Navigating the Business of Service Design for Agencies: Insights from Other Geographies and the Trends Shaping Our Practice

Bassam Jabry is the managing director at Chemistry Team, an experience design consultancy with offices in Singapore, Amsterdam, and London. 

With over 25 years of experience, he has addressed global challenges, designing ultrasounds and micro payment systems for African countries to consulting major corporations like Visa, Dell, and Singtel to enhance customer experiences. 

Bassam excels in uniting experts across physical environments, digital technology, and organisational development, focusing on user and planetary well-being. Originally from the UK, he has lived in Singapore for over 20 years and is now based in Amsterdam, expanding Chemistry Team’s reach into Europe and the Middle East. His early career started as a product designer for Philips Design, developing consumer electronics products.

Bassam holds a 1st Class (Hons) Degree in Industrial Design from Brunel University and completed executive training in Circular Economy and Sustainability Strategies from Cambridge Judge Business School.

Claudia Alvarez is a service designer and researcher based in Spain. Currently, working at EGGS Design, part of Sopra Steria, after starting out with EGGS in Norway.

Her career began in Mexico, first as a strategist doing futures design and facilitating innovation workshops, then as an incubator coordinator supporting early-stage startups in validating their ideas and business models. From there, she moved to Italy to study Product Service System Design at Politecnico di Milano.

Outside her day-to-day work, Claudia has hosted two podcasts, Tácito and Diseño 4.0, talking with professionals from different countries and disciplines about how they approach their craft. Inclusion and responsible innovation are topics she’s especially curious about.

Alfredo (Fredi) Vallina García is Head of Service & Experience Design at ATÖLYE, where he shapes future-ready services and experiences that combine strategy, technology, and human-centered design. He began in industrial design and, after moving through multiple design disciplines (product, graphic, digital, service, and strategic design), developed a comprehensive, systemic approach to framing complex challenges and turning them into actionable programs.

Across America, Europe, and the Middle East, Fredi has led transformative initiatives, from envisioning the future bank branch for Peru’s largest bank, to defining an innovative operating model for one of Europe’s leading leagues, to helping the UAE’s largest oil company reimagine the digital future of supplier relationships. He believes lasting transformation is driven by people, for people, and focuses on enabling organizations to unlock human potential to drive innovation and positive change.