10 January 2019

6:00 pm to 8:00 pm


Academy Xi, 48 Druitt Street, Sydney 2000

Event Details

The way services are designed has major implications on our experience with a brand or product. The need to craft intuitive, user-friendly services has dramatically impacted the way businesses respond at every touch point of a customer journey.

As change occurs more rapidly and technology disrupts industries at an exponential rate, how will Service Design change the way we interact with brands and products in the future?

At our panel, Designing Services: How Service Design will shape our future, will explore:

  • What the role of a Service Designer will be in 20 years
  • How companies view Service Design and the business value that it creates
  • The impact Service Design will have on the way we consume products
  • How Service Design will alter and shape the way we interact with business
Sarah Forde

Service Designer

Through her work in local communities in local governments in Australia, Sarah discovered User Experience Design (UX) and Service Design (SD). With a passion to learn more and expand her skills, Sarah eventually decided to do the Service Design course at Academy Xi. It was here that she realised there was a name for what she had been doing all along — interview research.

On a particular project, Sarah had to work on building an art classroom and the local government she worked for had a very linear approach to it. It wasn’t until Sarah spoke to the teachers and delved deeper, that she understood the importance of the art classroom. The students came up with a really cool idea: a blackboard in the yard so they could express their personal art, in conjunction with their classroom art.

Sarah uses this an example of human-centred design and viewing problems through a human-lens. This way of thinking is further emphasised in fields like Service Design, where the users and in this case the children, are placed at the heart of design.

Tobias Robinson

Service Designer at Westpac

Before Tobias found Service Design, he felt trapped in the slow pace of Architecture. Instead of staying in a job that failed to satisfy and bring him fulfilment, Tobias went out in search of a new field, industry, and career. He landed at Academy Xi and took both the part-time Service Design (SD) course and the full-time User Experience Design (UX) course.

The exposure of two different fields, the overlap of skills, and the insights of multiple instructors created the perfect storm of experience. This experience, led by a determined motivation to learn and dive into new industries, would lead Tobias down the path needed to meet the right employer. During the Service Design course, Tobias worked on a real-life project with Qantas. All of the students in the course focused on the service design of baggage handling: a project that was both complex and intensive, providing the perfect learning environment for deploying Service Design skills.

Since the course, Tobias landed a job as a Service Designer at Qantas and now works for Westpac.

David Berigny

Service Design Lead and instructor

David is a designer and design educator helping organisations perform better with a clear purpose, passion and positive impact. His practice is about providing value and an emotional reason to engage by seeking to improve day-to-day services that aim at a better condition for everyone, including the environments that sustain us. To that end, he helps organisations integrate and fit for purpose a variety of research, design, behavioural and technology-based approaches. For over 15 years, he has designed for both agencies and in-house with global design and innovation consultancies, large financial institutions and government agencies.

Dates and fees


10 January 2019

6:00 pm ~ 8:00 pm



Academy Xi,
48 Druitt Street,
Sydney 2000

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