The SDN Insider Newsletter - March 24, 2021
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Dear SDN Insider,

This week's newsletter has some exciting curated content, case studies, SDN updates, and a special event featuring our very own SDN Leadership Team. Explore our curated content written by SDN community members that touch on service design in organisations and design for people and not only for users. Our SDN case studies are packed with up-close, tangible, and in-depth service design results of the work being conducted by service designers across the globe in a real-world context. The SDN Academy has brand new courses coming your way, and SDN Accreditation has added more highly-regarded service designers to the esteemed group of SDN Accredited Masters and Professionals. Lastly, the SDN Leadership Team will be featured at a SCAD style event that you don't want to miss. 

Happy reading service designers! ✨

Warmest regards,
The Service Design Network

Scaling Service Design in Organisations

This white paper outlines how to scale service design in an organisation. It is the sequel to "Embedding service design in an organisation". Starting with a short introduction on the difference between embedding and scaling service design, it then offers 10 tips from our very own SDN Accredited Service Design Master, Marc Stickdorn, and numerous quotes from other service design experts.

Read the white paper

Designers Should Redistribute Power, Not Consolidate It

In his last article, Sidney Debaque, an SDN community member, reflects on the ways designers support the enforcement of power structures towards users by, for instance, increasing or reducing friction at key steps of the journey. He calls to design for people, not only for users. To do so, designers need to understand and design for people in their context, to consider the impact of the design decisions on the society at large and the environment. As designers are facilitators between business requirements, technological capabilities and user needs, they need to advocate for the people they’re designing for. This means empowering people in systems, services and experiences they’re designing.

Read the article
Journey Maps Guide IKEA Towards Rewarding Event for Participants
In this case study, IKEA for Business' team was interested in a detailed program of such an event that would include precise guidelines for people responsible for its organisation. Our SDN Accredited Service Design Master, Piotr Wojciechowski, and the service design team at FUZERS Service Design have developed an idea for a unique event that would be different from the IKEA company's standard practices. Learn how the creation of three detailed journey maps provided IKEA for Business' and AW+ teams with exact procedures that lead to a rewarding and unforgettable experience for the opening of IKEA Business in Warsaw, the first worldwide independent retail outlet dedicated to business owners outside of a local store.
*Note: This case study is only available for SDN members.
Read the case study Mapping User Journey for Poland's Largest Lodging Portal
As one of Poland's largest and most popular services offering accommodations,'s goal was to improve users' experiences throughout the online purchase process. Our very own SDN Accredited Service Design Master, Piotr Wojciechowski, and the service design FUZERS team were invited to develop a customer journey map and recommendations for improvements. Read this case study to explore how the customer journey map doubled the number of repeat customers. 
*Note: This case study is only available for SDN members.
Read the case study

Service Design Network Academy

In this new SDN Academy course by Koos Service Design on April 22, 2021, at 16:00 - 19:00 CEST, Jules Prick and Boris Jockin will dive into morphological tension models and their theory. You will learn how to create a tension model from user insights, why the tension model is the ideal way to shape your need-based profiles and how you can quantify need-based profiles for better decision making. Save the date and register today! 
Register for this course today

New date! This SDN Academy course has been postponed to April 29, 2021, at 14:00 - 17:30 BST. What is a brand and how to define it? Why is branding important for service design? In this course, Fiona Myles will answer these questions by providing you with insights on key business considerations, principles, and branding tools for service design.

Included in this course will be a presentation, exercise and interactive sessions.

Book your ticket

Service Design Network Accreditation

We are pleased to welcome Martyna Tarnawska to our esteemed group of SDN Accredited Service Design Professionals! Poland-based, Martyna is a Service Design Lead and Digital Marketing Trainer at Socjomania. At her work, she provides design projects and training for clients from various industries. Martyna is also a member of the global community of trend professionals (Trendwatching Insights Network), where she helps to spot local trends and sharing with the community.

"Service design is about to redesign the current world and experiences to create new solutions for the future" - Martyna Tarnawska

We are also pleased to announce the successful renewal of Piotr Wojciechowski accredited status. He has effectively showcased his knowledge and commitment to service design via his ongoing professional development to serve the market in Poland. Accordingly, his re-accreditation process landed him with an upgrade to an SDN Accredited Master. Piotr is the founder of FUZERS, one of the first service and experience design agencies in Poland. He worked with clients such as IKEA, mBank, PKO BP, ING, Grupa Pracuj, and Rossmann. He is also a co-founder of the SDN Poland Chapter and the initiator of one of the largest TEDx conferences in Poland - TEDxLublin (2013). 

We encourage you to read Piotr’s case study to learn how he approached service design within a large financial institution. 

"I truly believe that learning by doing is the best way to get visible results." - Piotr Wojciechowski 

Find out more about our accreditation programme and consider applying today to join our leading group of experts!

Learn more about the SDN Accreditation programme
SCAD Style Event Features the SDN Leadership Team

Good for Business: Designing for Humans

Service designers are transforming the ever-changing global marketplace with a human-centred approach. Learn how service designers’ highly collaborative and holistic methods improve lives and businesses’ bottom lines.

This Thursday, join Ricardo Martins, professor at SCAD, an SDN Academic Member, as he will moderate a panel about Service Design with Prof. Birgit Mager (Co-founder and President of the Service Design Network) and Jamin Hegeman (VP of Design at Capital One).

If you want to know what these two pioneers have to say about Services and Design, you are invited to join us.

Date: Thursday, March 25, 2021
Time: 11:00 AM EST


  • Prof. Birgit Mager, Co-founder and President, Service Design Network
  • Jamin Hegeman, VP of design, Capital One
  • Moderated by Ricardo Martins, SCAD Professor of service design 
Register for free
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