The SDN Insider Newsletter - February 11, 2021
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Dear SDN Insider,

Welcome to the first issue for February 2021! As a valued subscriber, we at the SDN want to ensure this issue provides you with chocked-filled insightful curated community content and SDN project updates.

Black History Month is celebrated annually each February and regarded as a time to recognise the central role African Americans have played in U.S. history and, in turn, honour those achievements. At the SDN, we are pleased to celebrate those thought leaders of the service design industry who have championed change, inspired action, and helped ensure our practice creates better outcomes for everyone. We were especially pleased to have some of those critical voices join us during last year’s virtual conference (Embracing Change: SDGC20) to share their work, vision, and ideas with the community. Watch the replay of keynote speaker, Elizabeth (Dori) Tunstall, as she addresses the need to decolonise design. 

Save the date! On February 23, 2021, we have an exclusive members-only benefit— the SDN’s Going Glocal Meetup series. This series fosters sharing ideas, data, experiences, and expertise for the benefit of practitioners worldwide and the advancement of that knowledge to their local communities. Learn more about this series below. 

The SDN Academy has two lectures, Service Design for Social Wellbeing and Eight Common Mistakes in the S.D. Process, coming your way. Make sure to secure your spots while vacancies last. Learn more about these two courses below. Additionally, we have two new SDN Academy blogs that we are excited to share with you. 

Great news! Our leading group of SDN Accredited Master Trainers is growing! The SDN Accreditation is proud to announce two new SDN Accredited Master Trainers, Riina Iloranta and Brian Gillespie. Take a moment to explore their service-design backgrounds and their successes. 

Enjoy the newsletter, and happy reading!

Decolonising Design: 6 Respectful Steps for Embracing Change
At our virtual SDGC20 annual event last year, our conference had the honour of having Elizabeth (Dori) Tunstall as a keynote speaker. In this keynote, she describes how design has been disrespectful to Indigenous, Black, and People of Color communities. Beyond diversity and inclusion, she addresses the necessity to decolonise design (i.e., decouple design from the modernist project to support Indigenous visual sovereignty and diversity in histories of making). Watch the replay to see how she draws upon the recent experiences at OCAD University in moving towards the decolonisation of its curriculum, governance, and hiring practices. You will learn the key six steps for change in which others can work towards decolonising design as well.
Explore all SDGC20 videos!

Delivering Growth Through Customer Centricity

Kone is a global leader in the elevator and escalator industry, manufacturing the actual product, including providing solutions to optimise and adding value to the buildings they occupy. In taking a closer look at their business back in 2014, the brand had aspirations to grow their maintenance offering. But the question arose: How do we differentiate ourselves in the competitive space to trigger this increase? A partnership with design agency Livework helped develop their answer. Doing a large-scale deep dive into its customer base to understand its vital value drivers provided clear insights and actions. 

Read on to learn how customer-centricity as a mission-critical approach transformed their business. 
Read the case study!

Universal Design, Design for all!

Explore this great blog written by the strategic designer at Mormedi and SDN community member, Juan David LeĂłn. In this blog, Juan goes into detail on what universal design is and why it has so much importance. 
Read the blog!

Save the Date: Going Glocal Meetup (February 23, 2021)
In this edition of our Chapter Newsletter, we are excited to announce the kick-off of an exclusive members-only benefit— the SDN’s Going Glocal Meetup series— a new, co-created online platform designed to promote knowledge sharing, learning, and networking globally and within your local ecosystems.

The Going Glocal Meetups will be co-hosted throughout the year by two chapters each and exclusive to paying members only. SDN Dallas and SDN Monterrey will host our first event on February 23, 2021, at noon (CST) and feature Birgit Mager, Jamin Hegeman, and Gabriela Salinas guest speakers.

Main topic: Centred around the Future of Service Design study developed by SDN President Prof. Birgit Mager, this event will drill down the subject matter, focusing on ethics, education, and business and the emerging issues and opportunities for our still young yet mature practice.

Access to the call is available to all members through their dashboard (My SDN) under the discounts section. No registration required!

Future Going Glocal Meetups include EMEA/SDN Finland in April and AsiaPac/SDN Japan in June.

Stay tuned for details!
Learn more about the Going Glocal Meetups!

Service Design Network Academy
What’s next at the SDN Academy, you might ask? Up next, we have the second lecture of our SDN Accredited Service Design Master Trainer Milla MĂ€kinen: “Service Design for Social Wellbeing.” In this lecture, Milla will concentrate on the questions, use service design to make the invisible people seen and heard, and improve integration service. Join the course on Feb 16, at 16:00 EET. 
New to the SDN Academy is Service Design Professional Trainer Piotr Wojciechowski with his lecture about “Eight common mistakes in the Service Design Process.” In this lecture, Piotr wants to break the taboo and talk openly about the SD Process mistakes. Join his course on Feb 25, 2021, at 17:30 CET. 
Explore all SDN Academy courses!

SDN Academy Blogs
Successfully Implementing Service Design Projects

Are you questioning why the success rate in implementing service design projects is still low? Why do brilliant concepts fail when it comes to anchoring them in the client organization's daily business? Get the answers you are looking for by reading this hot-off-the-press news story!
 
Strategic Design in Organisations with Carol MassĂĄ
 
According to the book The Living Company authored by Royal Dutch/Shell executive Arie de Geus (1997), a "living company" is characterised as one with long-term vision and can learn and adapt as its environment dictates. Such an organisational approach, he states, is ultimately what ensures its ability to survive. Read this news story to learn how Carol MassĂĄ uses this thinking as foundational support for her two-part course titled Strategic Design in Organisations!
Discover more SDN Academy news!

Service Design Network Accreditation
We are pleased to welcome Riina Iloranta as an SDN Accredited Service Design Master! Helsinki-based, Riina has a passion for service design, design thinking, and developing the customer experience. Her background is in the tourism and hospitality industry and service product development. Designing and creating a high-quality and holistic customer experience is her core knowledge, and she has a strong drive for value and business thinking. Riina also offers service design training for various commercial clients under LAB8, a service experience laboratory. We are delighted to have you with us, Riina! 

We are also pleased to welcome Brian Gillespie to our esteemed group of SDN Accredited Service Design Masters! Boston-based, Brian has been an independent consultant building his network. More recently, he has formed a partnership with PARK, design leadership, and design management consultancy, delivering design management coaching and education and bringing design leaders together in the collective known as Raymond. In September 2019, Hamburg's collective gathered to explore design leaders' responsibilities to "Design for Humanity." Brian also plays a role in the SDN Leadership Team by continually exploring opportunities to provide value to our members and extended community. 

Find out more about our accreditation programme and consider applying today to join our leading group of experts!
Apply for SDN Accreditation!
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E-mail: info@service-design-network.org

Commercial register number: HRB 72523
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President: Prof. Birgit Mager, Vice President: Jesse Grimes
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