Page 130 - Design meets Business:An Ethnographic Study of the Changing Work and Occupations of Creatives

118 Design Meets Business
keting. But if we work on the experience, marketing is part of the service. Joe: I am not sure if this is our responsibility.
Carrie: Yes, I agree.
This fragment highlights that for the designers it is not clear what is Service Design, and what tasks belong to their jurisdiction. Nadia, the project’s lead and former MBA graduate that worked for several years in business, suggests that it is “ok” to slip over the boundaries of design and move into the field of marketing to design a solution for customer engage- ment. Carrie and Joe, who are respectively interaction designer and visual designer, in contrary erect jurisdictional boundaries between design and other disciplines by saying things like “this is not our responsibility”. Such discussions about ‘what Service Designers ought to do’, frequently devel- oped between two communities of designers: designers with a background in business (‘business designers’) and designers with a background in tradi- tional design disciplines (‘craft designers’).
Business designers. The designers with a business background were often MBA graduates or worked in business companies for several years. Some of them were employed at Accenture before and only joined Fjord several years after the acquisition took place. In fact, various designers actually said that they choose to work at Fjord, not despite but because Fjord is part of Accenture. Typical to members of this subcommunity is that most of them are newcomers to the occupation of service design. In particular, they all entered the field of design since the increased interest of business companies in design at the beginning of 2010s. For these designers, design is an opportunity to make other business better. They believe business and design go hand in hand. In project teams, their roles were often management related and included that of ‘business designer’ or ‘project manager’, and ‘service design lead’. A business designer said: “[I am a business designer, because] we need this bridge between our designers and Accenture, our designers and the C-level, our designers and the clients”, translating “between the way they work and the way we work”. The approach of business designers to Service Design can be illustrated by the following interview fragment:
Nadia: Yeah. Service design is all about creating a customer experience that is memorable, and satisfying and is a little bit shocking.
...
Interviewer: Experience is the end product?
Nadia: The end product is this experience that you create, that your cus- tomers are going through. Each has different components, and different