Currently we’re experiencing the consequences of what happens when solutions are put into the world without first thinking about the implications for society. As a design community we are all deeply involved in this process. Which means that we have the big responsibility to design a better world for our future generations. With new disruptive technologies quickly entering our daily lives we can choose to continue being bystanders or to take the lead this time. When we decide to lead it’s not going to be the tools or methods that help us design solutions that stand the test of time. It’s our proven set of values and approach. In this talk you’ll see practical examples of how these values and approach play out in the world of service design. Designing solutions for a better world isn’t rocket science, it’s actually quite simple. You just have to be human.

1. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day

2. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
.BUONGIORNO.

3. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
TV Repair
Photo by Ian Primus

4. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day

5. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day

6. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
.SINCE 2007.

7. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
.SINCE 2016.

8. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day

9. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
.THE FAMILY.

10. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
.THE CATS.

11. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
Alexa
.AND ALEXA.

12. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
I’m 🤔 & 🙀

13. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day

14. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
just because we could...
or it seemed like a cool thing to do

15. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
DISCLAIMER
I don’t know anything about the future

16. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
So how did we get here?

17. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
.BACK IN.
.2005.

18. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
Solutions that nobody would use

19. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
Journey to the interface

20. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
doing the right things
vs. doing things right

21. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
services that people love and
organisations are proud to provide

22. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
I had no clue about service design
Not a lot of people did...

23. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
How are we going to find clients
A challenge that a lot of service designers still struggle with...

24. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
.I WASN’T ALONE.

25. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
.SET OUT ON.
.A JOURNEY.

26. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
You want me to do what?!

27. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
.WE WON.

28. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day

29. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
.THERE WAS NO.
.TURNING BACK.

30. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day

31. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
be genuinely
interested

32. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
Doing research (sometimes)
is the biggest learning

33. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
Solutions that
facilitate curiocity

34. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day

35. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day

36. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day

37. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
Interact, engage & be curious

38. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
The battle of not knowing

39. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
I was educated to have the answers
"We're paying you to come up with the smart solution."

40. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
Help us to explore the future.A TURNING POINT.

41. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
Foto van RWS co-creatie

42. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day

43. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
Oh 💩 !

44. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
Is that really the problem?

45. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
gently force some
humbleness upon them
💪

46. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
What are you doing here?
WHAT ARE.
.YOU DOING.

47. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
Create reasonable doubt

48. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
What should I buy for 5 euro
VALUE.
.FOR.MONEY.

49. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
🇳🇱 flags and
some humbleness

50. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
There are many truths out there
We don’t need to have all the answers...

51. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
Embrace uncertainty

52. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
🙏
Trust the process

53. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
Quote Mauro
Our ability to
prototype is what
sets us apart.
-- Mauro Porcini

54. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
.I COULD.
.HAVE KNOWN.
.....

55. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
Klm surprisus viering en/of
boekuitreiking
CREATING.
.A STAGE.

56. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
Harry potter books

57. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
“A prototype is worth 1000 meetings”
-- Tom & David Kelley

58. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
The book was ready
IT’S READY!.

59. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day

60. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day

61. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
IT DOES.
.NOT SCALE.

62. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
THINGS PEOPLE.
CAN’T HIDE IN.
THEIR DRAWER.

63. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
OR DELETE.
FROM THEIR.
COMPUTER.

64. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
“Make things in order to think
rather than thinking what to make”

65. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
SOMETHING.
MAGICAL.
HAPPENS.

66. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
BORDERS.
DISAPPEAR.

67. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
Voorbeeld van tool making
WE ARE.
TOOLMAKERS.

68. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
Get out of our heads (and screens)
and into our hands

69. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
Making as way to
shape the future

70. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
STILL ON.
.A JOURNEY.

71. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
Uncomfortable and
scary journey...

72. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
The most scary thing
had yet to come

73. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
goodbye

74. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
“Create work that will be
missed if it was gone.”
-- Seth Godin

75. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
A passionate and deeply involved
community
GLOBAL.
.COMMUNITY.

76. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day

77. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
Be part of it 💪

78. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
Do NOT settle

79. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
🤔
“Design for the future we want.”

80. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
be curious and engage with the world

81. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
be curious and engage with the world
be humble and vulnerable
create and collaborate
don’t settle

82. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
be curious and engage with the world
be humble and vulnerable
create and collaborate
don’t settle

83. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
be curious and engage with the world
be humble and vulnerable
create and collaborate
don’t settle

84. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
I love tech but and
care about people

85. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day

86. Marc Fonteijn
© Service Design Show
14 11 2019 / Rome
World Usability Day
Grazie ServiceDesignShow.com
/servicedesignshow
/servicedesignshow
Marc Fonteijn
marc@servicedesignshow.com
/in/marcfonteijn
🙏
SERVICEDESIGNSHOW.COM/WUDROME