ServDes 2025: Empowering Diversity, Nurturing Lasting Impact

A Failed Social Innovation Experiment in Rural China

Chenfan Zhang, Politecnico di Milano
Valentina Auricchio, Politecnico di Milano
Daniela Selloni, Politecnico di Milano

9:00 AM - 7:00 PM

A new generation of collaborative public services

Daniela Selloni, Politecnico di Milano, Department of Design

9:00 AM - 7:00 PM

A Study of Traffic Management Solutions and Emergency Vehicle Response Times in India

Shrutee Ghosh, Indian Institute of Technology Hyderabad

9:00 AM - 7:00 PM

Activating Community Through Transmedia Storytelling: A Service Design Case Study of the Life as Theater Project

Shuxiao Zhong, Tongji University
Wanqiang Li, Tongji University
Fei Hu, Tongji University
Haihao Xu, Ant Group, China

9:00 AM - 7:00 PM

Adopting a diffractive approach to journey mapping in the exploration of scaling citizen assemblies in Sweden

Christina Margaret Kinnear Lindeberg, Aalborg University
Nicola Morelli, Aalborg University
Luca Simeone, Aalborg University

9:00 AM - 7:00 PM

Affordable Housing using Bamboo: A Community-driven Service Design Inquiry using Creative What-if Exercises

Rajarshi Ray, Indian Institute of Engineering Science and Technology, Shibpur
Parthasarathi Mukhopadhyay, Indian Institute of Engineering Science and Technology, Shibpur

9:00 AM - 7:00 PM

AI enabled Service Design Approach - Demystifying the myths

Shivani Ganwani, Tata Consultancy Services Ltd.
Karthik Konar, Tata Consultancy Services Ltd.
Simran Patankar, Tata Consultancy Services Ltd.
Sylvan Lobo, Tata Consultancy Services Ltd.
Ravi Mahamuni, Tata Consultancy Services Ltd.

9:00 AM - 7:00 PM

AI-Assisted Designers or Designer-Assisted AI? Human-AI Collaboration in Service Design

Hyunyim Park, Hong Kong Polytechnic University

9:00 AM - 7:00 PM

Air Traffic Management as a Service for Urban Air Mobility in Indian Cities: A Study for Scalable and Adaptive Design Framework for Optimizing Airspace Over Rail, Metro, and Roads

Shovan Kanti Kar, Indian Institute of Technology Hyderabad
Deepak John Mathew, Indian Institute of Technology Hyderabad
Mahesh M. S, Indian Institute of Technology Hyderabad
Aastha Mariam John, INDIN INSTITUTE OF TECHNOLOGY KANPUR

9:00 AM - 7:00 PM

An Analysis of the Process Enhancing Civic Pride Among Participants in the Participatory Local Public Relations 'Koba Output Lab'

Linxuan Tan, The Japan Research Institute

9:00 AM - 7:00 PM

Animal-Centered Service Design for Stray Animals in India

Faiza Khan, Atlas SkillTech University, Mumbai
Shamit Shrivastav, FLAME University, Pune; Indian Institute of Technology (IIT), Delhi

9:00 AM - 7:00 PM

Animation Film Industry of India and Service Design: A Systematic Review of Literature

Abhishek Kumar, JRF Scholar, School of Journalism and New Media Studies, IGNOU
Dr. Shikha Rai, Professor, School of Journalism & New Media Studies, Indira Gandhi National Open University, Delhi
Dr. Sonali Srivastav, Department of Design, IIT Hyderabad

9:00 AM - 7:00 PM

Beyond Packaging: Service Design as a Catalyst for Sustainable Personal Care and Circular Packaging in India

Divy Sharma, Ajay Kumar Garg Engineering College, Ghaziabad
Vrushti Mehta, NMIMS School of Design
Anisha Absolom, IIT Hyderabad

9:00 AM - 7:00 PM

Bridging Local Connections with Digital Convenience: Smart Grocery Shopping

Sutop Mukherjee, IIT Hyderabad
Seema Krishnakumar, IIT Hyderabad

9:00 AM - 7:00 PM

Bridging Service and Seva for Living Built Heritage: Systems Thinking for Human Centered Design (HCD) and Community Co Management of Temple Festivals.

Nitin R. Sinha, Indian Institute of Technology (IIT) Hyderabad
Shiva Ji, Indian Institute of Technology Hyderabad

9:00 AM - 7:00 PM

Bridging the Learning Gap in Inclusive Preschool Classrooms: Impact of Soft Teaching Materials on Behavioural Challenges

Sree Rajitha, IIT Hyderabad
Shahid Mohammad, IIT Hyderabad

9:00 AM - 7:00 PM

Building a Resilient Local Youth Community in South Korea: A Case Study of the “Workday Club”

Yong-Ki Lee, Dongseo University

9:00 AM - 7:00 PM

Co-Designing EV Dashboards for Rural India: A Participatory Approach

Parinita Rai, Indian Institute of Technology, Hyderabad
Prasad Onkar, Indian Institute of Technology, Hyderabad

9:00 AM - 7:00 PM

Congruence of Futures Thinking and Service Design Enabled by Artificial Intelligence

Sylvan Lobo, Tata Consultancy Services
Sanandan Ratkal, Tata Consultancy Services
Bhaskarjyoti Das, Tata Consultancy Services Ltd.
Ravi Mahamuni, Tata Consultancy Services Ltd.

9:00 AM - 7:00 PM

Cultivating Cross-Cultural Community through Counter-storying: The Power+Place Collaborative

Danielle Lake, Center for Design Thinking, Elon University
Sandy Marshall, Center for Design Thinking Elon University

9:00 AM - 7:00 PM

Design Shortcomings Between an Attractive University and an Inclusive University: The Case of Designing a Housing Orientation Service for University Students in Milan

Nicole Sacchetti, Independent Researcher
Daniela Sangiorgi, Politecnico di Milano

9:00 AM - 7:00 PM

Designing and evaluating service design tools based on the philosophy of Web3

Satoru Tokuhisa, Kyushu University Faculty of Design

9:00 AM - 7:00 PM

Designing from Aidagara: A study of cultural philosophy and service design norms

Kazutoshi Sakaguchi, Yamaguchi University

9:00 AM - 7:00 PM

Designing with, Not for: Reimagining Participatory Design with Rural, Indigenous Artisans

Daniela Chavarria, Independant consultant-Artesanico
Beatrice Villari, Politecnico di Milano

9:00 AM - 7:00 PM

Dispute Resolution as a Service: Leveraging Service Design and AI Assistance

Ravi Mahamuni, TCS
Sachin Pawar, TCS
Manoj Apte, TCS
Girish Palshikar

9:00 AM - 7:00 PM

Double-Cone Spiralling Model: Integrating Ancestral Elements and Future Possibilities in Service Design

Zijun Lin, Guangdong University of Technology
Riccardo Torta, Politecnico di Milano
Beatrice Villari, Politecnico di Milano

9:00 AM - 7:00 PM

Empowering Rural Women of Olasahi: Service Blueprint for a Community-Driven Sustainable Revenue Model

Gatikrushna Mohapatra, Indian Institute of Technology Hyderabad
Seema Krishnakumar, Indian Institute of Technology Hyderabad

9:00 AM - 7:00 PM

Exploring Experiential Insighting.

Ted Matthews, Oslo School of Architecture and Design
Adrian Michalak-Paulsen, Halogen

9:00 AM - 7:00 PM

Exploring service rituals for at-work recovery toward healthcare worker wellbeing

Ted Matthews, Oslo School of Architecture and Design
Kajal Khanna, Stanford University

9:00 AM - 7:00 PM

Framing Education as a Complex Service System: A Structured and Multidimensional Framework Through the Service Design Lens

Marcelle Feitoza Bassi Costa, Federal University of Rio de Janeiro
Nicola Morelli, Aalborg University, Denmark
Wanqiang Li, Tongji University

9:00 AM - 7:00 PM

From Affirmative-technological to Critical-humanistic Tech Trends: A speculative Framework for Service Design Futures

Yong-Ki Lee, Dongseo University

9:00 AM - 7:00 PM

From projects to programs: An alternative approach to service design practice

Josina Vink, The Oslo School of Architecture and Design
Vanessa Rodrigues, Linköping University
Audun Formo Hay, The Oslo School of Architecture and Design
Karin Petrusson, Samhällsnytta, Karlstad University & Experio Lab Sweden
Matilda Legeby, Samhällsnytta, Karlstad University & Experio Lab Sweden
Katarina Wetter-Edman, Wetter-Edman Konsult AB & Linköping University
Stefan Holmlid, Linköping University

9:00 AM - 7:00 PM

Generative AI in Service Design: An Explorative Diary Study in Discovery Process

Yaoqi Li, Hong Kong Polytechnic University
Hyunyim Park, Hong Kong Polytechnic University

9:00 AM - 7:00 PM

How Can Public Service Design Adapt to "Supply-Demand Coupling"? A Case Study of Elderly Health Service in Shanghai

Chuanqi Tang, College of Design and Innovation, Tongji University
Wanqiang Li, College of Design and Innovation,Tongji University
Fei Hu, College of Design and Innovation, Tongji University

9:00 AM - 7:00 PM

Improving last mile transport connectivity in rural India: A case study of Village Sangurdi

Vivaswan Ramdasi, Indian Institute of Technology Hyderabad
Prasad Onkar, Indian Institute of Technology Hyderabad

9:00 AM - 7:00 PM

Improving Service Information Inclusiveness in Emergency Preparedness and Response: A Case of Public Service Design in Commercial Large-Scale Mass Cultural Events

Yue Yu, Tongji University
Sijia Yang, Tongji University
Wanqiang Li, Tongji University
Fei Hu, Tongji University

9:00 AM - 7:00 PM

Invisible Hands, Indispensable Work: Human centered systemic insights into India’s informal service of Domestic Work

Rahul Satish Mudukutore, Srishti - Manipal Institute of Art,Design and Technology
Suprita Chaudhary, Srishti - Manipal Institute of Art,Design and Technology
Debjani Roy, Srishti - Manipal Institute of Art,Design and Technology
Veda Shetye, Srishti - Manipal Institute of Art,Design and Technology
Mallika Kayastha, Srishti - Manipal Institute of Art,Design and Technology

9:00 AM - 7:00 PM

Journey Probe: Uncovering aspirations of early-career employees via narrated journeys

Sanandan Ratkal, Tata Consultancy Services
Simran Patankar

9:00 AM - 7:00 PM

Lessons from a Community Facility: Enacting a Philosophy of Practice in Local Diverse Communities.

Lucas Vaqueiro, 3x3 Design
Gabriela Karolak, The New School
Priyanka Jain, 3x3 Design

9:00 AM - 7:00 PM

Lessons Learned in Inclusive Game Design: Bridging the Gaps for Visually Diverse Players

Charvi Golechha, IIITDM Jabalpur
Sneha Patni, Indian Institute of Information Technology, Design, and Manufacturing, Jabalpur
Shanu Priya Garg, Indian Institute of Information Technology, Design, and Manufacturing, Jabalpur
Amrita Bhattacharjee Dr., Indian Institute of Information Technology Design & Manufacturing, Jabalpur

9:00 AM - 7:00 PM

Mental Health and Wellbeing Practices in Design Education: A Call for Action

Daniela Sangiorgi, Politecnico di Milano
Martina Čaić, Aalto University
Amalia de Götzen de Götzen, Aalborg University
Rike Neuhoff, Aalborg University
Rebecca Prices, Delft University of Technology
Nuria Solsona Caba, Aalto University
Josina Vink, The Oslo School of Architecture and Design
Hena Ali, University of the Arts London

9:00 AM - 7:00 PM

Mitigating Barriers in Novice Designers’ Prototyping with AI: A Comprehensive Approach

Keita Mitomi, Mercari R4D, S&D Prototyping Co., Ltd.
Koki Kusano, Mercari R4D

9:00 AM - 7:00 PM

NaadSaathi: Physiotherapy as a Service for Tabla players

Atharv Mahamuni, Smt.Kashibai Navale College of Physiotherapy

9:00 AM - 7:00 PM

Playing with Failure: A Queer Framework for Making Service Systems Otherwise

Josina Vink, The Oslo School of Architecture and Design
Enrique Encinas, The Oslo School of Architecture and Design
Daphne Chan, Livework
Shreya Bhattacharya, Laerdal Medical, Norway

9:00 AM - 7:00 PM

Power Compass: a template for navigating power in service design

Michalina Fidos, University of Lapland
Mari Suoheimo, Oslo School of Architecture and Design
Shaohua Pan, Hannover University of Applied Sciences and Art, Germany
Peter Hayward Jones, Tecnológico de Monterrey, School of Architecture, Art and Design, Mexico City

9:00 AM - 7:00 PM

Preparing a comprehensive and accessible design ethnography in complex environments: reflections based on case studies from 3 UK NHS emergency departments

Wenbo Ai, University of the Arts London
Alison Prendiville, University of the Arts London

9:00 AM - 7:00 PM

Redesigning Equine Air Transport: A Product-Service System to Empower the Horse-Owner Alliance

Paola Maria Trapani, Institute of Design, The Oslo School of Architecture and Design
Ke Ma, School of Artificial Intelligence and Automation, Huazhong University of Science and Technology
Jiao Mo, College of Design and Innovation, Tongji University, Shanghai

9:00 AM - 7:00 PM

Reframing evaluation and “frameworks”: Reflecting, learning and adapting practices of social change

Sarah Kushinsky, RMIT University
Yoko Akama, RMIT University
Ko-Le Chen, Northumbria University
Hirotake Imanishi, Kanazawa College of Art
Yuko Kikuchi, VARI NALA, Victoria and Albert Museum
Sarah Teasley, RMIT University
Khemmiga Teerapong, Bangkok University
Joyce Yee, Northumbria University

9:00 AM - 7:00 PM

Resilient by Design: the Dissolution of Alternative Food Networks

Cagri G. Varli, Istanbul Technical University
Stefano Maffei, Politecnico di Milano

9:00 AM - 7:00 PM

Responsible Digital Service Ecosystem Design: Concept and Framework

Kentaro Watanabe, National Institute of Advanced Industrial Science and Technology

9:00 AM - 7:00 PM

Role of Service Design in the era of Industry 5.0

Ravi Mahamuni, TCS
Sylvan Lobo, Tata Consultancy Services

9:00 AM - 7:00 PM

Service design and post-conflict communities: Rethinking tourism services for social reintegration

Beatriz Bonilla Berrocal, Politecnico di Milano
Lucia Viganego Ballesteros, Politecnico di Milano

9:00 AM - 7:00 PM

Service Design in the Age of AI – An Analysis of Real-World Use Cases

Himanshu Warudkar, Senior Industry Professional

9:00 AM - 7:00 PM

Service Observer – Technology Enabled Unobtrusive User Research

Shivani Ganwani, Tata Consultancy Services Ltd.
Snehal Gaikwad, Tata Consultancy Services Ltd.
Raman Jeengar, Tata Consultancy Services Ltd.
Sylvan Lobo, Tata Consultancy Services Ltd.
Ravi Mahamuni, Tata Consultancy Services Ltd.

9:00 AM - 7:00 PM

Smart Fuelling: The Intersection of Technology, Safety, and Consumer Convenience in Fuel Delivery

Apurva Kanade, MIT World Peace University, S.No.124,Paud Road, Kothrud, Pune - 411 038
Sachin Jadhav, MIT World Peace University, S.No.124,Paud Road, Kothrud, Pune - 411 038

9:00 AM - 7:00 PM

Startup strategy creation service through the business model canvas and double-diamond process

Sri Sathya Sai Sanathan Mallubhotla, Indian Institute of Technology Hyderabad
Anusmita Das, Indian Institute of Technology Hyderabad

9:00 AM - 7:00 PM

Structural coupling as a strategy for achieving stakeholder co-benefits: A Case of Public Service Design in Shanghai Community Childcare

Yuqing Wanq, Tongji University
Wanqiang Li, Tongji university
Fei Hu, Tongji University

9:00 AM - 7:00 PM

Supporting Municipalities’ Design Capabilities Through Urban Experimentation

Nicola Morelli, Create Service Design Lab, Aalborg University, Copenhagen
Patricia Csobánczi, Aalborg University Copenhagen - Create - Service Design Lab
Rike Neuhoff, Aalborg University Copenhagen - Create - Service Design Lab
Luca Simeone, Aalborg University Copenhagen - Create - Service Design Lab

9:00 AM - 7:00 PM

‘Team KAZOKU’: Fostering Mutual-Care Relationships among Citizens through Non-Parent Participation in Childcare

Kyosuke Sakakura, Tokyo City University
Yuki Kawamura, Tokyo City University
Rie Tanaka, Tokyo City University
Ayumi Arakawa, Tokyo City University
Rika Ishitsuka, General Incorporated Association PUBLIC & DESIGN

9:00 AM - 7:00 PM

The idea of service design: Understanding its evolving nature

Parthasarathi Mukhopadhyay, Indian Institute of Engineering Science and Technology, Shibpur
Rajarshi Ray, Indian Institute of Engineering Science and Technology, Shibpur

9:00 AM - 7:00 PM

The pen is a mighty service design tool

Frida Almqvist, Entur AS

9:00 AM - 7:00 PM

Towards Decolonising Service Design – Ethical Collaborations Between Designers and Indigenous Communities in Vietnam and Australia

Francesco Mazzarella, University of the Arts London

9:00 AM - 7:00 PM

Towards Inclusive Digital Welfare: A Multi-Layered Co-Design Approach

Laura Galluzzo, Politecnico di Milano - Design Department
Claudia Mastrantoni, Politecnico di Milano - Design Department
Mathew Spialtini, Università degli Studi di Milano - Department of Cultural and Environmental Heritage

9:00 AM - 7:00 PM

Tracing Human-AI Relations: A Participatory Approach to GenAI Integration in Creative Public Service Work

Sanna Marttila, IT University of Copenhagen
Louise Harder Fischer, IT University of Copenhagen
Sunniva Sandbukt, IT University of Copenhagen

9:00 AM - 7:00 PM

Wedding rituals: Shedding light on the hidden values of rituals to design better services.

Michalina Fidos, University of Lapland
Mari Suoheimo, Oslo School of Architecture and Design
Jonna Häkkilä, University of Lapland
Marja Kuronen, University of Lapland

9:00 AM - 7:00 PM

What can Design do for social impact measurement? Bridging evaluation and creative practice

Beatriz Bonilla Berrocal, Politecnico di Milano
Annalinda De Rosa, Politecnico di Milano
Valentina Auricchio, Politecnico di Milano

9:00 AM - 7:00 PM