Service design, as a new discipline, emerged as a contribution to a changing context and to what a certain group of design thinkers (notably Morello 1991,1 Hollins and Hollins 1991, Manzini 1993, Erlhoff et al. 1997, Pacenti 1998) started to perceive and describe as a new design agenda. In the 1990s the growing economic role of the service sector in most of the developed economies was in clear contrast to the then dominant practices and cultures of design, which still focused on the physical and tangible output of the traditional industrial sectors.