The Design Tree depicts design evolution from the service design perspective. The infographic presentation is meant to be a prologue to a discussion on the evolution of service design expertise. Co-design, design thinking, and service design share the same roots – they are rivalling siblings that need not be separated from each other. Many design branches are not visible in the tree. Traditional design fields, such as interior architecture or industrial, furniture, and textile design, are parts of the evolution, but fade into the background.

Service design has a cross-disciplinary nature. Many expertise areas, for example psychology, ethnography,

in 2010 as well as extensive desk study carried out by Tuomo Kuosa, Jari Koskinen, Leo Westerlund, Andres Viia, Külliki Tafel-Viia, and Silja Lassur. The original idea and first version of the Design Tree was created by Sami Makkula, Hannu Kaikonen, Jari Koskinen, and Tuomo Kuosa. In addition, a preliminary version of the tree has been commented by Professors Alastair Fuad-Luke and Satu Miettinen, service designers Mikko Koivisto, Reima Rönholm, and Mika Ilari Koskinen. Finally, the current version was formulated by Jari Koskinen based on the work described above.

foresight, marketing, communication, arts, etc., are closely linked with service design processes. We are entering the ubiquitous society and participatory economy: adjustablity, modifiability, modularity, and individuality are important approaches to service development in the smart and medi-ated environments of our near futures. The evolution is discussed further in Design Tree*.

The main research objective of the ServiceD project has been to understand the complex evolution of service design and related know-how. The research outcomes are mostly based on 44 expert interviews done in Finland and Estonia

TECHNOLOGY

CONTEMPORARY ART

ARTS

CRAFTS

DESIG

N

BUSINESS DEVELOPMENTDESIGN MANAGEMENT

PRODUCT DESIGN, GRAPHIC

DESIGN ETC. BUSINESS

INN

OVATIONS

OR

GAN

ISED

PLANN

ING

ANALYSING

& RESEARCH

SERVICE SCIENCE

SERVICE SOCIETY

INDUSTRIAL SOCIETY

AGRARIAN SOCIETY

INTERACTION DESIGN

USABILITY DESIGN

CO-DESIGN/ SERVICE DESIGN/ DESIGN THINKING

CONCEPT DESIGN

DESIGNING SERVICEPROCESSES

& ENVIRONMENTS

SYSTEMS DESIGN

ADJUSTABILITYMODIAFIBILITYMODULARITY

INDIVIDUALITY

IDEATION AND CO-CREATION

ANALYSING & RESEARCH

(surveys, interviews, etc.)

SERVICE (DESIGN) M

ANAGEMENT

(from ideation to im

plementation)

STRATEGIES, SCENARIOS & DESIGN

PRODUCTION & IMPLEMENTATIONKNOWLEDGE & NETWORKS MANAGEMENT

SUSTAINABILITY

(ECOdesign, recycling, etc.)

INFOGRAPHICS

FORESIGHT

ETC.

INFOGRAPHICS

PSYCHOLOGY

SOCIOLOGY

ETHNOGRAPHY

BRAND DEVELOPMENT

(organisation as a brand, service

as a brand, person as a brand) PLANNING & DESIGN

STRATEGY & SCENARIO

SPROTO

TYPIN

G & TE

STING

IMPL

EMEN

TATI

ON

INTERACTION DESIGN, USABILITY

DESIGN, ERGONOMICS

ARTS

PERFORMING ARTS

(manuscripters, directors, actors etc.)

ILLU

STRAT

IONS

& INFO

GRAPHIC

S

CONTEMPORARY ART

DIY DESIGN &

ARTS

DIY

DIY 3D

PRIN

TING

(man

ufactu

ring re

volu

tion)

PUBLIC-PRIVATE CITIZEN PARTNERSHIPS

CO

-CR

EATION

P2P SERVICES

(peer to peer & person to person)PERSONALISATION & CUSTOMISATION

UBIQUITOUS SOCIETY & PARTICIPATORY ECONOMY

CUSTOMER-DRIVEN INNOVATIONS

GAMIFICATION

OPEN INNOVATIONS, SYSTEMIC INNOVATIONS, ETC.

LOCATION-BASED SERVICES

MOBILITY & MOBILETECHNOLOGY

INNOVATION & TECHNOLOGY

(emerging ubiquitous society)BUSINESS

INNOVATIONS

MULTI-SENSORY APPROACH

DESIGNING SMART & MEDIATED SPACES

INTE

RFAC

E DE

SIGN

STRATEGY

SCENARIOS

Design Tree: Evolution

of

ILLU

STR

ATIO

N B

Y PE

TTER

I AN

TIK

AIN

EN, G

RA

PHIC

DES

IGN

BY

JAR

I KO

SKIN

EN &

ELI

AS

KA

PIA

INEN

.

* Kuosa, Tuomo & Koskinen, Jari (2012). Design Tree. In Kuosa, Tuomo & Westerlund, Leo (eds.). Service Design: On the Evolution of Design Expertise. Lahti University of Applied Sciences Series A, Research reports, part 16. Lahti, Lahti University of Applied Sciences.

Design Tree Explained

Service Design Expertise

I N V E S T I N G I N Y O U R F U T U R E

EUROPEAN UNIONEUROPEAN REGIONAL DEVELOPMENT FUND

ServiceD project is partly financed by Central Baltic INTERREG IV A Programme 2007—2013. The project spans between September 2009 and August 2012, focusing on the themes of mobile learning, service design, and the evolution of expertise. ServiceD project has been created to upgrade service design knowledge in Southern Finland and Estonia.

The content of the publication reflects the authors’ views and the Managing Authority cannot be held liable for the information published by the project partners.