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Lorna Ross - Creative Destruction; Design as an Agent for Change in Complex Systems

Design as a discipline has migrated from its function as an element of the manufacturing economy to the service economy, consistent in its focus on the end user.

Service design is a research based specialization of traditional product design with roots in ethnography, and systems thinking. It is effective in determines the most optimum touch points for customers to access a service and how these access points , in aggregate, become the experience.

Mayo clinic is the pioneer in the healthcare arena, being the first medical community globally to leverage the service and experience design competency actively.

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