What Comes Next for Service Design

Laura is a design and research leader who has built her career in global organizations across the US, Brazil, and Europe. Passionate about building teams and making design and customer centricity growth levers.

Stuart is an experienced strategic design consultant who has led design work across multiple industries, typically operating in leadership or specialist roles. Driven by curiosity and an original, inventive thinking style, he’s most at home in unknown or ambiguous territory, and happiest when coming up with new concepts and ideas.

His approach is investigative: digging into the inner workings of organisations, systems and people to surface the insights that matter. Rather than starting from templates or frameworks, Stuart works to understand what’s actually happening beneath the surface, then uses that understanding to shape new products, services, operational improvements or CX innovation.

He brings a systems-thinking sensibility to service design, treating it not as a set of tools, but as a way of seeing how organisations, people and technology interact, and where the biggest opportunities for change tend to hide.

Kelli Wilbert is a Senior Service Designer and Program Manager who has spent her design career  working at the intersection of equitable design, human-centered research, and organizational change — across civic technology, healthcare, and large-scale tech companies including Amazon and Workday.

Her path into design is anything but traditional coming from a  background in the nonprofit and public sector, that includes participating in the US Fulbright Scholar program. Kelli has always brought a social impact lens to her practice,conducting participatory research public benefit users, advancing health equity in hospital systems, and building the operational infrastructure that helps organizations show up more equitably for the people they serve.

Kelli has lived and worked across Europe, South America, and the US, and brings intersectionality, cultural fluency, and identity positionality into everything she designs. This includes, most recently, her own next chapter while she is on sabbatical. 

Caroline Münster Chaffin is a strategic designer and former registered nurse with 15 years’ experience across healthcare, public and private sectors, and international development. She began on the hospital floor, discovering design as a tool for healthcare innovation. Her career includes Mayo Clinic’s renowned Center for Innovation, Norwegian consultancies Livework and Halogen, the Norwegian Red Cross and Norad, where she leads strategic design.

Guided by the belief that design can serve the greater good, Caroline has moved from improving services to shaping systems through systems innovation and ecosystem design. In Norad’s Digitalization for Development team, she explores how open-source Digital Public Goods can build inclusive, locally owned Digital Public Infrastructure. She contributes to the Knowledge Bank, Norad’s expertise hub, working with partners towards holistic country efforts to strengthen public sectors. Her work links design – with human rights – and UN Sustainable Development Goals, advancing Norad’s goal: a greener future without poverty.