Advancing Service Design 2024
About
Service design works with many materials, but systems are the critical boundary we must push on to advance its practice. At Advancing Service Design 2024, we explored the role of service design in expanding and enriching the systems that shape our organizations and our world. Learn how service design can:
- Integrate with and support other practices—like product management, continuous improvement, strategy, and change management—within an organization
- Engage with wider systems that go beyond individual organizations to make an impact in such complex areas as healthcare, the green transition, or with advanced technologies
Videos
December 3, 2024

Tuesday, December 3, 2024 • Advancing Service Design 2024
Oxbows, Rivers, and Estuaries: How to navigate the currents of change (without burning out)
John Cutler
• Senior Director, Product Enablement, Toast

Tuesday, December 3, 2024 • Advancing Service Design 2024
Designing Health: Integrating Service Design, Technology, and Strategy to Transform Patient and Clinician Experiences
Carol Massa
• Service Design Lead, Northwell Health

Tuesday, December 3, 2024 • Advancing Service Design 2024
Work in Progress: Service Design at Airbnb
Rebecca Gimenez
• Senior Manager, Service Design, Airbnb

Tuesday, December 3, 2024 • Advancing Service Design 2024
Embedding Service Design and Agile Practice within UK Planning Teams to Create Services that Last
Laura Smith
• Lead designer, Unboxed
Tom Gayler • Service Designer, Unboxed
Tom Gayler • Service Designer, Unboxed

Tuesday, December 3, 2024 • Advancing Service Design 2024
Therapists, Coaches, and Grandmas: Techniques for Service Design in Complex Systems
Gina Mendolia
• Senior Service Designer, Adobe

Tuesday, December 3, 2024 • Advancing Service Design 2024
Panel Discussion
John Mortimer
• Systemic Service and Organsiation Designer, Impro
Milan Guenther • Enterprise Designer, Intersection Group
Lucy Ellis • Transformation Partner, The Ready
Patrick Quattlebaum • Co-author of Orchestrating Experiences
Milan Guenther • Enterprise Designer, Intersection Group
Lucy Ellis • Transformation Partner, The Ready
Patrick Quattlebaum • Co-author of Orchestrating Experiences

Tuesday, December 3, 2024 • Advancing Service Design 2024
Invisible barriers: Why accessible service design can’t be an afterthought
Samuel Proulx
• Accessibility Evangelist, Fable

Tuesday, December 3, 2024 • Advancing Service Design 2024
Increase your confidence, influence, and impact (through a Professional Community)
Marc Fonteijn
• CEO & Host, Service Design Show
Ru Butler • CX & Design Lead, esure Group
Ru Butler • CX & Design Lead, esure Group

Tuesday, December 3, 2024 • Advancing Service Design 2024
What is the role of service design in product-led organizations?
Andy Polaine
• Co-author of Service Design
Lavrans Løvlie • Co-author of Service Design
Lavrans Løvlie • Co-author of Service Design
December 4, 2024

Wednesday, December 4, 2024 • Advancing Service Design 2024
Increasing Health Equity and Improving the Service Experience for Under-Served Latine Communities in Arizona
Alexia Cohen
• Strategic Experience & Service Design Lead
Adriane Ackerman • Founder & Principal, Community Collaboration Lead; Agile Accomplice LLC, Dalberg Design
Adriane Ackerman • Founder & Principal, Community Collaboration Lead; Agile Accomplice LLC, Dalberg Design

Wednesday, December 4, 2024 • Advancing Service Design 2024
The Burden on Children: The Cost of Insufficient Post-Conflict Services and Pathways Forward
Liz Ebengo
• Founder, HNST DESIGN STUDIO

Wednesday, December 4, 2024 • Advancing Service Design 2024
Optimizing for Outcomes: Transformation Design in Systems at Scale
Stefanie Owens
• Principal Designer / Researcher, Nava Public Benefit Corporation

Wednesday, December 4, 2024 • Advancing Service Design 2024
Designing Data Services
Lais de Almeida
• Principal Service Designer, Genomics England
Maria Izquierdo • Service Design Consultant, Genomics England
Maria Izquierdo • Service Design Consultant, Genomics England

Wednesday, December 4, 2024 • Advancing Service Design 2024
Panel Discussion
Luke Roberts
• COO & Co-founder, highfive
Christian Bason, Ph.D. • Co-founder, Transition Collective
Amanda Woolley • Organisational Development Consultant, facilitator and coach
Ben Reason • Co-author of Service Design
Christian Bason, Ph.D. • Co-founder, Transition Collective
Amanda Woolley • Organisational Development Consultant, facilitator and coach
Ben Reason • Co-author of Service Design

Wednesday, December 4, 2024 • Advancing Service Design 2024
Navigating the pitfalls of systems thinking in service design
Josina Vink
• Associate Professor of Service Design, The Oslo School of Architecture and Design (AHO)

Wednesday, December 4, 2024 • Advancing Service Design 2024
Designing beyond caricatures: Embracing real, diverse user needs
Samuel Proulx
• Accessibility Evangelist, Fable

Wednesday, December 4, 2024 • Advancing Service Design 2024
First Insights from the 2025 Service Design Salary(+) Report
Marc Fonteijn
• CEO & Host, Service Design Show