Design challenges are inherently complex – and every project has their own particular knots to untie – but over the years, experience has shown that better service design depends on overcoming four crucial problems that are common to all projects:

How to get closer to consumers; how to collaborate across every part of the organization; how to create a strong narrative that inspires key people, and finally, how to conquer the fear of failure.  Hand in hand with identifying the problems each project shares has gone the development of techniques to tackle and design beyond them.