This document discusses service standards and design in infrastructure asset management. A service standard defines the level of service a customer is entitled to, while service design plans how services are delivered to improve quality and customer experience. Both service standards and design determine the level of service, which can be excellent, good, adequate, poor, or awful depending on factors like rapport, knowledge, security, lighting, and customer comfort. The goal is understanding customers and providing competitive, user-friendly capabilities that improve self and potential through innovation.