Service Design

All projects entailing the organization of communication, transactions, end-users, infrastructure, institutions and organizational systems for greater efficiency and ease of use. Examples include: distribution or delivery systems, ways of connecting people or enabling transactions, funding platforms, web-based communities, etc.

2020 Service Design Jury

  • Jury Captain

    Natasha Margot Blum

    Principal Director, Blumline

    Natasha specializes in human-centered design research and strategy. She is passionate about creating services, experiences, environments, and products that help people live better, healthier, and more fulfilled lives in a rapidly changing world.

    In 2017, Natasha founded the design and innovation strategy consultancy Blumline, where she and her teams blend creative and scientific research methodologies to catalyze radical and compassionate innovation. Blumline's goal is to shift perspectives and behaviors around ambiguous landscapes like the future of health and wellness, the age of autonomy, and mindfulness in the digital age.

    Natasha's service design experience rests at the intersection of mobility, wellness, health, hospitality, and retail for clients including Postmates, Volkswagen, Livongo, Singapore Airlines, Lincoln, and emerging brands in the boutique hotel industry.

  • Jury Member

    Markos Grohmann

    Principal Director

    As Principal Director, Markos leads the Design Research Practice at frog San Francisco. His expertise lies in understanding people – their behaviors, needs, aspirations and interactions – and translating insights into a foundation to build strategy, products and services experiences for global markets.

    Markos has over 15 years of experience in running design programs across a range of sectors, for clients such as Audi, BMW, Procter and Gamble, Coca-Cola and LEGO and launching new offerings. He has a strong focus on the mobility sector, having helped clients create new car platforms and build sustainable mobility services in China. Prior to frog, he worked at Designit, where he held the role of Global Research Lead and ran the Service Design practice.

    Markos has a background in Social Sciences and Business and hold Masters degrees from the University of Oxford and the University of Leeds as well as Bachelor’s degree from the University of Aberdeen in the UK.

  • Jury Member

    Sunita Ram

    Design Lead, Idean

    As a Design Lead at Idean (part of Capgemini Invent), Sunita has led hybrid design teams on projects across industries including healthcare, e-commerce, education, transportation, and technology. She thrives in bringing clarity to ambiguous problems. She has created and led initiatives like Design Thinking Academies for Executives and Kids, Design Jams for designers, and Culture Workshops for her organization.

    Sunita holds a Bachelors degree in Architecture and a Masters in Interactive Telecommunications from ITP, NYU.

    For the last decade, Sunita has also served as a design coach for Stanford d.school’s Extreme course. Here, she mentors graduate students who design low-cost, sustainable products and services for developing countries in partnership with non-profit organizations.

  • Jury Member

    Tracy DeLuca

    Founder / Design Strategist, How Might We Design

    Tracy DeLuca is the Founder of How Might We Design, a mental health-focused creative consultancy. Recently, as the Principal Design Lead for Sutter Health, Tracy helped launch a series of successful innovation initiatives across the system, including a new virtual-first primary care model that integrates behavior change into everyday care, supported by a more accessible value-based insurance experience. Additionally, she was Design Lead for Sutter’s Mental Health Reimagined initiative, where her work focused on a human-centered deep dive into the Acute Care experience, and strategic development of an engagement platform to support youth transitioning out of formal care back into their everyday lives. Prior to her healthcare industry experience, Tracy spent 7 years at global design firm IDEO, as a Communications Design & Project Lead, and 10 years in advertising.

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