Evolution of a craft: a short history of service design

Service design has evolved from a niche methodology into a core pillar of public sector transformation. But how did we get here, what have we lost or gained along the way, and what could the future hold? 

In this session, trace the history of the craft through the lens of lived experience—from early experiments in design thinking to navigating the complex machinery of modern government. By reflecting on the pivots, the failures, and the breakthroughs of the past two decades, we will explore how our history informs our current quest to democratise design, and the evolution of a discipline that is still defining itself.

This talk will move chronologically and thematically through the major milestones of service design. Using design theories, personal anecdotes, and project 'war stories' as a backbone, the session will:

• Discuss the emergence of user-centred design within bureaucratic structures
• Examine the shift from designing 'touchpoints' to designing 'systems'
• Ponder the impact of when policy and design work closely together
• Reflect on how the democratisation of design tools has changed the role of the designer
• Contemplate the future of service design, including what new skills are most relevant going forward

The session will use a mix of visual storytelling and reflective inquiry, encouraging participants to think about their own place in this historical timeline.

Participant Takeaways:

• A deeper context: A clear understanding of the origins and evolution of service design in both private and public sectors
• Reflective tools: Insights on how to use lived experience and institutional memory to navigate current project challenges
• A critical perspective: An analysis of which 'legacy' design methods still serve us, which should be left behind
• Inspiration: A renewed sense of purpose by seeing how far the community has progressed in democratising public services, and excitement about where it could go in the future