Service design as a service

Why projects don’t get past implementation and what we can do about it

After 67 interviews we see three things service designers can change to get projects implemented:

One low-hanging fruit: We should measure the results of projects to get numbers needed both to improve the field and earn trust from clients.

One hidden strength: We create confusion by offering different services and naming them all service design. Differentiate and buyers will know service design is more than pre-projects.

One major weakness: We unintentionally create unrealisable designs by not including the people and assessments covering feasibility and viability in our processes. This thesis explores what’s needed to fix that and how the service designer can have a natural role all the way through implementation. To achieve that goal we’ve created material to inspire designers, as well as a plan for how we can affect the field.


Daniel Søland Jackson  | | | +47 40 48 21 28

Jane Pernille Landa Hansen  | | | +47 90 97 15 67