• Date:

    January 17

  • Time:

    09:00 AM - 01:00 PM

  • Rooms:

    Conference Room BCD

  • Organizer:

    ITA open_in_new



SaaS-based businesses are experiencing an explosion in the US market, but they often have trouble becoming a viable service at scale. This can happen for any number of reasons, but the most common problem stems from not creating sustainable services from the ground up. In a hurry to close sales features get crammed into products, roadmaps get trashed, and the software at the heart of the business becomes too heavy and messy to change. Additionally, focusing too heavily on the software creates an expectation gap between offerings and what consumers value. Technology and service must find a balanced relationship to be sustainable for the business, desirable to the people involved, and viable for the organization to evolve over time.

Service design provides a myriad of ways to solve large systematic problems from process design to creating memorable touchpoints that build brand loyalty. This workshop will afford attendees two approaches to understanding how their service ecosystem lives as well as how to create optimizations and innovations focused on simplicity allowing you to sustainably grow your business. Service design is an inherently flexible way to solve holistic problems.

In this workshop, Richard Ekelman from SERV/ will briefly discuss the core elements of service design and then talk about his experiences with SaaS-based organizations. He will discuss methods he has used to:

Map a service ecosystem

Find opportunities for optimization and innovation

Balance the organization for sustainable change and accountability

Who should attend?

People that have worked on or within growing ecosystems are encouraged to attend, but no previous experience is required.


 Category Pricing

 Member Complimentary

 Nonmember $35


Refunds for paid tickets are only available up to five business days prior to the event.

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