Advancing Service Design methods to drive relevant outcomes

As service designers, we have a shared toolkit and approaches we use to build empathy, document experiences, prototype the possible futures.

We are living in the age when the problems we face as Service Design practitioners are ever more complex, the needs of organizations are ever evolving and changing, and the speed of life and information exchange is difficult to keep up with. We find ourselves with a challenge to not only adapt our toolkit to specific challenges, but constantly evolve and innovate it.

In this panel discussion, you will learn about several case studies where we had to flex our service design toolkit to optimize it for the demands of scale, speed, time and knowledge. We will hear from service design practitioners on how innovating on their common toolkit enabled relevant and valuable outcomes for their clients and partners.

Panelists

Marcelo Fagundes, Service Design Director, Accenture Song
Marcelo has 15+ years of experience in service and organizational design. He is skilled in crafting scalable, customer+employee-centered experiences that drive performance, belonging, and engagement. Trusted partner to senior stakeholders and C-suite he brings a strong focus on craft and execution excellence.

Dylan Shaw, Service Design Lead, Accenture Song
Dylan is a Service Designer and Researcher at Accenture Song with a focus on visual design and customer experience. Dylan is well-versed in working with public service organizations to develop designs that deliver results to citizens and diverse stakeholder groups.

Erica Michie, Service Design Lead, Accenture Song
Erica is a Service Design Manager at Accenture, specializing in design strategy and research. With a strong focus on the public sector and healthcare, Erica brings a human-centered approach to solving complex systemic challenges. She leverages deep expertise in service design to drive innovation, improve user experiences, and support meaningful transformation across organizations.

Masha Safina, Service Design Director, NA Service Design Craft Co-Lead, Accenture Song
Masha is a design and innovation leader who is passionate about the role of design in elevating the quality of life in an equitable and inclusive way. Architect turned strategic designer and educator, she is skilled at bringing systems thinking to tackling complex, ambiguous problems, while balancing user-centered approach with business impact.