Genius design may well work for something that will be built—whether software, hardware, furniture, an environment, or any other tangible form our design might take. But how well does it work when we design for less tangible experiences? If there is nothing that can be seen, touched, or used that clearly embodies the whim of the designer, how does the role of the designer change?
The (relatively) recently developed practice of service design seeks to address exactly these types of problems, concerning itself with applying the thinking learned from crafting well-considered, tangible experiences to those that do not terminate in a single product at a single moment in time, such as our experience of interacting with our cell phone provider, using our bank account, or when we visit a hospital.
Formerly a designer at live|work, Ben has been active in evangelizing service design in the United States, speaking at the Berkeley iSchool and Adaptive Path, facilitating workshops and recording a podcast with Jennifer Bove.
(via Design for Service)