The Service Design Podcast

The service design podcast brings stories and inspiration about service Design and related projects to your ears.
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The Service Design Podcast



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The Service Design Podcast is hosted by David Morgan and Stina Vanhoof from Knight Moves in collaboration with the Service Design NetworkIn this podcast we have conversations with Service Design practitioners from around the world. We love what we do and we love to hear experiences from others.

Nov 29, 2018

We went to the Service Design Global Conference in Dublin where we attended lots of inspiring talks and hands-on workshops. Again, it was a truly amazing edition! It’s surprising how this conference manages to touch new topics & give new inspiration every year. Hats off to the organisation! 

We also really enjoyed the social aspects of this conference. Since this wasn’t our first SDGC, we saw a lot of familiar faces and like every year we had the chance to get to know many new people. During these moments we got the opportunity to interview some service design ‘rockstars’. You can find a compilation of these interviews here. 

Aug 20, 2018

Marc Stickdorn is a well-known person in the Service Design world. That’s understandable for many reasons! 

He is one of the writers on the ‘Service Design Thinking’ and the ‘Service Design doing’ book. Since this week also the ‘Service Design Methods’ book. Besides that he is co-founder and CEO of ‘More than Metrics’, a company that offers tools and stuff for customer experience and service designers: Smaply, Experiencefellow and Mr. Thinker. Marc speaks about Service Design at many conferences around the world. 

Great to have him at the podcast!

Jul 3, 2018

New technologies, a continuously changing lifestyle and new jobs and disciplines present serious challenges in the field of education. Old education methods and skills are challenged in a society where personalisation, collaboration, information and e-learning are taking over. Professionals have to re-educate themselves and schools need new tools and solutions to be able to innovate and make these changes manageable. How can Service Design help education deal with these challenges and inspire people to solve problems in a creative way?

May 14, 2018

We can’t believe its already our 25th episode! In september 2016 we published the first episode. Not sure where this adventure would lead us we decided to just give it a try! Since then we have been speaking with inspiring people from al over the world. In this 25th episode we reflect on the conversations we had, we’ll let you know which episodes were our favourite ones and what we have learned from experts in the field.

One of the highlights of hosting this podcast is meeting our guests and listeners at conferences or online. We would love to interact more with our listeners and know who you are. Therefore we launched a newsletter where we will publish new episodes but also ask questions to the community.


When you subscribe to our newsletter you have a chance to win this great prize package with some of our favourite Service Design tools! 

  • A Neuland workshop case that we use for all our workshops.
  • The Service Design Award Annual
  • A Moleskin sketch book to note down all your great ideas.
  • A Kingdom card game to boost all your workshops
  • And more ...

Check out the details



Thanks to all the guests that have been on the show!
Thanks to SDN for partnering up! 
Thanks to Knight Moves for giving us time to do the podcast.
And of course thanks to all of you who have been listening to the podcast!

Here's to another 25 episodes to come! 🍾
David & Stina

Apr 19, 2018

Together with the city of Rotterdam, service design agency Muzus won the award for organisational impact in the public sector. The city of Rotterdam is offering a mobility service to people with special needs to make sure they get to the where they want. They realised, however, they did not know the people they were offering the service to. Muzus conducted qualitative research in various ways to give the city of Rotterdam insights in these users. These insights were used in various ways to offer the best service possible. 

Apr 6, 2018

In this episode we speak to Hyunyim Park who won together with her team the student award for business innovation in the private sector. Together with Jaehyun Park and Culainn Boland Shanaha they designed the Smart Black Taxi Service Flo to tackle London’s air quality. Their service offers real-time time data about slow traffic, road works, busy spots where people look for taxi’s, etc. By offering this data the taxi drivers will be able to make better choices and reduce their driving time without passengers.

Mar 22, 2018

In this episode we speak to the Service Design award winners for the best commercial project. Judy Mellett is director Service Design, Innovation and Strategy at Telus and Chris Ferguson is founder and CEO of Service Design agency Bridgeable. Together they won the award for redefining the TELUS Renewals experience.  

Feb 4, 2018

Ella Walding won the Service Design student award for her graduation project at the Royal Collage of Art in Londen. Together with the government of Malta she developed a set of Service Design tools aimed to create change in the organisation. These tools can be found at

After her studies Ella started working as a service designer at innovation unit. 

Feb 4, 2018

This year Service Design award for systemic change in education went to ‘Design Managers Australia (DMA)’ and Macquarie Primary School. We had the great opportunity to have both Mel  Edwards, co-principal at DMA and Wendy Cave, principal at the Macquarie Primary school together on the show.   

Jan 31, 2018

Chris is a Service Design Strategist, founder and CEO of the Canadian Design Agency Bridgeable. At Bridgeable they work with some of the largest organisations in sectors like healthcare, telecom and government. Together with their clients they deliver great customer experiences though designing organisational en service-system level changes inside these companies.

Jan 19, 2018

BC is a game changing technology that brings some unique benefits. For us there are some properties that make Blockchain highly interesting for Service Design.

Blockchain is a distributed technology, a blockchain run on multiple nodes that can should on different physical locations. When one node is compromised, nothing in the blockchain is lost.

The assets in a blockchain can not be duplicated or changed without recording the action to do that change. With a blockchain it’s not possible for two people to have two different instances of the same data.

On top of these aspects the security to access one asset in a blockchain is huge and each asset has its own security.

A blockchain can be designed to be entirely transparent, recording and sharing every single transaction that happen in the blockchain.

These benefits are qualities that traditionally are taken care of by human-beings in transactional processes. When we think of transferring credit, property or certificates, it is people who ensure that this happens in a reliable, transparent and fair way.

With blockchain we have a technology that can potentially take over some of these human processes and this will affect the experience of these processes and have consequences for the people involved. It is therefore only natural that we are highly interested in exploring what blockchain can mean for our work.

We chose blockchain as the topic for our latest ARENA event and we recorded the round table conversation with the speakers. 

Jan 3, 2018

We were happy to join the Global Service Design conference again this year. During the conference we talked to speakers from all over the world, volunteers, organisers and many more. You can find a compilation of all these interviews and our own recap here.

Nov 7, 2017

Tanarra Schneider is group director at Fjord Chicago where she leads a large team of talented people. She loves keeping teams motivated to design new services and businesses. She is passionate about design as well as food, dancing and being a mom. 

Oct 3, 2017

This year in Madrid will mark the tenth edition of the Service Design Global Conference. We talk to Birgit Mager, Alex Nisbett, and Jamin Hegeman about 10 years of Service Design conferences. They take us back to the start, share their personal highlights and get us excited for the upcoming conference. Have a listen in anticipation of the next edition and come and find us to say hello in Madrid.


Conference Programme

The Power of Ten - Ten years of Service Design conferences

Birgit on Twitter

Alex on Twitter

Jamin on Twitter


Service Design Podcast is brought to you by David Morgan & Stina Vanhoof from Knight Moves and the Service Design Network

Sep 22, 2017

Per Kristiansen one of the people who helped make Lego Serious Play into what it is today. As partner at Trivium he goes around the world training people to be Lego Serious Play facilitators. Together with Robert Rasmussen he is the author of the book “Building a Better Business with the Lego Serious Play method. We talk to Per all about the early days of Lego Serious Play and what makes it such a great tool.

Aug 24, 2017

Frederik Vincx is a Belgian social service designer. He graduated ten years ago and worked for six years in communication agencies as a designer. In the following four years he founded his own company Prezly, where he put his heart and soul in. After these ten years of hard work he wanted to shift his energy towards more meaningful challenges. Even though he really loved his job he felt that he should do something else that matters even more. 

So he took the brave decision to go on a one year Social sabbatical. The word sabbatical might make you thing he is taking a rest but that’s definitely not the case! Fredrik is taking ten internships in one year in organisations he would like to do something meaningful for.

Jul 17, 2017

Esben Groendal is a Danish Service Designer working in Japan. He is a former Service Design master student at Aalborg University and the initiator of the Service Design Tour.

Jun 28, 2017

Virtual and augmented reality promise to change the way we perceive our surroundings, interact with each other, create, teach and play. As the technology evolves at stellar speeds, each day more and more opportunities open up for businesses, brands and organisations to connect with their customers. But it also leads to new questions. Will this new way of seeing blur the line between real life and virtual reality? And how will we design the best user experiences for it? In our second live episode we talk to Stijn Michiels and Demis Holvoet about VR, AR and Design.

Jun 1, 2017

We recorded a special bonus episode for Service Design Day at the first of June! This episode is a compilation of interviews with Service Design pioneers from all over the world. Together we talked about the status of Service Design in their continent and the cultural difference they experience. 


May 19, 2017

Mark Willems is pedagogical employee in innovation and ICT integration at the Gemeenschapsonderwijs, in short GO!. A Belgian governmental institution that organises education in Flanders.

We personally know Mark and GO! because one year ago they came to us, at knight Moves, with the question ‘How can we provide the right tools for education in a rapid changing world?” Together we went on a journey of tackling this challenge. In collaboration with all stakeholders we developed a tool that changes the classroom into a place were every student can follow its own path, were students can learn more then the theory and were teachers are more like a coach to support the students in their learning.

Throughout the whole project there was a read treat, the vision of GO! to combine push & pull learning.

May 3, 2017

Sanne Kistemaker is co-founder of the service design company Muzus, and teacher at Industrial Design Engineering at the Delft University of Technology. Sanne founded Muzus, a user-centered design agency 10 years ago, together with her sister Neele. Over the years they evolved into a 10 person service design agency that creates products and services by providing insight in the world and motivations of people. 

One of the approaches they use is contextmapping. Contextmapping is a method that has been developed at the Technical University of Delft, and allows researchers and designers to map the context around a certain subject.
During this interview we talked about the opportunities but also the disadvantages of co-creation, the values of the context mapping technique, service design in education and Sanne provides us with some concrete examples of projects at Muzus.

Apr 11, 2017

This is our first Arena episode! Arena is an event organised bij Knight Moves packed with inspiration, learnings and hands-on action on some of the most relevant design topics of today and tomorrow. Three times per year, we bring hot topics into the ARENA and invite two speakers to throw their expertise in the field from different perspectives. Besides that, different partners bring spectacular projects to the Marketplace, a place where guests get the chance to see, explore and experience the secrets of the topic in question. Inspiring evenings full of marvel and action, proudly brought to you by Knight Moves

During the arena event we have a round table conversation with the two speakers in front of a large audience. We are recording this live and publish it as a special ‘live arena’ episode. The episodes will start with a small reflection of us on the topic and its relation to service design. We wil publish an Arena episode 3 times per year. 

Mar 22, 2017

Frederik Kraft is Senior Expert Change & Transformation at Deutsche Telekom, one the world’s leading integrated telecommunications companies. Their core business is the operation and sale of networks and connections. To continue their succes Deutsche Telekom evolved from a traditional telephone company into an entirely new kind of service company.

Mar 2, 2017

Sophie Andersson is strategic designer at Transformator Design, a Stockholm based Service Design agency. At Transformator they design services based on customer needs and help organisations towards customer centricity. One of those organisations was the Swedish employment agency, together they won the service design award for systemic and cultural change in the public sector. 


We were very pleased that we could involve Caroline Enevold, customer-driver business development manager at the employment agency in the interview as well. This shows what real service design is about, service designers working together with their clients as one team.

Jan 25, 2017
EPISODE 5: Service Design Award 2016 for Best Student Project by Gayle Rice

Gayle has recently completed a PhD at The Glasgow School of Art in which she responded as a researcher and a designer to difficulties young people who were leaving care and their workers experience when working together. For this work she was acknowledged with the first ever ‘service design award’ for best student project. 


Gayle is a graphic designer by background, she got into Service design because of her interest in the impact she was creating with her graphic design work. She realised she had to better engage with people that would be using her designs to better understand their needs. That’s how she got into research but soon she realised she could not really use this in the commercial environments she was working in at that moment. Therefor she made the shift towards Service Design.

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