Mark Howell

Mark Howell, an experienced service design leader, discusses the often-misunderstood value of service design and its connection to business outcomes. He explains why organizations struggle with adopting design labels and suggests focusing on customer experience instead. Mark addresses systemic barriers to service design and shares insights from his experience during a bank transformation. He also emphasizes the importance of design maturity and offers practical tools, like a service design quality assessment, to effectively communicate value to stakeholders.