Hey Marcel, I understand the nostalgia, but I think specialization is a natural development for a profession come to age. I think it’s actually a good idea if a business can choose from different Service Design agencies based on their specialization. That even Service Design agencies can work together if the service spans more media and touchpoints than one agency has knowledge of. I believe in the Delivery Based Service Design idea that service Designers should not just focus on the fuzzy front end but also on the back end of innovation. This requires deep knowledge of the medium you are working in. In the case of digital services that would means knowledge of code, IT architecture. I agree that you can gather user insights and generate ideas for any business in any medium and the Service Design is characterized by a holistic approach, but in my experience the most value can be added in the back end. And that is not in IT development you talk about. I believe in the value of independence of IT platform to have a pure form of Service Design. If you do Service Design just to sell IT development capacity (I am not naming names here), the advice you give is tainted. What I am talking about is guiding the client through the development/delivery phase: solving the problems along the way, integrating progressive insights etc. In my ideal future Service Design agencies work together on big multi touch point services where each has their own specialism and can work really well together because they share the same mindset and holistic base.

Strategic UX Design Consultant @ Zuiderlicht / Design Leadership Forum Member @InVision / Design Thinker / State Secretary of Integration @ Ministry of Design

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