods

Companion surfaces

The book ships with a working platform

Claude Code plugin

Ten role agents, 74 method skills, vendored MCP.

MCP server

Stdio JSON-RPC; six verified bundles.