Hugh Dubberly on Service Design

I finally had a chance to dig into an old AIGA/IDSA presentation from Hugh Dubberly that’s been making its way around Twitter for the past week or so. Ten Principles of Service Design [PDF 1.5MB] Dubberly gave a fantastic lecture on system design when I was at CMU and this presentation approaches service from the same systemic point of view.

From Shannon and Weaver to Pine and Gilmore the slides cover a lot of ground. Interaction, experience, brands — with a little math thrown in for good measure. It’s a nice overview.

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