Digital products are the main object to design as an output, but the approach could be slightly different depending on the context, the organisation, or your approach to design. Service design could be a perspective to your design method or an output. We are not going to talk about Product VS service, but Álvaro is going to share experiences of how to apply service design in the product paradigm.
Álvaro is a designer working for IKEA as a Design Manager in Food. He has been in the digital design market for more than 12 years in different companies: consultancies (Soulsight, The Cocktail) working for companies like ING, Mahou-San Miguel, Bankinter, Campofrío, ... and on the client side in BBVA and IKEA now. He feels he is a service designer, but officially he has been a strategic designer, researcher, product designer, design lead, … so nowadays he presents himself as a designer without a surname.