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Summary
The Problem: I was once brought into a major telecommunications project where Australia’s largest private telecommunications company was required, under a government mandate to hand over infrastructure and service delivery to a newly formed, government-run organization. The mandate was politically charged and not welcomed by the private company, creating significant resistance beneath the surface. For months, the handover had stalled, bogged down by complex legal documentation, vague ownership of responsibilities, and heightened emotional tensions between teams. Progress was frozen, trust was low, and no one could see a clear path forward. What We Did: Together with another service designer, we stepped in to facilitate cross-functional co-creation sessions involving legal, operations, product, engineering, and compliance teams from both organizations. We applied service design tools with a customer-first lens, helping to neutralize organizational tensions and shift the focus toward shared goals. Using methods such as ecosystem mapping, service blueprints, and scenario planning, we surfaced hidden interdependencies, clarified roles, and made invisible processes visible. Most importantly, these tools became a vehicle for building a shared understanding of the end-to-end service landscape and fostering alignment across siloed teams. Outcome and impact: The outcome was transformative: we uncovered operational gaps, highlighted hidden risks, and, most importantly, built trust and alignment across previously disconnected teams. Within weeks, both companies gained the confidence to sign off on the handover, something that had been stuck for half a year. This case study is about moving the understanding of service design beyond neat visual artifacts, it was service design in action, grounded in core principles: • Human-centered: involving real people, challenges, and motivations • Collaborative: co-created with all stakeholders • Iterative: refined through dialogue and testing • Sequential: mapping the full service over time • Holistic: looking at the ecosystem, not just isolated parts By moving beyond documentation to creating value during the process, applying service design became a catalyst for clarity, confidence, and collective momentum. The true legacy of good service design.
Key Insights
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Service design’s value lies more in the practice and facilitation of change than in producing polished artifacts.
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Building organizational buy-in over time is critical before tackling large complex problems.
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Creating champions at executive and working levels unlocks trust and organizational alignment.
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De-risking sessions that address emotional concerns reduce resistance and prepare stakeholders for co-creation.
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Humanizing technical stakeholders by bringing user personas and scenarios to life enables better decision making.
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Co-creation sessions reveal gaps, uncover new opportunities, and foster shared ownership of solutions.
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Visualization during workshops helps stakeholders navigate complexity without focusing on artifact perfection.
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Starting with small, measurable impact projects can build initial credibility for service design teams.
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Service design can strategically bridge multiple organizations with conflicting goals and cultures.
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Despite trends in automation and AI, service design remains vital as it maps human and agent interactions for better experiences.
Notable Quotes
"As much of the wisdom and transformation takes place in the act of creating the mandala, so it does in service design."
"Often we’re seen just as people who create personas or blueprints, but that’s not even what’s needed."
"When we see the problem space from multiple lenses, we can understand stakeholders’ outcomes and emotional needs."
"We moved a months-long deadlock in a matter of weeks by putting service design practices in place."
"Buy-in is critical: stakeholders need to believe the team can move through change and support them."
"De-risking sessions gave disgruntled stakeholders a forum to voice fears before larger workshops."
"Stakeholders began referring to user groups by name—humanizing conversations and keeping us focused."
"Co-creation is where the meat of transformation happens; designers facilitate those who hold knowledge and make decisions."
"Visualization isn’t about beautiful artifacts but about creating accessible spaces for stakeholders to collaborate."
"Service design has a critical role in mapping human and agent interactions in an AI and automation world."
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