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What Ukraine’s Experience Teaches Service Designers Abroad

  • Writer: Maryna Pedko
    Maryna Pedko
  • Sep 25
  • 2 min read

Last week we spoke with Swiss service design professor Daniele Catalanotto about how to remain useful and human-centered when surrounded by uncertainty and risk.


Daniele is preparing new research for his upcoming book. He is collecting practical service design principles for times of crisis. The conversation with Oleg Koss and Liza Pidopryhora formed the basis of 11 “early” principles, which he published for discussion.


What we talked about:

  • Safety is not “on/off.” Full closure is not always the best option. It’s worth considering new rules: shelters, clear instructions, limited access. People still need services.

  • Services bring hope. In crisis it is vital to keep “islands of normality” open — from hospitals to train stations to simple coffee shops near the frontline.

  • Prepare your service’s “emergency kit.” Instructions, first-aid kits, staff training — the basics you not only need to have but also know how to use.

  • Inclusion comes first. Services must become accessible for people with disabilities as a priority and also be designed to allow quick evacuation.

  • If you have no impact — change the context. Service skills are most valuable where they are critical, not just a “nice-to-have.”

  • Protect the basics. Water, electricity, communication, transport — these are not background infrastructure, they are the lifeline of communities.

  • “Better done than perfect.” War teaches us action and prioritization: a prototype today is more useful than an ideal solution tomorrow.

  • Care for both the user and the provider. In military and public services, the employee is also a citizen — their experience directly affects effectiveness.


During our conversation, there was an air raid alert, air defense working, and Liza was moving with her laptop into the corridor. For Ukrainians, war is everyday reality. For the international audience, it’s a unique but important experience. Proof that service design remains relevant even in wartime.


 
 
 

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