Theme 1
Designing with the System
Service design’s customer-centered focus is not unique and not enough. We also need to master the organizational system and align with other transformational practices such as strategy, product management, and agile. How can service design better integrate knowledge and practice within organizations while increasing our influence in how they create value?
Theme 2
Designing in the System
Service Design must engage with the wider system that services exist within to be more effective and address meaningful challenges. More and more challenges – such as in healthcare, the green transition or with advanced technology – are seen as systemic. They exist across organizations and actors both in business and in society. How can service design work with systemic challenges and bring design qualities to help us collectively address them?
