The thank-you pack we sent to Rainmaker to show them the extraordinary value that their money enabled us to create.

1. Thank you so much for sponsoring the
service design fringe festival 2016.
Here’s a 14 page slide deck to flick through.
It describes the achievements of the
festival. You enabled all this to happen.
15-25 September 2016
All around London with a hub in
Designersblock in the Oxo Tower, Southbank.
events
30 1000
guests
approx
95%
attendance
rate
estimate
Average 40 free
tickets for talks
& average 20
free tickets for
workshops
Almost full house
every time -
extraordinarily
low drop out
rate compared
to other free-to-
attend events
Places for events
filled up within
a few days of
release

2. What you gave to us,
and what we did with it
The money paid for those people, and also
enabled us to:
• print 4000 maps (double last year)
• throw an exclusive hosts party (which we had never done before)
• make 500 tote bags (which we had never done before)
• pay volunteers expenses
• get our own festival projector and speakers, which cut out
reliability issues with borrowed equipment
• workshop materials (a supply that will last us for next year too)
• ...and more things that are less interesting to list.
We couldn’t have done any of these things
without you.
Your contribution enabled us to hire:
Katie, who had the idea to have an Ancient Egypt themed party and
made all the food herself; attracted 50 volunteers, and selected and
managed around 10 of them closely; secured several drinks sponsors
for parties and tote bags; generally brought a positive enthusiastic and
dedicated energy to the festival team.
Culainn, who got us in to the online magazine Design Week; got our
name out there so that many more people attended; saw the potential
of the festival and pushed it to be bigger and better.
Sophia, who designed and made the hub space, including making cork
and blackboard screens from scratch, with beautiful aesthetic detail.
Claire, who painstakingly designed the map programme and other
graphics around the festival.
Phoebe and Jim, who are making a promo video for the festival.
None of these people can afford to work pro bono: we attracted their
brilliant skills, and also made a difference to their lives in return. They
all went above and beyond.
You gave us 30k, advice on finance matters
and more, and a special vote of confidence.

3. Events
parties
2 11
workshops
6
talks
panels
4 4
ambassador
take overs
7
mixed
format
Exclusive Hosts & Sponsors Party
The Art of Service Branding
Branding Your Work as Service Design
Festival Opening Night
Better Service Design Through Better
Storytelling
Service Design Futures
UX & Service Design
Ethics & The Future of The Internet
Do Service Designers Need a Design
Background?
What is Service Design?
Transitioning from Academia to Industry
Future Services in a Technology Enabled
Healthcare System
Service Design In Practice
Research on the move
​League of Pragmatic Optimists
Inside Design Prototyping Workshop
Service Innovation at The BIO Agency
#SDN_UKChat
​Next Practice Workshops: Film
Ethnography, Speculative Design, &
Data Science
​Beyond the Blueprint: The Achilles Heel of
Service Design
Behaviour Change + Service Design
Making Service Design Relevant
#Nopostits with ​Policy Lab & Fjord
The Value of Systemic Thinking to
Designers
Developing Metrics for Service Design
Service Design #Museum
Bringing Design Thinking into
Organisations
Creative Courage and Confidence
Festival team
Wolff Olins
Jess Leitch
Festival team
Cognizant Digital Works™
LCC
UXPA
Lior Smith
Lior Smith
Tom Wynne-Morgan
Anja Sisarica
PDR
Snook
STBY
LOPO
UsCreates
BIO
SDN
Policy Lab
Daniel Letts
Service Lab
Niharika Hariharan
Policy Lab & Fjord
Mat Hunter
Crystal Campell
Holly Lin
Lior Smith
#upfront
plus...

4. Here’s 5 slides of
photos to remind you of
the feel of the festival...

10. What did you learn?
Lots of people said they learnt techniques; others commented on
collaboration or co-design; learning about examples of service
design in practice was also valued.
Results
“Lots of insights into
process details I am also
struggling with.”
*Based on feedback form filled out at the end of events. 224 respondents.
“THE BEST PANEL
EVENT I HAVE EVER
ATTENDED”
“Very inspiring talk! Thanks to all
who make this festival happen.
Can’t be more appreciative. I had
a wonderful week!”
“How to prototype
a service for a user.
Thinking of the user
before tackling the
problem.”
“That there is hope!”
“Insight into SD based on
hands on experience”
“I finally saw the real
connection between SD
and business”
Why did you come?
People came because they wanted to learn about service design,
to network, to pick up new ideas, and to find out about other
organisations’ perspectives. Some people were learning about
service design for the first time.
“We’d be interesting in
playing a bigger role next
year and look forward
to working with you on
that.”
“I’m so glad to be a part of service
design festival. Through the
workshop, useful insight has been
grabbed which will benefit my
future research.”
Initial feedback from hosts
average
rating out
of 10*
8.6 1/3
rated us
10/10*

11. Critical value
Several events were centred around critiquing service design and
making it better together.
At the end of panel sessions, we finished up by creating visuals to
capture the key points, in order to solidify learning.
We are going to try to measure critical value through asking for
feedback from guests and hosts in a few months’ time, to find out
if they have embedded any of their new knowledge and skills.
Recognition
Many people were coming to the festival to learn about service
design for the first time. We made it very easy for people to
come and learn about service design. Now, more people will
understand what it is that we do.
Ambassadors handed out almost 4000 maps around London
Design Festival hubs and elsewhere in London - increasing
awareness of service design amongst the wider design
community and beyond.
Employment
We had a physical jobs board running over the course of the
festival. 60 people took part and many people took photos of the
jobs board.
30% of attendees were looking for work.
We are going to follow up with guests to find out if they have been
employed through connections made at the festival in a few months.
Value created
The festival aims to increase the recognition
of service design, the employment of service
designers, and the critical value of the service
design practice.
jobs board
key points captured

12. Guests
All the guests got to come and learn about service design for
free. They could come to as many events as they wanted to. They
came away with valuable new insight into service design.
We made ample opportunities for guests to truly have their
voices heard. The curation of events was focused on two-way
communication. Because the events were free to attend, the
tone of the festival was warm, community focused, and open
rather than elitist. Everyone wanted to be there - we don’t think
anyone had been told they had to go by their boss. As a result,
the discussions were rich because people felt able to speak their
mind, and diverse, because service design sceptics as well as
enthusiasts attended.
Hosts
Event hosts participated in the festival for free. This meant that
the hosts were not just a select few organisations who could
afford to take part. PhD students and experimental types got to
try out new ideas and use the results from their events to inform
their work.
Volunteers
Many volunteers were given opportunities to prove their
skills through working for us, as well as having the chance
to experiment and learn through Ambassador Take Overs -
dedicated time slots in our hub where Ambassadors were
allowed to try out workshop ideas of their own.
Festival team
Many members of the festival team were learning new skills on
the fly. We all have valuable new experience now.
Opportunities created
As the festival instigator and programme
curator, the thing I am most proud of is
creating opportunities for other people.

13. Social media impact
#servicedesignldf
@SD_LDF
www.sd-ldf.com
Matt Hunter - ex CDO from the Design Council and Partner at IDEO
500+
mentions by
other people
those people were
mainly over 25,
which implies
they are tied into
working networks
>10k
people
engaged
online
• 17% of guests found out about us through
social media*
• Contact and partnership made with
a service design lab, run by ex Apple
Designer Michael Darius.
• Mentioned in Design week (we got in touch
with them).
• Mentioned in Plan’s discerning guide to
LDF (they found us - mentioned 3rd after
the London Biennale and the V&A).
• Joined 8 service design groups on
Facebook comprising of over 20,000 service
designers to promote the festival to.
twitter
followers
nearly doubled
from 2 months
previously
648 7000
times our
twitter page
had been
viewed in the
last month
*Based on 224 respondents

14. Lior Smith
Programme Curator & Festival Instigator
Katie Baggs
Captain of the Ambassador Army
& Sponsorship Superstar
Culainn Boland-Shanahan
Comms Commander
Claire Wan
Printed Events & Map Designer
Emily Cheng
Web Design & Branding
Sophia Simensky
Hub Space Curator
Phoebe Fleming & Jim Smith
2016 Videographers Extraordinaire
Sean Dong
2015 Film Maker
2016 Service Design
Fringe Festival credits