Margus is a Swiss-Swedish-Canadian-Estonian currently living in Stockholm, Sweden. He’s a founding partner of Brand Manual and his responsibility is the continuous development of the process and tools of service design that Brand Manual applies daily to client projects. He is a frequent speaker at national and international branding and service design conferences as well as lecturer at schools and universities.

He has published numerous articles on the subject of branding and service design both in press and on the Brand Manual blog and is the author of the book “How to have your cake and eat it too – an introduction to service design”. He is also the catalyst behind the global Service Design Award, which was launched in October 2015 in New York.

Mälarsalen – Dag 1 kl 11:00 – 11:45

Service design – UXs technology-agnostic big brother

Quality is everywhere. All cars drive. All airlines fly. Telephones ring. The difference between products and services is not in what they do, buy in how they do it. That difference is the customer experience. It is what they share with each other on TripAdvisor when reality clashes with what the hotel’s website promised.

The customer experience can be designed. By seeing your brand from the customers’ point-of-view, you can discover problems you didn’t know were there and gain insight into potentially new services and products. By improving the customer experience you are delivering tangible innovation. And because people talk, it also means that a good customer experience is good marketing. All you have to do is start working like a designer.