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SDGC17 | Xènia Viladàs: Scaling SD object from touchpoints to ecosystems - a personal view

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Published on Jan 2, 2018

An observation of the change of scale in the design scene through 20+ years of bustling around it In the 20+ years I have been in the design industry, in different capacities, the changes in the sector have been dramatic both from a physical aspect, in size and scope of the work done, but also, and perhaps more importantly, from the point of view of the influence and the transcendence of design in society and in business. The scale of such changes in design are notable: From an educational point of view: an undeniable surge in the number of schools, leading to new business models rather than design principles From the practitioner point of view: an increase in the ranks of designers of all types, therefore, of competition, the subsequent transformation in the business of design, and a larger variety of projects and clientele From the client point of view: a better understanding of what design is and, consequently, more room for the role of design in the organization From the institutional point of view: a turnaround in the role of the design-related institutions The scale of change in Service Design in the way we understand it, how we apply it, and how we teach it, are even more fascinating: From Services to Service, and the far-reaching consequences of the Service Dominant Logic From a discrete approach (touchpoint to touchpoint), to one based on lifecycles and then on systems From a focus on tools, to a focus on strategy From a narrow specialization to a well-established discipline From limited projects to large-scale initiatives And what is the foreseeable scale of the changes to come in the near future: The challenge of the changes in the social and economic context The transformation of corporations and the role of SD is called to play in it The likely adoption of technology by Service Design, and its consequences As a conclusion, I also want to address the way in which educational institutions are facing these challenges and what is the scale of the changes they need to enforce to better assist the designers, the users and the corporations through this coming transition.

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