What if clients buying service design projects? Which is already happening if you look closely.

It's not that the appetite for service design work is getting smaller. On the contrary. More and more clients see the need to do service design.

Rather it's the fact that clients are building in-house service design teams and taking on the work themselves. This requires agencies to rethink how they are going to add value in the future.

In this episode Emma Aiken-Klar, who is the SVP Human Insights at Idea Couture, which is part of Cognizant Interactive, shares her experience with moving away from service design projects and embarking on a new type of client engagement. A type of engagement which is quite liberating and aligns much better with the true nature of service design.

Next to this Emma also talks about the influence of AI on the design of services. How can we use AI in our service design practice in a responsible manner and make sure it's inclusive.

Finally we dive into the world of anthropology. With less and less opportunities to work on the fuzzy front end of challenges the question becomes what value can ethnographic research add in later stages of the design process? As an experienced practitioner Emma has some interesting thoughts about this.

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----- [ GUIDE ] -----

03:20 - The first encounter with Service Design.

05:05 - How can we use AI to innovate services and experiences design?

16:20 - What if clients slowly stop wanting to buy service design and instead wanting to do it themselves?

27:05 - How far across the design arc does anthropology span?

35:20 - Big question: How is service design evolving?

----- [ LINKS ] --------

* https://www.linkedin.com/in/emma-jo-aiken-klar-phd-b48b052/

* https://ideacouture.com/bio/emma-aiken-klar/

* How Anthropologists Create Better Experiences - https://www.youtube.com/watch?v=vCEvaxyT_aI

* Advancing the Value of Ethnography in Industry- https://www.epicpeople.org/

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