SERV 101 - The Big Question

I recently made a short video and website to answer all your questions: What is Service Design?

(and just as a reference) Before building the above site, I used to tell paraphrase this quote to help people understand:

“We have unsatisfactory experiences when we use banks, buses, health services and insurance companies. They don’t make us feel happier or richer. Why are they not designed as well as the products we love to use such as an Apple iPod or a BMW?
. . .

One of the goals of service design is to redress this imbalance and to design services that have the same appeal and experience as the products we love, whether it is buying insurance, going on holiday, filling in a tax return, or having a heart transplant. Another important aspect of service design is its potential for design innovation and intervention in the big issues facing us, such as transport, sustainability, government, finance, communications and healthcare.”

~quote from

If that doesn't work, just remind them:
“What we really want is the hole, not the drill.”