The San Francisco chapter of SDN is here to facilitate service designers to meet, learn, and further their careers as well as the discipline of service design. We hope to solicit papers and research studies for Touchpoint and to encourage San Francisco chapter members to submit proposals for and to attend the annual conference.

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Interested in getting involved with the SDN San Francisco chapter? Email us at with your ideas for events, to volunteer your time or space, or just to say hello.

Andrea Fineman
Andrea Fineman - Service designer at Adaptive Path at Capital One

I became interested in service design while working at a customer experience consulting firm. I then went to Carnegie Mellon Univ. for a Master’s degree in interaction design, where I focused on service design. My master’s thesis was a service design research and design project related to the use of customer data in in-person retail interactions. Now, I work at Adaptive Path, where we work exclusively on service design projects for Capital One as well as for non-profits. As an acquired subsidiary of Capital One, we are able to explore new frontiers of implementing service design inside a large corporation at scale. I love being a part of the design community and I want to be able to give back by hosting events and networking with other designers. I want to be able to make connections so that people who are interested in service design can further their own careers. I believe this will also help me in my own career.

Gassia Salibian
Gassia Salibian - Principal at Future-Proof Consulting

Gassia started out in her career as an Architect. Her approach was designing buildings from the inside out, privileging the experiential qualities of built environments over their physical construction. Through her interdisciplinary career she navigated through domains that ranged from real estate development to management consulting to human factors research to business process design, finally landing on Service Design Innovation.  Gassia has 15+ years of experience partnering with executives and their teams to develop new experiences with products and services that people crave.  Her collaborative approach draws from a range of practices such as Architecture, Ethnographic Research, Lean Startups, Service Blueprinting, Journey Mapping, Customer Co-design, Outcome Based Innovation, and Six Sigma process engineering. She has helped organizations transform how they collaborate across silos, function proactively, and use their insights to shape exceptional customer experiences. Her clients include Cisco, Amgen, Kaiser, UnitedHealth Group, Autodesk, BP, Coursera, and many lesser known startups in Silicon Valley. She holds a dual Masters in Architecture and Business and a Bachelor of Science from MIT.  She is certified in Customer Scenario Facilitation, Advanced Methods in Innovation with Design Thinking, and Six Sigma. She currently co-leads the San Francisco chapter of the Customer Experience Professionals Association.

Bernadette Guey
Bernadette Guey - Design Lead at the University of California, Berkeley

I'm a service design leader working at the intersection of design, business and technology. I am also a systems thinker who loves to solve "wickedly" complex problems. My value is in designing, humanizing and optimizing service value exchanges that have a Return on Experience and on Investment (ROE and ROI).

Izac Ross
Izac Ross - Acting Design Manager at Collective Health

Lead Service and Interaction Designer at Collective Health. Co-chair of the SDN San Francisco Chapter.