That’s how the morning of January 22nd has started: with reflection and inspiration about the role of service design in Portugal. It was the launch day of the Service Design Network (SDN) Portugal's chapter, at Mouraria Innovation Hub, in Lisbon. Around 60 people showed up, a multitude of people from different backgrounds and experiences: from designers, managers, innovation experts, consultants, researchers, and academics.
After two co-creation sessions with the community that happened in December (and I was in the one of Oporto), it was the first official event of the year which officially launched the Portuguese chapter of SDN. Carlos Moreira was the event host, during his presentation, he walked us through the goals and the 3 pillars of this chapter: Community, Business and Knowledge.
As the main ambition of SDN is to make Portugal a reference in Service Design, it was a morning to get inspired from Portuguese cases and debate the challenges to be tackled - from the public to private sector.
Bruno Figueiredo, user experience director of Xperienz, kicked off the session and presented a case in the construction sector - understanding the full customer journey, pain points and solutions they found to improve the whole life cycle of developing and maintaining a construction site.
He was followed by Filipa Costa, from LabX - the Portuguese public administration experimentation lab - presented a view from the public sector where their main goals are to rethink public services from the citizen's point of view. She showed us different cases they have worked on - from understanding and improving the customer journey of "Loja do Cidadão" (the Portuguese one-stop citizen shop) to co-create a game to enable citizenship awareness and practices in kids and teenagers at schools.