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Service design is an effective approach for service-based businesses to improve customer experience. However, Double Diamond design process has limitations in identifying the development areas with most business impact. Combining service design process with machine learning presents a new opportunity for alleviating the aforementioned limitation. We present a case from a European service design agency and a Nordic life insurance company to describe the utilization of machine learning in the beginning of the service design process. With this new process we were able to quantify business impact of different customer experience factors and focus the design effort towards the most potential area. Additionally, we increased the buy-in from top management by enhancing the credibility of the qualitative approach with numeric evidence of customer experience data. The work resulted in increased Net Promoter Score for the client organization.

In the past few years, higher education programs in service design have been steadily growing. Mostly positioned as master’s degrees within varied faculties and departments, these programs propose quite diverse educational offerings. To explore such variety, this short paper presents the preliminary findings of some in-depth interviews with the coordinators of six master’s programs. The interviews discuss key elements of these master’s programs and, more broadly, highlight current and future trajectories for the service design education.