As the keynote speaker for the Service Design Symposium, Bill Moggridge began with an exploration into the growth of complexity in design, ranging from the definition of interaction design to the rise of iMode within NTT DoCoMo. His interviews with Bill Verplank, Natsuno-san, and others shown during his presentation (available for download on his Designing Interactions website) provided a nice segue into service design.

Bill’s first piece of advice was to think of the whole journey when designing services. He offered examples of service design techniques in the development of journeys within the Acela rail service and an online bank. My personal favorite was his closing video, which described a trip in a foreign country and provided a nice example of a key component to designing services: expressing narrative through storytelling.