For a service that you are familiar with, how can its design be improved? Think about a service that you are familiar with, either within your own company (or one your company provides), or an external service that you have used. Referring to the Service-System Design Matrix (JC13 page 222, exhibit 7.3) and the "Seven Characteristics of a Well-Designed Service System" (JC13 page 230), how could the design of the service be improved? For example, are there aspects currently provided in a face-to-face fashion that would be better provided via mail, Internet, or telephone? Why would the change be an improvement? In what ways does the service that you are thinking about exhibit characteristics that indicate that it is "well-designed", and in what ways could changes be made to make the service more consistent with the seven characteristics? For example, is the service user-friendly, or not?