An effective service catalog provides self-service access to the technology services that enable employees to increase productivity and achieve greater workplace satisfaction. The journey to a fully functioning self-service catalog varies from one organization to another, as it depends on the organization's demographics, process maturities, and automation technologies. This report describes the advances our clients have made in their service catalog initiatives over the past year and shares ideas for how infrastructure and operations (I&O) pros can continue to improve the service catalog.