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Never Mind the b#ll#cks, This is Service Design

Service Design is a relatively new discipline that is radically changing the way we design and deliver value to our users.
By adopting a holistic approach to design, Service Designers can create organisations, processes and interactions that are customer-oriented and which aim to build ecosystems of products & services. In my talk, I explain how Service Design enables designers to reframe the problems they are presented with, and how a user-centred methodology such as Service Design Thinking can be used to design valuable interventions or to generate disruptions that can be developed into opportunities for innovation.

Who is Diego Dalia

I’m a designer with a background in Service & Interaction Design. I have lived, studied and worked in Italy, China, the Netherlands, and the Czech Republic and, since 2015, I have been based in Dublin, where I work at IBM Design as a Service & Interaction Design Lead. During my career, I have served in a broad range of roles, designing digital products and services in several sectors, including healthcare, human resources, and the automotive and travel & leisure industries. I’m passionate about designing interactions, delivering new experiences to users, and developing new systems for products & services. I hold a Master of Science in Service Design (Politecnico di Milano, Italy), a Master of Science in Design & Innovation (Tongji University – Shanghai, China), and a Professional Doctorate (PdEng) in Interaction Design (Eindhoven University of Technology – Eindhoven, the Netherlands).

I’m a passionate ethnographer and I love travelling. I try to enrich myself by discovering and learning new things about the places I visit, especially the sociocultural aspects, including music and food.

I’m actively involved in the Irish UX community, where I co-organize the monthly Dublin UX meet-up. I cofounded the first UX Camp Dublin (, and I’m currently working on some new projects, such as the Ireland chapter of the Service Design Network (, and the collective “Design Mentors”, which aims to provide free-of-charge mentoring services to designers.

About the organizer

UXservices is a specialized user research and user experience design consulting firm, based in Istanbul, Turkey. UXservices has a global reach to latest UX and usability know-how thanks to its active role in international organizations like UXPA, UX Fellows and IAI. UXservices has credentials and experience in a wide variety of interface platforms at different industries including telco, banking, finance, retail and more.


Contact us

Eski Büyükdere Street.
Maslak Business Center, Block: A Floor: 8
Sarıyer / Istanbul – Turkey

Phone: +90 212 276 06 43