A little more about Magnus
Magnus Bergmark is Business Strategy Director at Doberman. As an experienced digital and service design strategist he leads the work in some of Doberman's larger accounts and helps companies design and innovate services that deliver market leading customer experiences. Magnus has a background as web entrepreneur and brand strategist and is an appreciated speaker at conferences and educations with focus on innovation, digital strategy and service design.
The Design in Service Design
Service Design is often, well deserved, praised for its analytical and strategic advantages. But if we forget to acknowledge the most central aspect of the discipline it will loose its true glimmering power. Design as the element of surprise. Service Design is not Design just because we call it Design. We have to nourish it. Because the purpose of Service Design is to result in the delivery of a valuable experience, design must be a process of creating and executing.