Congratulations to the 2017 winners and finalists!

The much anticipated, third Service Design Award ceremony was a huge success, taking place from November 2-3 in majestic Madrid. The ceremony and Service Design Award finalist exhibition were key highlights of the 10th Anniversary Service Design Global Conference.

Congratulations to the 2017 winners: Bridgeble, DMA, Muzus and student winners Ella Walding, Shreya Hyunyim Park, Cullain-Boland Shanahan and Jaehyun Park
Congratulations to the 2017 winners: Bridgeble, DMA, Muzus and student winners Ella Walding, Shreya Hyunyim Park, Cullain-Boland Shanahan and Jaehyun Park

La N@ve filled with over 700 expectant attendees and 14 excited shortlisted teams on November 2. Head of the Jury Kerry Bodine and President of SDN Birgit Mager took the stage to co-host the Award Ceremony and announce the finalists and five winners selected by the international jury of service design experts.

World class service design

This year there was a big leap in the number and diversity of professional entries and the quality of student entries particularly impressed the judges, making it a challenging decision to select the winners. Kerry Bodine commented: "To be a considered as a finalist, the submitted work must represent world class service design. This year’s group of finalists continued to raise the bar on both the professional and student work we’ve seen in past years." The 14 finalists went on stage one team at a time to collect their certificate and have their work presented before the winners were announced.

Finalists announced
Finalists announced

Showing the impact of service design

The jury selected two professional, non-profit / public sector projects, one professional, private sector project and – for the first – time, two student projects. Kerry Bodine commented: “The winning entries showcase the breadth and impact of service design—and demonstrate the impact that service design has in both the commercial and public sectors. I’m proud to stand behind these winning entries, and I look forward to welcoming our 2018 submissions next spring.”

Kerry Bodine introduces winner pecha kucha presentations on November 3
Kerry Bodine introduces winner pecha kucha presentations on November 3

The pecha-kucha style winner presentations on November 3 were a big hit with the audience, consisting of service design practitioners, enthusiasts and professionals, revealing key insights into the process, learnings, challenges and outcomes of 5 award-winning, world class service design projects. We look forward to sharing the footage of these best practice cases in the coming weeks and are proud to congratulate and showcase the 9 finalists and the 5 winners for their exceptional projects:

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2017 WINNER FOR BEST COMMERCIAL PROJECT

Redefining the TELUS Renewals Experience 
by Bridgeable

Client: TELUS

Location: Canada

Category: Professional, Commercial

 

In 2015, TELUS, which is one of Canada’s largest mobile service providers, realized that mobile contract renewals was a critical and painful moment of truth for customers. The service design team at TELUS engaged Bridgeable to transform the renewals process, creating a seamless, personalized experience for customers while reducing cost-to-serve for the business.

 

Bridgeable enlisted the help of a cross-functional team from across the TELUS organization, bringing together stakeholders who had never before been in the same room to co-create solutions. The results of this omnichannel design effort include:

• 15% end-to-end cost reduction

• 20% increase in customer satisfaction scores upon renewal completion

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2017 WINNER FOR SYSTEMIC CHANGE IN EDUCATION

Design In Schools Australia - a design and education collaboration 
by Design Managers Australia (DMA)

Client: Macquarie Primary School

Location: Australia

Category: Professional, non-profit / public sector

 

In 2015, Design Managers Australia (DMA) was approached by Macquarie Primary School in Canberra, Australia, to tackle a 'dangerous' school car parking lot. An immediate partnership was formed between two disciplines (education and service design), and between two organizations (the school and DMA). The resulting program established 18 eleven-year olds as a formal service design team.

 

The process was built around the creation of six structured design modules with a launch of the rebuilt car parking lot in October 2016. The project had real design outcomes (an improved parking experience), methodology outcomes (the development of a re-useable methodology) and a lasting impact on both teachers in the school and designers from DMA, who have evolved their own practice. The project had real design outcomes (an improved parking experience), methodology outcomes (the development of a re-useable methodology) and a lasting impact on both teachers in the school and designers from DMA, who have evolved their own practice.

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2017 WINNER FOR ORGANISATIONAL IMPACT IN THE PUBLIC SECTOR

217 million worth of mobility services developed based on personas 
by Muzus

Client: The Municipality of Rotterdam

Location: Netherlands

 

The municipality of Rotterdam faced the challenge of issuing a tender for transportation services for elderly and disabled residents. This is a complex service, consisting of up to 17,000 transportation movements per day in this dense city. The municipality has a budget of €31 million per year, which was to be tendered for a period of seven years.  Rotterdam took a daring, fresh approach: they put the user in the center of the bid for transportation services, rather than just looking at the cost per kilometer per person travelled. Agency Muzus mapped the needs of Rotterdam citizens and translated the insights into a framework and tools that offered better transportation concepts—and a better framework for the city to purchase services from transportation providers.

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2017 STUDENT WINNER FOR ORGANISATIONAL IMPACT IN GOVERNMENT

Servizz Design by Ella Walding

Client: The Goverment of Malta

Location: Malta / UK

University and Degree: Master in Service Design at The Royal College of Art

 

Servizz Design is a set of service design tools aimed to create change in the Government of Malta, and which has the potential to create change in any organization.

 

What started as a service optimisation project has evolved into a service for change and a set of deliverables that can empower service users. This project has demonstrated that it is possible to use service design to create both process change and culture change to deliver enhanced outcomes both for those delivering and receiving services.

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2017 STUDENT WINNER FOR BUSINESS INNOVATION IN THE PRIVATE SECTOR

Smart Black Taxi Service: Flo by SHREYA Hyunyim Park, Jaehyun Park and Culainn Boland-Shanaha

External stakeholders: TFL Project Coordinator, RCA Service Design Head of Program, RCA Project Coordinator

Location: UK

University and Degree: Master in Service Design at The Royal College of Art

 

The service tailors and delivers real-time, open data to help black cab drivers make informed decisions about where to find passengers, so that they can reduce the amount of time “drifting” without passengers, thereby reducing pollution. By using the Flo service, black cab drivers can save an estimated £4,093 per year, which translates to a saving of £82,00,000 for the 20,000 black cab drivers in London.

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