In this first “long-form” episode of the Service Design Principles podcast, we explore how the perception of time influences people’s experiences of waiting. We use examples such as train journeys and elevator lobbies to illustrate how changing the environment or offering distractions can alter perceptions of waiting time. Then we go into the concept of ‘cooling-off’ periods in various contexts, like medical decisions and major purchases, emphasising the need for waiting in certain decision-making processes. The conversation shifts to practical strategies in customer service, focusing on modern solutions like callback options in hotlines and designing more thoughtful on-hold experiences. We highlight the importance of transparency and communication in setting realistic expectations and providing clear information to enhance customer satisfaction. We talk about the potential of using waiting time creatively, suggesting that waiting periods can be transformed into opportunities for education and engagement, offering examples where waiting time is utilised to provide informative content or entertainment. The role of smartphones in waiting scenarios is also discussed. We acknowledge the prevalent and almost addictive use of mobile devices but suggest that allowing phone usage in waiting areas can be beneficial. We then conclude that waiting can actually have a strategic value in service design. When managed appropriately, waiting can be an integral and constructive part of the service experience. Chapters: 00:00 Welcome 00:29 Today’s Episode - Waiting 01:47 The role of perception 03:44 Cooling off periods 07:12 How can we make make waiting more tolerable 10:09 Small courtesies 13:00 Some classic examples of changing perceptions 15:25 A mental framework for waiting 18:59 Under Promise, Over Deliver 20:24 Waiting time isn’t just about waiting time. 25:19 SDP 18 and 19 - Smartphones and waiting 30:30 Why are we waiting? 34:42 Waiting can encourage people to learn to fish, instead of just getting fish handed to them 37:15 Waiting as a brand decision 41:20 Outro Rory Sutherland TED talk: https://www.ted.com/talks/rory_sutherland_life_lessons_from_an_ad_man New York Times article on increasing walking times at Houston airport reduced complaints about luggage delivery times: https://www.nytimes.com/2012/08/19/opinion/sunday/why-waiting-in-line-is-torture.html (Sorry for the paywall - this was the earliest source I could find for this) Interested in the book, Service Design Principles 1-100? Check out the special offer just for podcast listeners. Support us with Value 4 Value Find out more about “Value 4 Value” here: https://value4value.info/ Time - rate us on your preferred podcast platform, write a review, or submit your own service design principles or insights into the SDP in the books. Talent - Help promote the podcast on social media, produce some incidental music for the show, or suggest a way your talents can help. Treasure - use a modern podcast app to send us boost-a-grams or streaming value. We’ll recognize all contributions and comments in future episodes. Alternatively, make a traditional donation via Ko-Fi to help us cover our hosting and production c