[Keynote Session 2] Service Design for the Desirable Cities – Smart Living through Design
Keynote Session 2 "Service Design for the Desirable Cities – Smart Living through Design" Birgit Mager (President of Service Network Design) |
[Birgit Mager]
What Makes Cities Desirable?
When we consider desirable cities, urban design and aesthetics - which we discussed extensively in the morning session - are crucial elements. This includes architecture, planning, public spaces, and historic preservation. However, these aspects alone don't complete the picture.
A truly desirable city encompasses multiple dimensions. We must consider livability, economic opportunity, and sustainability. Infrastructure and mobility play vital roles, alongside community and social cohesion. Culture and lifestyle shape the city's character, while education and innovation drive its future. Resilience ensures its longevity, and governance and leadership guide its development. All these aspects can be addressed through design, particularly service design - a field I began teaching in 1995 when it was entirely new. Over the past 30 years, I've had the privilege of experimenting with, framing, and expanding this field until it became what we might call "the new normal" in many organizations and governments worldwide.
Understanding Service Design
Service design, at its core, choreographs processes, technologies, and interactions within complex systems to co-create value for relevant stakeholders. These complex systems are living systems - countries, communities, organizations, and humans - that we must orchestrate to create value not just for users but for all stakeholders.
Case Studies in Service Design
1. The Homelessness Project (Cologne, 1997)
In 1997, we tackled the challenge of homelessness in Europe. The project began with students conducting comprehensive research - observing homeless individuals, performing contextual interviews, and even experiencing homelessness themselves by leaving their keys and money at home.
Rather than attempting to solve homelessness entirely within their six-week timeframe, they focused on creating a space for dignified survival. The result was "Gulliver," a survival station that opened in 2001 at Cologne's main train station. The facility includes mailboxes providing permanent addresses, basic medical services, and sanitary facilities. A reception area treats homeless people as guests, while laundry facilities and employment opportunities help restore dignity. The space also features a restaurant run by homeless individuals, safe sleeping areas, computer access, and storage lockers. This project has been operating successfully for 23 years, continuously evolving to meet changing needs.
2. Government Integration of Service Design
Several governments have embraced service design. In 2013, the UK government adopted service design for digital transformation. Scotland followed by developing clear design principles, while Ireland created design principles with detailed action plans. More recently, Shanghai launched a Service Design Initiative focused on human-centered public services.
3. Sustainable Solutions: The "How to Turn Shit into Gold" Project
This master's thesis project addressed the waste of valuable phosphates in sewage systems. Through stakeholder engagement and system analysis, it led to the implementation of dry toilets in Cologne, creating a sustainable cycle for converting waste into fertilizer.
4. Financial Inclusion: US Tax Support Initiative
This project addressed the significant number of Americans who miss tax declaration opportunities due to insecurity about the process. Through public-private partnership between New York government, City Bank, and Parson's New School, they created free tax consultancy services integrated with existing food support programs.
5. Oodi Library (Helsinki)
This project transcends traditional architecture to become a service design masterpiece. Created through extensive citizen engagement, Oodi offers open access to all, multiple learning opportunities, and digital resources. The space provides creative areas, community gathering spots, and relaxation spaces, truly embodying the principles of public service design.
Key Principles for Service Design in Cities
Service design must be holistic in its approach and embrace interdisciplinary collaboration. We should move beyond human-centered design to adopt a life-centered perspective that considers our planet's needs. Co-creation stands as a fundamental principle, alongside the use of visual communication to convey complex ideas. We must seek radical solutions while leveraging data and AI, build strong public-private partnerships, and ensure citizen ownership of projects. Perhaps most importantly, we need to create and share success stories that inspire further innovation.
Conclusion
Service design continues to evolve with technology, including developments like digital twins for the public sector. Those interested in learning more can access the upcoming "How to Public Sector" publication, join the Service Design Network, and participate in LinkedIn group discussions on public sector service design. The growth of service design in Seoul since our first national conference in 2013 shows promising development across academia, private companies, and the public sector.
