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@SDNetwork www.service-design-network.org
The Evolving Role of Service Design
„It is not the tram that makes
transportation a successful
experience. It is the schedule.“
Lucius Burckhardt. Design is invisible.
INDEED
THE ECONOMIC EVOLUTION
PRODUCTS SOLUTIONS
OUTPUT OUTCOME
TRANSACTION RELATION
SUPPLIERS NETWORKS
PROF. DR. ANDY NEELY, CAMBRIDGE SERVICE ALLIENCE
Service Design choreographs
processes, technologies and
interactions within complex systems in
order to co-create value for relevant
stakeholders.
Prof. Birgit Mager, 2010
LUFTHANSA
REDUCTION OF WAITING TIME 90%
7 DAYS UNTIL DIAGNOSIS
Interdisciplinary teams
Frame and Reframe
Zoom in and Zoom out
Think in processes
ITS ABOUT PEOPLE: take the Deep Dive
Co-create
Visualize & Prototype
Iterate
SERVICE DESIGN
THE SERVICE DESIGN EVOLUTION
PLAYFUL FRAMING
USER FOCUS
METHODS
EXTERNAL SUPPORT
CONCEPTS
STRATEGIC FOCUS
SYSTEM VIEW
MINDSET
INTERNAL CAPACITY
IMPLEMENTATION
@SDNetwork www.service-design-network.org
Educate
Deliver
SUCCEED
The Evolving Role of Service DesignSERVICE DESIGN EDUCATION
MORE
CUMULUS
SERVICE DESIGN EDUCATION
SDN ACADEMY
EDUCATIONAL NETWORKS
@SDNetwork www.service-design-network.org
Educate
Deliver
SUCCEED
The Evolving Role of Service DesignSERVICE DESIGN EDUCATION
MORE
BETTER
@SDNetwork
SERVICE DESIGN EDUCATION
ACCREDITATION
@SDNetwork www.service-design-network.org
Educate
Deliver
SUCCEED
The Evolving Role of Service DesignSERVICE DESIGN EDUCATION
MORE
BETTER
EARLIER
SERVICE DESIGN EDUCATION
@SDNetwork www.service-design-network.org
Educate
Deliver
SUCCEED
The Evolving Role of Service DesignSERVICE DESIGN EDUCATION
MORE
BETTER
EARLIER
@SDNetwork www.service-design-network.org
Transparency
Quantity
Quality
EducateSERVICE DESIGN IMPLEMENTATION
2014 Lena Hammes, Fjord
2014 Lena Hammes, Fjord
Ricardo Martinez, 2016
Tina Weiser, 2017
SERVICE DESIGN IMPLEMENTATION
Tina Weiser, 2017
SERVICE DESIGN IMPLEMENTATION
Tina Weiser, 2017
SERVICE DESIGN IMPLEMENTATION
@SDNetwork www.service-design-network.org
Transparency
Quantity
Quality
EducateSERVICE DESIGN IMPLEMENTATION
ITERATIVE CONTRACTING
NEW METHODS & TOOLS
FLEXIBLE BONDING
@SDNetwork www.service-design-network.org
EducateSERVICE DESIGN EVOLUTION
Santiago Echeverri Gonzales, 2017
Santiago Echeverri Gonzales, 2017
Santiago Echeverri Gonzales, 2017
We welcome anyone who wants
to take an active role!
Actively engage!
@SDNetwork www.service-design-network.org
@SDNetwork www.service-design-network.org

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Birgit Mager // The Evolving Role of Service Design