NUX Camp: Service Design Explained

Yesterday I spent the afternoon at NUX Camp in Leeds. I guided 30 people through a basic service design process in less than 3 hours. This session was designed to give the participants a rapid light touch experience of the design process and get a sense of how service design principles are applied at every stage.


Each team created a “How Might We” statements…

  1. How might we improve the train experience?
  2. How might we make it easier to get a doctors appointment?
  3. How might we make sending a parcel easier?
  4. How might we improve the experience of going to your GP?
  5. How might we improve the online banking experience?


We then journey mapped, mapped emotions, created personas, talked to the public about our ideas, storyboarded and prototyped.  We used some energisers and we checked in and out ( to find out more about these Hyper Island methodologies you can visit our open source tool box )



Some of the final ideas included online banking authenticated by drones, oyster card for trains, uber for doctor and a dropbox for physical parcels.


The teams quickly jumped online to get immediate feedback on their ideas and despite the rain some teams ventured outside. Excellent.

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Thank you to the team at NUX Camp for having me and thank you to all of you who turned up and gave it your all. Thanks to Steven Kelly for the ace pics and thanks to Sia for being such a helping hand. I’ve captured some lovely feedback in this storify.

For those of you who are hungry for more:

  • DeSID report : A much needed recent report Design for Service Innovation & Development (DeSID) takes a rigorous look at service design through six case studies.
  • Hyper Island tool box is here
  • More on why we use rubber chickens
  • Find out more about the MA in Experience Design I run
  • We will be launching a Master Class in Service Design in October so sign up for our newsletter so you don’t miss out
  • You can follow the work of Snook up in Scotland over here
  • I recommend following the Design Economy series by The Design Council