 What is service sign? For me, I usually try to talk about three things when people ask me what service sign is. The service aspect, which for me is really about the relationships. It's about more than one people. It's a transaction and people talking to each other and you're doing stuff together. The second part is the system aspect. Meaning that service delivery is greater over time. You just don't do one thing. You actually do several things coming together. It's a combination of actions, interactions and physical products, which facilitate the whole process. Finally, the design aspect, meaning focusing on the user and the customer in the first hand and then adapting it to the business side. It's all built on empathy for the actual users or customers of what you're doing. So that's service sign for me.