This is Service Design Thinking: Basics, Tools, Cases by Jakob Schneider, Marc Stickdorn (Paperback, 2012)

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Maybe one plays music and the other doesn't. Maybe one takes credit cards and the other is cash only. Maybe you like the layout of one over the other, or one has more comfortable seating. Maybe the staff at one is friendlier, or draws fun shapes on the top of their lattes.