IDEO

Andrea co-leads the Service Design and Innovation practice at IDEO London. At IDEO, she has led strategic innovation projects across a wide range of industries, from healthcare and nutrition to consumer products and financial services. In addition to the design of new products and services, Andrea helps organisations understand the internal factors that influence innovation and implementation. Her clients include the National Health Service, Nestlé, Pepsi, Procter & Gamble, Steelcase and Zyliss. Passionate about sustainability and its potential for design and business, Andrea is currently leading the IDEO London initiative that seeks to understand these issues from a human-centred perspective.

Presentation: Design for Change
The need for service design is changing as organisations are increasingly driven by their desire and appetite for social and environmental impact as much as for business results. We can imagine a future where service design will need to deliver more for every stakeholder in the service ecology. In this context, service design will become more sophisticated. In the future, it will no longer be enough for designers to meet latent human needs, we must also explore ways to create and bring about behaviourial change.

Orange Global

Andrew is responsible for Design and Usability at Orange Global. His team at Orange (internal staff, contractors and agencies) cover handset, mobile browsing, web and TV experiences. With a great Brand and an ambitious organisation Orange is an exciting place to be, but in such a large organisation as Orange/France Telecom the management of design and design delivery is challenged by cultural, organisation and time to market pressures made more complex with the race to deliver a truly converged offering to customers.
Andrews team develop and employ user centred design tools, exemplar designs and a full suite of Styleguides to support design from concept through to specification and delivery within the team but also with local design teams and with 3rd parties.
Trained as a Product Designer at Glasgow school of Art and Manchester Polytechnic, Andrew started his career at BT before moving to 3 in summer 2000 to lead the UK UI team from start-up phase to post launch before joining Orange mid 2004.

Presentation: Service Design Squared: Design and convergence
The opportunity for exciting user centred services in the convergence space is high, the opportunity for it to go horribly wrong is considerably higher. The infrastructures and technologies are maturing to the point of being able to truly support user needs, user centred design processes are gaining traction within the sector, however the way operator customer propositions are created, launched and consumed is changing to the point where our 'old' models of user centred design need to be adapted. Andrew will discuss this new landscape and how his team is responding to this challenge.

Direction Consultants

Dr Bill Hollins undertakes consultancy for Direction Consultants which he started with his wife in 1985. He specialises in service design and has a doctorate in Design Management from Strathclyde University. He has been actively involved in most British standards on design management representing the Institution of Engineering Designers and maintains the UK Design Council website on Service Design. He had the first book on service design management published in 1991 and his fifth book was published in 2006. He has over 100 other publications. Bill also teaches at various universities and has worked in over twenty countries.

Presentation: Designing Services: Past, Present and Future
Although resources have been available for a lot longer, a serious widespread attempt at designing services is a recent event. Bill will describe how circumstances have made many organisations now take up the challenge.
Bill will describe Total Design and how differences between products and services affect design management. He will then describe aspects and examples where service design could be improved and how this should be managed. This will include research showing that many organisations are currently not managing their service design well.
Bill will then take the idea of service design management further to show, in a case study, that it is possible to successfully design complete organisations.

IDEO

Bill Moggridge is a Co-Founder of IDEO, a firm that helps companies innovate through the design of products, services, environments and digital experiences. A Royal Designer for Industry, Bill designed the world's first laptop computer. He pioneered interaction design and is one of the first people to integrate human factors into the design of software and hardware. He has been a trustee of the Design Museum; Visiting Professor in Interaction Design at the Royal College of Art in London, Lecturer in Design at the London Business School and a member of the Steering Committee for the Interaction Design Institute in Ivrea, Italy. He is currently Consulting Associate Professor in the Joint Program in Design at Stanford University. His book, Designing Interactions, tells the story of how interaction design is transforming our daily lives; it is available from The MIT Press (www.designinginteractions.com). He served as Congress Chair for CONNECTING'07, the Icsid/IDSA World Design Congress held in San Francisco in October 2007.

Presentation: Designing Services
You used to develop a new service with the help of a training program for the staff, but since digital technology and the internet have changed the way we interact with everything and everybody, services have become an opportunity for design and design thinking as well as training. Bill Moggridge will give an overview of how this has happened, how services can be designed, and how education is changing to help people learn service design processes. He will illustrate his talk with examples from both public and private sectors.

Milan Polytechnic

Ezio is perhaps the world’s leading expert on sustainable design, with a focus on scenario building toward solutions encompassing both environmental and social quality. He is Professor of Industrial Design at Milan Polytechnic and Director of CIRIS (the Interdepartmental Centre for Research on Innovation for Sustainability), where he focuses on innovative processes in the system of production and consumption and, in particular, on the relationship between product strategies and environmental policies in the perspective of sustainable development. Manzini is the author of several design books including The Material of Invention, Artifacts: Towards a New Ecology of the Artificial Environment, and Solid Side: The Search for Consistency in a Changing World (with Marco Susani). His recent book, Sustainable Everyday envisions what life might be like in a sustainable society, putting forth possible scenarios and workable alternatives.

Presentation: Collaborative Services and Enabling Solutions
A new family of services is emerging: collaborative services, where final users are actively involved in the production of a commonly recognised value. That is, where users’ resources (in terms of skills, capabilities, time and even some physical assets) are connected, valorised and contributed to the delivery of the required service. Examples range from car-pooling to co-housing, from taking care of people (children or elderly) to mutual-help (between neighbourhood or chronic patients).
The first part of the presentation discusses collaborative services in relation to a new idea of welfare (active welfare), to the emerging social networks/web2.0 solutions and, more in general, to the transition towards a sustainable knowledge society.
The second part introduces the notion of enabling systems, intended as the systems of products, services, infrastructures, specific knowledge, norms, regulations and whatever else is necessary to support collaborative services and to make them more replicable and lasting in time.
The presentation is based on the results of a line or research that started in Europe, developed in Brazil, China and India, and has generated some specific applications in Italy (in the field of co-housing, collaborative neighbourhoods and advanced food networks).

FORA

Jørgen Rosted serves as Director of FORA, an independent research unit under the Danish Ministry for Economic and Business Affairs. Jørgen Rosted has been one of the most influential policy advisors in Denmark over the last two decades. Mr. Rosted has served as Permanent Secretary in the Danish Ministry of Business Affairs and has held a number of leadership positions in the Danish Ministry of Finance, for three years as the Director of the Economic Department.

Presentation: Concept Design
Companies need to be more innovative and they need to make disruptive innovation i.e. new concepts for solving real problems. Companies therefore ask for advice on what to produce and no longer only how to produce. Design plays a crucial role in shaping new concepts and therefore design plays an important role in the transformation towards an innovative and knowledge based economy.n
A special attention will be given to the importance of involving the user in the innovation process and how the user should be involved if the innovations process should be both systematic and market shaking.

Live|Work

Lavrans Løvlie has worked as a design consultant since 1994. Before setting up live|work in London with Chris Downs and Ben Reason he worked as an Interaction Designer in Norway and Denmark. As a partner in live|work, Lavrans is has been lead designer on service innovation projects for Sony Ericsson, Sony, Aviva/Norwich Union, the BBC, airport operator BAA, the Norwegian Knowledge Centre for Health Services, the UK Design Council, Orange, Vodafone, Mustad, Fast, the Interactive Institute in Sweden as well as UK regional development agency ONE North East. Lavrans has also served on the committee responsible for the new British Standard for Service Design. During the last years, Lavrans has lectured and run seminars at the Interaction Design Institute Ivrea (Italy), Köln International School of Design (Germany), Oslo School of Architecture (Norway), University of Art and Design Helsinki(Finland), the Estonian Academy of Arts and Cranfield School of Management (UK).

Presentation:From product desire to service envy
Starting with a brief history of Service Design, we will argue that the driving factors are in place for a design-driven service revolution.  Lavrans will then show recent live|work case studies from both the private and public sectors, with a particular focus on return on investment in the design of services.

Social Square

Magnus Christensson is an adviser and project lead in the digital innovation firm, Social Square. He advises and heads up digital user-innovation projects for the industry as well at governmental organizations and has been working with fortune 100 clothing brands, small design shops, californian lettuce farmers, national museums as well as the municipality of Copenhagen and the Region of Southern Denmark among others.
Before joining Social Square he has been in charge of business development and service development and design at the visual sharing company, 23, working as a design management consultant at the Danish Design Center and been a Senior Product Manager at Orange.
During the past couple of years he has devoted some time and thought to make sense out of designs changing role, the sociality of products and services and the user-centered development of intangible and digital offerings.

Magnus will be the event's moderator

ReD Associates

Mikkel B. Rasmussen is a partner in the management consultancy ReD Associates that is specialized in applying social science methods to business problems. He has worked closely with solving problems in product development, innovation management, category development and customer interaction for brands like Adidas, Carlsberg, Grundfos, Novo Nordisk and Lego. At ReD Associates he is responsible for development of new methods and practice areas.
ReD Associates is located in Copenhagen, Hamburg and New York and currently employs 60 people.

Presentation: More service is not always good business
Designers very often talk about service design as an exercise which is all about pleasing customers and making the service experience perfect, friendly and joyful. The model seems to be to map the customer journey and remove every bit of pain that the customer is meeting on the way. Then you add some wild ideas, lots of friendly graphics and clever uses of technology and whoosh you have lots of loyal customers, better brand perception and rapid growth. But what if this approach is actually not adding business value? What if the new services are not helping the business but just adding costs and complexity to the operation? What if customers are not ready to pay for more service?
Mikkel B. Rasmussen will give a business perspective on service design and argue that more service is not always good business. We need get beyond the traditional design studio model and start design business consequences of our ideas if we want them to succeed. This will lead to less radical service design - but more in sync with the corporate reality.

Engine

Oliver King is a co-founder and director of Engine, one of Europe’s leading service design consultancies, which specialises in helping organisations identify where, when and how they can improve the services they provide their customers. Engine’s clients span the public and private sector, from schools and care services up to some of the best known brands in the world, including Mercedes-Benz, Vodafone, Orange, Virgin Atlantic, MTV, MSN, Visa and Sky.

Oliver’s background is in product design with a first degree in Industrial Design and a Masters in Design Strategy and Innovation, though after years of professional practice he recognised that often the greatest value a designer could bring to an organisation was not the way something looked, but rather what they should be designing in the first place and why. In this way Oliver works with organisations to strategically identify and develop sustainable propositions and customer experiences that surround the products and services they provide.

At the heart of Engine is a user-centred approach to service innovation that concentrated on understanding people’s needs, market pull and insight before proposing solutions. Engine also practices a highly participatory approach to innovation: co-creating ideas with their clients and their customers to reduce the risks traditionally associated with ideas created externally and in so doing allowing the methods and experiences gained to inform further innovation.

In addition to his work as a consultant Oliver regularly lectures and writes internationally on service design and innovation, he judges the Royal Society of Art’s and D&AD design awards, runs master classes on innovation and also presents TV programmes on design.

For further information please visit www.enginegroup.co.uk.

Presentation: It’s design, but not as they know it
Arguably service design is nothing new - people have been doing it for thousands of years. So what is it that designers bring to the creation of services that others don’t? Indeed who are the designers and what skills or methods do they need to design great services? With practical examples from Engine’s portfolio across the public and private sector, Oliver will introduce and explain Engine’s view on service design; outlining the tips, techniques and methods that are differentiating and defining the practice.

Carnegie Mellon

Shelley Evenson is an Associate Professor and Director of Graduate Studies. She teaches in the area of interaction and service design, including Designing for Service, Introduction to Interaction & Visual Interface, and Graduate Design Studio courses. Evenson's work focuses on tapping into the needs of constituents, defining the best opportunities to respond to those needs, quickly prototyping the response, and iteratively reshaping it based on feedback. Her current interests include design languages and strategies, design prototyping, organizational interfaces, service design, and what lies beyond user-centered design. Prior to coming to Carnegie Mellon as a fulltime faculty member, Evenson was cofounder of seeSpace and Chief Experience Strategist for Scient. With over 25 years experience in multidisciplinary consulting practices, she has worked with clients such as Apple Computer, Bank of Montreal, CIBC, Kodak, Texas Instruments, Williamsburg Institute and Xerox on a wide variety of design and development projects. Evenson was also the 1997 - 1998 Nierenberg Chair of Design, a visiting professorship offered to an outstanding individual who has achieved national or international prominence in design. Evenson holds a BS in Industrial Design|Visual Communications from The Ohio State University.

Presentation: Changing conversations and expectations in healthcare
Healthcare services in the United States are undergoing radical changes. Recent McKinsey research found “keeping patients informed” was the most important factor in influencing patient’s choices over their healthcare facilities. The strategy group at the Mayo clinic identified an era shift with regard to patient’s expectations around participation in their own healthcare choices. Service design in this setting means designing the resources for setting expectations and facilitating conversations throughout a customer journey with a delivery organization. This talk will explore the connection between service design projects with UPMC (University of Pittsburgh Medical Center) the concept of “flow” and the role of conversation in the design of service systems.

Radarstation

Toke Barter is a director and co-founder of Radarstation, a design-led management consultancy. Radarstation helps companies gain competitive advantage by understanding shifting customer needs, and by innovating organisations and their customer offers. At Radarstation Toke acts as lead consultant on projects for clients including BBC, BP, dti, ReSound, Oxford Said Business School and the London School of Economics. His special interest lies in applying design thinking to business strategy, in particular to how design thinking can help structure the innovation process to maximize effectiveness and efficiency while minimizing associated risks. Toke has been a researcher at the Royal College of Art and lectures and teaches at design schools across Europe.

Presentation: The service transition
In today’s economy services are the driver of new growth and have become a key differentiator for business. Toke will present Radarstation’s insight and approach to helping organisations make this key shift from product delivery to service experience: a strategic approach that builds value around end users and implements service design tools & methods at an everyday work level.