The Multiple Identities of Service Design in Organizations and Innovation Projects

The recent evolution of service design, both as a sub-field of design studies and as an approach that is adopted and practiced by multiple actors in organizations, has led to multiple identities and roles of service design practitioners. This chapter uses the theoretical construct of professional identity to study this evolution through a qualitative study with key experts and practitioners. Results highlight the professional development of service designers in organizations from more operational and tactical roles to more strategic and leadership positions; the ongoing hybridization of service design practice and potential future scenarios; the transversal and vertical trajectories and strategies to develop design capabilities in organizations.