We are currently conducting research on the evolution of expertise in (service) design as a part of ServiceD project. Service design is a young field of expertise and related competences and skills are only being shaped. The situation is very interesting: internationally there are many different definitions of service design. At the same time new competence areas and skills are linked to service design. This kind of adventure in the in-betweens and the search for what is bubbling under opens up fascinating new views.

There is a power struggle going on: whose definitions, methods, and expertise categorisations will prevail? For example, service design agencies push their own methods to the market as general truths. There is a genuine need for analysis and critique.

I would prefer if the situation remained as open as it is now.

As soon as the field starts to build too many silos, competence areas become stuck within their boundaries. Disturbingly our research shows that signs of silo-like thinking are already emerging in service design. Some books on service design are, in fact, even surprisingly methodical by nature.

”Our” new field, service design, is a mater of pride for some and a means for marketing something new. As a by-product of the emergence of the field, some advertising professionals have started using the title ’service designer’ without any experience in the area.