The Design Journal Special Issue on Service Design

Daniela Sangorgi and Sabine Junginger have edited a special issue of The Design Journal on Emerging Issues in Service Design.

Taken as a whole, this special issue contributes valuable and critical perspectives to the service design community.

Through conceptual and empirical studies of particular service design initiatives, the authors explore a range of important questions that service designers worldwide are facing:

  • How can an anthropological view of service practices usefully inform conceptions of co-design and co-production? (Blomberg and Darrah, 2015)
  • How do “organizational design legacies” frame and impact the kinds of change outcomes that service design can and cannot produce? (Junginger, 2015)
  • How might service design unpack place-making to understand community? (Predville, 2015)
  • What conditions and relations impact the success of experience-based co-design in the public sector? (Donetto et. al, 2015)
  • How do “fragile relations” amongst partners in cross-organization and cross-sectoral service network impact service design initiatives? (Hyvärinen, Lee, and Mattelmäki, 2015)
  • How can local service design initiatives scale across large geographical areas (Morelli 2015)

What stood out for me as I was reading these papers was the need for service designers to address power relation amongst partners and stakeholders at the outset of any service design initiatives. I was reminded of Wenger-Trayner et. al‘s call for system convenors to carefully design early interactions amongst  networks of collaborators and to openly address power differentials. The papers that stood out most to me were Blomberg and Darrah’s exploration of what anthropology can offer service design, Junginger’s analysis of how existing organizational design practices (however tacit) shape and in some cases thwart service design initiatives, and Moretti’s case studies on how service design initiatives can scale.

Hyvärinen, Lee, and Mattelmäki’s exploration of “fragile relations” offers useful ideas for public sector partnerships with private sector organizations. What sticks with me is the idea that the bureaucracy of the public sector inhibits progress in complex service design initiatives and colours other participants perceptions of whether an initiative might succeed.

Morelli (2015) makes the point that the measure of a service design network at scale is not the number of users who engage with a platform but rather  the number of “circles” or communities it spawns. This insight is relevant in social learning circles as a way to figure out how best to measure an initiative’s impact at scale.

What this special issue reveals for me is the complexity of service design. Lauren Currie, Wim Rampen, Fabien Segelstrom and others on Twitter are absolute correct when they playfully commented recently that there is more to Service Design than workshops, touchpoints,  or digital or even design. Indeed, I am left pondering how service design is also a field at the front end of systems and organizational change that extends learning and development beyond the scope of the individual or an organization, to systems concepts like communities and regions.

If buildings can learn (cf. Stuart Brand) and organizations can learn, then how can service networks and other assemblages learn as well?

Enough philosophizing. Get you hands on the special issue and share your observations and insights.

On Learning in Landscapes of Practice

I just finished my first read through Etienne Wenger-Trayner, Mark Fenton-O’Creevy, Steven Hutchinson, Chris Kubiak, and Beverley Wenger-Trayner’s new edited collection, Learning in Landscapes of Practice: Boundaries, identities, and practice-based learning (2014).

I’ve long been a fan of Etienne Wenger-Trayner’s theoretical and anthropological work on learning. I owe my colleague Barbara Berry a debt of gratitude for telling me about this book and for pointing me to Wenger-Trayner’s recent lecture on the content of this book.

This book is essential reading for anyone who espouses “social learning” in the industry learning and development community. Unlike many current popular approaches, Wenger-Trayner et al. offer ideas that are practical and, at the same time, based thoughtful, seminal scholarship on learning.

Wenger-Trayner et al. offer those of us who work with organizations comprised of diverse groups a whole new vocabulary and approach for facilitating change and enabling people to work at, across, and through boundaries in the organizational and societal contexts.

Professional coaches will find value the ideas on identity in social landscape

People in the higher education sector should pay attention to this text because in several places it at addresses classic challenges that universities face like students’ transition into and through higher education, and, more importantly, the tricky relationship between academic learning and work. This book would be useful for student services specialists, academic developers,  and university administrators alike.

The chapters in this book on systems convening will interest experience designers and design researchers who practice strategic design or systems design with large groups  and use methods like design charettes or other community engagement approaches. I wonder whether the framework of ideas that Wenger-Trayner et al. present around identity, multimembership and boundaries might also extend current perspectives on product and service experience design by adding a sociocultural dimension to the list of factors to consider when designing an experience or interaction. Also the landscape framework may offer systems and service designers new ways of thinking about ecosystem mapping as considering multimembership and circulating regimes of competence might reveal new value flows and relationships.