Proceedings

ServDes2018. Service Design Proof of Concept, Proceedings of the ServDes.2018 Conference, 18-20 June, Milano, Italy

Linköping Electronic Conference Proceedings 150 (2018)

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Redaktör(er): Anna Meroni, Anna María Ospina Medina and Beatrice Villari

Publicerad: 2018-07-05

ISBN: 978-91-7685-237-8

ISSN: 1650-3686 (tryckt), 1650-3740 (online)

Antal sidor: 1229

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1 Learning and practicing in service design
Alessandro Deserti: Department of Design, Politecnico di Milano, Italy Anna Meroni: Department of Design, Politecnico di Milano, Italy Bas Raijmakers: Design Academy Eindhoven and STBY, The Netherlands

2 The briefing process: Examining the client-consultant relationship through a case
Begüm Becermen: Aalborg University Copenhagen, Denmark Esben Grøndal: Aalborg University Copenhagen, Denmark Amalia de Go¨tzen: Aalborg University Copenhagen, Denmark

3 Desis Network: Strategies to advancing systemic social innovation through service design
Carla Cipolla: Federal University of Rio de Janeiro – UFRJ/Coppe, DESIS Network, Brazil

4 Learning to design in public sector organisations: A critique towards effectiveness of design integration
Stefan Holmlid: Linköping University, Sweden Lisa Malmberg: County council of Sörmland, Sweden

5 Fostering a sustained design capability in non-design-intensive organizations: a knowledge transfer perspective
Filipe Lima: Department of Design, Politecnico di Milano, Italy Daniela Sangiorgi: Department of Design, Politecnico di Milano, Italy

6 Service design for behavioural change - current state of the discipline and practice in India
Ravi Mahamuni: Tata Research Development and Design Center, Tata Consultancy Services; Indian Institute of Technology Guwahati, India Pramod Khambete: Tata Research Development and Design Center, Tata Consultancy Services, India Ravi Mokashi-Punekar: Indian Institute of Technology Guwahati, Guwahati, India

7 The designer as agent of community
Thomas Østergaard: VIA University College, Denmark

8 From user-centred to stakeholder oriented service design: Implications for the role of service designers and their education based on an example from the public sector
Lorenz Herfurth: Glasgow School of Art, UK Kirsty Sinclair: FutureGov, UK

9 Working with complexity: A contemporary skill framework for service designers
Tamami Komatsu Cipriani: Department of Design, Politecnico di Milano, Italy Martina Rossi: Department of Design, Politecnico di Milano, Italy

10 The satellite applications catapult: Design’s contribution to science and technology innovation services
Alison Prendiville: University of the Arts, UK

11 Navigating the sociocultural landscape in service design
Laura Santamaria: Loughborough University, UK Carolina Escobar-Tello: Loughborough University, UK Tracy Ross: Loughborough University, UK

12 Exploring the future of consumer retail
Jim Budd: School of Industrial Design, Georgia Institute of Technology, USA Paul Della Maggiora: NCR, USA Florian Vollmer: Georgia Institute of Technology & NCR, USA

13 A designerly-way of conducting qualitative research in design studies
Nina Costa: INESTEC, Faculty of Engineering, University of Porto, Portugal Lia Patrício: INESTEC, Faculty of Engineering, University of Porto, Portugal Nicola Morelli: Aalborg University, Denmark

14 Making sense of data in a service design education
Amalia de Götzen: Aalborg University, Denmark Luca Simeone: Aalborg University, Denmark Nicola Morelli: Aalborg University, Denmark Péter Kun: Delft University of Technology, The Netherlands

15 Put on your oxygen mask before helping others: Mental well-being in service design
Anne Dhir: We are Snook, UK

16 The future of visual communication design is almost invisible or why skills in visual aesthetics are important to service design
Mark Roxburgh: School of Creative Industries, Faculty of Education and Arts, University of Newcastle, Australia Jemimah Irvin: nib Health Insurance, Australia

17 Bodystorming: lessons learnt from its use on a service design undergraduate discipline
Aguinaldo dos Santos: Federal University of Paraná, Brazil Aline Müller Garcia: Federal University of Paraná, Brazil Milena Carneiro Alves: Federal University of Paraná, Brazil Emanuela Lima Silveira: Federal University of Paraná, Brazil

18 Service design in companies
Linda Covino: Deloitte Digital, Italy Alessandro Piana Bianco: Deloitte Digital, Italy

19 A service design experiment in the Municipality of Turin to overcome organisational silos
Alessandro Deserti: Department of Design, Politecnico di Milano, Italy Francesca Rizzo: Department of Design, Politecnico di Milano, Italy

20 The Designers Italia project - building the community of public services designers
Lorenzo Fabbri: Digital Transformation Team, Italy Matteo De Santi: Digital Transformation Team, Italy

21 Sharing and collaborating in service design
Marta Corubolo: Department of Design, Politecnico di Milano, ItalyDaniela Selloni: Department of Design, Politecnico di Milano, Italy Anna Seravalli: The School of Arts and Communication Malmo¨ University, Sweden

22 Service co-design for the shared mobility sector: A free-floating bike sharing model
Silvia Cacciamatta: Politecnico di Milano, Italy Francesca Foglieni: Politecnico di Milano, Italy Beatrice Villari: Politecnico di Milano, Italy

23 Adapting the design process for different learning styles and abilities
Valerie Carr: We are Snook, UK

24 Analysis on the utilization of co-design practices for developing consumer-oriented public service and policy focusing on the comparison with western countries and South Korea
Yoori Koo: Hongik University, South Korea Hyeonseo Ahn: Hongik University, South Korea

25 Tools for collaborating and interacting in living labs - an exploratory case study on JOSEPHS®
Maximilian Perez Mengual: Fraunhofer Center of Applied Research on Supply Chain Services SCS, Germany Julia M. Jonas: Fraunhofer Center of Applied Research on Supply Chain Services SCS, Germany Stephanie Schmitt-Rüth: Fraunhofer Center of Applied Research on Supply Chain Services SCS, Germany Frank Danzinger: Fraunhofer Center of Applied Research on Supply Chain Services SCS, Germany

26 Civic engagement as participation in designing for services
Lara Salinas: London College of Communication, University of the Arts London, UK Adam Thorpe: London College of Communication, University of the Arts London, UK Alison Prendiville: London College of Communication, University of the Arts London, UK Sarah Rhodes: London College of Communication, University of the Arts London, UK

27 Co-creation with vulnerable consumers – an action research case study of designing a pictorial language for logistics
Schmitt-Rüth, S.: Fraunhofer SCS, Germany Simon. M.: Fraunhofer SCS, Germany Demuth, A.: Fraunhofer SCS, Germany Kornacher, A.: Fraunhofer SCS, Germany Isakovic, M.: Fraunhofer SCS, Germany Krupp, M.: Fraunhofer SCS, Germany Stoll, M.: Fraunhofer SCS, Germany

28 The act of giving – Sur. A service for sharing and co-producing gifts
Giulia Bencini: Saluzzo, Italy Kuno Prey: Faculty of Design and Art, Free University of Bozen-Bolzano, Italy Alvise Mattozzi: Faculty of Design and Art, Free University of Bozen-Bolzano, Italy

29 Building trust in relational services: The analysis of a sharing service between neighbours
Mariana Ferreira de Freitas: ESDI, Rio de Janeiro State University, Brazil Carla Cipolla: COPPE, Federal University of Rio de Janeiro, Brazil

30 Understanding generalisability from network-conscious service design projects
Tim Overkamp: Department of Computer and Information Science, Linköping University, Sweden Martina Caic: Department of Marketing & Supply Chain Management, Maastricht University, The Netherlands Stefan Holmlid: Department of Computer and Information Science, Linköping University, Sweden Dominik Mahr: Department of Marketing & Supply Chain Management, Service Science Factory, Maastricht University, The Netherlands Gaby Odekerken-Schröder: Department of Marketing & Supply Chain Management, Maastricht University, The Netherlands

31 Maps as participatory platform: Towards to open data and transport service
Hyunyim Park: Royal College of Art, UK

32 Service design and human resource consulting: An integrated vision
Valentina Auricchio: 6zero5, Italy Martina Rossi: Department of Design, Politecnico di Milano, Italy Giovanna Dezza: MIDA, Italy Pierpaolo Peretti Griva: MIDA, Italy

33 Developing recovery oriented services and co-production in mental healthcare: Building-up on existing promising organisational practices
Marta Carrera: Department of Design, Politecnico di Milano, Italy Daniela Sangiorgi: Department of Design, Politecnico di Milano, Italy Francesca Foglieni: Department of Design, Politecnico di Milano, Italy Fabio Lucchi: Department of Design, Politecnico di Milano, Italy

34 User perceptions of design games as settings for organizational learning: Case Topaasia
Otso Hannula: Department of Industrial Engineering and Management, Aalto University School of Science, Finland J. Tuomas Harviainen: Department of Industrial Engineering and Management, Aalto University School of Science, Finland

35 Quasi-participatory service design in organizational context: A case study
Ravi Mahamuni: Tata Research Development and Design Center, Tata Consultancy Services; Indian Institute of Technology Guwahati, India Shivani Sharma: Tata Consultancy Services, India Sylvan Lobo: Tata Consultancy Services, India Ulemba Hirom: Tata Consultancy Services, India Pramod Khambete: Tata Research Development and Design Center, Tata Consultancy Services, India

36 Designing tangible tools to support collaboration in the co-design of healthcare services
Karianne Rygh; The Oslo School of Architecture and Design, Norway

37 Integrating empathy and lived experience through co-creation in service design
Josina Vink: CTF - Service Research Center, Karlstad University; Experio Lab, County Council of Värmland, Sweden Anna-Sophie Oertzen: Department of Marketing and Supply Chain Management, Maastricht University, The Netherlands; KISD, Germany

38 Collaborative services in the Italian city of Reggio Emilia. The case study of “Il quartiere bene comune - The neighbourhood as commons”
Francesco Berni: Comune di Reggio Emilia, Italy

39 About evaluation in service design: As it is and how it could evolve
Francesca Foglieni: Department of Design, Politecnico di Milano, Italy Beatrice Villari: Department of Design, Politecnico di Milano, Italy Froukje Sleeswijk Visser: TU Delft, The Netherlands

40 Measuring the impact of design, service design and design thinking in organizations on different maturity levels
Tua A. Björklund: Aalto University Design Factory, Finland Pia Hannukainen: OP Financial Group, Finland Tuomas Manninen: OP Financial Group, Finland

41 Using the net promoter score to support service design: Digging for gold in customer free-text reports
Asbjørn Følstad: SINTEF, Norway Knut Kvale: Telenor Research, Norway.

42 ServDeWS: The service design workshop on utilizing multi-viewpoint and diversity of participants based-on human centered approach for R&D specialists
Koki Kusano: NTT Service Evolution Laboratories, Japan Atsunobu Kimura: NTT Service Evolution Laboratories, Japan Masayuki Ihara: NTT Service Evolution Laboratories, Japan

43 Mapping design capability of public service organisations: A tool for collaborative reflection
Yvonne Yeo: National University of Singapore, Singapore Jung-Joo Lee: National University of Singapore, Singapore

44 A service evaluation in the shared mobility sector: Bitride bike sharing project
Silvia Cacciamatta: Department of Design, Politecnico di Milano, Italy Virginia Allevi: Zehus, Italy

45 A service to measure overall adequacy across a banking environment
Fabio Poli: Antreem, Italy Alessandro Zorzi: Antreem, Italy

46 Design craft in Government
Marzia Mortati: Department of Design, Politecnico di Milano, Italy Jesper Christiansen: Strategy & Development, Innovation Skills, Nesta, UK Stefano Maffei: Department of Design, Politecnico di Milano, Italy

47 The role of service design consultancy in public sector: Inferences from KIBS and service innovation perspectives
Adedapo Adebajo: University of Edinburgh, UK

48 The stakeholder map: A conversation tool for designing people-led public services
Fanny Giordano: Aalborg University Copenhagen, Denmark Nicola Morelli: Aalborg University Copenhagen, Denmark Amalia De Götzen: Aalborg University Copenhagen, Denmark Judith Hunziker: Aalborg University Copenhagen, Denmark

49 Different journeys towards embedding design in local government in England
Inbo Kang: University of the Arts London, London College of Communication, UK Alison Prendiville: University of the Arts London, London College of Communication, UK

50 Guiding the welfare state towards a co- creative and explorative mindset: When a crisis is an opportunity
Matilda Legeby: Swedish Industrial Design Foundation, Sweden Pia McAleenan: Swedish Industrial Design Foundation, Sweden Hanna Andersson: Swedish Industrial Design Foundation, Sweden Stefan Holmlid: Linköpings Universitet, Sweden

51 Co-designing public services with vulnerable and disadvantaged populations: Insights from an international collaboration
Gillian Mulvale: McMaster University, Canada Sandra Moll: McMaster University, Canada Ashleigh Miatello: McMaster University, Canada Glenn Robert: King’s College, UK Michael Larkin: Aston University, UK Victoria Palmer: The University of Melbourne, Australia Alicia Powell: McMaster University, Canada Chelsea Gabel: McMaster University, Canada

52 Service design and the co-production of public policies: The case of RedActiva
Cristobal Tello: Laboratorio de Innovacion Publica, Pontificia Universidad Catolica de Chile, Chile Carola Zurob: Laboratorio de Innovacion Publica, Pontificia Universidad Catolica de Chile, Chile Sol Pacheco: Laboratorio de Innovacion Publica, Pontificia Universidad Catolica de Chile, Chile Sebastián Negrete: Laboratorio de Innovacion Publica, Pontificia Universidad Catolica de Chile, Chile

53 Civic Imagination Office as a platform to design a collaborative city

54 Includi.MI: Local government and social entrepreneurship for an inclusive city
Denise Di Dio: Politecnico di Milano, School of Management - Department of Management, Economics and Industrial Engineering, Italy

55 Service Design in open production, distribution and organisation as a discipline facilitating democratic critique?
Massimo Bianchini: Department of Design, Politecnico di Milano, Italy Venanzio Arquilla: Department of Design, Politecnico di Milano, Italy Peter Gall Krogh: Department of Engineering-Design, Aarhus University, Denmark

56 Service design in the later project phases: Exploring the service design handover and introducing a service design roadmap
Frida Almqvist: The Oslo School of Architecture and Design, Norway

57 Weaving the threads: Service innovation with textile artisan communities
Francesco Mazzarella: Loughborough Design School, UK Val Mitchell: Loughborough Design School, UK Andrew May: Loughborough Design School, UK Carolina Escobar-Tello: Loughborough Design School, UK

58 The Coconut Innovation framework : An innovation framework focusing on resources
Satoru Tokuhisa: Yamaguchi University, Japan

59 Municipality as a platform: the case of Manifattura Milano
Annibale D’Elia: Directorate Urban Economy and Labour, Municipality of Milan, Italy

60 “Experiencing and shaping”: The relations between spatial and service design
Davide Fassi: Department of Design, Politecnico di Milano, Italy Laura Galluzzo: Department of Design, Politecnico di Milano, Italy Oliver Marlow: Studio TILT, United Kingdom

61 Service design methods and tools as support to the participatory definition of the meta-design brief of a contemporary integrated campus
Barbara Camocini: Department of Design, Politecnico di Milano, Italy Luisa Collina: Department of Design, Politecnico di Milano, Italy Laura Daglio: Department of Design, Politecnico di Milano, Italy Martina Mazzarello: Department of Design, Politecnico di Milano, Italy Paola Trapani: Department of Design, Politecnico di Milano, Italy

62 Service design principles for organizational well-being: Improving the employee experience through design thinking
Fabiola Bertolotti: Department of Engineering Science and Methods, University of Modena and Reggio Emilia, Italy Marco Di Norcia: Department of Engineering Science and Methods, University of Modena and Reggio Emilia, Italy Matteo Vignoli: Department of Engineering Science and Methods, University of Modena and Reggio Emilia, Italy

63 Designing spaces and services. An experimental project for student dormitories: Collective experiences, connected lives and linked places
Luisa Collina: Department of Design, Politecnico di Milano, Italy Peter Di Sabatino: Department of Design, Politecnico di Milano, Italy Laura Galluzzo: Department of Design, Politecnico di Milano, Italy Claudia Mastrantoni: Department of Design, Politecnico di Milano, Italy

64 Can coworking spaces be built bottom-up?
Giuliano Simonelli: Department of Design, Politecnico di Milano, Italy Francesco Scullica: Department of Design, Politecnico di Milano, Italy Elena Elgani: Department of Design, Politecnico di Milano, Italy Vanessa Monna: Department of Design, Politecnico di Milano, Italy

65 Design thinking for interior and spatial design: A case study within Politecnico di Milano
Pham Tu Ngoc: Department of Design, Politecnico di Milano, Italy Davide Fassi: Department of Design, Politecnico di Milano, Italy

66 Engagement strategies within co-making environments bridging spatial and organisational design
Ricardo Saint-Clair: Dialogo Design, Brazil; Department of Design, Politecnico di Milano, Italy

67 Dance of designing: Rethinking position, relation and movement in service design
Shana Agid: Parsons School of Design, The New School, USA Yoko Akama: RMIT University, Australia

68 Facilitating in service design using desktop walkthroughs
Johan Blomkvist: Linköping University, Sweden Fredrik Wahlman: Linköping University, Sweden

69 Traces as service evidence
Spyros Bofylatos: Department of Product and Systems Design Engineering, University of the Aegean, Greece

70 VR service walkthrough: A virtual reality-based method for service prototyping
Costas Boletsis: SINTEF Digital, Norway

71 Service+Spatial design: Introducing the fundamentals of a transdisciplinary approach
Davide Fassi: Department of Design, Politecnico di Milano, Italy Laura Galluzzo: Department of Design, Politecnico di Milano, Italy Annalinda De Rosa: Department of Design, Politecnico di Milano, Italy

72 Space and service design into educational practice
Nansi Van Geetsom: Thomas More University of Applied Sciences, Belgium

73 Refugees Welcome Italia ONLUS, shaping the new hospitality system
Lucia Oggioni: Refugees Welcome Italia, Italy

74 Starting up communities in housing spaces
Giordana Ferri: Fondazione housing sociale, Italy

75 New paradigms related to community building and identity in service design: Exploring global and local design initiatives
Lisbeth Frølunde: The Department of Communication and Arts, Roskilde University, Denmark Margherita Pillan: IEX – Interaction & Experience Design Research Lab, Dipartimento del Design, Politecnico di Milano, Italy Francesca Piredda: IMAGIS Lab, Dipartimento del Design, Politecnico di Milano, Italy

76 We are brand: Brand co-creation as an engine for new forms of welfare services
Matteo Colombo: Studio Shift, Italy Elena Enrica Giunta: Studio Shift, Italy Paola Papetti: Studio Shift, Italy

77 Service design tools to engage marginalised youth in San Communities of Southern Africa
Fabrizio Maria Pierandrei: PACO Design Collaborative, Italy Silvia Remotti: PACO Design Collaborative, Italy Tang Tang: School of Design University of Leeds, UK Shilumbe Chivuno Kuria: NUST Namibia University of Science and Technology, Namibia Stefano Anfossi: PACO Design Collaborative, Italy

78 Research by design and collaboration in the perspective of post-soviet ‘nuclear’ town Visaginas –RDCPP-SNTV
Alla Pigalskaya: European Humanities University, Lithuania

79 Service design for community based tourism - The Brazilian case study
Priscilla Ramalho Lepre: Faculty of Architecture and Design, Federal University of Alagoas, Brazil

80 Empowering community volunteers through matchmaking services
Geertje Slingerland: Delft University of Technology, The Netherlands Ingrid Mulder: Delft University of Technology, The Netherlands Tomasz Jaskiewicz: Delft University of Technology, The Netherlands

81 Service as a system of participation: A case study of a participatory economy
Miso Kim: College of Arts Media and Design, Northeastern University, USA

82 A CRX framework and tools to design for relationships in service settings
Jan Koenders: Faculty of Industrial Design Engineering, Delft University of Technology; Livework Studio Rotterdam, Netherlands Dirk Snelders: Faculty of Industrial Design Engineering, Delft University of Technology, Netherlands Maaike Kleinsmann: Faculty of Industrial Design Engineering, Delft University of Technology, Netherlands Jürgen Tanghe: Faculty of Industrial Design Engineering, Delft University of Technology; Livework Studio Rotterdam, Netherlands

83 Service design and activity theory for the meta-design of collaborative design processes
Massimo Menichinelli: Media Lab Helsinki, Design and Architecture, Aalto University School of Arts, Finland

84 Funding service design: Growing service design practice through a grants programme
Laura Warwick: School of Design, Northumbria University, UK Paola Pierri: School of Design, Northumbria University, UK Claire Bradnam: School of Design, Northumbria University, UK Emma Field: School of Design, Northumbria University, UK

85 Envisioning and evolving: Future evolution of the concept and the practice of service design
Daniela Sangiorgi: Dipartimento di Design, Politecnico di Milano Lia Patricio: INESCTEC, Faculty of Engineering, University of Porto Francesco Zurlo: Dipartimento di Design, Politecnico di Milano

86 Designing Convivial Food Systems in Everyday Life
Emily Ballantyne-Brodie: RMIT Design Hub, Australia

87 Trendslation – an experiential method for semantic translation in service design
Claire Dennington: Oslo School of Architecture and Design, Norway

88 Service design for artificial intelligence
Andrea Alessandro Gasparini: University of Oslo, Norway Ahmed Abdi Mohammed: University of Oslo, Norway Gabriele Oropallo: University of Oslo, Norway

89 Constructing an approach to identify service design narratives: Findings of an automated text analysis
Mauricio Manhaes: Savannah College of Art and Design, USA

90 Resident autonomy in assisted living facilities: a conceptual framework for transformative service research
Valeria A. Ramdin: Northeastern University, USA Miso Kim: Northeastern University, USA Rachel Pozzar: Northeastern University, USA Paul W. Fombelle: Northeastern University, USA Yizuan Zhang: Northeastern University, USA Xing Zhou: Beijing Technology and Business University Julia Janigan: Northeastern University, USA

91 Digital methods for service design experimenting with data-driven frameworks
Roberta Tassi: Department of Design, Politecnico di Milano; Oblo, Italy Agata Brilli: Oblo, Italy Donato Ricci: MediaLab of Sciences Po, Italy

92 Bridging design-driven and service innovation: Consonance and dissonance of meaning and value
Ana Kustrak Korper: INESCTEC, Faculty of Engineering, University of Porto, Portugal Stefan Holmlid: Linköping University, Sweden Lia Patrício: INESCTEC, Faculty of Engineering, University of Porto, Portugal

93 Service designers, unite! Identifying shared concerns among multidisciplinary perspectives on service design
Maíra Prestes Joly: INESCTEC, Faculty of Engineering, University of Porto, Portugal; Department of Design, Politecnico di Milano, Italy Jorge Teixeira: INESCTEC, Faculty of Engineering, University of Porto, Portugal Lia Patrício: INESCTEC, Faculty of Engineering, University of Porto, Portugal Daniela Sangiorgi: Department of Design, Politecnico di Milano, Italy

94 Perceived Action Potential: A strong concept in development
Vanessa Rodrigues: Linköping University, Sweden Johan Blomkvist: Linköping University, Sweden Stefan Holmlid: Linköping University, Sweden

95 Design the impact
Cristina Favini: Logotel, Italy

96 Enhancing industrial processes in the industry sector by the means of service design
Giuseppe Attoma Pepe: Attoma, France Peter Livaudais: Attoma, France

97 The PhD Special Seminar on service design: unfolding a proof of concept
Annalinda De Rosa: Department of Design, Politecnico di Milano, Italy Camilo Ayala Garcìa: Department of Design, Politecnico di Milano, Italy Stefano Parisi: Department of Design, Politecnico di Milano, Italy

98 From A to BE. Designing the mobility of the future
Antonio Grillo: Digital Entity, Italy Antonella Paparella: Digital Entity, Italy Giselle Chajin: Digital Entity, Italy Giulia Di Gregorio: Digital Entity, Italy Michele Armellini: Digital Entity, Italy Alessandro Gomiero: Digital Entity, Italy Maria Prina: Digital Entity, Italy

99 Data challenges and opportunities in designing for service
Amalia de Go¨tzen: Aalborg University, Denmark Nicola Morelli: Aalborg University, Denmark Luca Simeone: Aalborg University, Denmark Lorenzo Ruggieri: Narai, Italy Ilaria Vitellio: Mappi-na, Italy

100 Between servitude and collaboration: A service design choice?
Carla Cipolla: UFRJ Rio de Janeiro, Brazil Ezio Manzini: DESIS Network Mattelma¨ki Tuuli: Aalto University, Finland Arianna Mazzeo: Elisava, Spain Lara Penin: Parsons, The New School of design, USA Adam Thorpe: Central Saint Martin, UK

101 The latest words on service design: Talking about books
Lorenzo Imbesi: Sapienza Universita` di Roma, Italy Francesca Foglieni: Politecnico di Milano, Italy Markus Edgar Hormess: WorkPlayExperience, Germany Adam Lawrence: WorkPlayExperience, Germany Stefano Maffei: Politecnico di Milano, Italy Lara Penin: Parsons, The New School of design, USA Alison Prendiville: University of the Arts, London, UK Daniela Sangiorgi: Politecnico di Milano, Italy Jakob Schneider: More than Metrics, Austria Daniela Selloni: Politecnico di Milano, Italy Mark Stickdorn: More than Metrics, Austria Beatrice Villari: Politecnico di Milano, Italy

102 How service design can drive the digital transformation of the retail revolution
Alessandro Piana Bianco: Deloitte Digital, Italy Linda Covino: Deloitte Digital, Italy

103 Digital transformation through community and relationship building
Francesca Piredda: Politecnico di Milano, Italy Caterina Petroni: Twig Agency, Italy Simona Venditti: ABB EP, Italy Emiliano Verga: Cefriel, Italy

104 Service design for autonomous driving
Valerio Cometti: V12 Design, Italy Marco Generali: V12 Design, Italy Giacomo Biraghi: Secolo Urbano, Italy

105 Gamification for service design and Innovation: ideaChef® method and tool
Rui Patricio: IADE Creative University Lisbon, Portugal

106 Humanizing organizations - the pathway to growth
Andrea Augsten: University of Wuppertal, Germany Titta Jylka¨s: University of Lapland, Finland Rachel Hollowgrass: University of California - Berkeley, USA Marjukka Makela Klippi: Aalto University, Finland