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The Craft of Service Design | London College of Communication

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In today's day and age, the image of the future is increasingly becoming more compact. The way we engage with the environment in the present is already being defined by the needs and requirements of the future services. Narratives designed for services are moving towards customisation in order to accommodate this need. Fjords (2017) report talks about how storytelling has diverted its outlook from wider perspectives to the specifics of the execution.

By this increase in need to focus on particular actions, we are looking at personalised spaces. These spaces are not isolated but shared. Future cities are are being around the idea of sharing, whether its in form of economy, lifestyle, and space. Service design is a discipline that encompasses both thought and execution. Most practitioners use the methodology and its tools in unique and similar ways, however there is one significant difference - the style of execution differs from practitioner to practitioner.

This concept aims to club the specificity and sharing of a skill. The idea to highlight a key skill in service design shows its ability to used in particular ways, focuses on the form being a knowledge unit on its own and fosters a sense of community when industry driven practitioners share their 'artistry' of service design within a public space.

Service Design practitioners use similar methods and tools though they use these in different ways; the style of execution differs from practitioner to practitioner. These masterclass sessions focus on the individual practitioner’s experience and their skill and technique.





Anish Joshi

Anish is Head of Design at Deloitte Digital Strategy, UK. Anish champions Design thinking principles and Service Design methods to inspire and craft new products and services. Anish manages, leads and creates strategic, physical, visual and digital work, (coupled with a solid business understanding) that pushes beyond current trends into truly future focused innovation and invention.

nish has worked for a variety of clients and consultancies on a diverse range of projects from developing the product and brand for a new Google payment venture, teaching 3D design in the Bay area and living and working in the Bahamas developing the creative and brand for the Sandals luxury resort chain. He has also designed user centric digital platforms and services for a range of financial services companies (Barclays, Lloyds Banking Group, Bankinter, Aviva) telecoms providers (Vodafone), publishers (Financial Times), pharmaceutical companies (Roche) and international governments (Saudi department of labor and health). 

Anish has recently completed an Executive MBA from Imperial College London, where he has looked at how strategic design can combine with business in original ways and hence entertain what the future direction of design may be.

Topic: While businesses need to be more design centric, design equally needs to become more business centric.  A look into how a human centred approach goes beyond experience and into service and business design by using a deep-journey structure to drive strategy. 


Dr Alison Prendiville

A Reader in Designing for Service, at University of the Arts London. She is Co-investigator for the AHRC RIPEN (Re-envisioning Infection Practice Ecologies in Nursing) and the EU Horizon 2020 Pharma Factory project and on the Advisory Board for the AHRC DeSIAP (Design for social Innovation in Asia Pacific). Her service design research is highly interdisciplinary drawing on service design practice, co-design methods and anthropology and situated within the areas of health, social care and local government transformation. She has recently co-edited with Daniela Sangiorgi ‘Designing for Service: Key Issues and New Directions, published by Bloomsbury (2017).  

Topic: The value of Service Design - and how do we evaluate.  

 Francesco Mazzarella 

Francesco Mazzarella is a proactive, curious and systemic thinker, with international experiences as design researcher, teaching assistant and practitioner, in Italy, the UK, the Netherlands, Hungary, Brazil, and South Africa. He is currently a PhD researcher at Loughborough Design School, funded by the AHRC Design Star CDT, and member of the Sustainable Design Research Group. His multidisciplinary research interests span the fields of service design, social innovation, sustainable futures, design anthropology, and textile artisanship. 

  Topic: “A craft approach to situating services"  Moving away from a ‘parachuting’ approach into projects resulting in top-down policies and one-size-fits-all services that do not effectively address the specific needs of diverse local communities, Francesco is interested in new roles, methods and purposes to be embraced by the service designer embarked in a process of activating meaningful social innovation. With this in mind, Francesco proposes an original anthropological framework for service design, aimed to better scope meaningful interventions within a context, elicit tacit knowledge and interweave compelling narratives, as a way to make sense of sustainable futures with communities by co-designing situating services and activating a legacy. 

  Dr Geke van Dijk

Dr Geke van Dijk is co-founder and Strategy Director of STBY in London and Amsterdam. Geke has a background in ethnographic research, user-centred design and services marketing. Geke’s approach has been shaped by nearly two decades working on studies that focus on emerging technologies. She has worked as a consultant and researcher in the internet industry since the early nineties, and in 2007 completed a PhD in Computer Sciences. Since founding STBY in 2003, she has been one of the early pioneers in the field of Service Design. She is the initiator and chair of the Service Design Network Netherlands and an active member of the international Service Design Network. She is also a co-founder and active member of the REACH Network for Global Design Research. 

Topic:  In her talk, Geke will share her experiences in pioneering Design Research for Social Innovation, developing it over the years from an emerging pillar to one of the strongest pillars in Service Design. She will share her insights on how to make Research design-driven, creative, interactive and impactful as well as how to move it to a global level.  

About LCC:

London College of Communication (LCC) is a pioneering world leader in creative communications education. We offer a range of undergraduate and postgraduate courses in subjects such as journalism, advertising, PR and publishing, photography, film, television and sound, graphic communication, illustration and visual communication, animation, games, design management, branded spaces and interactive and information design. 

Created by the MA service design experience and innovation students

This event is aimed at newbies, students, industry and business. 

This event is wheelchair accessible

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