ServDes 2020 Program
Day 1 — Tuesday 2nd Februrary 2021
Time (AEDT)
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08:30AM
Welcome to ServDes.2020
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...
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10:00AM
Articulatory, Respectful Service Design
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...
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11:30AM
Patterning Place
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...
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05:45PM
Designing in response to Indigenous sovereignties
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 ...
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05:45PM
Experimenting with design tools for just public services
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...
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05:45PM
What the Popol Vuh can teach design
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 ...
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07:00PM
Challenges facing service design practitioners: a pilot study
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...
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07:00PM
Service Design Drinks Milan: A case of local community building around service design
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...
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07:00PM
Combining machine learning and service design to improve customer experience
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...
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07:00PM
Towards a unified framework of service transformation elements
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 ...
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08:00PM
Categorising people: Tensions in critical approaches to design
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...
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08:00PM
Telling stories: Moving beyond empathy tools to reciprocity
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...
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08:00PM
Sounds good! Auditory representations in service design
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 ...
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08:00PM
Addressing echo chambers in service design with embodied methods
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...
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08:00PM
A new social design framework to challenge assumptions in research projects in LMIC's
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, ...
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08:15PM
Designing an organisation’s design culture: How appropriation of service design tools and methods cultivates sustainable design capabilities in SME's
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...
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08:15PM
Not Invented Here: Organizational misalignment as a barrier to innovation implementation in service organisations
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 ...
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08:15PM
Proliferating service design in a large multi-cultural IT organisation – an inside-out approach
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...
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10:00PM
Design enabling plurality of voices, re-distribution of power
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)
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09:00AM
Aotearoa New Zealand Panel: Rangatirangatanga mō te Oranga – Innovation in systems and service change for equitable cultural spaces
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...
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10:15AM
히치하이커를 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
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, ...
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11:15AM
Designing for informal services: A participatory approach to prevent sexual violence within a university
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...
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11:15AM
Practice Notes on designing for change
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...
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11:15AM
Integration of service principles into the creative process of PSS: Application in an organizational case
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...
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11:30AM
How to be considerate: Adapting service design for use beyond the design studio
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 ...
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11:30AM
Undo-Replay: re-scripting unsustainable toy consumption through value transference
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...
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11:30AM
Embedding transparency on digital services: a case study on the food sector
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 ...
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11:30AM
Conceptual design framework for digital technology assisted service system
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...
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01:45PM
Service transparency for sustainability in the food sector
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...
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01:45PM
The workers tarot. A tool for designer-worker solidarity
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...
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01:45PM
Identifying best practice in remote co-design
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...
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01:45PM
Real-time co-analysis: Probing lived experiences and analysing material data
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...
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06:00PM
Human Centred Design and ancient Hindu philosophy in the context of embracing diversity and building coherent working environments
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...
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06:00PM
Design performativity in cultural service for creating social impact
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...
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06:00PM
Moving towards plurality: Unpacking the role of service design in relation to culture
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...
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06:15PM
Service Designing in Psychiatric Care
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 ...
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06:15PM
The Emergency Department waiting room: towards a Speculative Service Design framework
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 ...
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06:15PM
Service Design in the Philippines: Tensions in Human-Centred Design and humane design
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...
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06:15PM
From product centricity to services: Design workshops and maps as tools in strategy articulation
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...
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07:00PM
Three perspectives on inclusive service design: User-centred, adaptive systems, and service logics
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 ...
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07:00PM
Robots in service design: Considering uncertainty in social interaction with robots
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 ...
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08:15PM
Quo vadis? Exploring the future of service design
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...
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08:15PM
Addressing tensions and paradoxes of my data: A service design perspective
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...
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08:15PM
'Teu le Va' (nurture the space) in-between intersectionality
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...
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08:15PM
Unblock the tension while implementing service design
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...
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08:15PM
Designing by ear
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...
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08:15PM
ด้น : ออกแบบสไตล์ไท๊ยไทย: Improvising Design, the Thai way
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...
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09:45PM
Culture and multiple logics when designing: understanding, navigating and influencing multiple worldviews as part of service design
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...
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11:00PM
应对中国多元化的服务设计之道: The Tao of service design in facing pluralities in China
应对中国多元化的服务设计之道
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)
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10:00AM
Ethics and interpersonal relationships
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...
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11:15AM
Holding it open: Building capacity for self-determined collaborative service design
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...
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11:15AM
Service design for mediating technology and experience in augmented reality: a case study of a holistic AR travel service
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...
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11:15AM
Designing for behavioural and institutional changes
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...
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11:15AM
Dignity as a principle of service design: a study of four perspectives on dignity and their applications to pedagogy
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...
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11:15AM
The paradox of delivering professional design services: The plurality of value
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...
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06:00PM
Unpacking the nature of social structures as the materials of service design
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...
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06:00PM
Designing to facilitate and enrich human relationships for complex societal challenges
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...
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06:00PM
Patterns of disruption: Diagnosing response mechanisms in actor networks
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...
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07:00PM
Current and future trajectories for Service Design education: Views from educators in academia
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...
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07:00PM
Hear hear! Why sound in service design should matter
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...
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07:00PM
Do they (know they) need a service designer? An investigation of service design capabilities through the lens of the market.
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 ...
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08:15PM
Bespoke tools for co-designing diverse and inclusive feminist futures
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...
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08:15PM
Strengthen emotional skills for service designers as facilitators
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...
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08:15PM
Behavioural Design for positive impact
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...
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08:15PM
Service design meets strategic action: Exploring new tools for activating change
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...
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08:15PM
The Playdate: Exploring how to host a learning exchange
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...
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08:15PM
The non-participatory patient
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...
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08:15PM
Understanding 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
‘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...
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08:15PM
Human Centred Service Design in the context of sport participation
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...
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08:15PM
The hidden ‘co-designers’ of service: exploring policy instruments in e-messaging
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...
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09:45PM
Metaphors of service
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...
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11:00PM
Designing toward a creative city: Positioning the citizen in Singapore’s rebranding
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)
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08:15AM
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09:00AM
Rethinking service design in addressing antimicrobial resistance in India
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...
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09:00AM
Operating under pressure: Alleviating hospital tensions through Service Design
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...
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09:00AM
Emergency department futures: A design investigation into ED waiting rooms
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...
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10:15AM
Labour, politics, ethics, governance
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...
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10:00AM
Psychological safety in design: The role of leadership in creating optimal climates for innovation
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...
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10:00AM
Uncomfortable immersion
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).
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10:00AM
‘Discovering the reason that underlies unreason’: Developing designers’ intuition to guide decision-making in the design process
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...
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11:30AM
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?
景気減速社会のためになる"サービス"は何だろうか
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...
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06:30PM
Artificial intelligence in sustainable food systems design
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...
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06:30PM
Sensory Design: Making sense of tensions, plurality and paradox in a culturally contested heritage site
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...
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06:30PM
Flip, split or extend – helping ‘mum and dad developers’ navigate housing design processes
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...
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06:30PM
Chief Design Officers in public organisations: What design leadership do we need in Singapore’s public organisations?
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...
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06:30PM
Service design meets Chinese culture
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...
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07:00PM
Being community and culturally-led: Tensions and pluralities in evaluating social innovation
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...
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07:00PM
Can design thinking techniques drive citizen engagement in public sector consultation?
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...
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07:00PM
Relational identities: how service co-design can help improve the minority experience and becoming ourselves
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...
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07:00PM
Service tools linking values with technology in a sustainable home refurbishment
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 ...
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07:30PM
Service delivery of architectural design services: An experience-centric analysis
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...
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07:30PM
Adopting a service design approach in financial organisations
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...
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07:30PM
Work right: Building a way to work together through Service Design
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 ...
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08:45PM
Impact, transitions, speculations
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...
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08:45PM
Overarching servitization processes in industrial manufacturing – a scoping review
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...
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08:45PM
Actionable attributes of service design for business
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...
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08:45PM
Designing blockchain based services
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...
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08:45PM
An application framework of service design for servitization
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 ...
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09:45PM
Student Forum Keynote. An Imperative for Systemic Transitions. Complexity – in time for change
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...
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10:45PM
Plenary session: So what for Service Design field, industry, government, research and education?
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...
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11:00PM
Closing performance by Wiradjuri soprano 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...
Program Overview
Featured Events
Regional Panels
ด้น : ออกแบบสไตล์ไท๊ยไทย: Improvising Design, the Thai way
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08:15PM
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 and design? Dr Khemmiga Teerapong (Bangkok University), Fern Suthasina Chaolertseree (MATSH), Prut Chutika Udomsinn (Founder of Good Factory) and Jett Pisate Virangkabutra bring diverse experiences and points of views on design and creativity in Thaila...
Thematic Discussions
Design enabling plurality of voices, re-distribution of power
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10:00PM
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 both during the design process and the impacts of it after design. It will also ponder how the plurality of voices and questions of power impact on the concept of design itself and redefining this?
Chaired by Satu Miettinen and Amalia de ...
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
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11:00PM
应对中国多元化的服务设计之道
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 University), Associate Professor Hu Ying (Hunan University), and Associate Professor Fan Qiangqiang (Northeastern University) are researchers examining various service design practices in these areas to discuss tensions, paradoxes and pluralities of what...
Thematic Discussions
Metaphors of service
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09:45PM
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 maybe improbable, metaphors. In doing so, we wish to contribute to a critical perspective on the metaphors we design by. The panel-talks will be a fairly well prepared, so the dissections are not done on the fly, and the choice of alternative metaphors...
Special Event
Student Forum Keynote. An Imperative for Systemic Transitions. Complexity – in time for change
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09:45PM
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. However, in light of climate change and, indeed, global pandemics, there is a timely imperative for systems-based approaches to help society transition towards embracing a more sustainable future. To achieve this, it invariably requires negotiating ever-in...
Special Event
Welcome to ServDes.2020
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08:30AM
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 waterways.
"Protocols for welcoming visitors to Country have been a part of Aboriginal and Torres Strait Islander cultures for thousands of years. Despite the absence of fences or visible borders, Aboriginal and Torres Strait Islander group...
Thematic Discussions
Culture and multiple logics when designing: understanding, navigating and influencing multiple worldviews as part of service design
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09:45PM
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 to understand them, navigate across them and possibly influence them while designing. We also want to use this panel to reflect on how we can develop this understanding in the future research, practice and teaching.
Chaired by Daniela Sa...
Regional Panels
Aotearoa New Zealand Panel: Rangatirangatanga mō te Oranga – Innovation in systems and service change for equitable cultural spaces
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09:00AM
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 which Māori communities play a role or lead in governance, design, development, implementation, and evaluation of design that addresses cultural inequity.
As Māori and non-Māori practitioners working to shape the potential of services as ena...
Special Event
Plenary session: So what for Service Design field, industry, government, research and education?
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10:45PM
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 businesses, governments and public institutions.
Co-Chaired by Cameron Tonkwinwise and Yoko Akama
Panelists Tristan Schultz, Lauren Tan, Ash Alluri, Dan Hill
Please note, if you are referencing any comments, questions and discussi...
Special Event
Closing performance by Wiradjuri soprano Shauntai Batzke
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11:00PM
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 continue straight after the Plenary with the same zoom link - so please join us from the Plenary Session!
Europe (CET): 5th February 2021 12:45 pm to 1:00pm
US (EST): 5th February 2021 6:45 am to 7:00 am
Regional Panels
히치하이커를 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
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10:15AM
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, causing undue stress and emotional labour for staff. In the discussion, the Korean panellists will introduce the paradoxes and tensions observed along with the maturation of service industry in South Korea and invite the audience to share their own e...
Thematic Discussions
Impact, transitions, speculations
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08:45PM
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 Lopes and Bridget Malcolm
Please note, if you are referencing any comments, questions and discussions from this particular event, please follow this citation guideline: ServDes.2020. (2021, February 5). Thematic Discussion: Impact, transit...
Regional Panels
Designing toward a creative city: Positioning the citizen in Singapore’s rebranding
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11:00PM
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 expression on political, ethnic, and religious issues remains relatively controlled. Some have suggested that this reflects the image of an “emerging creative city”, where a flourishing - if not slightly corralled - creative economy is encouraging a “gradual...
Special Event
Patterning Place
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11:30AM
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 articulate the diverse contributions as patterns of relationships. It requires a re-orientation to always be in dialogue with knowing that lives within and embedded in Country, revealing itself to us to listen and observe. This means to regard as valid this...
Special Event
Articulatory, Respectful Service Design
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10:00AM
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 respects knowledge of intelligible revealing patterns in environments. This is as valid as are any minds, where patterns reveal in their own time and place through human and more-than-human designs. The speakers set the stakes for a service design in th...
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?
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11:30AM
景気減速社会のためになる"サービス"は何だろうか
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 longer be the primary aims. The Japanese panellists – Yuki Uchida (Re:Public); Koki Kusano (Merpay and Keio University); Prof. Daijiro Mizuno (Kyoto Institute of Technology) and Prof. Masano Takeyama (Keio University) – bring their rich and varied prof...
Thematic Discussions
Labour, politics, ethics, governance
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10:15AM
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 discussions from this particular event, please follow this citation guideline: ServDes.2020. (2021, February 5). Thematic Discussion: Labour, politics, ethics, governance [Conference video recording]. Retrieved from https://servdes2020.org/events/17-labour-p...
Thematic Discussions
Ethics and interpersonal relationships
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10:00AM
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 Aguinaldo dos Santos
Please note, if you are referencing any comments, questions and discussions from this particular event, please follow this citation guideline: ServDes.2020. (2021, February 4). Thematic Discussion: Ethics and interpersonal r...