Service Design Signature

As part of my dissertation I have interviewed various service designers, have read as many blogs and listened to podcasts as I could. There is something interesting about all those service designers. Almost all of us have a different background, were missing something and moved to a more human centric version of a design. Most of us were unsatisfied with the limitations of the inventions rich design fields.

These backgrounds become visible in the signature we have as service designers. Everyone sees our design discipline differently, why it is important and how it should be done. We also have elements in common, we all love people and we love improving their experience. And we all understand that every context requires a specific approach. I have fallen in love with this discipline because it adopts tools and ways of reasoning from so many other disciplines.

My mind wonders off to the question how I want to develop myself as a service designer, and with whom. As my heart lies with South Africa and their development but learning in Europe seems so wonderful too! I start with writing a manifesto as part of my dissertation, to position myself.  Let’s keep sharing on film, tape, text and slideshows that grows us as service designers.

Let’s keep sharing on film, tape, text, and slideshows that grow us as service designers.


Class from Matt Marsch

What is Human Centered Design? Do you realize that we, the designers of the future, have a say and responsibility in what we will produce in the future? Is there any other types of design? Or is this it? 

We should use ANABC to define whether it is useful or not what we are doing, because in the end, that is what matters. Who is your Audience? What Needs does it meet? What Approach do you use? What Benefits of your approach will meet the audience? What Competition exists? 

Oh and the expression of a brand should meet the experience people have of a brand. Something I wish I could have said in my former job.

I am not sure if it made me a lot wiser or if it gave me many more subjects to think about. What I can tell you is this. Matt triggered all my senses to go out and about and find answers, for this moment, that I can test. He pushed us to ask the stupid and obvious, I will. The picture above was the conclusion of Matt three principles that will get us there expressed in three shapes.

I could relate what he said to things I have read in both Originals and the Lean Start up from Eric Ries. Like Ries he explained the importance of asking ‘why’ 5 times, to get to the bottom of matters. 

Long story short: ask smart questions! 

Web of Things – Architecting the Web of Things, for techies and thinkers!


“Facilitation design is about throwing yourself into fields that you have never seen or experienced before.” (Simon Gough) To explore the Internet of Things one can read, watch Ted-talks and go to meet the developers. I did that by going to a MeetUp at Everything about the Web of Things. Where they went beyond all the ethical questions we had asked ourselves being designers. Or maybe they didn’t get there yet… In the picture you see Srdjan Krčo who explained his product TagitSmart! that has not only a journey captured in a QR-code, also a verification is printed in the code with special ink that show wether a product that should have been in a frozen area has been there, or not. 

What I truly scared me is that at this moment all our IoT devices and apps are connected to one action, soon all our measured data will go into a cloud and from there be send to all devices that can make use of it. Just imagine what that means! 

Web of Things – Architecting the Web of Things, for techies and thinkers!

Coming together is a beginning, staying together is progress, and working together is success.

Henry Ford

Strange Tales VI – lost my name



Three talks from RCA teachers about the intersection of science and art. Hosted by the London based company ‘Lost My Name’, they make children books and host this event: Strange Tales, to get inspired by peoples stories. I am not sure what I will do with the information that was shared. But I will share two quotes with you. First a quote by Kevin Walker: “we direct peoples attention through design by making design”. This quote comes from the article ‘the world is a computer’. Charlotte Jarvis’ last statement I’d like to share as well: “science states meaning; art expressing them” she has deformed this quote into: “science expressing meanings by making it operates as experience.” 

It got me thinking about how we use our knowledge. Am I right to say that designers always translate their knowledge into an experience? 

Service design is a design method (an approach) in order to become customer centric. It’s used to improve the relationship between the organisation and their customers but also to improve the relation within the organisation.

Daniel Ewerman @ service design network

I am still trying to define service design, there will be more, there will be iterations. This definition is a good start, but the part about ‘customer centric’ is not really how I think about it. What it is, I hope to define soon.