From Design to Impact: My SDSI Journey
Introduction: Discovering Service Design
After living and working in New York City for five to six years as a graphic designer, I had the opportunity to collaborate with various studios and agencies specializing in graphic design. Through these experiences, I gained a valuable understanding of how to create visually effective communication for our clients' audiences. However, I noticed that the effects of my work were often surface-level. This realization sparked a desire in me to create a deeper, more meaningful impact for businesses.
My introduction to service design came about unexpectedly through a project at SuperDeep Studio, where I gained experience focused primarily on the “Develop & Deliver” stages of the projects I worked on. Although I was involved in similar initiatives afterward, I didn’t fully grasp the terminology.
A significant turning point occurred when I worked at the New York City Mayor’s Office in their Service Design Studio. During this time, I collaborated with my team and various sectors, including NGOs. However, I wasn’t entirely aware of what I was doing at the time. Then, I discovered a book called "Good Services" by Lou Downe. This book defines and outlines the fundamentals of effective service design practices and principles, revealing how service design can enable companies to improve continuously.
This experience showed how service design complements graphic design. While graphic design is primarily concerned with aesthetics, service design focuses on the needs of the people using those products or services. It addresses important gaps that businesses may have overlooked or goals they aimed to achieve.
I realized that pursuing a master’s degree in service design would help me address the areas that graphic design couldn’t fully cover. I began searching for programs that would immerse me in service design and expose me to diverse perspectives. During my search for reputable service design schools, I came across a video advertisement for a program in Latvia called SDSI (Service Design for Innovation).
Initially, I thought it was a typical program, but after discovering that it is a joint master's program organized by the Latvian Academy of Art, the Estonian Academy of Arts, and Lapland University, I was intrigued. The three-year program, backed by the Erasmus Mundus initiative, offers a multi-city structure that seems perfect. Not only would I learn new methodologies, but I would also experience different cultures and tackle unfamiliar problems alongside people from various backgrounds. It felt like an ideal environment for both personal and professional growth while broadening my global perspective.
SDSI: Kuldiga
Upon my arrival in Latvia, I was immediately struck by the stark contrast between this small town and my previous experiences. Settling in Kuldiga was both exciting and eye-opening. The local residents communicated in a reserved manner, which felt unfamiliar at first, yet it encouraged me to pay closer attention to nuance and body language. As a Black person, I initially stood out in this setting, but over time, I found acceptance as I formed meaningful relationships within the community.
Our group of students at SDSI was wonderfully diverse, each with unique perspectives and reasons for embarking on this journey. This blend of backgrounds fostered rich discussions and varying views on service design, enhancing our learning experience. The small-town environment of Kuldiga proved immensely beneficial; with fewer distractions, we could deeply focus on the program. Immersing ourselves in the local culture allowed us to gain valuable insights into Latvian ways of thinking, enriching both our professional and personal growth.
The beautiful surroundings of Latvia made every season a joy, especially in spring and summer when we could enjoy a variety of outdoor activities. As I immersed myself in this new environment, I found that navigating cultural differences added depth to my experience, allowing me to appreciate the nuances of communication and connection. However, embarking on this journey also presented challenges that required preparation.
One major hurdle was starting the program without prior knowledge of service design. While SDSI equips you with the necessary tools, having a basic understanding of service design can be advantageous. Mentally preparing for this learning curve ensured that my experience would be smoother and more rewarding. Adjusting to cultural differences also proved significant. Each student brings a unique mindset and communication style, which necessitates time and effort to collaborate effectively. Embracing this diversity has led to richer outcomes and stronger connections.
Additionally, the varying weather—from long, dark winters to bright, endless summer days—demands physical and mental preparation. Staying active, hydrating, taking vitamins, and prioritizing my mental health have been essential components of my self-care routine. By focusing on these aspects, I managed the challenges more effectively. Beyond cultural immersion, the program has reshaped how I think and collaborate.
“Some people live in a ‘Yes, but’ world, while others live in a ‘Yes, and’ world. Which one are you?”
A key concept I learned from my professor, Jonathon Howard, was the importance of innovation. While other professors provided valuable insights during my first year, this moment marked a turning point in my perspective on communicating different viewpoints.
This program and its emphasis on an innovative mindset have helped me remain open and adaptable, making it easier for me to engage with unfamiliar situations and collaborate with diverse teams. Ultimately, these lessons in communication and openness have significantly contributed to my personal development, revealing strengths I didn’t initially recognize.
The Future
Now that I am at EKA in Estonia, the program continues to challenge me with new people to collaborate with and helps me identify goals in this new setting. It has allowed me to develop leadership skills that I didn’t expect to uncover and has shown me how to collaborate more effectively with both teammates and external partners.
Additionally, it has strengthened my ability to approach problems from multiple perspectives, whether through qualitative or quantitative research, innovation, prototyping, or launching practical products and services. I’ve become more confident in my ability to design innovative solutions, and I feel prepared to step into any studio or government role, knowing which tools and methods to use to maximize impact.
Should you apply to SDSI?
If you’re thinking about applying to SDSI, it’s a good idea to get a basic feel for service design and see how it fits with what you want to achieve. You don’t have to be an expert before you join; just being curious and excited is super important. The program really values being genuine, so just be yourself when applying. Even if you don’t come from a design background, SDSI is open to people from all kinds of fields. They’re not only looking for technical skills; they want to know how you think, work with others, and solve problems.
To thrive in SDSI, there are many different attributes that you’ll need, but I believe two key traits are essential and not only helped me during the program and helped me thrive is:
Involvement
Active involvement in service design activities is crucial. Even if you are working on service design projects outside of your cohort, staying connected with other service designers, participating in classes, and engaging in the Kuldiga community will help you avoid isolation and deepen your understanding of service design.
Grit or Resilience
SDSI can be challenging. You’ll encounter difficulties, whether it's adjusting to the weather, managing visas, or working long hours while collaborating with individuals from diverse backgrounds. Achieving success in your first year requires persistence and adaptability in facing any challenges that arise.
“SDSI offers more than just education—it’s a transformative journey.”
The challenges you face—whether adapting to new cultures, dealing with unpredictable weather, or overcoming steep learning curves—will push you to grow in ways you never thought possible. With effort and preparation, these obstacles can transform into opportunities for personal and professional development. This program has provided me with the skills and mindset needed to make a meaningful impact in any environment. If this resonates with you, I encourage you to apply.
