Why we focus on ‘Service Design’ and not ‘Digital’

a sign saying 'service design team' with a stickly note on it saying 'the team formerly known as 'digital''

This post talks about why we’ve changed the way we describe our team and the work we do. One of the main issues we’ve had with having a ‘digital’ team is that it suggests that designing and building online services is the responsibility of a select group of people in a corner of the organisation. We also found that colleagues found it hard to understand what ‘digital’ really meant: can you ‘be digital’ or ‘think digital’?