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The Future of Service Design” Generated by Conversations with the Global Service Design Community and Many Pioneers and Experts

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The Future of Service Dive into articles, comics, inspirations and provocations on the “The Future of Service Design” generated by conversations with the global service design 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 Management 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 !$% Hitting the Glass Ceiling !&% Service Design and Government !%! Service Design and Education !'% Technology for Service Designers !#% Service Design and Technology !#( Service Design and Ethics !($ Managing Service Design at Scale !)# Service Design and Sustainability "!! Service Design Agencies of the Future ""% Service Design Culture and Leadership: "$% 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 Denmark, 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 Design Council 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 psychology 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 military 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 designs. 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
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