Service design is

an emerging design discipline.


Service design is a set of principles and methods used to create services. Service designers work directly with the users of a service, designing with them in a process which includes user research, idea generation, prototyping & testing. 

The practice is rapidly evolving as more people and organisations are experimenting on where it can be applied. Because of this, our shared agreement on what 'service design' means is in flux. The festival helps bring people together to critique what service design is and can be.


What other agencies say

Service Design has become the new frontier for designers who want to make a difference at scale, and in so doing advance the discipline of design.
— Service Design Programme, Royal College of Art
Service Design is crucial for all private and public organisations that want to innovate and improve their service strategies, offerings and the user experiences.
— Service Design Network (SDN)
Airbnb, Spotify, GiffGaff, Uber, Ocado… at first thought, these companies don’t seem to have much in common. Yet regardless of the industry – from hospitality and entertainment to telecom and transportation – one key has been crucial to their success: service.
— Design Council
Service design is moving inside organisations, and inside government. For us, service design isn’t about mental models or double diamonds. It’s about working with users and delivering services.
— Government Digital Service