Industry Issues - the short version write up | A Festival Story by Sam Richards

Industry Issues - the short version write up | A Festival Story by Sam Richards

Industry Issues, 17 September, Katie Baggs and Chris French

This was the first session of the festival and the organisers, Katie and Chris, drew in a big and varied crowd of designers, creatives, and students.

The room mapped out all of the challenges facing the service design industry but the focus was largely around one burning issue: why is service design so misunderstood? How best can we describe it and, importantly, how can we get senior leaders to understand its value?

 Diversity and Inclusion in Service Design Write Up | A Festival Story by Sam Richards

 Diversity and Inclusion in Service Design Write Up | A Festival Story by Sam Richards

Julian led a thought provoking workshop on the first Sunday afternoon of the festival with a discussion about diversity and inclusion in the service design industry.

The group began the session by discussing what diversity means to them and exploring the difference between diversity and inclusion. We discussed culture, background and values. We also shared our thoughts and experiences of diversity (or a lack thereof) in the workplace and why we think diversity matters in service design.

There was a lot of food for thought in this session but, in brief, here’s what I learnt:

The Craft of Service Design Write Up | A Festival Story by Sam Richards

The Craft of Service Design Write Up | A Festival Story by Sam Richards

Sam Richards is a programme development officer and illustrator based in London. She attended and helped out at three workshops at this year’s Service Design Fringe Festival. Here, she shares her thoughts on the The Craft of Service Design, held on 21 September and run by LCC.

Dear service design, what are you? | A Festival Story from Michelle Isme

Dear service design, what are you? | A Festival Story from Michelle Isme

Michelle Isme was this year's Social Media Sweetie on the festival team. She attended the Industry Issues event on Day 2 of the festival. Here she shares her reflections and insights as a result of attending the session.

Her perspective is that of a creative person on a journey to find the difference between service design and product management, in order to inform her career direction.

Article reposted with permission. Originally posted on Medium

Work with festival team members!

Work with festival team members!

Since the festival is a small not-for-profit, we only work part time on it and the majority of the team is needed from just two or three months before the festival. So the rest of the time, team members are available to work on other projects. If you’re looking for someone passionate to work with, consider one of us...

Read on for more info...

Thank you to our sponsors!

Without sponsors, the festival would not have happened. Thank you so much to those that supported the festival this year.


We greatly value these organisations' involvement, and are so happy that they enabled us to continue to offer free tickets for attendees, and free spots on the programme to event hosts that couldn't afford to cover the cost of being part of the programme this year.

We look forward to working with all of these great organisations in the future and are proud to be associated with them.

Service Design Bingo!

Just one cheap Easyjet flight away, Croockfield is practicing service design in the Netherlands. On a quest for acing our service design pitch, we stumbled upon the Service Design Fringe Festival and couldn’t resist coming over.

What an inspiration and energy! Although there seems to be a therapeutic aspect to it: what a tough life explaining what it is we do. How do we get buy in on your projects? And how do we prove the value we bring to the table?  

We came well prepared. We took our own stand on pitching service design and created a probing tool to evoke discussion. You might have heard of it: ‘the service design bingo’. 


The tool is based on the following 5 principles: 

1.Explain its value. Instead of focusing on the process and what it is we do on a daily basis, focus on the results service design brings. 

2.Make it small. Pull them in rather than push them over. Don’t start lecturing an extensive course about service design. Instead, give bits and pieces that grasp their attention.  

3.Use down to earth examples. Keep away from abstract stories, were your audience drifts away. 

4.Compare to what your audience understands. Is he or she a software architect, UX designer or business strategist? Tell how service design is comparable or different. 

5.Make it visual. Use visuals as a handhelds in your story - for you and your audience.  

We’ve already had some exciting discussions going on, and today we will be evoking them at the EY Seren workshop. If you’re interested in what we’ve learned and what the probing tool might develops into, check out our website Or send a message to one of us, and we’ll keep you posted.  

Aafke Croockewit and Evelien Veldhuijzen  

Partying with limited food waste!

When you organise an event, you often end up with leftovers. You want to make sure your guests are well fed, but what happens when there's too much food?

At the Service Design Fringe Festival, we organised a VIP evening and a Launch Party to kick it off. We ended up with a decent quantity of perishable foods, and it was out of the question to waste any!

Lucky for us, we know a super cool charity, FEAST! WITH US who make meals for adults at risk in homeless shelters, all made from surplus food. They are always looking for volunteers to help in their kitchens, or donate any salvagable surplus. If you fancy learning more about it or coming along, check out or email

Lovely Hannah, the founder of FEAST! WITH US came on her colourful bicycle to pick up everything she could, including vegetables, juices, fruits, flour and sugar. She informs us that this has already contributed to a FEAST! session at a homeless shelter in Kilburn.

lovely hannah.PNG

So, when organising big parties or events, check out the charities/hostels/soup kitchens/groups locally. There are so many in London that will be more than happy to collect your extras! Hopefully this will inspire others to do good by people, and by the environment!



Launch party & podcast launch

Launch party & podcast launch

Today we're halfway through the Service Design Fringe Festival 2017! It's been an incredible, packed week so far. Twitter is the best way to watch how it unfolds if you can't make it in person - we have ambassadors at every event taking photos and tweeting. 

At the party, Service Lab London launched their brand new podcast which has three episodes live already. They record their monthly meetup talks and will make them available through this channel. The festival is collaborating with them so you'll be able to hear select talks from this year's and last year's festival through their podcast.