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# What Is Service Design (Chapter 0)
- URL: https://nakedfella.com/what-is-service-design-chapter-0/
- Published: 2024-12-17T00:15:12.000Z
- Updated: 2026-10-15T23:47:46.000Z
- Author: David Blumenstein
- Tags: Comics, Corporate, Dayjob, riso, Service Design, #Migrated-1792107978996, #wp, #wp-post, #Import 2026-10-16 10:46

I wanted to get some thoughts down about the work I do, so took the opportunity to make a tiny 8 page Riso printed booklet called WHAT IS SERVICE DESIGN (chapter 0).

The start of an exciting new genre -- service design memoir? -- it was nice to start writing and drawing without a plan, and run into the brick wall of "you have run out of physical space in your zine", rather than the endless white glow of a word processor that can eat all the blather you pour into it.

[![This is the "dark colour" screen for the Riso print. For this booklet we went with a dark blue.](https://cdn.synaps.media/nakedfella/content/images/2026/10/sd_foldy_riso_darkscreen.jpg)](https://cdn.synaps.media/nakedfella/content/images/2026/10/sd%5Ffoldy%5Friso%5Fdarkscreen-scaled.jpg?ref=nakedfella.com)

[![This is the "light colour" screen for the Riso print. We went with a lighter shade of blue.](https://cdn.synaps.media/nakedfella/content/images/2026/10/sd_foldy_riso_lightscreen.jpg)](https://cdn.synaps.media/nakedfella/content/images/2026/10/sd%5Ffoldy%5Friso%5Flightscreen-scaled.jpg?ref=nakedfella.com)

*These are the two screens used to print the final image. One gets printed over the top of the other. We used a darker and a lighter shade of blue.*

I think I will do another one and continue the discussion, but right now am having fun circulating this bit to other designers for their thoughts. A big hello to the service designer who enthused over it in Sydney recently (it was probably the only service design-related comic at [SCAMP](https://www.cockatoocomics.com/scamp?ref=nakedfella.com))!

This was made originally for [Hallozeen X](https://hallozeen.rip/?ref=nakedfella.com)! Thanks to Alex e Clark and [Sam Emery](https://treepapergallery.com/?ref=nakedfella.com) for giving me a reason to start doing some Horror Writing.

Eventually I'm sure this will be a nice business book published by Wiley!

![What Is Service Design (chapter 0), page 1. This is the cover of the zine and features a title, link to experienceillustration.com and some hills in the background.](https://cdn.synaps.media/nakedfella/content/images/2026/10/sd_pg1_sml.png)

![What Is Service Design (chapter 0), page 2. The drawings and characters in this comic are very simple, without features. Many designers have trouble explaining service design. I show what that looks like and introduce my own explanation.](https://cdn.synaps.media/nakedfella/content/images/2026/10/sd_pg2_sml.png)

![What Is Service Design (chapter 0), page 3. I introduce "human-centred design" as a concept.](https://cdn.synaps.media/nakedfella/content/images/2026/10/sd_pg3_sml.png)

![What Is Service Design (chapter 0), page 4. I explain that I fell into service design work, and kept doing it because of encouragement and a small amount of discouragement.](https://cdn.synaps.media/nakedfella/content/images/2026/10/sd_pg4_sml.png)

![What Is Service Design (chapter 0), page 5. I show the service design toolkit that is obvious to anyone observeing a designer, the more important toolkit beneath that, and the "secret" toolkit that makes you an effective designer.](https://cdn.synaps.media/nakedfella/content/images/2026/10/sd_pg5_sml.png)

![What Is Service Design (chapter 0), page 6. Anyone can do design, but if you are not thinking widely enough, or your organisation is incapable of being "human-centred", you will have limited success.](https://cdn.synaps.media/nakedfella/content/images/2026/10/sd_pg6_sml.png)

![What Is Service Design (chapter 0), page 7. I begin to describe the stages in a service design job. 1 is Panic. 2 is Doing Research on (about) the Design Job.](https://cdn.synaps.media/nakedfella/content/images/2026/10/sd_pg7_sml.png)

![What Is Service Design (chapter 0), page 8. We've run out of room in the booklet so there is a drawing of a designer wading through a river past the corpse of the last designer employed here, the huge failed transformation project we don't talk about, and a poo.](https://cdn.synaps.media/nakedfella/content/images/2026/10/sd_pg8_sml.png)