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In its early days, service design had a clear and compelling purpose – to shift our addition from owning products in favour of services. Products were bad, the thinking went - they encourage greed, envy and waste. Services on the other hand, were good - they led to community, sustainability and fulfillment.

Ten years on, the technological landscape has fundamentally changed and today it is almost impossible to distinguish between a digital product and a service. Where does that leave service design? Most importantly, why are we still having this conversation?

In this talk, Chris will explore design in a world where the old notions of product, service and brand are blurring. He will argue how services of the future will be more like the services of the past and explain why you should never ever refer to him as ‘a consumer’.

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