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.