The Future of Dive into articles, comics, inspirations and provocations on the “The Future of Service ” generated by conversations with the global community and many pioneers and experts. Discover the emerging issues for the still young, yet mature practice. Enjoy the playful and manifold perspectives and browse through this landscape of highly relevant prospects. DesignKöln International School of Design The Future of Service Design ©2020 KISD | TH Köln

Publisher Prof. Birgit Mager, KISD | TH Köln, Gustav-Heinemann-Ufer 54, 50968 Köln

Project David J. R. Sieverding, Martin L. Sistig

Editorial Board Tarja Chydenius, Alessandra Enriconi, Birgit Mager, Maurício Manhães, Abigail Schreider, Jeannette Weber, Kokaew Wongpichet

Layout David J. R. Sieverding, Martin L. Sistig

Proofreading Matthew de Kretser

Print and Bind Hundt Druck GmbH, Zülpicher Straße 220, 50937 Köln

ISBN 978-3-9818990-6-1

Druckversion 25 years of service design — that deserves a review, but above all it

selected experts and then in a second round involving the international service design community. Nine central themes for the future of service various breakout sessions at a service design summit in Cologne at the

Subsequently, a group of students — as representatives of the future of service design — conducted interviews with the facilitators of the summit and with other experts in order to condense and further develop the core statements. The resulting contributions are a patchwork of let’s create food for thought and inspiration.

So today we have in front of us a publication in which, over the course TOMORROW indirectly: through their participation in the surveys, through the lectures, moderations or discussions at the summit, through their willingness to be available for interviews with the students, through guest contributions book.

I would like to warmly thank all of the contributors. And I hope that the publication will trigger further discussions — we have published a new channel on Slack (page 78) and would be happy to have a lively exchange.

Have fun and be inspired while browsing and reading!

Anecdotes, Status Quo, Perspectives !"! The Future of Service Design !"# Service Design Meets Business !$% Hitting the Glass Ceiling !&% Service Design and Government !%! Service Design and Education !'% for Service !#% Service Design and Technology !#( Service Design and Ethics !($ Managing Service Design at Scale !)# Service Design and "!! Service Design Agencies of the Future ""% Service and : "$% A Mutual Dependency? Service Design and Future Forecasting "&! More than Designed Services "%!

Authors, Editors, "%( Interview Partners & Facilitator Index "'( Contents

1. History

the European Union organised a European design award for a committee for design. Board service design. Indeed, this was members of this committee were a completely new category and the German guy provided, as he thought, reasonable arguments then still much smaller European for this idea. Much to his surprise, the clear majority of the Board was Italy, UK, France, the Netherlands, upset, shouted at him, considered , Belgium and Germany to this a very stupid proposal. Only name a few). the two Italian members, Giugliano In the beginning, there were mainly Molinieri and Marco Piva, supported discussions and quite an interesting this proposal. The end of the story exchange of information. Around was that this award never came into existence. a European design award. However, there already existed so many The German was national design prizes that it was controlled by a board, which consisted of several presidents of innovative European design award. This was the moment when the and several entrepreneurs. In one CEO of the German Design Council of these board meetings, the CEO Perspectives Status Quo, Anecdotes,

!!" !!" of the German Design Council studies at Cologne! tried to explain to one of the board The problem continued when members (the owner of a well the dean tried to appoint an known furniture company), that appropriate professor for this his company, too, was not just field of study. Finding strong manufacturing furniture but, more candidates for the other nine importantly, should be considered fields of study was pretty easy as part of the service industry, as as he talked and discussed furniture inevitably serves as a with several people who were vehicle provides for the service to immediately enthusiastic be able to work. Five minutes later about this new concept and he left the board and accused the the opportunity to become CEO of not knowing anything about a professor. He discussed 2. the economy. No doubt, this matter with senior designers and top caused a small scandal within the managers of industries about his German Design Council. concept of service design but nobody really understood what he meant. It took about four years by the Polytechnic University of until he found somebody who did Present Cologne to design a programme for understand — a very competent an advanced study programme. His lady who had studied concept comprised a compulsory and worked as a manager of Meanwhile this has changed to be and stay successful. This interdisciplinary course of design a big company. She needed a enormously: many companies applies to almost every economic study as well as a professorship for surprisingly short amount of and institutions have understood sector such as public transport, service design. time to become fully involved in the relevance and competence of health, media / digitisation, city Well, this concept was approved the discussion of service design. service design, many conferences planning, communication, banks by the board of the PolyU and also At that time, she was the only and research projects have been and insurance companies, food and by the state government of North- one to give a clear profile to the carried out globally, and there is a shopping, to name but a few. All this concept of service design and to lot of publications about service has to be organised, i.e. designed, to asked to become the founding continuously improve it. design. No doubt, the Cologne-based dean. However, when she and the international Service Design Network necessities. founding dean published an has been responsible for most of the When this programme and exciting (and in the mid-nineties success and has gained an immense Meanwhile, many agencies and the vacancy for a professor of totally new) book on this topic, design studios have been established service design were published it was in no way successful in the market. It needed quite a Service design actually is very and consulting by service design. professional designers including few years and the fantastic and important from an economic as It has become a huge market and the president of the German innovative engagement and well as social perspective. The fact created a really impressive network. Association of Industrial Designers commitment of Prof. Birgit Mager that at least in economically highly Unfortunately, universities across started to publicly blame such to establish and to promote this the globe still lack awareness of the nonsense and they made jokes competence of design. of the national income is based on relevance and possibilities of service about service design as the design the service industry, and this means that the competences of service of universities to be slow and not times for the newly founded design design are urgently needed in order dynamic enough.

!"! !"" 3. Future

Like always, a good standard should Second, and deeply connected because the needs, wishes, fears, is just a category and never ignore the imperative of better with the above mentioned, it behaviours and attitudes of has nothing to do with design activities and improved thoughts. is important to try to better genders are of great importance in — design, on the contrary, is A few examples: understand cultural differences. understanding what is happening interdisciplinary per se. First, research and theory of service design has to observe and in society today. Before designing Last but not least: service design service design should not cling to analyse those objectively existing new services, you have to conceive — like all realms of design — has differences apart from all these and analyse possible gender to give up any schoolmasterly banal academic methodological talks about globalisation: different differences in order to provide attitude towards people. Luckily, constraints far away from the gestures and behaviours, manners, appropriate and ingenious service mundane world. Indeed, too much explanations of the meanings . and use the objects and services research has lost any contact to the of language, needs, desires and as they like. service design could empirical reality, to social and even social relations. You cannot Of course, when something has be a facilitator for empathic and economic presence. Instead, we understand and improve services, become very strong or successful human services. have to learn again to take people if you do not understand these (such as service design), it tends seriously and to observe precisely diverse cultural techniques. to be complacent and often Designers in particular must what they are doing, how they considers itself unique. If service comprehend the importance of Third, although service design is design wants to avoid the risk of designing possibilities instead of they move, talk, communicate, work, generally innovative and open- being narrow-minded and self- etc. Nothing is normal, everything minded, gender studies are sufficient it has to be part of all should be considered as surprising, unfortunately almost completely interdisciplinary fields of research It is a difficult enough challenge, strange and new. neglected. That is ignorant, but the results can be wonderful.

!"# !"# When I took up the professorship according to the requirements of a for service design 25 years ago, I world of living systems, expanded, dreamed of a world in which service combined and enriched with design would be a recognised concepts from other disciplines. From this light and playful attitude, I dreamed, but I would never have successful and serious results imagined that today we could emerged. This new seriousness consider service design as the led to the need for formalisation, new normality.These past 25 the development and examination years are marked by four essential phases: the experimental phase, the careful description of methods. formalisation, expansion and now, today, the new normality. were founded. And a small circle of pioneers began to think about The experimental phase describes how to strengthen this young and the great opportunity of freedom still very small movement through for service design: unhampered networking in order to make it by predetermined constructs internationally successful. Thus, among other things, the Service processes, design competencies Design Network was founded, could be applied to immaterial which still acts as a beacon today. solutions, i.e. services, and these The expansion that began design competencies were, around the second decade Design of Service The Future

!"# !"# of this millennium meant that So what are the big issues for the service design penetrated deep into organisations and learned to establish itself as a powerful Service design will become asset and even as a separate increasingly important in organisational unit. Agencies organisations on the strategic . internationalised — and as soon It is no longer selective projects as they had reached a critical that prove the usefulness of the size, they became the object of discipline, it is a comprehensive desire for the large management approach in which user orientation, consultancies, which had long explorative and creative approaches, since realised that service design visualisation, prototyping and co- was a meaningful, even necessary, creative development play a central enrichment of their consulting role. Service design is on the one portfolio. Service design popped hand a process, on the other hand up on the front pages of renowned a systematic and methodically supported approach. But above international conferences gathered, all, it is an attitude that can have a strengthening and expanding the community. The Service Design structures in companies. Award honoured projects that had been implemented and proven This development affects not only successful and thus showcased the private sector but also and most and celebrated their impact. The importantly the . In the demand for projects, for training, past decade, the public sector has for education and for strategic increasingly used service design to consulting grew. initiate and implement innovations due to the great challenges it faces. The new normal is today. A time Again, the importance of service in which service design no longer design is growing not only on the necessarily causes surprise, in operational but also on the strategic which service designers lead level. Accompanying the public projects inside and outside of sector as a service means organisations, organise and understanding and considering facilitate workshops, enable co- the special requirements that lie creation, build and test , in developing services that have organise and carry out further monopoly positions, which are often training for employees and not really wanted by customers, but managers of the organisations which are at the same time formative and, above all, gain more and more points of contact between the state and citizens. And which therefore structural and cultural change have to meet the challenges of processes. digitisation with regard to a holistic understanding of living environments

!"# !"# in collaboration with citizens. certainly accelerated by it, the work design. While on the one hand the In order to be able to expand the of the service designer will also big management consultancies buy opportunities associated with establish itself in a virtual up service design agencies, on the these developments in the public with an explorative and creative other hand companies and public and private sectors, however, approach. organisations integrate service changes in education are required. departments in their structures as The training of service designers, Ethical issues will play a major role a matter of course. Those service for whom much more complex in this process. Service designers design agencies remaining on demands are made today, needs the market will, going forward, to incorporate an understanding their explorative research, in co- network internationally in order to of entrepreneurial thinking and creative work with participants and be able to develop and implement acting, of the working methods and affected persons, in the integration processes in the business world and of in services, in the customers in competition with the above all understanding the needs creation of working environments big management consultancies. In and the language of clients just as in which people provide services well as the needs of users and then for others — these are just some arises as to whether completely new responding to them. of the dimensions in which ethical organisational structures of service questions play an important role. design might not be offered. It is also about training people within Service design must have a clear organisations — thus the thinking The work in service design is always and working methods of service conduct to deal with such ethical aimed at creating a future that design become a natural part of does not yet exist. In the future, the the organisation. The professional discrimination are topics that will integration of future forecasting will service designers are therefore gain relevance for the service design play an important role here. Service no longer just designers, they are consultants, facilitators, trainers and practice. has always integrated concepts much more. and methods from other areas into Sustainability issues are of particular its work. Future forecasting is an The use of technology will become importance in this context. The three interface discipline that deserves increasingly important. Not only will special attention for the future. most services be offered on digital requirements for sustainable platforms, but the methodological development must be a self-evident approaches in service design, guideline in service design in the both in exploration and in creation, future, systematically accompanying service design and for which we can prototyping and testing, will be the work in all phases. Our natural prepare ourselves. By encouraging enriched by technology. While in the ecosystem deserves a seat at the past it was primarily small research stakeholder table — just as much as examination of these topics in our panels that were explored using business and social aspects. network structures, we naturally qualitative methods, in the future keep our eyes open for signals, these will be supported by additional The growing importance of service include early warning indicators and procedures in dealing with big design will, in the future, also lead to data and by digital research and areas of tension between different needed to deal with unforeseen development platforms. Not only organisational structures and situations — and there will certainly through the recent pandemic, but integration structures of service be enough of those in the future.

!"# !"# 2009 2018 »Design Services with Innovative Methods: perspectives on Service Design« Lab S. Miettinen, M. Koivisto 2017 2019 2006 SDGC17 SDN Academy the first service design conference 2009 2013 2019 Carnegie Mellon University first Service Experience Camp Spain »Service Design« 2018 SDGC19 2020 1998 B. Mager & M. Gais SDGC18 Toronto SDGC20 personas as a practical interaction Dublin Canada virtual »The Inmates are Running the Asylum« 2015 Ireland A. Cooper 2009 2013 practical service 2019 2001 first issue of »« SDGC13 »Good Services« Livework, the first service The international journal of service design Cardiff L. Downe design consultancy UK 2017 2020 SDA Dundee PWC acquires IXDS 2009 2012 2015 Scottish service design academy 2013 1991 »« SDGC12 first »Service Gazette« first design thinking conventions D. Kelley Paris Accenture acquires Fjord print publication for D. Kelley France 2018 2007 service innovators 1995 PWC Consulting acquires Livework Oslo the second service design conference 2010 Birgit Mager becomes professor for service design Carnegie Mellon University Köln International School of Design SDGC10 1986 Berlin »On the Semiology of Object, Space and Behavior: The Design of Languages« Germany 2012 2016 2011 first Service Design Conference Germany SDGC16 2017 J.J. Rheinfrank, III, S.K. Evenson, K.J. Kresge, E. B.-N. Sanders 2008 Amsterdam 1982 servicedesigntool.org SDGC11 Köln International School of Design »Design Thinking Inhouse« service evolves 2003 Netherlands B. Mager & R. Moussavian 1997 Engine shifts to service design San Francisco »How to Design a Service« »Dienstleistung braucht Design« USA G. Lynn Shostack M. Erlhoff, B. Mager, E. Manzini 2009 2016 2019 first bi-annual ServDes conference McKinsey acquires Veryday SDAC19 Oslo first Asian SDN conference in Shanghai 1984 1991 2004 service design blueprint first mentioned introduction of service design as a discipline foundation of the Service Design Network 2018 »line of visibility« Köln International School of Design Service Design Manifesto 2010 »Orchestrating Experiences« M. J. Bitner first Service Design Award 2013 C. Risdon & P. Quattlebaum »Service Design: From Insight to Inspiration« A. Polaine, L. Lovlie, B. Reason 1990 user experience is part of job titles 2011 2010 first Service Design Jam 1990 2000 2020 2015 2017 1995 »Impact Report Public Sector« SDN 2005 2016 1998 2006 2010 1st of June 1985 »Absatzwirtschaft« »The Journey to the Interface« first bestseller about service design: first annual Service Design Day cover story service design S. Parker & J. Heapy »This is Service Design Thinking: Basics, Tools, Cases« 1994 J. Schneider, M. Stickdorn Customer focus 2018 1984 UK Design Council »This is Service Design Doing« 1998 M. Stickdorn, M. Hormess, A. Lawrence, J. Schneider »Designing Services that Deliver« »The Experience Economy« G. Lynn Shostack J.B. Pine, J.H. Gilmore 2014 2018 2008 service design manual of UK government »Designing the Invisible« L. Penin first Service Design Global Conference by SDN SDGC08 Amsterdam 2018 1998 Netherlands 2010 »Impact Report Health Sector« 2005 SDN foundation of Nesta double diamond servicedesignbooks.org »back innovations for the common good« UK Design Council 2009 2018 SDGC09 2015 »Customer-Driven Transformation« Madeira 2014 Wipro Digital acquires J. Heapy, O. King, J. Samperi 1990 Portugal SDGC14 2005 2015 Model Design Council establishes RED team Sweden B. H. Booms, M. J. Bitner led by H. Cottam SDGC15 2009 New York 1988 first master´s degree in service design USA Let´s create SERVQUAL Laurea University Finland tommorow! A. Parasuraman, V. Zeithaml, L. L. Berry 2015 2020 european service design initiative The Future of Service Design Summit service design for innovation Köln International School of Design Marie Curie funded PhD project 2008 Thinkpublic, consultancy with focus on public sector and NGOs 2020 »The Future of Service Design« Experimentation Framing Expanding The New Normal B. Mager, KISD re- INVENTION

Like everything else, the future of service design will be shaped by what crisis. This pandemic has exposed many value systems, structures, models, ethics and practices that have been ignored for far too long. We think that service design will help us to re-invent the things that

collectively see and understand that the way we currently live has unacceptable bias and waste baked in. The crisis is provoking us to get real about the type of world we want to live in. We can no longer ignore the compelling reasons to re-invent ourselves, our communities and our organisations with urgency, and build a better new normal. Strategic Design Company, Hong Kong / Melbourne Hong Kong Design Company, Strategic

!"! !"# ready FOR C-LEVEL? Design Meets Business Service

!"" !"# “If you really want to change a company, you Service design in business started at need support from all areas. Of course, it’s the project level. Organisations included always good to have a service designer on board, but you shouldn’t leave it completely service designers in their project groups up to them. You need people who are to create new perspectives and learn to think innovatively through the lens and also people who have learned HR from of users. Service design has since then scratch.” become more and more established

in the business sector as an important change maker for all users — including the employees of an organisation. Another big contribution of service design in business is the area of training: user- centered thinking and acting or open discussion and innovation culture can be implemented through service design training. For a long time now, service designers have been explicitly sought in business and service design has therefore been promoted in companies. But what

!"# !"# Bottom-up service design design is far too wide. operational level to boardrooms Probably every service designer and organisational culture. will specialise throughout the Already today, some service Since service design has always course of their career. Tasks and designers have specialised in been about the interaction between activities of service designers management consultancy or people and products, it has so come in such a big bandwidth organisational development far almost always taken place on that one will focus on user and change management in the operational level. From there, research, another on designing order to bring the service design mandates for service design were co-creation workshops and the idea from the top down into won and employees were trained “Understanding next on in-house training. Every organisations. In the future, in service design disciplines. At service designer has a unique service designers could evolve the highest decision-making level, approach and combination of from an operational service however, service design is not what a company tasks and activities. However, design team and possibly sit in necessarily understood. core competence remains the C-level within the company Service design often worked interdisciplinarity — starting and make directional decisions bottom-up in companies. Contact does and what the conversations, bringing people from top-down. with the strategic level was and teams together, absorbing made through feedback from the company itself theories and understanding operational level. On the basis and applying processes and systems. Top-down service design has established itself calls service design This automatically leads to the service design in companies and has long since fact that in the future there can contributed to the fact that service — through language be no single service designer in innovation and cultural change can organisations, but that a service To follow this path, service be approached systematically. design team is needed to fulfil designers need to expand their alone — is always all these tasks and to cover skill sets and build attributes the various topics that service that are often neglected not design addresses. only in the service design What is service design in world but also in companies in organisations general. Especially with regard to implementation, companies This is where strategic sometimes lack very essential This is where the understanding thinking starts skills. Service design can close this gap if service designers organisations starts differing. Is a who want to be in the controlling service designer only the one who And so the foundation has been branch receive specific training. actively designs and who actually laid: service design is growing creates a service or are there two in relevance — according to versions of service designers in the EGFSN report, service the long run: designers and key design is considered the most important driver of innovation. One thing is certain, the one service Service design is now on the designer does not exist anymore. The threshold of a new development: range of topics covered by service a development from the

!"# !"# Skills for future service designers 01 The management level must understand the value of service design. For that they need to gain insight into what their employees learn. They do not need to do service design on their own but they need to understand it.

02 The language of designers and business people is very different. Service designers need to understand the needs of the business and adapt to the language in the boardroom. This includes speaking in KPIs. 01 06 03 Evaluate risks. the company. It is therefore important to establish new metrics to better Train measure service design values and make successes visible. decision- 04 04 Service design thrives on practical experience and trying out new con- makers. cepts. In order to reach C-level, the staging of prototypes must be well Scale thought through and be resilient from the perspective of the highest 07 decision-making level. 02 service design appropriately. Reduce 05 The measured successes must be adequately illustrated to the uncercertainties. management of a company. It is not about the methodology. It is about concrete successes and about the connectivity and integrability of the gained insights. 05 06 The main argument from decision-makers is the risks that are associated 08 Tell stories to the Find 07 03 boardroom. sweet uncertainty. Especially in the qualitative area, service design shows its spots. strengths and can create new possibilities for companies. Change KPIs once you understand them. 08 It is important for the persuasion work in the boardroom to show concrete results, quickly and effectively. Therefore, a good ratio of workload and success, which can be clearly measured by KPIs, should opens doors for further measures.

!"# !"# Service design has already come a long way in business. The next step will be to reach the C-level of organisations. The service designer, who is involved in decision-making at the strategic level, becomes a change facilitator. There is a chance that service design in the company will link the strategic and operational levels more closely together. Interdisciplinarity and empathy — the main characteristics of a service designer — play an essential role once again. These basic characteristics must be further developed and adapted to other and their team can both pick up the employees and create space for communication and exchange within the company. They can connect teams with one another when certain processes need to be changes from the team into the boardroom and take action there to set a new course. It is important for the future to train the upcoming generations of service designers in this way and to bring them in touch with companies as early as possible.

!"! !"# Why the future of service design depends on organisational change

Congratulations! As you are reading this, you are likely a service designer yourself, or an advocate for the same. If so, good job! We have succeeded. For many years we have lobbied for service design to be recognised as an important new perspective and mindset for designers. Today, service design is widely known and a commonly used practice. Service design has become mainstream but with that, we are facing new challenges. Hitting the Glass Ceiling

!"# !"" As service design is hitting conducted usability testing the organisational glass — making key stakeholders ceiling, it is going through the dismiss the findings. All of these lead to disappointment from (#gartnerhypecycle). To clients and hurt the reputation ensure the future success of service design. Now that of service design, I think we people know about service have to overcome three key design and understand that it challenges to get it up the is important, we need to help them understand how to do it challenges in front of us are right so it can deliver on the different from the ones we had expectations. to face in the past to get service design to where it is today, and Talking about expectations, even if the client is hence we will also need different a second big challenge is to skills and a different mindset to manage them. Consultancies / succeed. agencies and designers need to be honest, both to clients, asking for service First, and most foundational, but also to themselves. Not service design, just like every every project is a service design established discipline in the project — even if the client is design industry, needs to openly asking for service design as a design as a discuss, define, and inform methodology and service design quality standards. Similar to specific deliverables. Most of design thinking, there seems the changes in organisations to be a common belief that are happening in small steps, methodology and service design is mostly a soft and mostly still focused on specific and experts; you need someone processes. While a service who has read a book or went design perspective and approach through a one-day training. is almost always beneficial to This is best exemplified by understand a situation more results such as badly executed holistically, it is hardly ever the qualitative research — resulting actual goal or ambition of clients deliverables.” in little to no novel insights, to design the whole service personas or archetypes being experience. Hence, designers shallow representatives of the and consultants should focus on the immediate scope of the really inform design decisions, program and document further high-level customer journeys findings in a way that they can —created purely for the sake of be easily communicated and fulfilling the deliverable without handed over to other teams and supporting further analysis or departments. This way, service ideation, or badly recruited and design can show its value in

!"# !"# For the future of service design, program, the value it delivers this means that service design informing the whole organisation needs to take an even more from the bottom up and avoid active role in advocating and setting inflated expectations supporting organisational which clients should take on or change, but it also means teams can actually achieve. that the classic concept of take the service design, isolated from The reason expectation organisational change, has LEAD management is so important is the become arbitrary. Service design last, yet likely the most important needs to happen in the real challenge for the future of service context of the organisation, design that I would like to address and with a good understanding here — organisational readiness. of business, IT, and cultural complexities. We must stay made up of topics of a higher order, optimistic, yet also realistic such as organisational design, going forward and consider the , cultural challenges described above in Service design has always been a future change, and mid- as well as top- our daily work to break the glass driven practice and has proven to be management support for all of ceiling. one now more than ever. The past has these topics. Most companies, especially larger ones, still follow Digitalisation and new forms of work have an old business logic. These risen to the surface. Service Designers companies may have shifted to can take the lead and move beyond just talk about experiences rather guiding clients and organisations towards driving the change. restructured accordingly. Product managers are still, well, taking care We also can help to unlearn old practices of single products or features. Even and envision various futures. Diverse though they might now be called future scenarios that acknowledge that none of our practices and products design to actually look further and exist in isolation but are interconnected drive innovation, usually driven by and interdependent in a wider context. lower management, commonly fail Service design should more and more because the organisation is not be conscious of the impact it creates, its set up nor ready to deal with the intended and unintended consequences consequences. There is hardly ever upon humans, organisations, a commitment or budget allocated communities and the world at large. to cross-service / touchpoint To do so, it is essential to hold on for a investments, and nobody has the actual mandate to tackle the overall and accordingly, take brave decisions. service experience. That needs courage, for designers and

uncertainty and design the future. Hürth Service Design Consultancy,

!"# !"# make POLITICS & POLICIES Design and Government Service

!"# !"# “Service design has the power to make citizens feel engaged with the public system, moving them to ask what can I do for the public system, instead of asking what the public system is doing for me.”

!"! !"# Societal impact is mediated by policies, laws and public services. Public services take place in complex contexts: rapid urbanization, different needs are Future constantly emerging, digital technologies are enabling Regulation System constant innovation and citizens are raising their voices to demand valuable and meaningful public services.

Involving citizens in the whole a human-centered approach, an Aspects of process of creating public services interdisciplinary and collaborative Physical and policies has proven to be a very way of thinking, a set of powerful Physical Regenerative Digital effective approach to reinforce the visual skills, and above all, an Service Design relation between the city and its optimistic and radical view about inhabitants.2 Innovation is becoming creating the future. a fundamental driver of public research, co-creation and delivery of public services in a way that value, Current situation Reality meaning and trust are strengthened among the different stakeholders. Behaviour In addition, public institutions Service design is more established Individual require new processes and tools in some countries than others. For to engage citizens with the public example, the Norwegian government sector, to anticipate and manage the unexpected issues within future for service design projects and the services and to adapt quickly UK government has developed its to dynamically changing urban own service design policies. In other conditions. What makes service countries, the role of service design design relevant to policymakers in the public sector is still in the and public service providers are initial stages of implementation — the different skills and mindsets that service designers implement when solving problems3, such as into different local governments.

!"# !"# Public (Re)Design

Resilience Adaptivity Fragility

Innovation Process Future

Regulation System

Aspects of PhysicalPhysical Regenerative Digital Service Design

Challenges Reality Behaviour Individual the ability to design valuable agreed that governments must There are issues that need to be Services are complex and time services within a limited time. not fail when developing public overcome if service design is to consuming, resulting in the fact that This has accelerated the services. Therefore, designers must be at the core of the public sector. service designers need to adapt to transformation of public sector consider scenarios that offer the Currently, many policies and a different way of designing, it is a thinking, expanding it to a more opportunity to test new services, public services are still designed different cultural way of working in entrepreneurial and start-up and to measure the impact of new behind closed doors, with little order to deliver services that meet mindset, in a way that potential policies prior to launching them to involvement from the people who the rapidly changing citizen needs. solutions are prototyped, tested the general public. will implement them or for whom and implemented quickly and Empathising with social values they are meant to be developed. Implementation needs to be taken effectively. Hackathons are quite and creating strategies for future Service designers are called to seriously, and to do so, it is important interesting creative approaches services that are aligned with such enhance the dialogue between cities that prove the willingness of values are crucial for making public and citizens while creating people- environment and its constraints. It communities to engage in co- services successful. centered public services. is crucial to learn how to implement creation and problem solving for a service in a complex organisation, the public realm. which is different from inventing The future of service excellent services on paper. Designers have powerful ways to envision and to speculate design in governments Public (Re)Design future scenarios, which are needed to set mid- and long- term goals for improved living in If we aim to live in societies that a constantly changing context. thrive, it is necessary to place Service designers are called to citizens at the centre of any use their creative thinking and public endeavour. Beyond solving Resilience Adaptivity Fragility visual skills ability to make future problems, a big potential of service scenarios tangible in public design within the public sector is services development. to enable communities to thrive . by potentialising their positive Innovation Process aspects. There needs to be a shift limitationstowards looking at their The future of service strengths and potentials instead. design summit Conclusion Experimentation and radical innovation is a very sensitive topic Opportunities within the public sector, which of the service design summit, Service design in the public sector might be due to the overall pressure public services must contribute needs a vision and a direction. given to public services as well as There are big opportunities to to making everyday life simple, Service designers are called to be the fear of failure. Ideation may be be tackled by service designers comfortable, and sustainable. familiar with global issues affecting confronted with strict rules and within the public sector. For From early life procedures, to more people’s lives, whether those issues laws, as well as procedures that mature life experiences, to aging are problems to solve or positive shape every public decision. shown that governments have with dignity. In addition, experts aspects to potentialise.

!"" !"# …designers collaborate with …emerge technologies foster a culture of engaged citizens that services and develop new ones participate in the co-creation of that are valuable to the public? better services?

The main goal is to place service design at the core of public organisations, starting from an integration of service design in the public services. The vision is to move towards a network of early stages of services development. It is also desired that service digital services empowering citizens to thrive, yet technology should designers become strategic leaders of a culture of constant be approached as an enabler more than a replacement of human innovation within the public sector. To achieve such an ideal scena- force. The human-centered approach is the core of service design, rio, we should take actions towards a cultural shift in organisations and start to implement a truly collaborative framework within the intelligence should support this human factor rather than replace it. sector.In the future, service design might potentialise the relationship between different stakeholders, and service designers can develop formats that support collaborative thinking. …develop a culture of engaged citizens that are actively involved in policies and public …ensure a successful implemen- service making? tation of public services? Governments and public organisations are called to learn from local Public resources are invested in the creation of services, so their communities' best practices and grassroots movements, successful implementation is imperative. When working in the pu- simultaneously, enabling people to co-create services that make a blic sector, services cannot be left in the drawer. If we want to suc- Hence, the role of service cessfully implement public services, we must develop toolkits and designers would be to enable processes of participation and col- methods that are easy for non-designers to understand and use, and at the same time support toolkits that are constantly innovating in community at the heart and working with them to design a policy or - a service makes it more likely to have a successful implementation. ders can maintain the service after the implementation process. It would be great if local councils could become accelerators of their communities. They could provide the third sector and community groups with expertise, , technology, and funding, and see …service designers gain a strate- them as key partners. gic role within the public sector?

We need to think beyond public services, towards a design approach to - …guarantee that every citizen is ty are taken into consideration. Embracing system involved in the service? oriented thinking is key for service designers to become strategic keyholders within the creation of public services and policies. In addition to it, service designers need to convince public workers public service accessible and meaningful. This means that ser- vices are aligned with their values, that public workers are taken goal is to work with them and integrate them as part of the team into account, and finally, ensuring that every citizen who needs to while embedding service design approaches into their daily work. As make use of the service is able to do so. For instance, in the case more and more people in these organisations become advocates of of digital services, it is important to take into account people with any disability, older people and those who may struggle while using digital services. How might we… How

!"# !"# - social meaning of the services we are desig ning? How might we as designers potentialise “What is the grassroot movements “Before specula within communities?”

- ting about the future, it is

important to approach the relies on education. Students studying social , law and government must learn the basic concepts of critical way.” service design and innovation skills. On the other hand, service design students“The must future gain of interdisciplinary good public services “When we talk about citizens’ knowledge that might play a role in the public sector.” are the civil servants, we need to make

them engaged with the service from the perceptions of the public sector, do we want to awareness of the value beginning, otherwise have a better perception of something that is not that service“There designers is a growing the service might not necessarily useful? Or is it more about creating bring to the table. I have a successful value in terms of a different way of living envision service design implementation together, a different way of sharing and a as an integral part of any process.” different way of taking care of people?” public organisation.”

!"# !"# the power of GOOD DESIGN

We, as service designers, have an intrinsic drive to make the world a better place; to We believe our design skills, design mind- set and human-centred hearts can help us change for the better.

changing faster than ever. At Koos, we believe that we — as service designers — have a responsibility to make sure our efforts result in equal progress for people,

gaining more and more traction, but we also think that we should step up our game. For the coming decades, we face several major challenges that need to be addressed on a global scale.

/ Lisboa Amsterdam Service Design Agency,

!"! !"# shape THE FUTURE Design and Education Service

!"# !"# Service design in education now boosting their immediate satisfaction. Global challenges such as the climate crisis and the recent pandemic have Herbert A. Simon4 as devising made it all too clear that those design courses of action aimed at changing existing situations into preferred design professionals, and enriching the compe- ones, is increasingly being demanded by organisations and societies at Rethinking education tencies of other professions — political scientists, large. As there seems to be a wide consensus that the current situation business leaders, engineers and scientists, with needs to be changed, designers have The current situation requires new gained a seat at more and more models of innovation in design, service design capability. Stop teaching things that tables. But, how can future service these require effective designers your students can learn on Youtube or Linked In designers be educated on devising with solid research ethics to ensure courses of action aimed at tackling engagement with stakeholders Learning, but challenge the toolset mentality and that are non-exploitative, clear, and supportive. Designers should not take Designers are trained to work on complex challenges through or evolving of its own accord and that transforms what we are teaching and take collaboration with people from that should be followed despite its the deeply human-centric approach to innovation, different areas of expertise. Due impacts on societies and nature. The to that capability, designers are complex challenges that societies combining it with advanced business management, beginning to play even more are facing cannot be resolved by what can be learned through Youtube the behavioural sciences, and technological inno- design-related scenarios, but tutorials — this is not a DIY situation. vation to play a substantive role in transforming also in the management and To design preferred situations strategy decisions of governments, involves advanced multidisciplinary the 21st century. This century is really beginning businesses, healthcare, and beyond. knowledge that presupposes With growing expectations from interdisciplinary collaboration as well all sorts of social actors, designers as a fundamental change in design are being called to leave the ‘. transformation as many technologies are coming Still, in many design schools, students human interest. together to deliver real value, and the global and analysing society but give more Until recently, creative skills were weight to the craft. So, how can challenges made visible by this pandemic require targeted on design objects that could design education evolve without new models of innovation. And service design can be produced at scale, distributed as losing the skills of traditional design widely as possible, and sold by the while integrating other perspectives contribute.” thousands or more. There is now a by learning to deal with economics, deeper and broader understanding of different local cultures, behaviours, the impacts of such a design narrowly politics, and how to work with focused on attracting customers and

!"# !"" UX Holistic Service exchange

Value of Business Human Co-creation skills Visual Skills communication

Human centred Current education Technical Design skills innovation

Human skills

Business skills

Technical skills

Shaping the future of education all throughout the world, i.e. both Service exchange inside and outside of academia. That Service design is in its nature is why internships are necessary to interdisciplinary — so education complement academic learning. needs to be interdisciplinary from Holistic The academic foundations of Visual from different disciplines, real clients, design are now more important communication real users need to be involved. Many than ever. The deeper and more years ago Ideo created the analogy competently design education delves into the interaction of these person, with deep roots in the design global issues within the practice of discipline and arms reaching in design, the better designers will be Value of different directions, connecting to able to develop new procedures, Co-creation other disciplines. Birgit Mager, co- frameworks, and rules, and a proper founder of the International Service of the design process to face UX Design Network, proposes that today, service design might even need 5 personalities, driven Current education Human centred by curiosity and the never ending Future education hunger to learn! What is next?

Service design in education requires a foundation based on science and One major example of how on research, a theoretical grounding academia can contribute to an that connects the contribution of content, tools, and methods across seen at the Service-Dominant Logic (S-D Logic)6 research initiative. S-D “In the past, the value of service of all those assets ends by breeding Logic is a mindset for a holistic new specialisations such as understanding of the purpose and design has been mostly focused on information, interaction, experience, nature of organisations, markets, and service design. and society as fundamentally concerned with the exchange of that help attract customers and boost These specialisations offer different service. S-D Logic, coupled with perspectives on understanding capabilities to tame complex satisfaction. In the future, those goals history and how it has shaped challenges through collaboration the world; perspectives that are with people from different areas don’t reach far enough. What will be the tantamount to effectively devise of expertise, suggests that service new reason and value for service design courses of action in this complex, designers will continue to play contemporary situation. And, it is that will ground education?” future of society. To this extent, students a broad and diverse range everyone will be better equipped if all of learning opportunities to develop educational processes provide them these skills and areas of knowledge with the service design mindset.

!"# !"# “If service design education is done right inside and outside of classrooms, then there will be no need for service designers because in the future everyone will share the service design mindset and be familiar with the tools.”

!"# !"# the major OPPORTUNITY

The future of service design: the seeing the next wave of digital transformation because these opportunity for the service industries have been paralysed design industry. are problems that have to be solved in a customer centric, heavily affected the global holistic and collaborative way, in economy, and foremost the order to be successful. service industry. The recovery of the service industry is vital In addition to the rapidly rising for the recovery of the whole demand, service designers have economy. been forced to transform the process to a fully remote mode Service design industries will in order to deliver results. And for be needed more than ever, to re-design the offerings and that it is possible to create great value propositions. For some value for the clients even in a industries, for example aviation, we will see a major redistribution of the market and companies will The demand for service design is need to redesign their offerings on the rise, and we have become and service models in order to more scalable and global than make the business economically viable again. opportunity, but instead leapfrog our global presence and impact Designers Customer Experience Design Agency, / Experience Design Agency, Customer

For other industries, we are in the coming. for Service Technology

!"! !"# !"# !"# !"# !"# inevitable AND UNAVOIDABLE Design and Service Technology

!"" !"# Digital services Data-driven design and are reality machine learning as What do designers mean when support for designers speaking of data-driven or AI How could this be something Over the last few decades the tech sector of the global economy Well, when talking about small showed a growth incomparable to being transferred through the web amounts of data the analysis and others. This expansion has had an every second. A big chunk of this interpretation appears pretty doable, enormous impact on our everyday new technologies related to data even for us mostly non-data-savvy lives and how things work in our capturing and data processing on social media, making calls or designers. But what about larger societies. To give an example, the affect the way the design of sending messages. But what is total internet usage in Germany services is planned and executed. really interesting to us designers are Data-driven design is already the tiny bits and bytes users leave happening, with many sources of behind when interacting with our That is where we could turn to the 7 Looking at numbers data being used by designers to services. globally, the amount of internet trained algorithm can do such work users already grew to 4.54 billion by by developing systems which make This information — data presented considerably faster than humans, 8 giving us more time to put into experience based on the data being by humans — can help us perceive our actual design. This is just one With such a high amount of people captured. scenario in which machine learning spending time online on a daily the services we put so much effort can be — and already is in some basis it should not come as a AI generated design is a far more into. surprise that the number and the complex, forward looking concept People hopping off only seconds our work. usage of digital services available which looks at how autonomous to the public has exploded — as technologies can themselves shape visitors but only a handful of How do data-driven or AI-generated well as their relevance in the global solutions starting from abstract design help in service design and economy. parameters, and which may requests concerning that one why is everyone so curious about Not only has the amount of services systems, which may not even be increased over time, but their understandable to those designing The roots of those kinds of underlying complexity has grown problems can be manifold, but designers is to understand those with technical possibilities — up analysing user data grants us to a point where designers would experienced so far, the greatest need additional input in order to lets us see where they are being value of AI in service design is not create the best possible service for thrown off during their journey. to create delightful experiences. The real purposes are cost reduction and can range from the use of collected to make services accessible to more data up to the use of automated, AI- generated design.

!"# !"# AI and algorithms can, indeed, support design work, but could they Especially considering that the need for cheap, automated design work is AI instead of designers?

NO. there, as Google Trends shows us. For example, searches for the term Does that mean the machines are

Assuming the development in data processing and analysis goes

Get to know tech. Get to know machine-learning. that combinations of new machine learning-based algorithms, and new design processes will become standardized methods No need for an degree, but for scenarios. Especially from a the beginning everyone should know what we are talking about.

!"! !"# Data is cool, but let’s not forget about the ethics that come with it

of personal information were pushed into the spotlight. Alongside the broadly discussed scandal on Cambridge Analytica, data didn‘t get much love from the public. Choose to play fair. Keeping this in mind and beginning to think about the topic, there are urgent questions that arise: Data and machine learning may grant us Where is the line between using data for good and How do we collect data in making users do things they helpful insights but be aware that it also puts

How do we stop others us in a position of power we don’t want to abuse. Of course, the answers to these questions go well beyond a few lines, but still — they are important. We as designers need to keep in mind that whatever data we have, we must use it in the most judicious way possible.

!"# !"# It should be safe to say that data and automation will be even more present in our jobs in the future, especially regarding recent developments and taking the enormous benefits data and AI bring to us into account.

One scenario amongst many also does not seem to be too unlikely: designers as curators. To dig further into this we would need to imagine a future in which algorithms can be trained to find solutions to specific design problems. These solutions, or the final machine outputs, are when talking about machine learning processes Of course the output will, in the best case, only be near a valid solution and would need to be reviewed by a human designer that is capable of doing what eyes open for moral, and interhuman matters.

Machines won’t take our jobs, but we may need to adapt.

!"# !"# go beyond “How does service design adapt to a world EMPATHY where many future service users are not human?”

“Walk the walk and

break the silos like you The driver for service design is our ability and courage to think critically and emphatically about social issues and especially in these times of turbulence. Service designers will take the advocacy role for people-centricity and nurture together.” new technologies that will truly move us must be able to strengthen inclusivity and bring the voices we hear to the public. “Every service is now We will have to overcome our bias, go beyond empathy and optimise technology a digital service, some are enough to speak for the users, we must create spaces where they can speak for themselves. Accessibility and inclusivity must go beyond discussions and become a must in everything we do. Agentur für digitale Transformation, Köln / Berlin / Hamburg / München / Berlin Hamburg Köln Transformation, Agentur für digitale

!"# !"" The discussion is ongoing!

Join the SDN Slack to be part of it! #the-future-of-service-design what is RIGHT Design and Ethics Service

!"! !"# are asked this same question they might not end up at the same conclusion. There are many factors that need to be taken into consideration. Even if both parties have access to the same knowledge and insight, “Ethics is an ongoing their personal stakes and ambitions have a conversation about the they see as ethical. Asking what is ethical is impact we have as service designers, good and bad, and the In recent years, there was a huge Even if it was clear what makes emphasis within service design a service ethically good, realising on being ‘customer centric’. it in that way isn’t easy. Often, responsibilities that Even though this implies that designers can only be ethical within the services developed with a the bounds given by clients and customer-centric mindset are organisations. Considering the come with that impact.” ethical towards customers, that massive changes in recent years, wasn’t always the case. This it is hard to anticipate what ethical can be seen in some of the user principles and mindsets will be interfaces developed that on the necessary in the future. Therefore, one hand are accessible but on the maybe the best way to approach other induce a ‘fear of missing out’ this future can be summed up in the by highlighting deliberately timed words of Antoine de Saint-Exupéry: special offers (so called ‘dark “As for the future, your task is not patterns’). On the positive end of to foresee it, but to enable it.” So the user-centric spectrum, a lot instead of predicting answers for the of services became more holistic, future, let’s ask questions that might inclusive and sustainable. shape future services for the better.

!"# !"# stand for? What do you not willing to cross when working with others. communicate what are the red lines you are designs. Knowing what to stand for helps to overpersonalities and values carry to their Designers are by no means neutral; their Our beliefs are the basis for our actions. ability to spend a lot of time anticipating potential outcomes. Your can only consider own knowledge: you your anticipate is limited by your can discover you two ways are There of. aware are what you ethical discussions or up on recent reading blind spots: either by either specialised in or that are projects your bringing people into certain by affected ethical problems. How do you How do you learn about what know? don’t you

!"# !"# „We cannot longer What unintended consequences might pretend not to your service have? see ‘unwanted’ the users behavior or for making the user dependent on the service (e.g. constant push consequences, themselves as male or female). Another thing to consider is the long-term effects of your - furthermore, we metimes cumulates over time in decreased frustration tolerance in other areas). have to spare time What impact does your to think about how service have on its to prevent them.“ environment? Every service needs resources, may it be electricity, heat or fuel for transportation. Considering the consequences of your service on the environment is almost a given in these times of dwindling natural resources and man-made climate change.

!"# !"# “Service designers believe in the as considering future customers. Are the salaries high is just as important designers design future jobs. Service Therefore, considering future employees How does your - - inclusiveness and human centeredness of their practice — but they have to open their eyes to the part of society that has no access to service design due to - sight into your ethical reasoning is crucial. Many ethical problems are complex are is crucial. Many ethical problems ethical reasoning your sight into This puts service designers in the position of describe. to hard and therefore process onboarding A general and interests. groups for overlooked advocates they the problems ethical topics, clients to introduce to could be developed speak. for clients, so to process arding How ethical a service ends up is not the sole decision of the designer. The How ethical a service ends up is not the sole decision of designer. lack of education or How do you get How do you clients on board? economic resources.”

!"" !"# Service designers often approach ethics in a rather pragmatic way: decisions based on experience, gut feeling and insights brought up by target groups. What is lacking in the service design ethics discussion is a systematic angle. New insights from social science and are often only considered by chance. In order to have these exchanges on a consistent level spaces for exchange are needed.

There is not one simple answer on how to create this space. But some aspects could be: What problems does your technical solution create? and be an effective AI seems to future solve to way convenient Still, AI is not without its problems. bias in code and drawbacks: samples or not understanding the for example. algorithm anymore AI brings with it its own That way worthproblems considering.

All things considered, service designers

Integrating ethics discourse into in general are good at listening, being the lifelong learning process.

A space for ethics empathic and working together with diverse groups. In practice, this means Integrating introductions to ethic discussions as they outmaneuver a lot of possible pitfalls part of the design education. Conferences, that bring designers and social science / humanities in the ethics department. Equipped with experts together. these traits they are well prepared for the ethical challenges the future of service with colleagues. design holds.

!"! !"# think INCLUSIVE

Service Design is truly a human-centred, inclusive, and interdisciplinary practice; as practitioners, we are open-minded, innovative and stand at the forefront of social and cultural innovation. Nevertheless, we must critically examine our structures and our practice and acknowledge that they lie rooted in a white, middle-class, academic world of industrialized nations. Fortunately, the power of service design goes far beyond that, as countries and cultures from all over the world are embracing and adapting the practice accordingly. This, however, must also feed back into our structures, our frameworks, our language and ultimately our work. We are committed to service design becoming more inclusive and diverse, thus ensuring our practice is reflective of the long-overdue conversations and changes taking place across the globe. Service design demands an agenda focused on social justice and inclusiveness. Ethics and integrity stand at the forefront of our agenda! Service Design Network

!"# !"# Journey map

operations: Using a design as an ongoing activity in an journey map hierarchy organisation often structured in sprints just like we saw this move in as a customer-centric software development into DevOps. management tool for Along with that, research moves agile organisations these movements leads towards approaches called dual track or triple track development, where projects move between research, design has established itself as a growing / prototyping, and development approach to innovation. We, as the / implementation. In my opinion, service design community, mastered these are all core activities of design. how to run service design projects, Thus, I prefer to call the three published a lot on process, tools, and methods, but also on how we work, implementation. More and more how we facilitate, the cultural impact organisations adopt this way of on organisations, and the like. For a few working, leading to questions like: years, I now see the growing interest to look beyond single projects and focus more on the management aspect of service design across many projects How do we manage customer or once service design is embedded in employee experience (CX / EX) if organisations (see for example my last there are dozens or even hundreds white paper on this topic: Embedding of projects in these tracks service design in organisations). One of the core topics of service design in the next decade is the management How do we identify overlaps or of multiple service design projects, or contradictions between projects more generally: How do we manage an agile organisation in a truly customer- How do we get an overview of all projects impacting CX / EX across Managing customer experience in Most projects impacting CX / EX do organisations not come from innovation or design departments. More alarmingly, most projects do not even consider There is an emergent movement in CX / EX. Our job, in the future more design towards DesignOps (design than ever, is to become advocates for operations), i.e. understanding CX / EX in the entire organisation. Managing Design at Service Scale

!"# !"# Design decisions are made qualitative research data, as well everywhere in the organisation, as ongoing and completed projects but most people are not aware of linked to respective projects maps. the fact that they actually make High-Level design decisions impacting CX / Each journey map requires a Journey Maps EX when they decide on standard coordinator; someone who is operating procedures, IT systems, responsible to collect the data legal requirements, and so on. Our for this particular map and keep job will be increasingly to support it up-to-date. Often coordinators people across the organisation to match the hierarchy of their journey become aware of the impact of their maps: the highest-ranking person decisions. And vice versa, we need in the organisation responsible to become aware of all initiatives in for CX coordinates the highest- an organisation that impacts CX / level journey map, such as the EX. This is where a journey map as customer lifecycle. Depending on a management tool comes into play. the number of levels of maps, this Detailed I call this approach journey map might go down to very specialized Journey Maps operations. teams, e.g. a team responsible for the mobile check-out process or the shop experience. These journey map coordinators collect Journey map ops information from different departments regarding CX / EX pain points, ongoing and planned Journey map ops builds on a projects that might impact this hierarchy of up-to-date journey particular journey, journey related maps that we use as management KPIs, and so on. They regularly (e.g. Micro maps. Management maps are monthly) update their journey map Journey Maps not used for one particular project and include their most important but rather used to manage across info into the next higher map. many projects (in contrast to project maps or workshop maps). Such a This information system enables a Service design will develop into a hierarchy of journey maps needs to journey map ops team to identify the backlog of the triple track management approach. This is be built within a dedicated journey CX / EX pain points across the development: Which research mapping software, such as Smaply, different journey map hierarchy / prototyping / implementation dozen organisations on their venture to ensure that these management levels. They can match these projects do we need to focus on of starting journey map ops, but this maps are standardized, accessible, pain points against ongoing and is just the beginning. I am convinced and linked with one another. planned projects. They are able to enough research data to move that we will see more service design All management maps need to identify overlaps and contradictions tools in management helping to include a minimum set of lanes to between projects from a CX / EX we test our prototypes enough to organisational silos and perspective. They can monitor the establish an information system the different hierarchy levels, performance by looking at KPIs we need more research or more based on CX and EX build for an such as steps, stages, customer of the different hierarchy levels. agile way of working across the and employee pain points, KPIs, And most importantly, they can entire organisation.

!"# !"# save THE EARTH Design and Service Sustainability

!"# !"" Service design must be used to potentialize the creation of future sustainable ways of living.

!"" !"!

17. Partnerships as the harmonic condition For the Goals 1. No Poverty 16. Peace,Justice and Strong under which societies and Institutions 2. Zero Hunger

3. Good Health economies can thrive without 15. Life on Land and Well-Being social requirements without 14. Life Below Water 4. Quality Education adversely affecting future 13. Climate Action 5. Gender Equality generations’ well-being.12

12. Responsible 6. Clean Water consumption and Sanitation and Production Yet, current dynamics interplayed and face the imminent collapse between environment, society, and of our living systems. The United economic systems, are far from 7. Affprdable and Clean Energy sustainable. Daily consumption sustainable development goals that 11. Sustainable Cities is inevitable, furthermore, are expected to be achieved by the and Communities consumption is the pillar of the 8. Decent Work and 10. Reduced Economic Growth commercial society and the driving where an increase in population of Inequalities 9. Industry, Innovation force of the economic cycle, three billion humans is foreseen. and Infrastructure A radical approach to production driven production and consumption. and consumption is urgent; this is Natural, social and economic why service design is not only called systems are out of harmony, so we to make the issue of sustainability are faced today with the challenge a core part of its approach, but to of embracing sustainability in a serve as an enabler for projects more effective way, or adversely, aiming to meet sustainable to continue as we are doing today, development goals.

!"# !"# Opportunities

How might service designers gain established dynamics and envisions data understandable for different strategic importance in future Designers must commit to support different ways to embrace the audiences. Another way would be, stakeholders in the development future. Finally, service designers not only placing human needs at have a valuable approach to solve We have to support organisations sustainable development goals problems by placing humans at the a balance between communities that are relevant for their context of core. However, if service designers and ecosystems. Last but not sustainability agenda within their practice. aim to gain a strategic role within least, joining efforts to make a big structure and their services. There Sustainability is a global issue, the context of sustainability, this shift towards sustainability at the but it must be approached by a perspective should be expanded to different levels of society, aiming goals to be achieved, yet one local perspective. The concept has placing not only humans, but the to empower local communities service or organisation should different nuances in relation to the whole living system at the core of to embrace global sustainability make a choice on which of them context in which it is approached, problem solving. Service designers issues. to emphasize and pursuit more there is a need for developing are called upon to ensure that strongly over others which might customised sustainable solutions align less with the company‘s in regard to the local society, needs with regard to sustainability, economy and ecosystem. Hence, this might enable a clear roadmap The future of strategy. What if, for instance, opportunities for service designers to achieve tangible results, thus service design and we as service designers develop to onboard sustainable oriented service sustainability journeys as projects emerge. established in the UN agenda of sustainability an integrated tool to our thinking sustainability. and approach. This represents an Service design gains relevance opportunity for service designers, How might we strengthen the role of as enablers of sustainable agendas practitioners are equipped with within different sectors of society. different skills and mindsets that The future of service offer innovative ways of solving Service design thinking and Service designers are called complex problems. design summit sustainability should be part of all to embrace and to promote First, a collaborative approach to projects from the beginning, thus the sustainability by critically interdisciplinary work, creating skills and potentials of interdisciplinary approaching future social that ensure an effective According to the session of teams could be seized in full potential. demands without ignoring the orchestration of different expertise sustainability at the Future of We must envision projects with a necessity to have a balance areas that need to work together Service Design Summit held at Köln strong social and environmental between social, environmental and when working on sustainability International School of Design in commitment, aiming to truly meet the economic improvement. Global projects. Second, service needs, aspirations and frustrations warming, impaired public welfare designers count on powerful from user-centered to human- of the users we are designing for. It as well as the current Covid visual skills, this might help to centered design, but now we must is necessary to integrate service pandemic are just a few examples make complex information visible push a new shift to work more in design thinking into the whole of the challenges societies and understandable for different line with the planet and towards life- are facing nowadays. Current audiences. This helps to ensure centered design. challenges represent opportunities that the concept gains relevance in for action in order to create a Service designers are called to questions require a creative approach sustainable future, balancing the create new methods that support and they need to be integrated within diverse needs and perspectives of Third, service designers possess sustainability efforts. One way of sustainable service projects from the stakeholders of not only humans, a radical mindset that challenges supporting sustainability would beginning. but also ecosystems.

!"# !"# How might innovative technologies enable the establishment of

Innovative technologies might Economic support the intersection of service design and sustainability in three different ways. First, providing a production and delivering, thus

reducing resource consumption and How might service designers Valuable experiences Valuable carbon footprint, as well as better empower the development of predicting failures in the journey of a sustainable economies around the service. Second, by having physical supported by technologically enhanced services, We must envision the use of for instance the concept of smart service design thinking to create Social Technology cities, where you may achieve an a purpose-driven economy, improvement of public services, citizen engagement and community economy. well-being. Third, the economy more purpose-driven economy from the Planet Sustainability service design perspective would enabling services, supporting non- be focusing on the local context, service sectors with achieving their while still having a global thinking sustainability targets better (e.g., of sustainability. The relevance smart building solutions for energy of the local context is a decisive management). Service design has the potential to services. A second step would be to prioritise concepts of collaboration foster a society where sustainability and cooperation, starting from embedding a of co- is the main driver, this journey is full creation of services with relevant stakeholders, and also support of opportunities and issues to be cooperative emerging movements (food coops, neighbourhood explored. Service designers are called networks, community supported agriculture, newspapers, cooperative to embed sustainability into their day to saving systems, and many more). Last but not least, service designers day practice, as well as joining efforts should embrace the idea of circular production and consumption to embed a service design thinking models and help different organisations make future services perspective in projects related to circular. sustainability.

!"# !"# “Get out of the design bubble! Learn how using design thinking to create a purpose driven eco- to effectively communicate with people who work in nomyBasically, different disciplines than design. - ” ledge to different areas, as for instance, biodiversity, “Sustainability is impossible to achieve wit- could enrich the way you understand sustainability.” hout interdisciplinary collaboration. Service designers cannot work in sustainability alone, it is vital to integ- “Sustainability targets need to be co-crea- ted with organizations values, with their own formats practice. Designers are not going to save the world and languages. Tackling the big goal, aiming to have alone!” a massive impact by empowering smaller units within the whole system.” “Sustainability is a road full of choices that in order to make the right deci- “Sustainability must move beyond a perso- sions, as for instance, developing coherent roadmaps nal decision of designers to play an important role in that target sustainable achievements. Making tangible visions and aspirations of organizations in regards to sustainable development.”

!"# !"# step out of the BUBBLE

As innovation director of Livework, it is not the future of service design I am concerned with, it is the future of our planet and its inhabitants. In order for future generations to have the same, or better opportunities than we have, we have to look at societies, cities, and systems through a lens of inclusivity, participation, regeneration, moderation and organic change — no small feat. We also have to take into account that We have no choice.

We are part of communities like SDN because we want to contribute and because we want to learn. We are not so much concerned about the methods and tools and processes, but about the impact we can make. Service design has matured to a stage where we no longer care about what it is, but about what it does.

The future of service design is to step out

of its bubble, and start taking action. Service / São Paulo Design Studio, London /

!!" !!! David OR GOLIATH? Design Service the Future Agencies of

!!" !!" Service design comes in different shapes and sizes — as small or large agencies, as in-house departments of larger organisations or as part influence independence of the service portfolio of the large organisation agency consultancies. Whereas agencies have a tradition since the beginning of the century, the two latter forms have been picking up speed since

In-house design and of creative agencies and companies. This is due to more and more client potential The answer to this question is striking: it is mainly caused by the organisations and consultancies lack of clarity, about where and how senior design leaders can contribute, realising that service design — or asking enough from your design and uncertainty about how much to expect from them in their role. design in general — is a very strategic that excel at design grow revenues Before an organisation can elevate and shareholder returns at nearly its design ambition it has to establish ability they would like to have in-house twice the rate of their industry the leadership needed to deliver it. Therefore, the top executives or as part of their portfolio. must make three interconnected full potential of design, even if they interventions. They have to embrace added senior design roles to their user-centric strategies, embed their organisation, this leads us directly to senior designer in the C-Suite and make the most of user data.

!!" !!" Embrace user- Create an in-house support centric strategies. Improving not only products and services but also the full user experience and, in some cases, the organisation itself. -

Embed your senior designer in the C-suite. Meanwhile build a collaborative team environment, in which your design leader is able to motivate and lead the organisations understanding of design. Make the most of user data. Achievable through a balance of quantitati- ve and qualitative design metrics and in- centives that enhance user satisfaction and business performance.

Elevate the organisation’s design the organisation’s Elevate ambition, and clarify the leader ship needed to deliver it! deliver ship needed to

!!" !!" “It’s a world of people (…) that develop global things (…) and I want to sit at that table and try to design them in a different way.”17

!!" !!" The changing role of agencies with in-house service design Smaller agencies

Based on this trend — where bigger a lot of structure themselves. They Typically, the smaller agencies “Organisa- organisations are building (service) are used to working in a broad provide services that are a little design competencies in-house environment and are able to scale bit more niche than whole service — the role of and the demand for concepts within their agency, as well concepts of bigger organisations. agencies and their work is changing. as to push the information through tions that They deliver training to develop the the right channels. The biggest topics, they are really good at what in-house capacity, they bring the they do. They can excel on a broader external and experienced point of two, would be bringing the right level, if they have a good counterpart successful- view into projects and they are being in the organisation, somebody that hired for specialised tasks within project, and to orchestrate them. knows how to navigate within the projects and change processes. The real value of service design is in organisation or who has even They move to the strategic level the implementation. If the concept worked in-house before, to scale ly deliver a since the project work is covered can be implemented and it has great up the initial ideas and outcomes. by in-house service designers. impact, the next thing will be to scale Therefore, it. There are plenty of examples For example, if where small agencies have done sustainable they do research they might need great things, but these agencies some capacity for a certain amount of time, or they might bring in really drive systematic change. The future of service someone to spice up their ideation. Bigger agencies are able to work service are But they are also interested in around that problem by simply design agencies making an agency work for them bringing more people to the table exclusively, so that they can avoid that either have the experience to scale things up, or are able to In-house service design teams successful at topics. connect with the right people in the or consultancies with service organisation. design in their portfolio — both The merger with a consultancy are competition to the traditional unleashes opportunities for service design agency. In order incorporating Acquisation and impact due to the access to quality to compete with the broad and merger resources. international consultancy offerings, service design agencies might build service When consultancies acquire service strong agencies collaborating on design agencies, cultural issues are an international ground. Smaller 18 crucial. How much freedom and agencies might specialise their design.” offerings in order to serve as the And how can the service design team best take advantage of the amazing resources of the new

!"# !"! Most of the organisations we all transformational movements work with show structures and in the wake of BLM, and much mindsets that are hierarchical or more, the world is changing machine-like. Writers like Laloux faster than ever. As a result, have called these Amber and Orange design-based approaches to cultures. Amber encompasses problem solving seem even more the conformist, static, hierarchical relevant. And they are catching on, as start-ups, corporations, organisations, such as organised even NGOs, governments and religion and much of academia; while learn the benefits Orange applies to the achievement- of holistic, iterative, agile, oriented organisations with their lightweight discovery and development — just as we service designers see every day. But organisations make up most of the what does it mean for leadership world today and believe that — like in a machine — measuring the right numbers will let us see the future. Leadership: Dependency? Culture and Culture Service Design, A Mutual

!"" !"# In Amber and Orange which can support inquiry and organisations, one successful decision making — primarily, model of leadership might be resources around research and self-management evolutiona tech-evolution has democratised Teal hierarchy and given access to the these fields while blurring the Living Organism? very best numbers, feel able to boundary to implementation. They envision both a desired future- include simple Google Forms or respect empoverment values driven fairness state and the road toward it. Facebook Ads for quick-and-dirty family Green community idealism servant leaders They take big decisions, ask us information gathering; Marvel to trust them, and lay out our App for clickable wireframes in Pluralistic steps. The centralised decision is minutes; and Voiceflow, which machine definition meritocracy supported, and even enforced, by allows anyone to voice cognitive capacity performence a centralised control of resources, interfaces and then implement over consumption measurement whether that is budget, personnel, them in seconds by uploading innovative materialistic Orange or access to specialised them as Alexa Skills. Essentially, Achievement colleagues and tools. capabilities which used to be the civilisations long term army status But design teaches us that the preserve of PhDs, and hands them C hierarchy organized religion future is not so clear, things rarely to anyone — the potential is huge. Amber self discipline go to plan, and (retrospective) Today, we work hard to deeply Conformist understand users. Tomorrow, Instead of one vision-led will we simply equip them to alpha leader wolf pack waterfall, we need multiple, agile, build their own prototypes and reactive short term inquiry-and-exploration teams. Red To avoid gridlock, they need Impulsiv to be connected but relatively autonomous (see Marc Stickdorn which must be made accessible. superstition on journey map operations in Organisations need to open the small tribes this publication). Instead of big door to social and behavioural Magenta decisions by important people superpowers too. What are Magic far away from the reality of daily business, we shift towards small family groups more frequent and lightweight spaces, formats, methods, tools, and trusted solution libraries are Infra Red on the shelf, and who can reach Reactive change demands trust. It needs leaders who are courageous who may hack them or develop the answer is, but I will support why should we need permission to talk to a customer or try a market Part of that trust includes giving

decentralised access to resources service design equivalent of the

!"# !"# same evolutionary steps obsession, itssocialinequality, the from away move — availability but structures andresource — meaningnotjustpeople, the successofascaledservice leadership isaprerequisite for culture. Does itfollowthatevolved need adifferent organisational will we needs, user changing and with accelerating technologies interlocked. If wewantto keep up Culture changeandleadershipare of but technology, of just not movement space open an Fablab: embodying empowerment,respect, strategy to followhighervalues, Will itturnaway from mid-term designers to make the ready are weservice in ourownagencies, Furthermore, how Furthermore,

!"# world aswecreate theconditions we do,buildingabetterworking foster cultural changeineverything community stepupto consciously design culture, willtheservice project formstheorganisational changes theproject, andevery workshop, andevery workshop facilitation momentshapesthe isours.Asevery The opportunity level ofself-accountability thatis network-like structures, andthehigh community, cooperation, and reachingand servant-leadership; inwhatLalouxand

Takeaways the patterns,thenencourage breakingthem. Parker mighthave suggested,teachunderstandingof rous iftheworldchangesunderneath.So,asCharlie use ofpatternscaneasilybecomelimitingifnotdange- crucial to advance andgrow ourfield,anunreflected Break thepattern:Whileunderstandingpatternsis reinvent thewheelforevery project. form whereweknowourtools anddonothave to stack thatallowsinterdisciplinaryco-creation;aplat- prototyping (andpossiblyeven animplementation) focus onthedigitaldomain.Buildaholisticresearch, Make itsystematicaswellsystemic:Don’t just Create atangiblelanguageforcocreation. workshops –andthecommunitybehindthosespaces. labs,makerspacesordev aswellservice experts, and socialstacks.Givebroader accessto users, Make itaccessible:Democratise accessto technology literally –playingaround withthesystem. and learnwhatmightwork by–quite stakeholders experienceandexploretheboundaries, Make itplayable:Provide contextswhichletstaffand prepare FOR THE CHANGE Design and Future Forecasting Service

!"# !"# How can service design anticipate and handle the disruptive changes parameters and signals of change, in the world? future forecasters and service designers use methods to make interconnections visible and tangible. Change is inevitable. In a growth- centered system it is essential to anticipate the future and to be aware tools, the main difference is the of disruptive changes. Growth is a logic and the philosophy behind driving force that demands change. it — so they complement each other. It implies continuous innovation While future forecasting operates sense of belonging and improvement, innovators and the analytical side, focusing on designers who have an impact on how the world will look like in the the future should engage with it. future, service design focuses on When service designers envision the the emotional side, identifying how future, instead of doing plain guess self expression work they should approach it in a systematic way. future needs future service forecasting design analytical being understood

Do we want to prepare for the feeling safe Service design examines future habits, their traditions, routines, Future forecasters and service intuition and therefore reveals the designers may ask the same emotional side of a service. questions: Service design tools and methods Future forecasting and its intend to establish an in-depth methodological approaches should understanding of user behaviours, be embraced by service design as a systematic tool to envision different activities are mainly need-driven. future scenarios based on analytic expectations and demands which in As the future is driven by countless

!"# !"! Embrace interesting thing.” Engage how things will interconnect, service with the people concerned, how they design will identify the emotional will feel about certain circumstances consequences that follow from in the future, which actions they those predictions. will take and which consequences should result from them. Getting The value for service designers arises mainly from discussions and hopes for the future can enable with real people, with end-users, service designers to create new data-scientists, people working in solutions for them. marketing, business and tech people. Collecting these insights from those Shape Future forecasting is predestined to people will enrich their perspective collect reasonable assumptions for going into the future. How those the future and dab into the logical people anticipate the future part of resulting predictions. The need part though, is something perspectives on the environment where service design has a bigger customers will engage with in the role to play. In other words, when future. future forecasting looks into the physical future, how it might look like,

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!"# !"# Calls for action

01 04 07

Think foresight as an activity Make the Consider of learning and inspiration. It helps you to assess the direc- future tangible. dystopian tion of your product. visions. 08 02 05 The practice of service design Look for trends in needs to take a stand in global challenges of the 06 future in order to Future forecasting is demanding. You need to 03 practice it. 09 Consider the longer Create alternative term impact of your future scenarios. actions and the global impact of your decisions.

!"# !"# Our world is changing faster than to act with foresight and anticipate ever. Just think of the spread of blind spots early on. new communication technologies, Dealing with future scenarios is intelligence or the increasingly nothing new in an academic context. noticeable effects of climate After the belief in a predetermined change on our lives. These changes future had prevailed into the Middle pose challenges for us as service Ages, the British statesman Thomas designers that go beyond the redesign of services and products: speculative drafts of the future in It is about addressing the fundamental problems people face in their daily lives and understanding and culture such as Tommaso their evolving needs. Campanella, Herbert Spencer and Oswald Spengler, but also writers They say that we cannot solve new problems with old thinking. The paved the way for a new way of more complex and deep-rooted thinking in which the future is seen the challenges become, the more as something that can be actively we have to include the underlying systems (politics, economy, culture, etc.) in our analyses and develop This paradigm shift also for the bigger picture. This not only characterises future design. Instead includes evaluating the past and of building products and services present of the systems involved but also their possible futures to be able basis of prognoses (forecast), More than More Designed Services

!"# !"# picture. Storytelling enables us to connect the dots and understand several possible scenarios and information at a deeper level. It take them into account later in the helps us to dive deeper into possible 1. design process (foresight). The future scenarios — and into all goal of this approach is to critically aspects that shape them such as Allow divergence. question what future we want to politics, environment and economy work towards with the help of our — so that we can empathise with — many different scenarios based on services and products. In doing their protagonists and their needs observations, trends and weak signals so, it is important to look beyond and fears. Finally, on this basis we illustrate different options for the future. analyse opportunities and threats We can then question our concepts in and examine the entire area of the and gather critical insights that later their context or design with the goal to form the basis for prototyping. support certain scenarios. unforeseen opportunities and risks. Instead of concrete product or But what does the process of future service prototypes intended for later implementation, these workshops produce a different type of output, 2. which we collect as many signals of e.g. diegetic prototypes that represent objects or services that Detach from the here and now. emerging issue that may become future or in individual scenarios. into the future, we are broadening our us to see beyond the horizon but picture stories or brochures that perspective. Instead of extrapolating at the same time they are often already visible trends and focusing on the worlds. This approach helps project projected or probable future, we include They can be observations, up-and- participants to put themselves in the edges and try to consider plausible coming start-ups, news, or anything the position of the protagonists and possible future scenarios. else concrete that could have an and to reconstruct the experiences impact on the future. By clustering that shape them in these described and organising these signals, topics futures. In this way, we stimulate that seem particularly fascinating or discussion about the future(s) we relevant to us emerge and provide want to backcast from and how 3. the basis for provocative discussion we can contribute to bring them to life today as well as in the future. Consider the system. Secondly, it allows us to anticipate Future thinking embraces a much In order to include very different risks and blind spots that can help more systemic approach. In addition perspectives, we often carry out to make our services more robust. to considering factors that are directly relevant to the current service context, it or stakeholders. In the workshops In summary, future design is based we try to develop the future on the following principles: systems that shape the lives of our users scenario in a co-creative way, using and stakeholders. methods to create an enriching

!"# !"! take HOLISTIC PERSPECTIVES

The future does not care about our solutions that have a positive impact forecasts. But how do we cope with on our future. In a world in which it has become evident that everything is interconnected, it is important In order to react appropriately to to take a holistic perspective on change, people, organisations and systems and identify leverage points communities need to become for positive change. Therefore, more resilient. As resilience is we need to look far beyond the relationships between businesses for stability or productivity. The and users or governments and redundancies that are important citizens. Experience design for resilience are removed in favour becomes system design, human- centered design becomes life- Self-organisation falls victim to centered design. hierarchical control and crisis situations are answered with top- down, traditional approaches. We need to change mindsets and help organisations to enhance their own restorative powers.

As climate change has taught us, the future does not just happen,

Agency for Service Design and Design Thinking, Köln Agency for Service Design and People need to be enabled to create

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Nikola has an educational Sara is enrolled in the mas- As an background in both design student at Köln International (Köln International School Design with a focus on Social School of Design, Christoph of Design) and social and and Public Innovation at the developed a broad view on environmental sciences (City

Köln International School of the interconnectivity of things University New York). She is Design (KISD). Sara is motiva- and artefacts. Apart from the Head of Creative & Com- ted by her belief that service multimedial projects and munication at the Collabora- design has the potential to light-interface driven profes- ting Centre for Sustainable sions he explored a deeper Consumption and Production and society, by empowering interest for urban space (CSCP), where she works in communities to thrive. She development. Service design the development of creative works as a project assistant can play a certain role in that, projects and communication at the Collaborating Centre for by identifying how designed strategies related to sustaina- Sustainable Consumption and places can meet different par- bility. She considers design a Production (CSCP). Sara is a ticipants demands and stay very powerful tool to embrace Colombian national. the complexity of sustaina- bility. Her goal is to make positive change happen.

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Nancy is Managing Director Jan is a at Fu- Kalle is a Design Director at at PWC IXDS GmbH since tureGov, responsible for sha- frog, a global design strategy IXDS became part of the PWC ping the design approach on - change projects in local and ry innovation and design pro- global innovation projects, her grams focusing on complex - he has worked on a variety service experiences, deliver- perience in designing human- of topics including housing, ing digital solutions to market, centered products & services employment and health. Jan and helping organizations to was gained in corporate pro- is passionate about systemic transform. Kalle has a Master duct management and user change that supports people of European Design from the experience roles at Yahoo and and communities to thrive. Köln International School of Vodafone as well as various Jan has studied Integrated Design. design studios. Design at Köln International Nancy studied design at the School of Design. Köln International School Facilitators Editors, Partners & Interview Authors, School of Design.

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Carolina is an exchange Geke is co-founder and Strategy Santiago is a multidisciplina- Sandra is an experience Stefan is a Partner and Director student in the program of Director of STBY in Amster- ry designer from Colombia, design director at denkwerk – the Köln International School at Boston Consulting Group Integrated Design at Köln dam and London. She has a focused on the develop- - (BCG) and a member of BCG‘s International School of background in ethnographic ment of digital products and tive digital agencies – and the age of 23. Before that he global leadership team for Design. She has collaborated research, user-centered design, services involving emerging responsible for the creation already collected experience Service & Support Operations. on projects as a freelancer in and services strategy & innova- technologies. Following his and delivery of innovative working as a freelance Inter- user experience design and tion. She regularly publishes and studies in Mechatronics and digital products, services and face and Web designer for visual effects creation. presents on Service Design and , he moved platforms. She is experienced several years. While continu- to Germany for the Master in leading interdisciplinary ously being eager on learning Stefan has led multiple opera- PhD in Computer Sciences from course in Integrated Design teams of XD designers and tions transformation and com- the Open University in the UK, at Köln International School researchers in the delivery of of design, the digital landsca- mercial excellence programs in collaboration with the OU of Design. Since then, he has sophisticated insight-led so- pe has established itself as for major clients in the Techno- Business School. She is also the worked as a guest teacher lutions. Furthermore, Sandra logy and Telecommunications initiator and former chair of the for service design there, as is a speaker (e.g. UX Insight sectors across Europe and in Service Design Network Nether- well as on multiple digital SEA. Prior to joining BCG, Ste- agencies including People fan held management roles at Network for Global Design Interactive, Antwerpes AG & foresight and innovative a leading mobile telecommuni- and Experience One in Berlin, techniques. cations operator in Germany. Program Board of ClickNL. where he currently works as a UX Designer.

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r s o e H ã r h h M a P t M K r B M n a g e ar s la e ir er a a rkus E d ter H orv ark Jo n e ra Lind n git M a g urício M Markus is the co-founder of An economist by training, with Mark is a Visiting Industry As a co-founder of Mobi- Birgit is co-founder and presi- Maurício Manhães is the ser- WorkPlayExperience, a service an executive MBA in manage- Professor at the Institute sol, Klara created her own dent of the International Service vice design graduate program innovation consultancy. He ment of innovation, Gene- of Design at IIT. An award- learning curve for in-house Design Network, editor in chief coordinator and professor of loves to work and coach at the va-based Peter Horvath is a winning service designer, service design. After trave- of Touchpoint, the international service design at the Sa- intersection of design, business, connecter of dots. With work he has an extensive design ling the Global South to help journal of service design and vannah College of Art and and technology – building on experience in agency, startup, background with experience bring electricity to millions of founder and manager of sedes|- Design. his experience of service design corporate and consulting as VP of design at United- people off the grid, she carved research, the center for service and business consulting, and environments, he has worked Healthcare, and managing at the university on his background in theoretical in project and product ma- Director of IDEO Chicago on the rollercoaster journey of applied sciences Cologne. physics. In his daily work, Markus nagement, strategy, UX and where he worked on projects helps organizations tackle service design, in Switzerland, that include reinventing retail European professorship on complex business problems and Hungary and Canada. Peter is banking for PNC, and desig- service design at the university make cultures more agile and an active driver of the com- ning a new service strategy pushing herself to look to her of applied sciences Cologne, human-centered. The focal point munity through local events, own backyard by supporting Germany and since then has of his work is prototyping in ser- design background includes projects that make education vice design, where he constantly co-initiator of ‘24 Hours of clothing and jewelry design in more inclusive or get cars out design constantly in theory, pushes the boundaries of what a of town. methodology and in practice. dedicated team can achieve with related classes at Swiss Uni- technology futurist at Accen-

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h s T e n - e k c t s n ic r A d e K is N S tz C l B e a w r a Le ic o n te ri a a u a k m L a th arin a k de L e fa n M o rolin e P s aij m a Adam is a customer experience Service Designer & Innovation Nick de Leon has had a diverse Stefan is a senior expert and Caroline is a strategic designer Bas is co-founder and Creative consultant, comedian and actor Consultant, Co-Founder of career that has spanned the di- design director at McKinsey. A and expert for responsible Director of STBY in London and with a background in psycho- Skillery. Katharina helps various sciplines of design, technology - innovation. Trained in Design logy and the global automotive public and private organizations and business. He created the (BDes) and Public Policy (MPP), specialised in creative research industry. For years he has been around the world to achieve service design department at she facilitates participatory for considerate transformation using expertise gained in the their goals by working on their years of international experien- processes to address public towards more human, just and strategic, cultural and opera- ce, Stefan is sought after as a challenges. Caroline is directing sustainable societies. Bas has comedy to help organisations tional challenges. During her the knowledge exchange and senior advisor, executive coach, worked for clients in industry, go- career, she worked within a executive programmes for and keynote speaker. He sets partisan initiative that promotes vernment and the public sector customers and partners. Adam diversity of sectors: Insurance, the School of Design, building out to empower organizations, transformative design approa- for more than 25 years. He holds is co-founder of WorkPlayEx- Healthcare, Telecommunica- partnerships with industry, enabling corporate change with ches and works with political-ad- a PhD in Design Interactions perience, and co-initiator of the tions, Social Innovation and government and academia. He people-driven innovation that ministrative institutions up to the more. Her clients range from was the Director of Design Lon- helps them exceed the custo- highest federal level in Germany. London. Bas founded the global biggest ever service design Startups, SMEs to Large Enter- don, to pioneer new models of mer expectations of the future. She initiated the Academy at the event (so far). He is adjunct prises. Katharina co-founded interdisciplinary innovation and Stefan has worked with govern- Creative Bureaucracy Festival, an professor at IE Business School created in response to the UK ments, public-sector organizati- experience-based civil learning and reach-network.com. and co-author of the top selling of empowering employees inno- - ons, and global . vation and entrepreneurial skills vity in Business. within their companies.

!"# !"! r e n ig rn b M N e P n M t M o J e a o ik a n e e a is a d e W uro e g o e u n tri ikkin rtin L. S rc Stic k a nn ette - Niko has utilized data science Petri works in his company swan- Martin is a design student at Marc is co-founder and CEO of Jeannette is a service de- red products and services at from research to implemen- lakestrategy.com which applies Köln International School of signer, design educator Google AI. He also teaches at tation in various domains for novel mathematical and creative Design (KISD). Before that creating service design software. and visual designer based the Hasso Plattner Institute - methods in strategy making and he studied journalism with a With a background in manage- in Amsterdam. Within her School of Design Thinking works as a data science lead innovation. The company purpo- focus on politics and econo- ment and service design, he practice she uses design as a and how to be more visual in for a service design agency se is to help executives to achieve my at the Cologne School of helps organizations to sustaina- mode of inquiry into emerging companies. Mauro is a mas- called Hellon. The meaning control and clarity in uncertainty Journalism (KJS) and worked bly scale service design. He de- issues of society, urban life ter alumni from Köln Interna- of life and a great source of and make the world more sustai- for various newspapers, radio veloped the approach of Journey and culture. She works for tional School of Design. happiness for him is to conti- nable by better decision-making. stations and online news Map Ops, a customer-centric service design consultancy nuously learn new topics. His Petri is an executive strategist portals. Martin has already approach for agile organizations Service Works and is board current interest is to increase using digital journey maps as a member of journalistic NGO the impact of service design creating foresight driven strate- design and was able to gain visual management tool. He is Froh!. Jeannette achieved her by developing a tight-knit gies and concepts. Petri has a experience in the visual reor- editor and author of the award- Master in Integrated Design relationship between design, ientation of organizations. He winning books ‘This is Service at Köln International School business and technology. and a Psychotherapist degree. is co-founder of the design - of Design. He writes a doctoral dissertation studio Neues Deutsches on the impact of mathematical Zwinkern. conferences on service design

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- Abigail Schreider is a feminist de- David did an apprentices- Tina is a user-driven innova- David studies integrated My role as a designer is to xican industrial design student. signer from Argentina. She holds hip and gained some work tion and transformation con- design at Köln International advocate a good working expe- She enrolled as an exchange a BA in Industrial design from the experience as a joiner. He sultant based in . She School of Design in Cologne. rience; process, teamwork and international student at Köln University of Buenos Aires and already worked as an organ is a lecturer at various univer- So far, studying has taken up appropriate technologies. Those International School of Design a Masters in Integrated design builder, exhibition builder sities and has worked the last a majority of his adult life. are a foundation for successful at Köln International School of and furniture restorer. After twenty years for a wide range Among his acquired degrees products and services. Within industrial design experience, Design. She works as an expe- three years of apprentices- of clients. She developed the are a B.A. in theology, a B.A. this topic, I have been working she has studied and worked as rience designer at Denkwerk hip and three years of work in public relations, as well with various industries, organi- a jewelry designer for two years in Cologne and collaborates in experience he decided to compass to support ser- as a jazz guitar diploma. His zation sizes and different user and worked interdisciplinary different feminist collectives study design at Köln Inter- vice design implementation work experience encompas- groups. The products ranged with engineering colleagues. Ka- like Hay Futura in Buenos Aires. national School of Design. through applying change ma- ses working with teenagers lia looks forward to implement Abigail has organized several In his work as a designer, he nagement. She successfully and crafting experiences and solution management and the acquired tools and learnings service jams and contributed to worked as part of the edito- media which lead towards workplace shopping experien- about Integrated Design at Köln rial team on the publication - ce. Apart from attending to International School of De- design jam events. Her motivati- ly working freelance, and is sign, merging industrial design on lies in bringing honesty to the founder of the design studio www.feedyourmind.eu fascinated by typography and of internal initiatives, developing with integrated envisionment. workplace and collective action. Neues Deutsches Zwinkern. indie games. new design tools and fostering cross-disciplines collaborations.

!"# !"# Summit Facilitators

Klara Lindner & Tina Weisser Hanna Freres Katharina Leistenschneider & Eberhard Schächterle Geke van Dijk & Kat Meyer Interview Partners Peter Horvarth & Mark Jones Moritz Kremer & Kate Okrainski The contents of all eight chapters are the result of initial research on the subject and subse- Jaakko Wäänänen & Kokaew Wongpichet quent discussions with our interview partners. We would like to thank our interview partners for providing us such interesting perspectives on the future of service design.

Nikola Berger Peter Horvarth Editorial Board Nancy Birkhäuser Mark Jones Jan Blum Katharina Leistenschneider Tarja Chydenius Neil Coleman Nick de Leon Alessandra Enriconi Geke van Dijk Klara Lindner Abigail Schreider Birgit Mager Santiago Echeverri Gonzáles Stefan Moritz Jeannette Weber Maurício Manhães Stefan Hoffmann Caroline Paulick-Thiel Tina Weisser Abigail Schreider Martin L. Sistig Jeannette Weber Authors Kokaew Wongpichet Sara Lucia Arbelaez Llano Markus Hormess Christoph Beckers Adam Lawrence Kalle Buschmann Birgit Mager , Layout and Typesetting Yushi Chen Maurício Manhães Carolina Corona Ornelas Michael Erlhoff Jost Goldschmitt Martin Sistig Martin L. Sistig Sandra Griffel Marc Stickdorn David Wiesner

Illustration Project Management Martin L. Sistig

!"# !"" 11 12 13 functions/mckinsey-design/our-insights/the-business-value-of-design Systems for our Planet service-design-network.org/community-knowledge/5by5-scaling-service-design & Company, and an independent scholar and advisor to organizational leaders. 21 Laloux, ibid.

!"# !"# Thanks to our sponsors

This publication is published with the support of TH Köln – University of Applied Sciences

der TH Köln

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