2–5 February 2021


+ Plurality

2–5 February 2021


Acknowledgement of Country

ServDes 2020 takes place on the unceded lands of the Woi wurrung and Boon wurrung language groups of the eastern Kulin Nations. We respectfully acknowledge their Ancestors and Elders, past and present. ServDes 2020 also acknowledges the Traditional Custodians and their Ancestors of the lands and waters across Australia and around the world where participants are attending from.

Service Design and Innovation conference (ServDes.) is the premier international research conference for exchanging knowledge within service design and service innovation studies aimed at both academics and industry practitioners.

As the field of service design matures, questions of the impact of its practices, including a robust evaluation of its methodological gaps, potentials, limitations and claims, become necessary. Being held online for the first time outside Europe and in the Asia-Pacific, ServDes.2020 invites you to focus and reflect on the tensions and paradoxes of undertaking service design in contexts of plurality – cultural, economic, historical and environmental – in ways that privilege difference and diversity.

We invite participation from you – practitioners and researchers from the Asia-Pacific region and beyond – to share your insights and what you see as critical learnings for ‘service design’, ‘co-design’ or ‘social innovation’ in your areas of work by allowing plurality in these definitions.

ServDes 2020 Program

Download Conference Proceedings View Program as Spreadsheet

Day 1 — Tuesday 2nd Februrary 2021

Time (AEDT)

08:30AM 2021-02-02
Special EventWelcome to ServDes.2020
Presenting Author(s): Yoko Akama, Liam Fennessy Yoko Akama , Liam Fennessy

Welcome to ServDes.2020

Unfortunately, Welcome to Country was unable to be performed by N’arweet Dr Carolyn Briggs AM, Boon wurrung Elder.

However, in this video N’arweet Dr Briggs and Aunty Di Kerr (Wurundjeri Elder), share their traditional knowledge of the Victorian w...


10:00AM 2021-02-02
Special EventArticulatory, Respectful Service Design
Presenting Author(s): Uncle Norman Sheehan and Dr Tristan Schultz Norman Sheehan , Tristan Schultz

Prof. Norman Sheehan, a Wiradjuri man, and Dr.Tristan Schultz, a Gamilaraay man, engage in a dialogue about the role of Indigenous Knowledge as articulatory, respectful service design. Through a selection of visual patterns they contemplate how service design requires taking an ontological turn, to propose ways of being and becoming, that res...


11:30AM 2021-02-02
Special EventPatterning Place
Presenting Author(s): Dr Tristan Schultz Tristan Schultz

Patterning Place is a confluence of perspectives and an opportunity to see intelligible revealing of patterns.

In respecting the aliveness of Country that ServDes.2020 is hosted on and the various lands where attendees are gathering from, guests are invited to be in a respectful, relational way of being to reflect on and articul...


05:45PM 2021-02-02
Short PaperDesigning in response to Indigenous sovereignties
Presenting Author(s): Peter West Peter West

This paper presents ‘gaps’ or limitations within the Western Design episteme as the author explores the requirement of Design to position itself in response to Indigenous sovereignty, specifically through the sovereign practice of Welcoming. The author argues that these gaps are created by, denied and deflected through racialized, capitalist ...


05:45PM 2021-02-02
Short PaperExperimenting with design tools for just public services
Presenting Author(s): Paula Hardie Paula Hardie

The emergence of digital public services in Australia is evidencing a techno-colonisation of service design imaginaries. This paper considers how design tools are mediating this process. A workshop with seven designers experimented with four speculative and decolonising design tools to interrogate three areas of public services. The resulting...


05:45PM 2021-02-02
Short PaperWhat the Popol Vuh can teach design
Presenting Author(s): Ricardo Sosa Ricardo Sosa

This focused reflection explores how Mesoamerican worldviews can inform design activity. Design here is understood as a type of thinking or an approach that underpins acts of creative imagination across design areas, including the design of products, services, and systems. Mayan accounts of creation are examined here to discover insights and ...


07:00PM 2021-02-02
Short PaperChallenges facing service design practitioners: a pilot study
Presenting Author(s): Johan Blomkvist, Vanessa Rodrigues, Tim Overkamp Stefan Holmlid , Vanessa Rodrigues , Johan Blomkvist , Tim Overkamp

This paper presents the result of a pilot survey study about challenges faced by practicing service designers. Challenges include: 1) low awareness of what service design is and how to use service design in organisations; 2) issues with involving people in the design process; such as getting the right stakeholders on board and doing user rese...


07:00PM 2021-02-02
Short PaperService Design Drinks Milan: A case of local community building around service design
Presenting Author(s): Martina Rossi, Chiara Leonardi, Luca Molinari, Marihum Pernía Parra Martina Rossi , Chiara Leonardi , Luca Molinari , Marihum Pernia

This contribution aims at reporting a case of community building and activation in the city of Milan in Italy, namely the Service Design Drinks Milan.
The kind of community that we are referring to doesn't necessarily build upon the belonging to a specific territory, but rather on a common interest around a topic, which is the discipli...


07:00PM 2021-02-02
Short PaperCombining machine learning and service design to improve customer experience
Presenting Author(s): Niko Reunanen, Zeynep Falay von Flittner, Virpi Roto, Kirsikka Vaajakallio Kirsikka Vaajakallio , Niko Reunanen , Zeynep Falay von Flittner , Virpi Roto

Service design is an effective approach for service-based businesses to improve customer experience. However, Double Diamond design process has limitations in identifying the development areas with most business impact. Combining service design process with machine learning presents a new opportunity for alleviating the aforementioned limitat...


07:00PM 2021-02-02
Short PaperTowards a unified framework of service transformation elements
Presenting Author(s): Tim Overkamp Tim Overkamp

Service implementation has been receiving more and more attention in both academia and service design practice recently. In order to better study this topic of how services change over time, it is important to understand what different service transformation elements are as well as the flexibility of these service transformation elements. So ...


08:00PM 2021-02-02
WorkshopsCategorising people: Tensions in critical approaches to design
Presenting Author(s): Kate McEntee Kate McEntee

Categorising people: tensions in critical approaches to design is a workshop designed to examine the tensions present in categorisation and proxy, through personas. In design research we uncover the needs, beliefs and behaviours of people to create products, services and systems. We synthesize, draw conclusions and create representations from...


08:00PM 2021-02-02
WorkshopsTelling stories: Moving beyond empathy tools to reciprocity
Presenting Author(s): Giti Datt, Lucy Klippan, Helen Eason, Juanita Sherwood Giti Datt , Lucy Klippan , Helen Eason , Juanita Sherwood

Design is neither agnostic nor neutral – it reflects a particular worldview. Our often unchallenged cultural standpoint and unquestioned subjectivities create a dominant set of assumptions. As designers we must increasingly reflect upon and recognise the cultural specificity of our disciplines (and by extension the tools and methods recommend...


08:00PM 2021-02-02
WorkshopsSounds good! Auditory representations in service design
Presenting Author(s): Ana Kustrak Korper, Vanessa Rodrigues, Stefan Holmlid, Johan Blomkvist Stefan Holmlid , Vanessa Rodrigues , Johan Blomkvist , Ana Kustrak Korper

Sound is one of the major elements in any servicescape. Be it the instant hiss of a coffee machine and light jazzy music in a coffee shop or the constant beep of medical equipment and sporadic human voices in a solitary hospital room, sounds profoundly influence human experience and drive our interactions with the world. Although sound plays ...


08:00PM 2021-02-02
WorkshopsAddressing echo chambers in service design with embodied methods
Presenting Author(s): Josina Vink, Kaisa Koskela-Huotari, Martina Čaić Josina Vink , Kaisa Koskela-Huotari , Martina Čaić

Are you unknowingly trapped inside an ‘echo chamber’ that reinforces your own assumptions about service design? What are the dangers of failing to meaningfully consider alternative assumptions about service design? How can we sensitize ourselves to diverse perspectives on service design research and practice? It is becoming increasingly appar...


08:00PM 2021-02-02
WorkshopsA new social design framework to challenge assumptions in research projects in LMIC's
Presenting Author(s): Chamithri Greru, Alison Prendiville Chamithri Greru , Alison Prendiville

Conducting research in low-to-middle income countries (LMICs) has become a top priority for funding organisations based in the Global North through which they deploy ‘development’ and ‘aid’ projects targeting fragile systems. However, such projects tend to further exacerbate the inequalities they bring about with tainting transfer of aid, ...


08:15PM 2021-02-02
Long PaperDesigning an organisation’s design culture: How appropriation of service design tools and methods cultivates sustainable design capabilities in SME's
Presenting Author(s): Cathrine Seidelin, Stine Moeslund Sivertsen. Yvonne Dittrich Yvonne Dittrich , Cathrine Seidelin , Stine Moeslund Sivertsen

Service design (SD) is acknowledged as an approach that can help organisations to address service innovation. However, organisations are struggling to build design capabilities and develop sustainable SD cultures within the organisations. This paper focuses on this central challenge by exploring how a small and medium-sized “non-design-intens...


08:15PM 2021-02-02
Long PaperNot Invented Here: Organizational misalignment as a barrier to innovation implementation in service organisations
Presenting Author(s): Joannes Barend Klitsie, Rebecca Anne Price, Sicco C. Santema Joannes Barend Klitsie , Rebecca Anne Price , Sicco C. Santema

To build and sustain the legitimacy of design as an approach to service innovation, we need an improved understanding of how and why service organizations fail to implement design-led service concepts. As service innovation implementation requires the synchronous interplay of service operators, customers and indirect stakeholders, challenges ...


08:15PM 2021-02-02
Long PaperProliferating service design in a large multi-cultural IT organisation – an inside-out approach
Presenting Author(s): Ravi Mahamuni, Sylvan Lobo, Bhaskarjyoti Das Bhaskarjyoti Das , Ravi Mahamuni , Sylvan Lobo

In light of product companies shifting towards services and service companies embracing service design approaches, there is a greater need for the proliferation of service design. However, organizations are still not fully ready for this shift. Notably, Information Technology (IT) service organizations provide a unique premise, where employee...


10:00PM 2021-02-02
Thematic DiscussionsDesign enabling plurality of voices, re-distribution of power
Presenting Author(s): Satu Miettinen and Nicola Morelli Satu Miettinen , Ricardo Sosa , Gabrielle Bendiner-Viani , Joanna Rutkowska , Peter West , Tristan Schultz , Amalia de Götzen

This panel discussion talks about how design can enable inclusion of multiple voices, views and value sets into the process of designing. It will address the shortcomings, limitations and challenges that design has in creating reciprocity or decolonizing setting in these processes. It will address difficult questions of distribution of power...

Day 2 — Wednesday 3rd Februrary 2021

Time (AEDT)

09:00AM 2021-02-03
Regional PanelsAotearoa New Zealand Panel: Rangatirangatanga mō te Oranga – Innovation in systems and service change for equitable cultural spaces
Presenting Author(s): Desna Whaanga-Schollum, Angie Tangaere, Penny Hagen Desna Whaanga-Schollum , Angie Tangaere , Penny Hagen

Bringing together different knowledge systems and services grown out of cultural drivers, the Aotearoa NZ panel includes Desna Whaanga-Schollum, Rongomaiwahine, Ngāti Kahungunu, Ngāti Pāhauwera (Ngā Aho); Angie Tangaere Ngāti Porou (The Southern Initiative); and Dr Penny Hagen (Auckland Codesign-Lab). This panel will share and reflect ways in...


10:15AM 2021-02-03
Regional Panels히치하이커를 위한 서비스디자인 안내서: 한국의 서비스 산업 고도화에서 나타나는 갈등과 모순 The Hitchhiker's Guide to Service Design: tensions and paradoxes along the maturation of service industry in South Korea
Presenting Author(s): Joon Sang Baek, Kyung Mi Lee, Nada Oh, Ban Young-Hwan, Kim Sung-Woo, Eun Yu Joon Sang Baek , Sung-Woo Kim , Young-Hwan Pan , Eun Yu , Kyung Mi Lee , Nado Oh

In South Korea, the growth of service design industry driven by the government has resulted in the oversupply of designers, reduced prices for their works, downgraded design qualities, and consequently a scepticism towards service design. There are also tensions between ‘service’ and ‘servitude’ when customer satisfaction is over-emphasised, ...


11:15AM 2021-02-03
Short PaperDesigning for informal services: A participatory approach to prevent sexual violence within a university
Presenting Author(s): Bridget Malcolm Bridget Malcolm

Universities, alongside many other public and private organisations, are beginning to grapple with the issue of preventing sexual violence and providing effective services to survivors within their context. This article describes a unique participatory design-research project conducted to better understand staff and student perspectives of se...


11:15AM 2021-02-03
Short PaperPractice Notes on designing for change
Presenting Author(s): Lisa Overton Lisa Overton

Service Design Projects often require organisations to undergo significant changes in the way they operate. The conditions driving this need for change often create an environment where those people required to undergo it have the least capacity for that change, impeding the implementation of re-designed services. Applying a designerly approa...


11:15AM 2021-02-03
Short PaperIntegration of service principles into the creative process of PSS: Application in an organizational case
Presenting Author(s): Emanuela Lima Silveira, Aguinaldo dos Santos Emanuela Lima Silveria , Aguinaldo dos Santos

The process of creating Product+Service Systems (PSSs) can be considered complex as it involves tangible products, typically qualitative and intangible services, integrated into a multi-actor system and variable touch points. In this regard, there is still a lack of methods and tools that adequately support the PSS’s creative process. Given t...


11:30AM 2021-02-03
Short PaperHow to be considerate: Adapting service design for use beyond the design studio
Presenting Author(s): Chloe Sterland, Juliette Anich Chloe Sterland , Juliette Anich

This study shows the role Service Design can play in addressing social issues, explored through the topic of women and fear in public space. Due to the fear of sexual violence reinforced by society, women are constantly monitoring their movement within cities. This research aims to develop a response to this issue without inflating this fear ...


11:30AM 2021-02-03
Short PaperUndo-Replay: re-scripting unsustainable toy consumption through value transference
Presenting Author(s): Kathy Qian, Liam Fennessy Kathy Qian , Liam Fennessy

This paper presents an account of the design of the Undo-Replay project: a combination of strategies from design for sustainability and product, service system design aimed at redirecting plastic toys from entering waste streams at the end of their use lives. Aimed at equipping children and adults alike with opportunities to participate in th...


11:30AM 2021-02-03
Short PaperEmbedding transparency on digital services: a case study on the food sector
Presenting Author(s): Marcella Lomba, Aguinaldo dos Santos Marcella Lomba , Aguinaldo dos Santos

Transparency is one of the principles to promote sustainable provision of services, being the ability of a service to communicate social, environmental and economic practices and performance. Digital technologies are continuously expanding the possibilities to increase the level of transparency across all stakeholders associated with service ...


11:30AM 2021-02-03
Short PaperConceptual design framework for digital technology assisted service system
Presenting Author(s): Kentaro Watanabe, Yusuke Kishita, Kaito Tsunetomo Kentaro Watanabe , Yusuke Kishita , Tsunetomo Kaito

Digitalization is a strong enabler to increase the productivity of existing services and develop innovative services. Meanwhile, the ethical and societal concerns about the negative impact of digital technologies are also growing. In addition to the principles and guidelines for development and use of digital technologies, there is a need for...


01:45PM 2021-02-03
WorkshopsService transparency for sustainability in the food sector
Presenting Author(s): Marcella Lomba, Aguinaldo dos Santos Aguinaldo dos Santos , Marcella Lomba

The transition towards more sustainable lifestyles and business practices demands a higher level of service transparency. Transparency can be defined as the ability of a service to communicate relevant and accurate information about safety, quality and integrity, as well as information on the social, environmental and economic dimensions of c...


01:45PM 2021-02-03
WorkshopsThe workers tarot. A tool for designer-worker solidarity
Presenting Author(s): Lara Penin, Antonia Yunge Soruco Antonia Yunge Soruco , Lara Penin

The COVID-19 pandemic has forced a shift in the public’s perception of workers. Essential service workers in particular, have been subject of constant public displays of appreciation, while being paradoxically confined to low wages, precarious conditions or imminent unemployment. Hospital janitors, cleaning personnel, meat pack workers, groce...


01:45PM 2021-02-03
WorkshopsIdentifying best practice in remote co-design
Presenting Author(s): Sarah Kaur, Misha Kaur, Emma Blomkamp Sarah Kaur , Emma Blomkamp , Misha Kaur

In the last few months, design practitioners around the globe have hit the ground running and offered online alternatives to face-to-face co-design workshops. At ServDes2020, we build on this shared experience to ask, what does good look like in remote co-design?

Whether using WhatsApp, phone calls, online whiteboards or tightly orch...


01:45PM 2021-02-03
WorkshopsReal-time co-analysis: Probing lived experiences and analysing material data
Presenting Author(s): Kelly Anderson, Yi Zhang Kelly Anderson , Yi Zhang

How might real-time co-analysis be utilised to produce new knowledge for both designer and participant?

Often in workshops that surface participant insights, the analysis of the artefacts and remnants are left for the workshop facilitators, usually back at a desk and with little time. Even with written reports, it is often a long tim...


06:00PM 2021-02-03
Short PaperHuman Centred Design and ancient Hindu philosophy in the context of embracing diversity and building coherent working environments
Presenting Author(s): Priyanka Rajwade Priyanka Rajwade

This is an on-going study which aims to explore the correlation between Human Centred Design (HCD) and Hindu philosophy and how it can be leveraged to create a more inclusive design practice by blending philosophy with contemporary design contexts and methodologies.

The social construct in India dictates that design that comes out of...


06:00PM 2021-02-03
Short PaperDesign performativity in cultural service for creating social impact
Presenting Author(s): Shu Hongming, Eleonora Lupo Shu Hongming , Elenora Lupo

In the increasingly complex social context, service design shows its advantage in dealing with wicked problems and provoking social innovation through systematic thinking and public participation. Besides the innovation in the dimension of problem-solving, service design has the potential to play an essential role in creating social impact to...


06:00PM 2021-02-03
Short PaperMoving towards plurality: Unpacking the role of service design in relation to culture
Presenting Author(s): Duan Zhipeng, Josina Vink, Simon Clatworthy Josina Vink , Zhipeng Duan , Simon Clatworthy

Over the past two decades, there has been growing discussion about the relationship between service design and culture. However, these discussions are often fragmented and ambiguous, limiting the nuance in how culture is understood in service design. As such, the purpose of this paper is to build a more comprehensive understanding of the role...


06:15PM 2021-02-03
Short PaperService Designing in Psychiatric Care
Presenting Author(s): Melisa Duque, Laurene Vaughan, Sarah Pink, Shanti Sumartojo Melisa Duque , Laurene Vaughan , Sarah Pink , Shanti Sumartojo

Designing services for care for a psychiatric precinct within the context of a major hospital development project is challenging. This paper reports on research that contributes to contemporary discourse on the interconnections between service design and infrastructures of healthcare. This is what Bitner (1992) named as a ‘servicescape’- the ...


06:15PM 2021-02-03
Short PaperThe Emergency Department waiting room: towards a Speculative Service Design framework
Presenting Author(s): Troy McGee, Daphne Flynn, Selby Coxon, Rowan Page Troy McGee , Daphne Flynn , Selby Coxon , Rowan Page

This paper describes an experimental, methodological approach to design research that draws upon the methods of speculative design and service design to present the framework of Speculative Service Design (SSD). This framework aims to aid service designers to explore and interrogate the tensions within future service experiences. Its goal is ...


06:15PM 2021-02-03
Short PaperService Design in the Philippines: Tensions in Human-Centred Design and humane design
Presenting Author(s): Beatrice Luna Beatrice Luna

Services are the largest contributor to the Philippines’ economy, prompting the necessity of exploring what service design might contribute to the country. This paper seeks to explore what service design means in a country like the Philippines, where business interests, customer demands, and working conditions of service staff rarely intersec...


06:15PM 2021-02-03
Short PaperFrom product centricity to services: Design workshops and maps as tools in strategy articulation
Presenting Author(s): Olivia Harre, Lene Nielsen Olivia Harre , Lene Nielsen

This paper explores how an IT company wants to change from product-centricity to servitization. A cross-functional customer journey workshop mapped the current state from the customer’s point of view, and by identifying opportunities, it identifies gaps in becoming a service organization. Activities in the workshop focused on mapping a curren...


07:00PM 2021-02-03
Long PaperThree perspectives on inclusive service design: User-centred, adaptive systems, and service logics
Presenting Author(s): Yang Huan, Mattias Arvola, Stefan Holmlid Yang Huan , Mattias Arvola , Stefan Holmlid

How do we design services that are inclusive and accessible to a wide variety of users (e.g. people with disabilities, of different ethnical backgrounds, of different genders)? Inclusive design has been extensively researched in product design and architecture, but less has been done in the area of service design. We will, in this conceptual ...


07:00PM 2021-02-03
Long PaperRobots in service design: Considering uncertainty in social interaction with robots
Presenting Author(s): Johan Blomkvist, Sam Thellman, Tim Overkamp, Stefan Holmlid, Tom Ziemke Stefan Holmlid , Johan Blomkvist , Tom Ziemke , Sam Thellman , Tim Overkamp

As robots become more prevalent in society, they will also become part of service systems, and will be among the materials that designers work with. The body of literature on robots in service systems is scarce, in service research as well as in service design research, especially regarding how to understand robots in service, and how design ...


08:15PM 2021-02-03
WorkshopsQuo vadis? Exploring the future of service design
Presenting Author(s): Martina Čaić, Ana Kustrak Korper, Vanessa Rodrigues, Josina Vink, Stefan Holmlid Stefan Holmlid , Vanessa Rodrigues , Josina Vink , Ana Kustrak Korper , Martina Čaić

Is service design dying or morphing? What will the future role of service designers be - data scientists, business optimizers, public servants, sustainability advocates, ethicists, politicians? What changes need to be made in educating future service designers to take on such roles? Which trends (e.g., digitalization, viral epidemic outbreaks...


08:15PM 2021-02-03
WorkshopsAddressing tensions and paradoxes of my data: A service design perspective
Presenting Author(s): Alessandro Carelli Alessandro Carelli

With personal data being recognised as the engine of digital economy and digital contact tracing systems being placed at the core of the national strategies for containing the spread of the Covid-19 pandemic, addressing tensions and paradoxes affecting the personal data management landscape has never been so urgent.

Contributions fr...


08:15PM 2021-02-03
Workshops'Teu le Va' (nurture the space) in-between intersectionality
Presenting Author(s): Marion Muliaumaseali'I Marion Muliaumaseali'I

A workshop focused on the ServDes. 2020 theme of ‘Plurality’ with the intention to provide innovative tools that generate experiences validating participants from diverse
backgrounds through the lens of Intersectionality and the Samoan concept of space; called ‘Va’ or the space in-between.

Pacific author and academic Albert W...


08:15PM 2021-02-03
WorkshopsUnblock the tension while implementing service design
Presenting Author(s): Arthur Yeh, Yvonne Yam Arthur Yeh , Yvonne Yam

The value of excellent service design can only be realized when it has an organization’s buy-in and is being implemented. Service Designers not only need to focus on designing excellent service but also need to be concerned with the implementation of design, in a smooth and sustainable manner. 

In this highly practical and interacti...


08:15PM 2021-02-03
WorkshopsDesigning by ear
Presenting Author(s): Courtney McKee, Polly Goodwin, Andrew Ng Polly Goodwin , Courtney McKee , Andrew Ng

What if your customers’ experience of your service was non-visual? What if you couldn’t rely on sight to design your concepts? What would you let these constraints teach you? How would they change the way you designed for all?

People with disabilities live on the frontier of human experience by necessity. They represent the full spec...


08:15PM 2021-02-03
Regional Panelsด้น : ออกแบบสไตล์ไท๊ยไทย: Improvising Design, the Thai way
Presenting Author(s): Dr Khemmiga Teerapong, Fern Suthasina Chaolertseree, Prut Chutika Udomsinn, Jett Pisate Virangkabutra Khemmiga Teerapong , Fern Suthasina Chaolertseree , Prut Chutika Udomsinn , Jett Pisate Virangkabutra

ด้น : ออกแบบสไตล์ไท๊ยไทย
Services are gaining attention as an enabler of economic development in Thailand. While the term ‘service design’ may not be as widely known or used in industry, the western term ‘Design Thinking’ has gained huge popularity in Thailand. What are the drivers and how has that changed the landscape of innovation an...


09:45PM 2021-02-03
Thematic DiscussionsCulture and multiple logics when designing: understanding, navigating and influencing multiple worldviews as part of service design
Presenting Author(s): Daniela Sangiorgi and Simon Clatworthy Josina Vink , Melisa Duque , Simon Clatworthy , Joyce Yee , Daniela Sangiorgi , Sarah Drummond , Juan Sanin

This panel session aims to discuss the meaning, manifestations and interrelations of culture and institutional logics. Both are relevant concepts in contemporary service design research, and we are interested in exploring the different understanding people hold of these concepts. As part of this we will investigate the current strategies used...


11:00PM 2021-02-03
Regional Panels应对中国多元化的服务设计之道: The Tao of service design in facing pluralities in China
Presenting Author(s): Gao Bo, Associate Professor Hu Ying, Associate Professor Fan Qiangqiang Fan Qiangqiang , Gao Bo , Hu Ying

This panel will discuss the context of China, a culture with 5000 years, that has developed rapidly in recent decades. Traditional cultures, industries and social organizations are impacted by accelerated influence of on-line and artificial intelligence technologies. The panellists, Associate Professor Gao Bo (Tongji Univ...

Day 3 — Thursday 4th Februrary 2021

Time (AEDT)

10:00AM 2021-02-04
Thematic DiscussionsEthics and interpersonal relationships
Presenting Author(s): Carla Cipolla and Aguinaldo dos Santos Miso Kim , Marcella Lomba , Carla Cipolla , Barbara Szaniecki , Luis Alt , Aguinaldo dos Santos , Claudio Pinhanez

This panel discussion explores how service designers deal with interpersonal values, such as trust, intimacy, respect; how these values - implicitly or explicitly - inform the way services are designed; how designers can potentiate or hinder these values and the consequences of these practices.

Chaired by Carla Cipolla and Aguinal...


11:15AM 2021-02-04
Long PaperHolding it open: Building capacity for self-determined collaborative service design
Presenting Author(s): Shana Agid, Kerry MacNeil, Gabrielle Bendiner-Viani, Ayesha Hoda, John Kefalas, Dilenia Santos, Randy Martinez Shana Agid , Gabrielle Bendiner-Viani , Ayesha Hoda , Kerry MacNeil , John Kefalas , Dilenia Santos , Randy Martinez

Despite welcome explorations of difference in Service Design approaches in recent scholarship, the prevailing notion that the field is measured by tools, methods, and outcomes limits how SD might contribute to open-ended practices of self-determined design and capacity-making in socially and politically-grounded contexts. We draw on a two-yea...


11:15AM 2021-02-04
Short PaperService design for mediating technology and experience in augmented reality: a case study of a holistic AR travel service
Presenting Author(s): Heng Zhang, Miso Kim, Chenrui Ye, Stephen Costa Heng Zhang , Miso Kim , Chenrui Ye , Stephen Costa

Augmented Reality (AR) is a technology that brings new possibilities to service design and delivery by projecting a digital layer of information directly on top of one’s physical surroundings. However, there is tension between its technology-centric applications and its use as a holistic service. To bridge this gap, we examined the representa...


11:15AM 2021-02-04
Short PaperDesigning for behavioural and institutional changes
Presenting Author(s): Masanao Takeyama, Kahoru Tsukui, Hiroshi Yamaguchi, Akihiro Sasaki, Satoshi Miyashita Masanao Takeyama , Kahoru Tsukui , Satioshi Miyashita , Akihiro Sasaki , Hiroshi Yamaguchi

Although the popularizing approach of behaviour design and the recently-introduced perspective of service ecosystem design (Vink et al., 2017; Vink, 2019) differ significantly in their purpose, focus, and theoretical backgrounds, these differences actually indicate an opportunity to integrate the two, to complement each other and facilitate b...


11:15AM 2021-02-04
Long PaperDignity as a principle of service design: a study of four perspectives on dignity and their applications to pedagogy
Presenting Author(s): Miso Kim Miso Kim

Dignity is a fundamental principle of today’s democratic society as well as human-centred design. Dignity is particularly important in the design of services. Services directly influence those who go through the service system, and many services seek to change their customers as a core outcome. Additionally, service co-production often starts...


11:15AM 2021-02-04
Short PaperThe paradox of delivering professional design services: The plurality of value
Presenting Author(s): Linus Tan Linus Tan

Do professional design services offer a service or design a product? A traditional definition rooted in the service economy might point to the former, but the theory of Service-Dominant Logic from marketing might suggest the latter. While this may appear purely as a semantic difference, it has severe implications on 1) how designers articulat...


06:00PM 2021-02-04
Long PaperUnpacking the nature of social structures as the materials of service design
Presenting Author(s): Josina Vink, Kaisa Koskela-Huotari Josina Vink , Kaisa Koskela-Huotari

Service design is increasingly broadening its focus from creating intangible offerings to shaping service systems. This shift calls for a re-examination of the materials of service design. The traditional emphasis on touchpoints and service interfaces reflects a reductionist approach that leaves service design practitioners tinkering with dis...


06:00PM 2021-02-04
Long PaperDesigning to facilitate and enrich human relationships for complex societal challenges
Presenting Author(s): Mieke van der Bijl-Brouwer Yang Huan , Mieke van der Bijl-Brouwer

Service designers increasingly tackle complex societal challenges, also referred to as social innovation. To address such challenges, a growing group of designers has started to combine their design practices with systems thinking practices. Systems thinking is about zooming out, considering things in relation to a larger system, or indivisib...


06:00PM 2021-02-04
Long PaperPatterns of disruption: Diagnosing response mechanisms in actor networks
Presenting Author(s): Vanessa Rodrigues, Stefan Holmlid, Johan Blomkvist Stefan Holmlid , Vanessa Rodrigues , Johan Blomkvist

Service, and failures associated with it, occur in networked contexts. It is important to understand patterns of disruptions in service, and how actors influence possible failures through their participation as this can impact value creation. This paper reports the results of an interview study analysed using critical incident theory supporte...


07:00PM 2021-02-04
Short PaperCurrent and future trajectories for Service Design education: Views from educators in academia
Presenting Author(s): Begüm Becermen, Luca Simeone Begüm Becermen , Luca Simeone

In the past few years, higher education programs in service design have been steadily growing. Mostly positioned as master’s degrees within varied faculties and departments, these programs propose quite diverse educational offerings. To explore such variety, this short paper presents the preliminary findings of some in-depth interviews with t...


07:00PM 2021-02-04
Short PaperHear hear! Why sound in service design should matter
Presenting Author(s): Ana Kustrak Korper, Vanessa Rodrigues, Johan Blomkvist, Stefan Holmlid Stefan Holmlid , Vanessa Rodrigues , Johan Blomkvist , Ana Kustrak Korper

Current tools and techniques used in everyday design practice are focused on managing the complex information of service systems primarily through visualization. The visual in methods has become a dominant norm prevalent in service design practice. In wanting to counteract the emphasis on visualization, we direct attention to qualities of sou...


07:00PM 2021-02-04
Short PaperDo they (know they) need a service designer? An investigation of service design capabilities through the lens of the market.
Presenting Author(s): Drude Emilie Holm Ehn, Amalia de Götzen, Luca Simeone, Nicola Morelli Drude Emilie Holm Ehn , Amalia de Götzen , Luca Simeone , Nicola Morelli

Freshly graduated service designers are often struggling to align with the expectations that companies have when they are looking for a service designer. The understanding of what service design is, which capabilities a service designer has and how these capabilities can create value for the company can be very different, making it difficult ...


08:15PM 2021-02-04
WorkshopsBespoke tools for co-designing diverse and inclusive feminist futures
Presenting Author(s): Allison Edwards, Hannah Korsmeyer Hannah Korsmeyer , Allison Edwards

This workshop invites you to an in-depth discussion about the complexity of working with bespoke co-design materials. Together, we will examine different iterations of a set of tools that were developed for co-design workshops to interrogate (and envision anew) the relationship between gender and cities. Through examining these specific tools...


08:15PM 2021-02-04
WorkshopsStrengthen emotional skills for service designers as facilitators
Presenting Author(s): Mariluz Soto, Melanie Sarantou, Satu Miettinen Mariluz Soto , Melania Sarantou , Satu Miettinen

We will be presenting a workshop for service designers aimed at developing and strengthening emotional skills, especially with regards to facilitating co-creation processes. Through the exploration of methods, we seek to broaden or induce the awakening of the sensibilities of service designers in their role as workshop facilitators. Emotional...


08:15PM 2021-02-04
WorkshopsBehavioural Design for positive impact
Presenting Author(s): Fiona Meighan, Harriet McDougall Fiona Meighan , Harriet McDougall

Behavioural Design is the practice of understanding cognitive biases and human motivations to design interventions that influence a change in behaviour.

In a world where we have witnessed the impact of the unintended consequences of influencing human behaviour, MAKE and STREAT have teamed up to explore behavioural design to help crea...


08:15PM 2021-02-04
WorkshopsService design meets strategic action: Exploring new tools for activating change
Presenting Author(s): Laura Santamaria, Ksenija Kuzmina Laura Santamaria , Ksenija Kuzmina

Design can positively contribute towards the highly complex social, economic and environmental problems we face today. One key area in design for social change is to empower citizens to activate change that disrupts built-in systemic inequalities and exploitative practices. This workshop presents the ‘Action Heroes Journey’, a resource kit co...


08:15PM 2021-02-04
WorkshopsThe Playdate: Exploring how to host a learning exchange
Presenting Author(s): Lisa Grocott, Ilya Fridman Lisa Grocott , Ilya Fridman

If we want service design to evolve in conversation with the socio-cultural messiness inherent to the field, we should carve out spaces where we regularly question and explore our practices. This session plays with how we might translate the experiential conference workshop to the workplace. The kids playdate is introduced as an analogous sit...


08:15PM 2021-02-04
Short PaperThe non-participatory patient
Presenting Author(s): Juan Sanin Juan Sanin

This paper discusses tensions and paradoxes of codesign paradigms and calls for more plural approaches to participation in order to establish collaborations with non-participatory users. It builds on research experiences in the field of design for wellbeing to challenge assumptions about user participation and introduce the concept of ‘the no...


08:15PM 2021-02-04
Short PaperUnderstanding uptake to support mobile service design - towards a practical model to assess the uptake of a mobile application supporting clients with drug and alcohol addiction
Presenting Author(s): John Murphy, Frederica Densley, Stuart Ross Frederica Densley , John Murphy , Stuart Ross

‘eRecovery’ is a suite of software providing an adjunct to clinical support for clients with a substance addiction to help manage relapse behaviour. As part of working on the design and implementation of a 24-month trial of eRecovery, we have created a practical, situated model of the uptake and use of the client facing mobile application sof...


08:15PM 2021-02-04
Short PaperHuman Centred Service Design in the context of sport participation
Presenting Author: Iva Halacheva Iva Halacheva

The positive impact of sport participation is well researched and documented worldwide and the results are nothing short of amazing. Some of the major social challenges in contemporary societies have been successfully tackled through sport: mental and physical health, job creation, poverty alleviation, community development and crime preventi...


08:15PM 2021-02-04
Short PaperThe hidden ‘co-designers’ of service: exploring policy instruments in e-messaging
Presenting Author(s): Adeline Hvidsten Adeline Hvidsten

Approaching services as sociomaterial constellations might bring to the fore new temporalities and accountabilities in designing, beyond that of the immediate service (Kimbell & Blomberg, 2017). This work-in-progress paper draws on a processual study (Langley, 1999) from Norwegian health care. It is inspired by objectivist strands of Scie...


09:45PM 2021-02-04
Thematic DiscussionsMetaphors of service
Presenting Author(s): Stefan Holmlid and Ana Kustrak Korper Stefan Holmlid , Zhipeng Duan , Shu Hongming , Priyanka Rajwade , Ana Kustrak Korper , Beatrice Luna , Andy Polaine

In our daily language, as well as the scientific language, about service, there are a set of dominant metaphors used. Metaphors are powerful structures that directs our thinking, what we understand as possible, as well as establishes power initiatives. In this panel we dissect some of the dominant metaphors, and explore other possible, and ma...


11:00PM 2021-02-04
Regional PanelsDesigning toward a creative city: Positioning the citizen in Singapore’s rebranding
Presenting Author(s): Dr Jung Joo Lee, Dr Carol Soon, Debbie Ng of ThinkPlace, Justin Zhuang, Vicky Gerard Debbie Ng , Jung Joo Lee , Carol Soon , Vicky Gerard , Justin Zhuang

This panel will examine the intentions and practices underlying the Design 2025 call to engage the Singapore public in the country's national design identity. While the government recognises that this will require an opening up of social and political spaces more conducive to experimentation and innovation; complete freedom of public expressi...

Day 4 — Friday 5th Februrary 2021

Time (AEDT)

08:15AM 2021-02-05
Student ForumWelcome to the Student Forum
Presenting Author(s): Judith Glover, Emma Luke, Linus Tan Linus Tan , Emma Luke , Judith Glover

Welcome to the Student Forum by Student Forum Chairs: Judith Glover, Emma Luke, Linus Tan


09:00AM 2021-02-05
Student ForumRethinking service design in addressing antimicrobial resistance in India
Presenting Author(s): Delina Evans, Alison Prendiville Delina Evans , Alison Prendiville

This abstract presents initial stages of a PhD project that is rethinking service design tools within the area of antimicrobial resistance (AMR) as an opportunity to critique their role in complex social challenges in the Global South, focusing on India.

AMR is when antimicrobial drugs designed to treat infections caused by micro-o...


09:00AM 2021-02-05
Student ForumOperating under pressure: Alleviating hospital tensions through Service Design
Presenting Author(s): Elle Miller, Christopher Rabineau, Kendra Rabineau Christopher Rabineau , Elle Miller , Kendra Rabineau

With surgical drapes being purchased and sold as a commodity, our client knew they had to innovate to create market value. Cardinal Health, a Fortune 50 healthcare services and products company, challenged our team to understand how users are interacting with surgical drapes and propose design solutions that mitigate pain points in the operat...


09:00AM 2021-02-05
Student ForumEmergency department futures: A design investigation into ED waiting rooms
Presenting Author(s): Troy McGee, Daphne Flynn, Selby Coxon, Rowan Page Troy McGee , Daphne Flynn , Selby Coxon , Rowan Page

What will the Emergency Department (ED) of the future look like in 2030? 2050? 2100?

How will we experience ‘urgent healthcare’? How will it be delivered, and how might we access it? What are the dilemmas, challenges and opportunities that are afforded by the future? This poster presents a practice-led PhD which aims to explore the E...


10:15AM 2021-02-05
Thematic DiscussionsLabour, politics, ethics, governance
Presenting Author(s): Co-Chaired by Lara Penin and Sean Donahue Lara Penin , Shana Agid , Martina Čaić , Kate McEntee , Reuben Stanton , Sean Donahue

This panel unpacks how service design conditions labour and structures of governance by highlighting the importance of ethics and politics.

Co-Chaired by Lara Penin and Sean Donahue

Panelists: Shana Agid, Kate McEntee, Martina Čaić, Reuben Stanton

Please note, if you are referencing any comments, questions and discussi...


10:00AM 2021-02-05
Student ForumPsychological safety in design: The role of leadership in creating optimal climates for innovation
Presenting Author(s): Leander Kreltszheim, Jennifer Lennon Leander Kreltszheim , Jennifer Lennon

It is widely accepted that design and innovation require ‘outside-the-box’ thinking, risk-taking, radical collaboration, the questioning of assumptions and a ‘fail-fast-learn-fast’ mentality (Brown, 2009; Cross, 2011; Dyer et al, 2011). However, while considerable literature currently investigates the elements of an innovation culture, relati...


10:00AM 2021-02-05
Student ForumUncomfortable immersion
Presenting Author(s): Chloe Coelho Chloe Coelho

The uniqueness of grief makes it troublesome for design to facilitate meaningful impacts in the processes of grieving. It’s a complicated emotion to consolidate, differing between every person. Western society is not well equipped with the necessary knowledge needed to begin understanding and supporting others in grief (Devine, 2017).



10:00AM 2021-02-05
Student Forum‘Discovering the reason that underlies unreason’: Developing designers’ intuition to guide decision-making in the design process
Presenting Author(s): Leander Kreltszheim Leander Kreltszheim

Intuitive decision-making is often referred to as a key characteristic of human-centred design (HCD): Brown (2009) advises designers to ‘sometimes just choose the right partner, clear the dance floor, and trust our intuition’; IDEO (2009) similarly describes HCD as an ‘inherently intuitive process’ and encourages designers to ‘always feel lik...


11:30AM 2021-02-05
Regional Panels景気減速社会のためになる"サービス"は何だろうか: How to reframe ‘service’ values in a Japanese de-growth society?
Presenting Author(s): Yuki Uchida, Koki Kusano, Momoko Tamada, Proffessor Daijiro Mizuno, Proffessor Masano Takeyama Yuki Uchida , Koki Kusano , Daijiro Mizuno , Masanao Takeyama

While Japan is the third largest economy in world, following China and the US, paradoxically, over the last 20 years, its economy has been under general degrowth due to increasing ageing population and severity in natural disasters. This means the modern agenda for rapid expansion and economic progress can no lo...


06:30PM 2021-02-05
Student ForumArtificial intelligence in sustainable food systems design
Presenting Author(s): Stephanie Camarena Stephanie Camarena

By 2050, the current challenges faced by our food systems will be further amplified by the need to feed 9 billion people. Water scarcity, pollution, soil degradation and the impacts of climate change on agricultural production are only a few of the environmental constraints we face. Designing services in any area of the food chain can no long...


06:30PM 2021-02-05
Student ForumSensory Design: Making sense of tensions, plurality and paradox in a culturally contested heritage site
Presenting Author(s): Kate Storey Kate Storey

My PhD focuses on the redesign of Montsalvat’s visitor and service experience. Montsalvat is, “historically, technically, architecturally, aesthetically, socially and spiritually significant”, (Willingham, 2010); however, visitors are unable to access its rich histories. The site is transitioning from an Artists Colony to an Arts Centre, it i...


06:30PM 2021-02-05
Student ForumFlip, split or extend – helping ‘mum and dad developers’ navigate housing design processes
Presenting Author(s): Nicholas Temov Nicholas Temov

How do we apply service design theories to improve the way ‘mum and dad developers’ navigate housing design processes to achieve more liveable house designs in Australia's middle-ring suburbs?

With over 300,000 people migrating to Australia’s capital cities in 2018/19 alone (Australian Bureau of Statistics, 2020), there is pressure o...


06:30PM 2021-02-05
Student ForumChief Design Officers in public organisations: What design leadership do we need in Singapore’s public organisations?
Presenting Author(s): Debbie Ng Debbie Ng

Governments around the world are making tremendous efforts to innovate as they face the pressure of the VUCA - Volatile, Uncertain, Complex, and Ambiguous - world (Pollitt & Bouckaert, 2004; Kingsinger & Walch, 2012). Design thinking (Brown, 2008; Martin, 2009) as a human-centred approach provides clues to reform the public organisati...


06:30PM 2021-02-05
Student ForumService design meets Chinese culture
Presenting Author(s): Giulia Capriotti Giulia Capriotti

Service Design (SD) and Design Thinking (DT) share many pillars - both are human-centred, holistic, iterative, real, collaborative - and DT cognitive processes are widely used to design services. Both have Western roots and both are informed by culture (Thoring et al., 2014), therefore, Western culture is mirrored in how these processes are s...


07:00PM 2021-02-05
Short PaperBeing community and culturally-led: Tensions and pluralities in evaluating social innovation
Presenting Author(s): Joyce Yee, Yoko Akama, Khemmiga Teerapong Joyce Yee , Yoko Akama , Khemmiga Teerapong

Evaluating benefits for society is a common requirement for most social innovation programmes, yet evaluating social impact is one of the most challenging tasks. This challenge has salience for service design and designing social innovation – both fields that seek to make social impact. This paper shares insights from researching social innov...


07:00PM 2021-02-05
Short PaperCan design thinking techniques drive citizen engagement in public sector consultation?
Presenting Author(s): Paul Blake, Lisa Marie Dema Paul Blake , Lisa Marie Dema

Human-centred design gains ever more traction within the Australian public sector.
But what of the application of design thinking in driving citizen engagement in public sector consultation? Which techniques add the most value?
In a behind-the-scenes look at a design-led public consultation, we (Splendid Studio) evaluate our ch...


07:00PM 2021-02-05
Short PaperRelational identities: how service co-design can help improve the minority experience and becoming ourselves
Presenting Author(s): Nevena Balezdrova, Youngok Choi, Busayawan Lam Nevena Balezdrova , Youngok Choi , Busayawan Lam

Research shows that conventional care for older immigrants across the UK remains inaccessible. Cultural and system ensued barriers impact on self-confidence and personal agency. Often evading dealing with the state altogether, this user group rely heavily on word of mouth and informal family care. This significant lack of personal agency is s...


07:00PM 2021-02-05
Short PaperService tools linking values with technology in a sustainable home refurbishment
Presenting Author(s): Stella Boess Stella Boess

Sustainable home refurbishments are part of the many efforts needed in climate change mitigation. This practice note presents service tools that aim to link the residents’ values with the technology they will use after a sustainable refurbishment of their home. This technology will affect their daily living practices. In a recent sustainable ...


07:30PM 2021-02-05
Student ForumService delivery of architectural design services: An experience-centric analysis
Presenting Author(s): Linus Tan Linus Tan

How architects provide their design service to clients have predominantly remained unchanged since the professionalisation of the architecture practice. Paradoxically, what the architects provide in each of these services are customised to each client. Since the architect’s unique designs are concealed by standardised service delivery, how wi...


07:30PM 2021-02-05
Student ForumAdopting a service design approach in financial organisations
Presenting Author(s): Virpi Kaartti Virpi Kaartti

The purpose of the study is to increase knowledge of adopting a service design (SD) approach in financial organisations in Northern Europe. The study focuses on the strategic and corporate levels. The main purpose is specified by the following objectives:

To explore

-the motives, challenges and opportunities of adopting th...


07:30PM 2021-02-05
Student ForumWork right: Building a way to work together through Service Design
Presenting Author(s): Nick Jumara Nick Jumara

Formalising the creative process is often wrought with good intentions and the necessity to quantify, package and sell time. When working in strategic and creative design fields, decisions are regularly made about the path to best deliver work that balances both quality and profitability. Is it fundamentally a question of standardisation? Do ...


08:45PM 2021-02-05
Thematic DiscussionsImpact, transitions, speculations
Presenting Author(s): Abby Lopes and Bridget Malcolm Rebecca Anne Price , Ravi Mahamuni , Bridget Malcolm , Ksenija Kuzmina , Abby Mellick Lopes , Lucy Kimbell

The pandemic has brought acute attention in ways that are intensely felt and experienced to question the impact and sustainability of our existing systems and structures. What are the existing research and practices in Service Design and beyond that can enable us to engage with some of the pressing issues?

Chaired by Abby Mellick L...


08:45PM 2021-02-05
Short PaperOverarching servitization processes in industrial manufacturing – a scoping review
Presenting Author(s): Bart Bluemink, Lianne Simonse, Sicco Santema, Odeke Lenior Bart Bluemink , Lianne Simonse , Odeke Lenior

This paper summarises servitization research concerning product-service system design processes in the manufacturing industry, considering the overarching value chain. We used a methodological scoping framework to create a systematic overview of scientific papers in the context of the B2B manufacturing industry.

We identified five m...


08:45PM 2021-02-05
Short PaperActionable attributes of service design for business
Presenting Author(s): Joanna Rutkowska, Froukje Sleeswijk Visser, David Lamas Joanna Rutkowska , Froukje Sleeswijk Visser , David Lamas

The role of service deliverables in the early phases of service development has been studied both in academia and practice. We lack knowledge on the impact of service deliverables for the later phases of the service development process in which service designers are usually not engaged. In this paper, we aim to understand what attributes of s...


08:45PM 2021-02-05
Short PaperDesigning blockchain based services
Presenting Author(s): Clive Grinyer Clive Grinyer

Distributed Ledgers or Blockchain-based systems have the potential to provide enablers for the development of future services. By combining deep encryption, tamper-proof transparency and secure personal data to a wide variety of services, there are great opportunities for the development of new services.

In developing new service exp...


08:45PM 2021-02-05
Short PaperAn application framework of service design for servitization
Presenting Author(s): Peng Lu Peng Lu

Einola et al. (as cited in Kohtamäki, Rabetino, & Einola, 2018, p. 186) pointed out that “the tensions that manufacturers face when transitioning from manufacturing products toward the provision of customized integrated solutions are often paradoxical in nature,” which could be taken as the cultural and corporate challenges of adopting a ...


09:45PM 2021-02-05
Special EventStudent Forum Keynote. An Imperative for Systemic Transitions. Complexity – in time for change
Presenting Author(s): Mark Strachan Mark Strachan

In an ever-changing and challenging world, design has the capacity to contribute and shape how we navigate the present and our collective futures. We have witnessed how design practices have evolved in recent decades and explored opportunities to provide ever-increasing value and impact across different sectors of commerce and society. Howeve...


10:45PM 2021-02-05
Special EventPlenary session: So what for Service Design field, industry, government, research and education?
Presenting Author(s): Cameron Tonkwinwise and Yoko Akama Tristan Schultz , Lauren Tan , Ash Alluri , Dan Hill , Cameron Tonkinwise , Yoko Akama

What have we learnt from the diversity of presentations and discussions of ServDes.2020? This plenary session addresses 'so what' for the field, industry, research and education of service design to examine what the conference indicates for these sectors. The panelists are special guests who are highly regarded in their area of work with busi...


11:00PM 2021-02-05
Special EventClosing performance by Wiradjuri soprano Shauntai Batzke
Presenting Author: Shauntai Batzke Shauntai Batzke

Wiradjuri soprano Shauntai Batzke is one of Australia’s leading vocalists and a major emerging compositional voice in the Australian art music scene, migrating across genres. ServDes.2020 is absolutely thrilled to have Shauntai close the conference on Day 4 in a performance in her own Wiradjuri language.

This Closing Performance will...

We are delighted to announce that ServDes 2020 will take place all online between Tuesday 2 February—Friday 5 February 2021.

Thank you for your patience and continued commitment during these uncertain times.

Featured Announcements

Developing the ServDes.2020 Brand

Monday, 30 Nov 2020


Monday, 30 Nov 2020

Food Experience and Sustainability

Monday, 30 Nov 2020

Melbourne Story

Monday, 30 Nov 2020

Online Engagements

Monday, 30 Nov 2020


Monday, 30 Nov 2020

ServDes.2020 website 2019-2020

Monday, 30 Nov 2020

Submission Guidelines (closed)

Sunday, 01 Dec 2019

Submission Information (closed)

Sunday, 01 Dec 2019

ServDes2020: changes in dates

Monday, 01 Jun 2020

Call for Papers: Special Issue in International Journal of Design (closed Oct 2020)

Wednesday, 01 Apr 2020

ServDes2020 Postponed

Sunday, 01 Mar 2020

Plans and principles for ServDes.2020 - a podcast in Dec 2019

Sunday, 01 Dec 2019

Guidance to Authors on Preparing Your Paper, Student Forum or Workshop Video Presentation

Wednesday, 09 Dec 2020

A Capitalist Kool-Aid?

Thursday, 10 Dec 2020

Tensions and paradoxes explored by students

Friday, 18 Dec 2020

Congratulations - winner of Service Design Show

Monday, 01 Feb 2021
Monday, 30 Nov 2020

Developing the ServDes.2020 Brand

Behind the Scenes of ServDes.2020 engaged students in exploring and creating services and experiences to explore conferences themes Tensions, Paradoxes and Plurality. RMIT School of Design Students from Second and Third year Communication Design Studios and the Master of Communication Design participated as Work Integrated Learning. Many of these propositions had to be abandoned due to COVID-19 disruptions but here are some previews of the thinking and ideation for the conference experience.

One of the first studios linked to ServDes 2020 was the development of the branding. The winning design by Chiara Croserio, Paul Putra Panudiana Kuhn and Peem Thaugsuban showed the potential to visualise the conference themes of Tensions, Paradoxes and Plurality through the bending and collision of line elements.

Other concept exploring global hemispheres were by Alice, Kenya, Michelle and Philla, RMIT Communication Design students in 2019.

Monday, 30 Nov 2020


These studios were ideal opportunities to learn about and practice a broad range of methods and research in Service Design while developing the services and experiences of the conference. Codesigning, workshops, testing, prototyping and evaluating with a variety of potential and actual ServDes.2020 attendees was an important approach in their learning and development of their propositions.




Monday, 30 Nov 2020

Food Experience and Sustainability

Food production and consumption makes up 37% of the Victorian Ecological Footprint, so having a sustainable food experience was an important factor to consider when organising the onsite ServDes.2020 conference.


These design propositions aim to educate delegates about food choices and start conversations around zero-waste and sustainable futures. These self-serve type of food delivery aim to be more efficient and boost socialization between attendees:

• 100% vegetarian grazing table to allow for easy catering, management and reinforces the ServDes.2020 sustainability principles.

• Minimal single use items, such as china crockery, metal cutlery/serving platters and glassware. Crockery to be washed and a possible washing station where attendees clean their own dishes.

• Fusion bar as an interactive food experience featuring different cuisines each day, mixing different food cultures together.

• Daily seasonal food delivery from local and sustainable sources to minimize waste and incorporation of native ingredients (herbs, fruits, succulents and spices) where possible to celebrate the diverse cultures of Australia

• Fresh food made on site, avoiding the use of par-made or frozen goods

• Recycling and/or organic disposal of all food waste, which can be locally composted with food scraps

The suppliers we chose (Mabu Mabu and Mary & Steve) include local non-profit organisations that are working with people experiencing homelessness, drug and alcohol rehabilitation, long-term unemployment and social disadvantage. We also aim to work with suppliers that are family businesses, community-run and support Indigenous enterprises.

Due to COVID-19 health risks and logistical issues, ServDes.2020 are unable to take these ideas forward, but we honoured their ideas to support local food businesses and producers, especially those who work towards causes for the community.

Works by Jacob, Laita, Feitong, Stefeny, Hanna Mae, Siyang, Jiayi, Suxuan, Joe, Zedequan, Yee, Xinyu, Ping, Daniel, Ektaa, Hua, Limeng Liang, Samantha - RMIT Communication Design Students 2019-2020

Monday, 30 Nov 2020

Melbourne Story

This proposition aimed to engage visitors through an interactive map of the Kulin Nation. It began as a curiosity of not knowing the history and culture of Melbourne for these international students. In the end, their curiosity became an immense learning opportunity, since they are from countries that were also colonised (Singapore, India and Hong Kong) and felt closer to the devastating effects such as the erasure of their own culture and the implementation of racist policies that divided their communities that are still ingrained in their societies. The prototype was developed to celebrate the significant sites for the various groups of the Kulin Nation.

Student works by Belinda, Daniel, Thy and Zaneida, Ella, Francisco, Ashley, Tim, Chloe, Hui Min, Janhavi, Pui Yi, Shakira, RMIT Communication Design Students 2019-2020

Monday, 30 Nov 2020

Online Engagements


ServDes.2020 will be the first time this conference series will be adopting an online approach. By leveraging new channels presented through online mediums, students have proposed unique interactive approaches that are derived from experiences of a variety of attendees of conferences from all around the world and insights from service design professionals responsible for running some of the largest service design conferences.

Works by Wenqian, Jing, Shuang, Ying, Kara, Aaron, Simon, Sarvani, Xiaoyu, Jiayu, Yuqi, Le Hong, Uyen Cat Le Khac. RMIT Communication Design Students 2020

Monday, 30 Nov 2020



Why do we still use lanyard when everything is moving towards digital?
Why do we need to carry something around our neck?

​Students have proposed to remove the usual conference clutter to eliminate waste and help delegates travel lightly. They also explored how a lanyard could become a simple yet modular artefact with most of the information that delegates need in an accessible format. They proposed a Koorie Heritage Trust custom-made strap to help make this a meaningful keepsake.

Works by Wayne, Shuchen, Shuai, Arianna, Ektaa, I-an, Tarun, RMIT Communication Design Students 2019-2020

Monday, 30 Nov 2020

ServDes.2020 website 2019-2020


Students understood the website as a central touchpoint for the ServDes.2020 conference. Thorough research, testing and prototyping enabled them to improve the initial basic website in content, user experience and accessibility to help conference participants to find relevant information and become more excited about participating. The student website was live and in use during the whole of 2020. This website was updated in 2021, re-designed by AMICI.

Sunday, 01 Dec 2019

Submission Guidelines (closed)

Preparing your submissions

All submissions must be anonymous and must not contain name(s) of author(s) or any references of institutions for the purposes of blind peer review. Please ensure these are removed (including file names, captions, etc) prior to upload.
All submissions should be in English, formatted to the ServDes. conference template. Please download the template (at the bottom of this page) which has the instructions for formatting when writing the paper or workshop proposal. This allows for consistency and easy transition for camera ready conference proceedings.
References and citations should follow APA guidelines. Please read RMIT’s guideline on using APA 7th here.
Submissions that do not comply with these criteria will be returned or rejected.

Submissions have now closed.

To update accepted submission to ServDes2020
Please use link below:
ServDes.2020 conference submission system

Please make sure you submit to the appropriate tracks in the conference submission system.

Review System

All submissions will be blind peer reviewed according to evaluation criteria set by the relevant track chairs. Once reviewed, all authors will be notified of conditional acceptance or rejection. Submissions that are accepted conditionally will be required to address the feedback by the camera ready resubmission date (30th April 2020).
Long Papers that are unfortunately rejected will have the opportunity to submit again to the other tracks by 1st December 2019. The review process will provide succinct feedback and suggestions for modification towards other tracks before this time. However, the timing is very tight so please make sure you plan enough time for this possibility.


Acceptance of notification will be on 29th February 2020. Those accepted will be required to attend and present, discuss questions and engage with the conference program. This means at least one author must register for the conference for the submission to be included in the proceedings.
All accepted and revised submissions must be formatted in the ServDes. template and submitted to the conference system by 30th April 2020.
Accepted submissions will be made available prior to 6th July 2020 from www.servdes.org website.

Sunday, 01 Dec 2019

Submission Information (closed)

Long Paper Track: Deadline (closed)

We invite submission of advanced and high-quality papers of up to 6000 words that address the conference theme and make a substantive contribution as critiques, theorisation or knowledge production in the service design field, with implications for research and practice. Accepted papers will be invited to present as an extended conference session, whereby each paper will be allocated a discussant who prepares a guided discussion for the paper.

Selection will be based on the strongest potential for acceptance for a Special Issue in the International Journal of Design edited by Ingo Karpen, Carolyn Barnes, Stefan Holmlid and Eun Yu. Please note, only a limited number of papers can be selected for the Special Issue.

Submissions that are not accepted will be notified in advance (by mid-late November 2019) with the option to re-write and submit to the Short Paper track.

All Long Paper abstracts will be published in the conference proceedings. Accepted submissions will be given the choice to publish the whole paper in the conference proceedings or withhold them if the author(s) wish to re-work them for another output.

​Short Paper Track: Deadline (closed)

We invite exploratory, speculative, and/or provocative works, including those in progress. The short paper track aims to provide opportunities for lively and respectful discussion. Inspired by the growing endeavours to explore different modes of communicating knowledge and practice, ServDes2020 invites three ways to submit to the short paper track that addresses the conference themes above:

• Short scholarly paper up to 3000 words.
• Other-than-Paper media, plus an 800-word text, that communicates and contributes knowledge in new or particular ways that the chosen media types allow.
• Practice Notes: an 800-1000 words written piece aimed at a broad audience that asks questions, discusses methods or challenges notions of service design practice. Submissions to this track may include mixed media as part of the submission.

Please note that EasyChair only accepts submissions in a .pdf format. Still images may be embedded in the pdf (maximum file size: 5MB). Other types or larger-sized media should be made available online, the URL of which must be included and clearly indicated in your pdf submission. Please download the Short Paper template (under submission guidelines) for ’Scholarly’, ‘Other-than-paper’ and ‘Practice notes’ and use the same formatting. ​

All Short Papers will be published in the conference proceedings.

Workshop Tracks: Deadline (closed)

The practice of running workshops in Service Design is evolving. We aim to capture this moment and elevate the workshop as a focus for something we are curious about, experiment with, and from which we generate insights.

We invite and encourage proposals that reflect on what a workshop is and does as well as address the conference themes. For example, the workshop could include a focus on the tensions theme by exploring how the ethics of ‘data’ generated from workshops are followed through; or the paradox theme by revealing contradictory ideas that exist simultaneously within the issue/s the workshop aims to address; or the plurality theme, by focusing the workshop on how to generate an experience that validates participants from diverse backgrounds and experiences.

These themes could be contextualised within a broader situation, such as a change within a health system, a not-for-profit organisational issue; or a government service system (as examples).​

All accepted Workshop abstracts have the option to be published in the conference proceedings.

New models of workshopping
We are seeking proposals that wish to explore an idea but also progress the craft of running workshops, such as new and innovative ways to engage and encourage participation. What materials and methods, beyond post-it notes and butcher’s paper, can bring insights to the surface? What bespoke tools are used that elicit different forms of interaction? What do physical, and performative aspects enable?

Your workshop will make ServDes2020 an inclusive and stimulating event. Please write in a lively and inviting manner and supply compelling imagery that will attract participation. In your proposal, submit a range of images (no more than 1mb each ) to illustrate the innovative, haptic, tactile, performative nature of the workshops.

Workshop categories

As an object of inquiry at ServDes.2020 we invite submission of three categories:

1. Embedded workshops (1.5hrs): Proposals that are embedded within a workplace, in the field or at the site of specific service design-oriented projects. Suggested ratio of 1:20 (facilitator : participants). These workshops give participants insight into local practices and working environments. Please outline how the workshop will engage with the conference themes, the overarching objective of exploring inclusivity and take full advantage of the workshop format proposed. Please note, submissions can be made by visitors from outside Melbourne if they can partner with a local practice.

2. Thematic workshops (1.5hrs): Proposals that explore concepts, theories, processes, frameworks, practices and pragmatics through a smaller workshop format. Thematic workshops can be conducted by practitioners, academics or researchers in fields where a closer engagement with the proposed subject matter is more appropriate. Suggested ratio of 1:10 (facilitator : participants). This can be facilitated by individuals or small groups but the ratio of participants to facilitators will be lower than the other categories. Venues will be provided but please include specific requirements, such as materials, facilities and technologies in your proposal.

3. Workshopping workshops (1.5hrs): The practice of running ‘workshops’ is evolving but the variety and efficacy of methods remain opaque. This track aims to elevate the methods of ‘the workshop’ itself as the topic to be investigated when explored through tensions, paradoxes and plurality. The type of workshop, how it functions and reflection on what it is and does, will be the focus of the interaction. Suggested ratio of 1:20 (facilitator : participants). Venues will be provided but please include specific requirements, such as the facilities and technologies required for your workshop, in your proposal.

Selection criteria

The criteria for selection are common to each category. The proposal must:
• Demonstrate the quality of design, content and engagement
• Have a clear, stated intention (what will participants get from attending?)
• Show that the workshop proposal contributes to design practice
• Identify the originality in the way the workshop is designed


Please use the Workshop Proposal template and address the following requirements (you can use the dot points below as a guide for headings):

• Contact name
• Organisation
• Venue address [and travel directions for Embedded Workshops]
• NB: please anonymise for blind peer review and supply once shortlisted

Workshop title

Workshop outline (6-800 words in total). Include:
• Summary: 150 word abstract of the workshop written as a ‘call out’ invitation for participants. Describe what participants will do; the schedule of activities within the timeframe; and so on
• Theme/s to be addressed (eg Tensions, Paradoxes or Pluralities) and how the submission speaks to these
• Imagery of previous workshops or methods used that highlights the features of your proposal
• Context (for example: health; customer experience; or environmental or social issue)
• Objectives (for example: to run an open-ended, generative event; to explore an issue in depth; or to bring people together in a different way)
• Impact on Service Design practice (innovative or novel activity), include any academic and/or industry references that substantiate the proposal and its contribution to design practice
• Risks (if applicable)
• Outcomes including, for example: documentation and/or alignment with a Short Paper
• Reflective activity built into your workshop experience
• Facilities required (including technology; whiteboards; wall space etc)
• Capacity (preferred number of people)
• Room style: for Thematic workshops and Workshopping workshops to be held at RMIT, we have two room styles: fixed tables and movable tables, which hold up to 30 people in each. Please indicate your preference and we will aim to provide if possible.

Student Forum: Deadline (closed)

This track invites undergraduate and recent graduates, Masters and PhD students to a dedicated program of discussions, workshops and networking around Service Design. Are you an undergraduate or recent graduate and would like to share your questions, concerns or speculative ideas with fellow students? Are you a postgraduate student and would like to share your research with peers? Are you interested in service design education and keen to discuss student learning experiences with fellow practitioners?

This forum aims to provide a platform for you to share examples of work underway or completed, celebrate excellent projects, exchange ideas, gain feedback from recent graduates, researchers, educators and build relationships with experts and emerging practitioners in Service Design. It supports both oral presentations and showing work in the form of a poster. Prizes will be given for best poster and best presentation.

Please submit a 250-word abstract and indicate whether you wish to exhibit a poster or oral presentation (or both) that speak to one or more of the conference themes – Tensions, Paradoxes, Plurality. The abstract should include:

• Keywords (up to 4)
• Introduction to topic, issue or project
• Description of project
• Conclusion, impact or results
• Follow ServDes. conference paper template for formatting

For those who would like to present a poster, please also include a screen-resolution draft of your poster in your submission as well as any other visuals (sketches, prototypes, data vis, mapping, images of work) that relate to your abstract. Please make sure that copyright is sought prior to submission, if the image is not your own. If the submission contains images of people, please obtain permission by those to make them public.

Your submission should be A4 PDF (no bigger than 5MB) and uploaded to the ServDes. conference submission system by the extended deadline of 15th January, 2020 Eastern Standard Time (EST). Please note, once your poster has been accepted, we will provide you with specific instructions regarding submission of poster artwork.

All accepted Student Forum abstracts and posters and will be published in the conference proceedings.

Monday, 01 Jun 2020

ServDes2020: changes in dates

We are delighted to announce that ServDes.2020 will take place Tuesday 2 February - Friday 5 February 2021
Thank you for your patience and continued commitment during these uncertain times. ​

A conference is a chance to learn, share and connect, so we welcome both on-line and on-site participation. A draft program has been designed as a hybrid model, allowing presentations, discussions and workshops to be delivered and accessed across the world. The on-site program at RMIT University in Melbourne will enhance sensorial, place-based engagements. This hybrid model is a first for the ServDes conference series, aiming to be responsive to a variety of presenters’ time zones via scheduling from late morning to evening in Australia.

Online participants will enjoy:​
• Access to all pre-recorded Long Papers, Short Papers, Student Forum presentations one week before the conference.
• Live broadcasts of Welcome, Keynotes, Regional Panels and Patterning Place. Participants can also watch these recordings later, at their leisure.
• A variety of Online Workshops designed to suit multiple time zones.
• Online Thematic Discussions, where panelists clustered around mutual themes of interest co-host expansive and participatory conversations with guests and attendees.
• Ways to engage and connect socially online (See "Behind the Scenes" for what students have researched, explored and proposed – so stay tuned!)

The development of the ServDes.2020 conference experience has been the result of studios taught across RMIT University Communication Design programs. Students have designed the branding, website, eating and learning experiences, and have been guided by principles of inclusion, sustainability and respect for Kulin Nations. Some of their explorations are featured on Behind The Scenes on the ServDes.2020 website.

We look forward to welcoming you on-line for ServDes.2020. Please register on 6th July 2020 and secure this exciting event in your calendar in 2021!

Wednesday, 01 Apr 2020

Call for Papers: Special Issue in International Journal of Design (closed Oct 2020)

Carolyn Barnes, Ingo Karpen, Stefan Holmlid, Eun Yu

Special Issue of International Journal of Design (IJD)

Service Design in the Context of Complexity: Tensions, Paradoxes and Plurality​

Call for Papers for the Special Issue of IJD edited by Ingo Karpen, Carolyn Barnes, Stefan Holmlid and Eun Yu has been launched.
Full Papers due: October 15, 2020

Sunday, 01 Mar 2020

ServDes2020 Postponed

Anna Farago

We are extremely sorry to advise that we need to postpone ServDes.2020, currently scheduled for 6-9th July 2020. This difficult decision has been made due to the changing circumstances surrounding coronavirus (COVID-19). Following announcements and increasing travel bans across the globe, we are postponing ServDes.2020 to later date (to be confirmed).
Registration for ServDes.2020 has been closed for the time being. Announcements will be made when registration re-opens and ServDes.2020 is rescheduled.
Any registrations that have been paid will be refunded to the payee within the next few weeks.

Should you have any questions, please do not hesitate to contact [email protected]

Sunday, 01 Dec 2019

Plans and principles for ServDes.2020 - a podcast in Dec 2019

Yoko Akama, Ingo Karpen, Tania Ivanka, Marius Foley

ServDes.2020 committee members on exciting ideas, plans and principles for the conference.

Wednesday, 09 Dec 2020

Guidance to Authors on Preparing Your Paper, Student Forum or Workshop Video Presentation

Liam Fennessy

The ServDes.2020 conference will be delivered online via a this website and a series of webinar sessions. Each Long and Short Paper, and each Student Forum presentation will require a short video presentation of between 6 and 10 minutes to be prepared by the paper authors. For Workshop sessions this activity is optional if you feel it will be useful as a means of summarising (or introducing) your workshop. All pre-recorded presentations are to uploaded to the submission portal emailed to authors by the 11th of January 2021.

These videos will be transferred as unlisted videos on a dedicated YouTube channel and linked to the ServDes.2020 website where they will be archived and can be viewed at any time immediately prior to, during and after the conference.

During the conference each session will be accessed by delegates via a webinar link, where the presentations of that session will be introduced by a session chair and then broadcast to the presenters and participants. Once the broadcast of the presentations has concluded the session chair will open a discussion between the presenters and the audience – so while your presentation is pre-recorded the nominated ‘presenter’ for each paper will need to be present in the session to respond to questions from the chair and audience.

Your pre-recorded video presentation should be structured so as to summarise the ideas and findings you discuss in your paper and to invite discussion and to lead viewers to read your published paper in the conference proceedings.

Technical Requirements:

Your Pre-recorded Video must comply with the following specifications:

File format:


File Size:

Less than 1GB

File Name:

Please save the MP4 file with your paper/workshop/student forum submission number (XXX) (contained in the subject line of this email) in this format XXX_SD2020Video.mp4


Between 6 and 10 minutes


The default language for narrated content in the pre-recorded presentation is English and all text embedded in the video must be in English.

Opening Credits:

For the first 10 seconds of your pre-recorded video you must include in clear text, of a reasonable font size, of the full title of the paper / workshop / student forum and the full names of all authors. This is so that audience members can quickly associate what they are about to see within the webinar environment to what they may have already read in the proceedings or searched for on the website. Note: there is not requirement to include the paper / workshop / student forum “abstract” in the presentation (unless you feel it important) as this will be accessible via the conference website, the proceeding and will be visible when people access the video via YouTube.

Aspect and Resolution:

1920x1080 1080p (Note: this is the maximum HD YouTube video resolution),Or 1280x720 720p (Note: this is the minimum HD YouTube video resolution)

Audio Codec:


Video Codec:


Frame Rate:

Your pre-recorded content will be encoded and uploaded in the frame rate it was recorded in. All common frame rates (24,25,30,48,50 or 60) are acceptable.


Please submit your completed pre-recorded video presentation to pre-recorded presentation portal (the link to this has been emailed to you) on or before the 11th of January 2021.

Guidance Notes:

Most desktop computer and smartphone based approaches to making and editing videos will give you options to ensure it is easily transferable to platforms such as YouTube. It is likely you will already be familiar with (or that you could quickly find out) methods to produce this presentation. Where possible we suggest you have a conversation with your paper / workshop co-authors to design the kind of presentation you feel is best and then define a way of producing it. The really critical elements are that it is well planned or rehearsed, of a suitable audio quality, and that any text, images or diagrams you use are treated in a way that aligns to the conferences inclusion and accessibility ambitions. Below are some basic tips and tricks to assist you to make an accessible presentation adapted from: ‘How to Make Your Presentations Accessible to All’ available here: https://www.w3.org/WAI/teach-advocate/accessible-presentations/#preparing-slides-and- projected-material-speakers

• Plan and visualise the structure of the presentation bearing in mind that the audience will be viewing it via a computer screen.
• Structure the presentation to take between 6 and 10 minutes, providing adequate pauses in narration and time on key images for the audience to fully understand what you are discussing.
• Think about how you best present ideas in normal situations. For some people speaking to a camera is quite natural, while for others they are more comfortable speaking to another person. Design your presentation around the context of ‘presenting’ that works best for you.
• Write yourself a script and rehearse it to get the timing right.
• Get some help early in the process. Plan to show a recorded rehearsal to a colleague to check that your narration and visuals are clear early in the process.


• Be consistent with your camera orientation please shoot in landscape mode 
• If filming yourself speaking the camera should be set at eye level and not looking up the nose or looking down from high.
• Ensure you have a good and stable source of light on your subject (or you) by facing a window or with some room lights on. If using natural light cloudy days are good because the light is diffused and there is less chance of shadows and rapidly changing light levels.  
• Mount your camera on something stable (at eye level) or get someone else to hold the camera.
• Pay attention to framing and composition (eg: ensure the correct amount of headroom, and that you have a balanced composition etc).
• To avoid camera focus and exposure fluctuations an exposure and focus lock might be helpful to use (Most digital cameras and smart phones have a function where the user can lock the focus and exposure on selected an object or person).
• Clean your camera lens before you start. Smart phone lenses in particular are often dirty and smeary with fingerprints and lint that will make your video look foggy.


• If using an inbuilt microphone (on a smart phone or digital camera) ensure that device is close to the subject being filmed or audio recorded to maintain suitable audio levels and clarity.
• To ensure adequate audio quality (and to reduce the risk of distraction while being filmed/recorded) find a quiet spot to record and use a room or space that doesn’t have too much echo or intervening environmental noise.

Be Mindful of Yourself and Others

• Be mindful where you position yourself to film and of your background to avoid inadvertently filming aspects of your private or work-life (such as people, images, objects) that you are not completely comfortable showing to the world online.
• Be particularly mindful of elements contained in your presentation either through what you film directly, what you might say or the images you may include that may impact other people’s privacy, that may be upsetting to others, or that present a risk of cultural insensitivity.

Text and Imagery

• Make text and important visuals big enough to be read on screen in the time that is given to them.
• Use an easy-to-read font face. Simple fonts with consistent thickness (weight) are often easier to read than fonts where parts of the letters are thin. Please avoid fancy fonts or graphic treatments that are difficult to read.
• Use a sufficient “luminance contrast” between colours to ensure that text and graphic information can be readily discerned from background colours.

Be Inclusive in your Narration

• Speak clearly and avoid speaking too fast so that participants who do not share your language as their first, or that use sign language interpreters, or voice to text software, can better understand you and keep up.
• Use simple language and avoid, or explain, jargon, acronyms, and idioms. For example, some colloquial expressions can be interpreted literally by some people with cognitive disabilities and can be confusing.
• If you choose to show yourself in the recording, be visible and in good light when you talk, so participants can see your face. This helps some people hear and understand better.
• Please describe all of the information that is on each slide or section of the video. This does not mean that you have to read the slide  exactly as it is, just that you give reference to any visual and textual information you include. Describe pertinent parts of graphics, videos, and other visuals to the extent needed for others to easily understand what story they are telling or how they support key ideas discussed in the presentation.


• Depending on how you go about producing your pre-recorded conference presentation it is likely you will need to do some basic editing to cut out extraneous time, and to incorporate and transition between film and graphic sections. There are all manner of ways to do this some very simple and some very complex. Programs like quicktime, imovie, adobe premier and even slide show type software such as powerpoint and keynote are potential options.
• Make a decision early in the process on what editing software you will use and plan around both your capacity to use it and what it will let you do.

Suggested ways to produce your pre-recorded presentation:

There is no particular method for producing your video presentation but please select a way that will best represent the qualities you feel will relate to the content you are presenting and keep in mind the conferences aims for inclusive and accessible media.
Below are some suggestions:

Multiple Person Presentation: If you are presenting a paper with multiple authors and you feel it important for the audience to see and hear you all speak you could prepare and record your presentation as a rehearsed multi-person presentation through conferencing software such as Zoom, Cisco Webex or Microsoft Teams.
Narrated Film or Animated Presentation: Filmic or animated presentations using a variety of platforms can be highly engaging if they are well scripted. This approach demands some experience and can be a lot of work but can result in very high quality outcomes.

Narrated Slideshow Presentation: If your paper requires the provision of key text, images, diagrams or video a narrated slide show with audio is a sound option. You can use any number of methods for doing this including ubiquitous software such as Keynote, Powerpoint, or Google Slides.

Thursday, 10 Dec 2020

A Capitalist Kool-Aid?

Julia Leong, Social Media Chair for ServDes.2020

Sarah Drummond,co-founder and CEO of We Are Snook, UK, shares how she is most excited about Day 1 Keynotes by Uncle Norm Sheehan and Tristan Schultz on ‘respectful service design’ and to learn from Indigenous cultures and perspectives. “Indigenous communities around the world own their land and have different ways of being.” She sees ServDes.2020 conference as an important event to challenge and open up discussions on dominant world views, and what ‘respectful’ service design might mean in industry. “We have to take the narrative beyond it being merely a statement in the industry … We are all indoctrinated. We are all in a capitalist kool-aid, sleeping walking into the end”. It can be difficult to peel back ingrained world views. The way we make choices comes from the way we are, upbringing, religious beliefs or other cultural and social factors.

ServDes.2020 explores tensions, paradoxes and pluralities in service design – themes that resonate strongly with Sarah’s work. “I gave a talk recently, called Designing Intention. We are living in a world where we have to sit comfortably when there may not be a right or wrong anymore … There are so many plural ways of thinking about what the right thing to do is, but the right thing to do could harm other people.”

Arguably, one of the biggest tensions we face is the increasing scale of emergencies like climate change and the pandemic. Sarah explains, “there are big problems and systemic changes, but as there is so much uncertainty and complexity, we can sometimes feel disarmed. Human psychology tells us, if we don’t control areas in our lives, we become anxious and unable to address the tensions at play”. But we can’t design a system in a box and just ‘magic it up’. To address this complex situation, there needs to be collaborative responses to re-design every aspect of our lives. “We need a lot of people working together to pull lots of small levers in order to affect change”. How can we work towards achieving this? Sarah sees plurality of approaches, a key theme in ServDes.2020, as a way to address big systemic changes.

Sarah also expresses concerns over service design education. “I am an advocate of design being applied to services and systems, but I am also critical of design. It is important to challenge what we are actually doing. We are not having enough difficult conversations around what we are doing and what we’re here for. We get taught a lot about process and methods, but what about our consciences, and what the decisions we are making will impact society?”

She asks us all to be open to hearing critique of design, and welcome more thoughtfulness into what we are designing. “With the evolution and scaling of service design as an industry, conferences such as ServDes2020 will allow us to have more challenging discussions”.

Sarah is eager to explore and discuss many tensions and paradoxes at the conference. Join her and others during the Thematic Panel Discussion on 3rd February 2021!

Friday, 18 Dec 2020

Tensions and paradoxes explored by students

The students also examined other hidden systems of labour concerning cleaners, maintenance, service staff as key stakeholders that are often burdened during large events. Discussions in the classroom and guiding students to research, visualise and communicate hidden systems as part of their education prompted them to reflect on the labour conditions of their own home countries in Asia as well as the experiences they are observing regarding the precarious labour markets for fellow migrant workers. Both in Australia and elsewhere, international students take up part-time work to supplement their cost of living and high tuition fees, and due to their temporary legal status they are often low-paid, pressured and exploited. Folding in the students’ first-hand experiences and empathy for their fellow migrant workers allowed them to work with these tensions productively to consider alternative proposals for labour for the conference. This generated controversial propositions, such as instructing the conference delegates to self-serve, wash, tidy, clean and sort out the waste themselves as a way of contributing in this labour. Systems for washing up stations, waste-sorting containers, coffee-composting bins and educational videos were designed as touchpoints to scaffold this proposition and provoke discussion. Viewing this work triggered serious debate among the conference organising committee, for instance, would this form of labour offend or alienate high-profile professors and leaders in business, and what power-dynamics might we witness if they refused to participate, in turn, creating more hassle and pain for the cleaners and service staff? What are the ethics of enforcing such a system on to the delegates during their meal breaks? What other scaffolds are needed to open up the lived actualities of the paradoxes that this conference has sought to expose?

Unfortunately, the cancellation of the physical, on-site conference due to COVID-19 meant that many of these propositions were also abandoned. These, together with other persuasive student works, such as those that critiqued patriarchal and binary norms explored breastfeeding facilities, childcare services and gender-neutral toilets; or noting the absence and sensitivity to faith-based practices in Design that engendered ideas for prayer rooms and mindfulness meditation.

Works by Xin, Hua, Dui, Yuchen, Zhengxuan, Long, Yunxi, Jinghan, Xiaoyu, Yiling, Aamena, Arius, Kate, Khuyen, Madeleine, Yutang, Darren, Yunyan, Anqi, Tiezheng, Limeng, Wenai, Xu. RMIT Communication Design Students 2019-2020

Monday, 01 Feb 2021

Congratulations - winner of Service Design Show

Yoko Akama

Taylor Kostal-Bergmann is the lucky winner of the ticket giveaway contest on Service Design Show, hosted by Marc Fonteijn.

Congratulations Taylor and looking forward to seeing you at ServDes.2020!


Hosted by the School of Design | RMIT University | Melbourne Australia

Nearing its 130th year RMIT is one of Australia’s original tertiary and technical institutions. It enjoys an international reputation for excellence in professional and vocational education, applied research, and engagement with the needs of industry and communities.

RMIT is also a world leader in Art and Design; Architecture; Education; Engineering; Development; Computer Science and Information Systems; Business and Management; and Communication and Media Studies. It is ranked 1st in Australia and Southern Hemisphere and 11th in the world for Art and Design (QS World University Rankings by Subject 2019). It is also 1st in the world for SDG10 Reducing inequalities.

Now deeply enmeshed with Asia, Australia is rapidly adding service exports to an economy traditionally based on commodities, agriculture and manufacturing. Melbourne is a key city in this transition because it has thriving design communities servicing the manufacturing, environmental, government, financial services, health, business systems and education sectors. As the leading design education and research institution in Australia, RMIT plays a significant role in the capacity development for this growth in service design activity and impact.


ServDes Partners
Inclusion Support
In-kind Support