Service Design Marathon 2021

The Service Design Marathon is a series of ten cases. From railways in Japan and a fintech startup in India to universities of Finland, drones in the UK, and social art in Latin America.


It is an online conference in a convenient format: 2-3 presentations a week, one case a day. Attend live presentations and get honest answers to your questions.

For the second time, the Marathon is organized by Service Design Network UA Chapter and Lanka.CX agency


Find out how service designers in different countries and industries solve real-life challenges.


Get the details: how the problem was formulated, how it was researched, and what they learned from users. What they focused on, and how they tested the solutions. And most importantly: what result has been achieved for business and society. If something remains unclear - the speaker will answer your questions!


The service design marathon has already started! 
We have recorded the speeches of the first speakers for you. But some of the performances will only be available live. Do not miss them!

Please register to get your single ticket for all presentations.

The Marathon is a not-for-profit event. We re-invest all funds in promoting service design.

Frame 19 (2).jpg
Molly.jpg
SERVICE DESIGN AS THE FOUNDATION FOR A STARTUP

This case has been recorded on April, 29.
The recording is available for registered participants.

We will walk through how leveraged service design skills to help rapidly stand-up Livio Health's palliative care business.

Leveraging the Service Blueprint tool as a way to bring team members together and find ways to operationalize a service that delivers an exceptional patient and caregiver experience.

The case is presented by Molly Fuller. Product Owner of Palliative Care Service Line at Livio Health, USA.
 

Molly Fuller has worked as a Service Designer in US healthcare for the past ten years. She is currently the Product Owner for a palliative care startup called Livio Health while also running her own clothing line for teens with a sensory processing disorder.

29 APRIL, 17:00 CET — MOLLY FULLER, USA
IF WE BUILD IT, WILL THEY (CUSTOMERS) COME?


This case has been recorded on April, 26.The recording is available for registered participants.

Learn how an Indian fintech company moved from failure at the B2C market to 2.8 million loyal B2B customers in less than three years
Using Service Design, we helped them figure out what the market wants to buy. We help them cut through expensive market research, test and validate the market opportunity, and release a far more mature solution well received by customers, and set them on the growth path. 



The cases are presented by Dr. Vidya Priya Rao is the Founder of Innovatus Marketers Touchpoint LLP, a strategy, design, and innovation consultancy, based in Mumbai, India. She is also the India Chapter Leader for Service Design Network. Vidya helps companies harness their innovation power and brings a unique view on how modern companies must operate. 

26 April, 10:00 CET — DR. VIDYA PRIYA RAO, INDIA
Vilda.jpg

Get your single ticket for all presentations.
We re-invest all funds in promoting service design.

WHAT IS THE BIGGEST CHALLENGE FOR STUDENTS IN 2020? CO-CREATION WITH USERS IN THE AGE OF THE PANDEMIC

This case has been recorded on May, 3.
The recording is available for registered participants.

Which services are critical for students? What sort of application do they need? Are their needs universal? Join us if you want to know an answer.

“I will demonstrate how I co-created an MVP for a digital service with students and staff of three Finnish educational organizations – during a worldwide pandemic.

The project included an academic course that focused on teaching the students the basic skills of Design Anthropology and Digital Service Design. The pandemic caused several tweaks and modifications for the project, since several stakeholders were not familiar (or engaged enough) with remote co-design tools nor processes. I will present my key learnings from the project”


 

The case is presented by Anna Haverinen, PhD, is a Design Anthropologist and Insight Strategist, Finland. For the past ten years, she has helped major brands, start-ups, teams, and individuals to understand their industry, customers, and end-users better. She specializes in providing strategic and qualitative insight for product and business development.

3 MAY, 17:00 CET — ANNA HAVERINEN, FINLAND
Anna.jpg
Carosel_Clara2.jpg
THE GOOD DRONE

This case has been recorded on May, 6.
The recording is available for registered participants.

How can we use drones in urban airspace? Deliver medicines, emergency first response, and infrastructure surveillance? How do you capture the needs of all the stakeholders in this ecosystem? In this case study, you will hear the stakeholder engagement and design interventions we crafted to collect the right insights, as well as how we structured them to be actionable for the prize designers to use in the design of their challenge.
 

The case is presented by Clara Llamas and Audra Reagan.

Clara Llamas, Senior Service Designer, Livework Studio, UK.

Clara has 17+ years of experience working on business strategy and applied innovation research internationally. At Livework, she works closely with UKs largest Innovation Fund on social impact challenges and has experience driving organizational change by design in complex global organizations. Originally an Anthropologist, Clara holds an MA in Service Design and Innovation from UAL. She has lived in 8 countries and is passionate about sustainable design and design ethics.


Audra Reagan, Service Designer, Livework Studio, UK.
Audra is a service designer and knowledge management enthusiast. She’s been part of Livework Studio since 2016, building Livework’s knowledge management practice and working on complex service challenges from IT outsourcing to medical distribution. Her most recent projects include service design capability building with a global sportswear company and usability research for a UK government digital service. 

6 MAY, 17:00 CET — CLARA LLAMAS and AUDRA REAGAN  , UK

 

Get your single ticket for all presentations.We re-invest all funds in promoting service design.

HOW MIGHT WE DESIGN AN INTUITIVE ELECTRONIC MACHINE AND THE EXPERIENCE OF ITS STAKEHOLDERS?

Learn how service design helped manufacturing company to increase sales, improve time to market, innovation, etc.Mycronic is a global B2B company engineering and building machines for new electronics assembly. They hired Mandalah to train a cross-functional team in design and innovation methods. They aimed to explore products and services globally, improve the machine experience, and optimize the production process by providing analytical tools.
 

The case is presented by Valeria Ossio.

Senior Service & Strategic Designer at Mandalah, Germany.

Valeria is part of the purpose-oriented innovation company Mandalah in Berlin. She has been leading global product innovation projects for Mars, Recaro, and Mycronic and working as a design strategist for projects with Generali and Henkel.

Before joining the Mandalah team, she led international customer journey projects for the Volkswagen Group as part of the Business Innovation Team at AutoVision. Valeria also innovated in the public sector, improving the online and offline offering of apprenticeships in Scotland. At the University of Arts in Berlin, she earned a master's degree in Visual Communication and later on one in Service Design at the University of Dundee in Scotland.

10 MAY, 17:00 CET — VALERIA OSSIO, GERMANY
Valeria.jpg
Taro.jpg
Digitising Japan railway. Transformation from analogue to digital perfection.

This presentation introduces the service design and digital transformation case of West Japan Railway Company. Railway companies of Japan have provided an excellent operation for commuters, but the organization and cultures have not changed from the analog age. It means the organization's strength becomes a barrier to adopting digital service. We supported overcoming this situation with service design's co-creating and prototyping approach.


 

The case is presented by Taro Akabane
Taro currently works at Concent, the first service design agency in Japan. 

As a service designer, he has been in charge of a variety of projects, including the improvement of the service experience and service workflow, introducing and embedding service design thinking & mindset into both public and private organizations, and new service development support.

He also has worked for translations and publications of several service design books for Japanese service designers, including "This is Service Design Doing",  "Service Design -  From Insight to Implementation", "Designing for Service", and “Good Service”.

He is co-representative of the Service Design Network Japan Chapter, and a member of the Global Chapter Team of SDN. He also has a class of service design at Senshu University.

 16 MAY, 10:00 CET — TARO AKABANE, JAPAN

 

Get your single ticket for all presentations.We re-invest all funds in promoting service design.

EXPANDING SOCIAL ART PRACTICE

Social art interventions to drive behavioral change within vulnerable communities, has been an emerging practice in Latin America during the last years. But how can artists create their interventions when they are in a lockdown and not allowed to visit the community? How can we design a digital+participatory+art service for behavioral change that actually works? Along this session Javier will discuss a project that portrays how this was done for Colombia, México and Paraguay.

The case is presented by Javier Durango

Service designer currently working as a Strategy Director at Háptica in Bogotá-Colombia.

 

Javier has a double degree in design and business management from Los Andes University and has worked for 5 years designing and implementing human centered services, leading and facilitating workshops and training multiple clients within different industries in Colombia and Latin America. He has a special interest in design research and interaction design.

18 MAY, 17:00 CET — JAVIER DURANGO, COLOMBIA
Javier.jpg
Hazel.jpg
REBUILDING SOUTH AFRICA: ONE SMALL BUSINESS AT A TIME

In South Africa small businesses make up 91% of formalised business and provide employment to over 60% of the country’s labour force. However, 70% of emerging small businesses fail within their first 2 years.  Together with a South African Telco we decided to become the champions of small businesses and developed a first-to-market multi-vendor marketplace to help SMB's get the tools they need, the advice they want, and new ways to grow, boosting their chances to thrive in the SA economy. Using a Service design and Agile delivery approach we were not only able to deliver this MVP within 4 months, but transition a legacy telco to a platform business with digital at the core.  

The case is presented Hazel Scrimgeour is a Service Design lead for Accenture Interactive/Fjord Johannesburg with a MA in Service Design from the Royal College of Art.
She leads multidisciplinary teams to design and innovate new products and services for some of the largest organisations in South Africa. Her passion is creating positive social impact with her designs, bringing purpose to practice. 

 24 MAY, 17:00 CET — HAZEL SCRIMGEOUR

 

Get your single ticket for all presentations.We re-invest all funds in promoting service design.

Future Of Financial Services - Surfacing Changes Happening In Customer Behaviour

As we come out of the other end of societal instability of global proportions, how are financial institutions expected to respond to the precariousness that comes with it?  Over the last year the finances of individuals and businesses have come under immense strain, and through that the lack of financial literacy has been highlighted.

 

I will talk about the Future of Financial Services and curate a set of learnings and opportunities as a collective output of the work Hellon has done in the financial sector both in Europe and North America, as food for thought and provocations for anyone interested in the future of finance.

The case is presented by Timo Pätiälä, Managing Director and Partner of Hellon, one of the pioneering service design agencies in the industry, with offices in Helsinki and London.

He currently runs the London studio and supports organisations like John Lewis, Bank of Ireland, Musgrave Group, Tesco and Volkswagen with adopting customer centric methodologies in their service development. In addition to his role as the MD he also takes part in the business development for the company at a group level. 

His passion lies in the art of strategic planning and corporate growth strategies as well as spreading the message that good CX is good business. During the last years, together with his colleagues at Hellon, Timo has dug into the secrets of AI and its possible applications to service design. Timo has a Master´s Degree in Science of Economics with a focus on international marketing and leadership
 

 27 MAY, 17:00 CET — TIMO Pätiälä
Timo.jpg

Please contact us in case you need our support:

marina.yaremenko@lanka.cx

WhatsApp, Telegram

Please mind the time zone :) - we are at EET