1. The document discusses service design's ambitions and influence, and its potential political and systemic consequences when working at scale within large organizations.
2. It explores different theoretical perspectives on power, knowledge, and networks that can help service designers better understand their role and interrogate the futures they envision.
3. The document calls for a more critical, reflexive practice of service design that considers questions of who gains and loses power and influence through the services being designed.
18. Source: Kimbell & Blomberg, “The Object of Service Design,” Designing for Service (Bloomsbury, 2017)
19. The service encounter
A focus on the experiences people
have as they engage in interactions
with touchpoint provided by others.
Source: Kimbell & Blomberg, “The Object of Service Design,” Designing for Service (Bloomsbury, 2017)
20. The value co-creating system
A focus on the dynamic exchanges
of resources and processes that
achieve outcomes for the actors
involved, typically organizations
but possibly individuals
Source: Kimbell & Blomberg, “The Object of Service Design,” Designing for Service (Bloomsbury, 2017)
21. The socio-cultural configuration
An assemblage of constituents,
which emerges through the
dynamic unfolding of practice,
providing interfaces through which
actors engage with resources.
Source: Kimbell & Blomberg, “The Object of Service Design,” Designing for Service (Bloomsbury, 2017)
22. Source: Kimbell & Blomberg, “The Object of Service Design,” Designing for Service (Bloomsbury, 2017)
23. Source: Kimbell & Blomberg, “The Object of Service Design,” Designing for Service (Bloomsbury, 2017)
26. 1. Symbolic and visual communications
2. Material objects
3. Activities and organized services
4. Complex systems or environments for living,
working, playing and learning
Buchanan’s Four Orders of Design
27. 1. Symbolic and visual communications
2. Material objects
3. Activities and organized services
4. Complex systems or environments for living,
working, playing and learning
Buchanan’s Four Orders of Design
36. 1. Bringing about futures
2. Evaluating futures
3. Enlisting sponsors for futures
4. Materializing futures
“Design makes futures.”
Source: Cameron Tonkinwise, “Just Design” (Medium)
https://medium.com/@camerontw/just-design-b1f97cb3996f
37. Large organization image
Source: https://www2.deloitte.com/us/en/insights/economy/issues-
by-the-numbers/trade-in-services-economy-growth.html
38. “ ...design gives material expression to ideological
landscapes that prefigure particular forms of living,
moving, gathering, expression and connecting.
Everyday, everywhere, humans make their lives out of
designed artifacts, systems and environments in which
are lodged with adamant beliefs and contentions about
what constitutes a life worth living.”
Keith Owens reviewing Tony Fry’s Design as Politics
https://www.academia.edu/827369/Design_and_Politics_by_Tony_Fry_A_review_by_Keith_Owens
39. “ The world is on its way to ruin
and it’s happening by design.”
Mike Monteiro, Ruined by Design
40. What do we really mean
when we talk about our
power as service designers?
41. Who is gaining and who is
losing and by which
mechanisms of power
when we design services?
90. Networking power
Who’s in, who’s out?
Networked power
Who has influence
over others?
Network power
What are the rules
of inclusion?
Network-making power
Who decides who’s in and
who created the rules?
91. So what the hell do
service designers do
with all of this?
94. techné - τέχνη
Knowing by making
Concrete, variable, context
dependent knowledge.
Technical know how.
95. episteme - ἐπιστήμη
Knowing by thinking
Universal, scientific knowledge,
invariable in time and space.
Theoretical know why.
96. phronesis - φρόνησῐς
Practical wisdom
Ability to contemplate our choices
and discern the best course of
action in the context of a particular
set of circumstances.
97. techné technical know how
episteme theoretical know why
phronesis practical knowledge
and practical ethics
98. Getting your craft wrong
Source: https://www.washington.edu/news/2016/03/14/documents-that-
changed-the-world-hanging-chads-and-butterfly-ballots-florida-2000/
102. 1. Where are we going?
2. Who gains and who loses, and by
which mechanisms of power?
3. Is this development desirable?
4. What, if anything, should we do
about it?
105. We must think critically about the futures we are creating.
Source: https://www.businessinsider.com/brazil-iphone-prison-2013-4
106. It’s time to explore some new/old theoretical territories and intellectual adjacencies.
Sociology, communication, and planning theory can help, as their focus is all about the
systemic consequences of knowledge, power, and rationality.
107. Concepts like communication power and phronesis point towards a new power-aware,
responsible and reflexive service design that can interrogate the futures we are
envisioning and materializing.
Source: CMU, Dash Marshall, Decolonizing Practices
108. 1. Service design has ambitions and our work has systemic consequences.
2. We have no choice but to think critically about our role and the futures we
are creating. Our profession needs to do better at this.
3. It’s time to explore some new and old theoretical territories, intellectual
adjacencies. Sociology, communication, and planning theory can help, as
their focus is all about the systemic consequences of knowledge, power, and
rationality.
4. Concepts like communication power and phronesis point towards a new
power-aware, responsible, reflexive service design capable of interrogating
the futures we are envisioning and materializing.
111. Service Design and Power Reading List
https://ideas.oxd.com/sdgc19power
Have a favourite book that should be on the list?
Tweet me your faves (@gordonr) or email me (gordonr@oxd.com)
112. Image: Adam Fagen / CC-BY-NC-SA2 https://flic.kr/p/N45H8A
Unlike the act of navigation, wayfinding
implies progressing tentatively and
incrementally reaching out from one’s
situated circumstance, using oneself, and
not some independent external point, as
the basis of reference. For the wayfinder,
the territory is boundless and bottomless,
using self-referential devices to express
experience there and then as he or she
moves through the landscape.
Wayfinding precedes navigation.
Robert Chia & Robin Holt
Strategy without Design: The Silent Efficacy
of Indirect Action
(Cambridge University Press, 2009)