*Service Design Proof of Concept *
Politecnico di Milano, Milan, June 18-20, 2018

We are glad to announce the full list of workshops that will be
conducted during the next ServDes 2018 Conference in Milan.
In the following, you can find a brief description for each of the eight
sessions. Participants to the conference will be free to choose which
conversation they would like to join. The full programme of the
conference will be published soon.
We hope to see you there.

More details on:

Marzia Mortati
Workshops chair
On behalf of the Conference Organising Team

*WS1 - From A to BE. Design the Mobility of the Future*
Today, inclusivity means more than just overcoming physical barriers, it
is about removing the barriers that create undue effort and separation,
so to enable everyone to participate equally, confidently and
independently in everyday activities.
Co-designing an inclusive e-Mobility scenario means to emphasize the
contribution that understanding user diversity makes, to inform these
decisions, and thus to include as many people as possible. User
diversity covers physical, conceptual, economic, cultural and social
By utilizing collaborative tools, the attendees will experience the
benefits of an inclusive design approach to design services that should
be adopted by the majority of people.

In partnership with NTT Data.
With the participation of designers with a long experience in working
with diverse companies’ profiles.

WS2 - How Service Design can Drive the Digital Transformation of the
Retail Revolution*
The retail arena is undergoing great transformations, also due to
constantly connected consumers with 24hrs access to a global shopping
experience, at their smartphone length. What does this mean for
traditional retailers? How are new players eroding incumbents’ share of
the market? How do you re-invent your business and your experience when
you don’t know who your competitors are anymore? The workshop will
investigate these questions and discuss about how a service design
approach can help retailers to face these challenges and drive digital
transformation in the post-commerce era.

In partnership with Deloitte Digital.
With the participation of invited companies from several industries.

*WS3 - Digital Transformation through Community and Relationship Building*
Communities are increasingly central to the strategies of communication
that companies adopt.
ABB S.p.A. is an example of how collaborative communities can help shape
a cyclic process of identity definition and development. This case will
be presented in the workshop to explain how the Twig agency has guided
digital transformation through communities, also thanks to the
scientific contribution of the university and the development of a
broader methodological vision, that has lead them to combine service,
marketing, communication and technology in a synergic way.

In partnership with Twig.
With the participation of ABB EP Italy, Cefriel, and experts from
Politecnico di Milano.

*WS4 - Between servitude and collaboration. A service design choice?*
20 years ago the debate on the upcoming service society started. Now it
is here and it seems quite different from the one imagined: it is a
fluid mesh of interactions colonized by neoliberal ideas and practices
in which services are evolving towards a new form of servitude. That is:
services based on encounters where the service delivered is subject to
the power of a platforms and, behind it, of the platform owners. Until
now, criticism has been mainly directed towards the economic
environments in which it happens: the platform economy and the related
gig economy. The workshop aims to discuss the implications of this in
terms of service design and of design for social innovation.

Lead by the DESIS Network Association with the participation of invited

*WS5 - The Latest Words on Service Design: Talking about Books*
An interactive roundtable with the authors of some of the most recent
words on service design:
Designing Better Services: A Strategic Approach from Design to
Evaluation (Foglieni, Villari, & Maffei - 2017), An Introduction to
Service Design: Designing the Invisible (Penin - 2018), Designing for
Service: Key Issues and New Directions (Sangiorngi & Prendiville -
2017), CoDesign for Public-Interest Services (Selloni - 2017), and This
Is Service Design Doing: Using Research and Customer Journey Maps to
Create Successful Services (Stickdorn, Hormess, Lawrence & Schneider -

Organized by ServDes.2018 and lead by the authors with a moderator, who
will engage the audience in an interactive discussion.

*WS6 - Data Challenges and Opportunities in Designing for Service*
The rising relevance of data in the design of new services exposes
service designers to new challenges and opportunities. The ever-growing
number of services that use and/or produce data requires service
designers to be equipped with the tools needed to understand, analyze
and transform data as well as design and inform the process with them.
It is then crucial to define how to achieve this data literacy to move
beyond statistical analysis and consolidate a set of (design) practices
for data usage. Achieving this higher level of data literacy can help
integrate data better into the design of services.

Lead by Aalborg University, Narai, and Mappi-na.

*WS7 - Humanizing Organizations - the Pathway to Growth*
The workshop focuses on the human aspects of organizations such as
needs, values, motivations, beliefs or fears and introduces a framework
for evaluating key factors that “humanize” the organization.
Through the collaborative and interactive teamwork, audience will
together with organizers to explore, discover and identify emerging key
challenges to become a human-centered organization, and ideate design
solutions to solve them.

Lead by University of Wuppertal, University of Lapland, University of
California, Aalto University.

*WS8 - Service Design for Autonomous Driving*
Autonomous driving is a phenomenon whose impact goes much further than
the car itself: it will truly change our lives for good on a social,
cultural, economic, urbanistic and behavioral level.
The aim of the workshop is on highlighting the new tools, the new
environments, the new opportunities, the new expectations that this
tidal change will bring.
Participants will be divided into groups and challenged by convenors to
come up with ideas and questions for each area of exploration (Love,
Health, Space, Time, Money): how can we, as a society, “design” the best
experience after the arrival of autonomous driving phenomenon?

Lead by V12design and Secolo Urbano.

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