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Investigating Service Design


18:30 - 21:30

Unruly, The White Chapel Building, 10 Whitechapel High Street, London, E1 8DX

We will cover an intro to service design with Aino and connecting the dots; then Joel will share recent case studies to showcase different challenges of overcoming delivery; and Dominic will finish with what’s next in digital and design in government.


18:30 – 19:00 – Mixing and mingling with drinks and nibbles
19:00 – 21:00 – Presentations
21:00 – 21:30 – Networking

Transformation starts with people


Companies around the world are going through digital transformation. Transformation doesn’t start with digitalization; it starts with the people in the organisation. With its focus on empathy and connecting the dots between disciplines and internal initiatives, service design plays a key role.

Aino Hanttu, Futurice

Aino is a Service Design Lead at Futurice. She has designed and developed end-to-end products and services for a variety of industries in Spain, UK, US and Finland. Currently, Aino drives the creation of stellar user experiences and world-class service design in client work at Futurice London. Aino thrives for complex service design projects and is passionate about digital transformation of businesses.

As a designer Aino is passionate about using service design to create immersive experiences by integrating the online and the offline services, as well as changing the way organisations work. She believes that a designer has to understand the overall big picture as well as manage and design the most detailed pixels. Aino gets her inspiration from traveling and experiencing different cultures. Prior to Futurice, Aino was the UX Lead for San Francisco based healthcare start up BetterDoctor, and she is an alumna of Fjord.

How to tie your customer design work into the enabling organisation


As service designers we spend a lot of our time designing innovative and high performing target customer experiences. But the real challenge is working with a usually pretty traditional business to deliver that multichannel experience into reality. I’ll draw on recent Livework case studies to explore ways of overcoming this challenge.

Joel Bailey, Livework Studio

Joel is an experienced Service Designer, with 16 years experience helping clients create customer experiences that drive sustainable profit. Joel is Director of Livework London, the independent pioneer of service design, and previously spent five years as Director of Service Design at Capita, working on multichannel design projects for the BBC, O2 and Ministry of Defence. He enjoys using design creativity, practical customer-centred methods and business strategy to help organisations improve and innovate their services.

Designing public services for the digital age


The case for digital has been won. Better citizen experiences at lower cost to government are transforming the way we deliver our public services. Dominic will talk about where next for digital and design in government.

Dominic Campbell, FutureGov

Dominic Campbell is a digital government entrepreneur with a background in government policy and technology-led change. He is an experienced in organisation and service re-design and has senior management experience in implementing change initiatives within public services.

Having spent six years in government, Dominic established FutureGov in 2008. FutureGov supports digital and design-led transformation in government in the UK, Australia and many places in between.


User Experience Professionals' Association is a not-for-profit dedicated to promoting and supporting UX and its practitioners.

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