Service Design is often, well deserved, praised for its analytical and strategic advantages. But if we forget to acknowledge the most central aspect of the discipline it will loose its true glimmering power. Design as the element of surprise. Service Design is not Design just because we call it Design. We have to nourish it. Because the purpose of Service Design is to result in the delivery of a valuable experience, design must be a process of creating and executing.
About Anders Frostenson
Anders is the managing director of the Doberman New York office.