Rosenverse

Ask me anything – Authors of Service Design: From Insight to Implementation

Gold
Wednesday, November 19, 2025 • Advancing Service Design 2025

This video is featured in the Rosenfeld Authors Answer Your Questions playlist.

Share the love for this talk
Ask me anything – Authors of Service Design: From Insight to Implementation
Speakers: Lavrans Løvlie and Ben Reason
Link:

Summary

Service designers, join us for an Ask Me Anything (AMA) with two of the authors of the recently released second edition of Service Design: From Insight to Implementation: Lavrans Løvlie and Ben Reason. Together, they will share their experiences in service design, how the field has changed since the first edition of the book was released more than ten years ago, and what’s in store for the future.

Key Insights

  • The second edition connects service design closely with digital product thinking, reflecting its rise since 2013.

  • Digital products are often service experiences rather than owned goods, making integrated service design critical.

  • New product-focused organizational silos have replaced older ones, yet service design helps reconnect these for better customer experience.

  • Organizational silos exist for efficiency and specialization, so service design must work dynamically with this reality rather than eliminate silos entirely.

  • The second edition added a chapter on using service design as an organizational change methodology.

  • Metrics in service design have matured, with stronger correlations to performance and customer retention, especially in public sector projects.

  • Case studies in the new edition come from diverse sectors and regions, showing wider adoption and social proof of effectiveness.

  • Artifacts like customer journey maps have become democratized but risk becoming tick-box exercises without true organizational engagement.

  • Adapting service design requires understanding different organizational logics (engineering, clinical, commercial) and cultural contexts (e.g., US vs Europe).

  • Effective onboarding is a high-value area for service design to bridge silos between sales and customer maintenance teams.

Notable Quotes

"Service design was originally formulated as the alternative to product thinking, but digital products are actually mostly service experiences."

"Organizations say they want to break down silos but often create new ones in product teams; service design helps reconnect them."

"Silos exist for good reasons like efficiency and specialization; service design works within that dynamic rather than erasing silos."

"The new chapter in the second edition looks at service design as a change methodology for organizations, recognizing how ambitious it can be."

"The proof of service design’s effectiveness is now out there in the growing diversity of case studies and practitioner voices."

"Customer journeys used to be specialist knowledge, but now they’re a normalized, even commodified, organizational artifact."

"Many new adopters use service design artifacts as a tick-box exercise rather than embracing the mindset change required."

"You have to socialize service design within organizations considering their dominant logic — whether engineering, clinical, or commercial."

"Europe has leaned more into public sector service design work, which impacts the kinds of metrics and approaches seen in the book."

"Onboarding a new customer well bridges silos between acquisition and maintenance and produces enormous monetary rewards."

Ask the Rosenbot
Paula Bach
Improving Legacy Software: How Much Better Does it Have to Be?
2022 • Advancing Research 2022
Gold
Christian Madsbjerg
Influencing Strategy
2020 • Advancing Research 2020
Gold
Bria Alexander
OKRs—Helpful or Harmful?
2022 • DesignOps Community
Dave Malouf
Theme 3: Introduction and Provocation
2024 • DesignOps Summit 2020
Gold
Russ Unger
Getting Out from Under Everyone: How to Escape the Paralysis of Getting Started
2016 • Enterprise UX 2016
Gold
Dan Willis
Enterprise Storytelling Sessions
2018 • Enterprise Experience 2018
Gold
Jon Fukuda
Theme One Intro
2023 • DesignOps Summit 2023
Gold
Sheryl Cababa
Integrating Systems Thinking Into Your Practice as a Designer
2025 • Rosenfeld Community
Jemma Ahmed
Theme 1 Intro
2026 • Advancing Research 2026
Gold
Surya Vanka
Unleashing Swarm Creativity to Solve Enterprise Challenges
2021 • Design at Scale 2021
Gold
Peter Merholz
Design at Scale is People!
2021 • Design at Scale 2021
Gold
Aurobinda Pradhan
Introduction to Collaborative DesignOps using Cubyts
2022 • DesignOps Summit 2022
Gold
Aditi Ruiz
A PM State of Mind: Empathy Mapping Your Product Manager, Pt. 1
2022 • Design in Product 2022
Gold
Ellen Chisa
The Values of Design
2023 • Design in Product 2023
Gold
Briana Thomas
When Design Ops Comes in H.O.T. : A Tale of a Transformed Design Org
2021 • DesignOps Summit 2021
Gold
Landon Barnes
Are My Research Findings Actually Meaningful?
2022 • Advancing Research 2022
Gold

More Videos

Chris Geison

"Saying no to a research request is actually saying yes to better focused, higher impact work elsewhere."

Chris Geison

What is Research Strategy?

March 11, 2021

Jeff Sussna

"Emergence means global structure has no explicit rules, it emerges from local interactions between components."

Jeff Sussna

What DesignOps Can Learn From DevOps

November 6, 2017

Emily Williams

"Black people in general are sometimes looked at as disposable."

Emily Williams Nora Fiore

When UX Research and Institutional Racism Collide: A Case Study

March 12, 2021

Gabrielle Verderber

"Outdated content will erode trust and make folks question whether other information is worth their time."

Gabrielle Verderber

Documentation Your Team Will Actually Use

October 3, 2023

Louis Rosenfeld

"Testing your book idea through workshops or talks gives a forcing function that helps prioritize content."

Louis Rosenfeld

Coffee with Lou: Should You Write a (UX) Book?

March 7, 2024

Jemma Ahmed

"People deserve to have their stories heard and held compassionately for no other reason than by virtue of the fact that they exist."

Jemma Ahmed

Research at an inflection point: Adapting to a new era of collaboration, equity, and innovation

March 11, 2025

Erin Weigel

"Synthetic participants shouldn't be used as a methodology but are great for cold starting research."

Erin Weigel Petra Rajkov

Testing and Experimentation Tools

March 12, 2026

Dagmara Kukawka

"The role of research is shifting from making to advising, from executing studies to shaping problem framing."

Dagmara Kukawka

Tiny team, moonshot impact: Democratizing research across continents

March 10, 2026

Sam Proulx

"Screen readers navigate based on the code and semantics, not on visual layout or appearance."

Sam Proulx

Designing For Screen Readers: Understanding the Mental Models and Techniques of Real Users

December 10, 2021