KISD Conference May 2015

November 10, 2017 - Service Design

The unofficial topics of the event where “In-house  Service Design” and “Service Design & Implementation”.

1. “In-house  service design

Manuel Großmann & Martin Jordan (Service Design Berlin) also addressed the in-house discussion with their workshop “Bringing Service Design In-house – a toolbox”.

2. “Service Design & Implementation”.

Kalle Buschman (Frog) and Barbara Franz (IDEO) were both tackling the topic of implementation and it was also one of the result of the final panel discussions “we don’t have to talk about the why and how anymore, we just have to do it”‘.

Probably therefore our workshop was sold out first and Ione and me got the largest of all workshop rooms.

During our session we asked the participants two questions about the implementation phases and promised to share the results on the “SIG Implementation” group on Linkedin from the SDN.

IT became also very clear during the conference that Service Design is high on the agenda of the well-known universities such as RCA and KISD. Furthermore universities with a business programs start to apply Service Design methods in their curriculum, Gaby Odekerken, Head of the Service Science Factory at the University of Maastricht will give insight in how service design is changing education – in design and in business programs.


“Think Big” – the final panel discussion among Service Design professionals 

Participants: Felix Scharf -VW, Lavrans Løvlie – Livework, Magnus Bergmark – Doberman, Rebecca (?) – General Electric, Birgit Mager – SDN


What´s next in Service Design?

“We don’t have to talk about the why and the how anymore. Service Design is already well known and clients start to ask for these kind of projects.”

“The next step is standardisation of processes in a large scale.” (GE) …and at the same time Service Designers should not stop to experiment and explore to continuously find new ways and methods for all steps of the Service Design process.” (Birgit Mager)

“The human centred design is already for quite a while a hot topic, but the human factor will become even important in SD implementation as we could see in many examples today, such as new Lufthansa Inflight experience case from IDEO.”


What are our challenges?

“Organisation is one of the key challenges for a successful conduction and implementation of Service Design projects. It requires organisational change in many cases and companies are scared, not prepared or not ready yet to do this step.”

Long term cooperations between agencies and organisations are crucial when it comes to Service Design implementation. This is already well established in other fields, but the value to hire a Service Design agency over the curse of many years has to be established in the heads of the managers of the organisations.


What are we looking forward to in 10 years?

“Bridging complexity fast” (GE)

Participation of the government, comment from the audience that everyone applauded.

I really enjoyed the conference and liked that there was an evolution from previous SDN conferences that I had attended in the past.

It was very interesting to see that SD is moving from the research and mere conceptualization phases, to the prototyping and implementation of services. This was very aligned with our talk “Make it real!” and I believe this is going to be one of the challenges for SDers in the upcoming projects. And looking at the implementation of services the main challenge I believe we will have is going to be how to deal with human to human interactions: how do we design them? how do we make sure that are correctly implemented?

I also enjoyed seeing clients and design agencies presenting together, it was a common presentation model that was used throughout the conference and I believe is very powerful way of presenting a new design. Listening to clients’ challenges on one side and to designers’ challenges on the other side I believe is a huge eye-opener for both sides.

From the clients who attended my impression was that they were the outliers in their respective companies, fighting windmills in a corporate environment, using this kind of gathering as a “reward” to be around like-minded people.


I was glad to have had the chance to go to this conference, certainly it had the feeling of the small european family of SD, now a days with the Global conference it seems that many of mature conversations get diluted for evangelist reasons.

Recently we reviewed the state of the Service Design World Map to be gladly surprise about it’s exponential growth since 2010. Certainly such growth is reflected on the conference in terms of consultancies, education and companies. I was aware of the presence of the presence of the Jam organizers but there was no much mention about the chapters as well as the importance that SD is gaining for government services and policy as Barbara point out, everybody applauded their mention, however we are all aware that Lucy Kimbell is heading highly relevant work related to it nevertheless nobody mentioned it.
It was interesting to hear Birgit mentioning the 2012 Scoping Study that the UK government used to review the potential of service design, talking about specific points related to standardisation and impact. In my point of view if you review such point, we have just started the path towards materializing concepts and learning to measure our impact, still a large way to go in terms of disseminating skills within our clients and helping them to achieve confidence for them to follow with the promise of a SD oriented culture within their companies.
Overall I enjoyed the day it was truly inspiring overall I was very proud to see my teammates rocking in a very grounded and humble way.