As a services-focused economy, DC is home to a flourishing service design industry- mainly of US government organizations, but some national and international ones as well. Our region also hosts two of the most innovative companies in the private sector, Marriott International and Capital One Bank- both of which will be represented by our co-founders

Plan for our first chapter event:

August Event: Our first two events will be an SDN DC Chapter Planning meeting - to get the funding members together as well as other local SDN members and anyone interested in helping to organize and plan future SDN activities and events. The event will be free and at a local DC restaurant / lounge for happy hour drinks the third week of August.


September Event: Our second event will be a larger conversation with the Service Design DC community - a panel format with the quick presentations followed by a moderated discussion.  The goal is to introduce everyone to the range of different service designer roles, and give them a glimpse at just how diverse, rich, and far-reaching the industry is in DC. We'll also use the opportunity to share a bit of our vision for the new chapter and hear what they would like to see from Service Design DC. Booz Allen Hamilton will be the sponsor and will provide a venue at their new Innovation Center for approximately 75 people the end of September and cost will be $10-20.


October/November event: Following events can be sponsored/hosted by Marriott International and Capital One - topics TBD.

Chris Baer
Chris Baer - Senior Director, Global Experience Design L+D @ Marriott

Experience with Service Design: Leadership of User Experience, Information Architecture and Consumer Insights to develop digital and physical consumer experiences for brands in the travel, retail and financial sectors. Designer and product owner for the Design Thinking practice at a global travel company, inclusive of tools, behaviors, process and mindset to up-skill global communities and the storytelling to reach diverse audiences.

Aza Damood
Aza Damood - Customer Experience Innovation Lead, Digital Interactive @ Booz Allen Hamilton

Experience with Service Design: 14 years of total professional consulting. 9 years at IBM Interactive as a designer wearing many hats including User Experience, Information Architecture and creating holistic omni-channel customer experiences for private and public sector clients across Canada and the US. Last 4 years focused on Service Design and Design Thinking methodologies - leading multidisciplinary teams through the end-to-end process to innovate their product and service offerings at Idea Couture and Booz Allen Hamilton.

Ayla Newhouse
Ayla Newhouse - Service Design Manager, Cafe Experiences @ Capital One

Experience with Service Design: Trained as a Communication Designer and Interdisciplinary Design Strategist, conceptualized and launched a multi-channel social gratitude movement (, worked with Adaptive Path (including Jamin Hegeman from SDN) and currently manage four teams working on the design and delivery of a new service experience for Capital One bank. Regularly teach at UXI events and have spoken at the Design Research Conference and UX Week.