The service sector currently contributes most to Germany’s Gross Domestic Product. Yet, while the German public cares a lot about being the world’s largest exporter of the year, the phrase “service wasteland Germany” unfortunately remains a frequently used one. No wonder product design is a well-established discipline, whereas the term service design is even unclear to many designers themselves. This lecture gave an introduction to service design and discussed how service economies both change design and business. The co-founders of ‘Service Design Berlin’ talk about the refined role of the designer and how s/he not only adds value to a business, but is in charge of shaping it. The talk outlines the altered design process that is based on iterative, user-centred and collaborative components.