The different visions found on several essays about the potentials and benefits of design, are so far from each other that it is difficult to find a common starting point to argue the service design values as a current trend.
As Bruce Tether mentioned on his essay about the survey on the use of design in UK firms, some do not value design as more than „mere aesthetic works“, other consider design as „products working well to meet client needs“, while the less perceive it as „a creative process that enables ideas to come alive“ or even a „strategic business tool“.
Taking the one that considers the processes as the less limiting vision and better applicable to the different fields in which a creative methodology is always helpful, we can highlight two directions in which design is being developed.
On one hand and realising that products are already being served in a high percentage in the shape of software's and that our life is more and more linked to a device than to a person, the design of interactions user-device is „needed“. The constant evolution on new technologies and its application through design to all the possible scenarios, is received as a „commodity“ and as an added value.
On the other side, considering that the existing items are enough and using them in the best way, before being absorbed by our own creations, we reach the sustainable side of design. Here professionals also work with interactions, but in this case it is focussed on people, social groups and the education required in terms of organization and systems creation in which they are playing the main role.
In both, the „technological“ and „sustainable“ cases, open-minded design professionals with a deep knowledge in the methods of analysis, creation, prototyping and development of ideas are a very valuable ingredient to meet the wished solutions.
These analytical tasks which apply to all creation cases, are the main working subjects of service design in both research and applied research.
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