ABSTRACT
As a final reflection extracted from the collection of case studies, we have imagined how these areas of applications and contributions could be translated into job profiles. The main difficulty for design for services, as often for design professions in general, is to communicate the role and impact designers can have in organisations, society or the economy. This is particularly true when designers enter new fields of practice or when their roles overlap or integrate with existing ones. Think for example of the role of design management or strategic design where designers need to build an identity and role, negotiating their position with existing managerial ones; or consider the current confusion and overlapping of service design with service marketing, in particular when marketing is increasingly moving toward similar topics such as relationships, co-production and experiences.
