Plenary Dialogue: Activating Service Design in Organizations

How do you ignite and advance service design practices from inside a large organization? What is the role of service design leaders in making change? How is that change enabled, and what gets in the way? These are the questions we will explore in an engaging series of table conversations with the help of our curated group of experts who are creating real value and real change with service design practice in their organizations.


Mark Kuznicki, Co-founder, The Moment

Mark is an Innovation Designer and Co-founder of  Toronto-based innovation consultancy The Moment. The Moment’s innovation designers work side-by-side with internal innovation and service design project teams to create value for people that can be adopted at scale. Mark is a strategist and trusted advisor who helps organizations and senior leaders who lead change, innovation and business transformation programs. Mark is currently leading research at The Moment on the role of intrapreneurs in large organizations as enablers of needed change to support innovation.


Greg Judelman, Co-founder, The Moment

Greg is an Innovation Designer and a Co-founder of Toronto-based innovation consultancy The Moment. He supports organizations to develop and scale their capability to create more human-centric products, services and teams. His approach integrates service and organizational design with a passion for enabling people to unleash their creative potential and navigate the challenging innovation journey. Greg has led strategy, design and organizational learning programs around the globe with organizations such as Telus, CIBC, Nike, SAP, St. Joseph's Health Centre, World Vision, and the governments of Ontario and Canada.


Judy Mellett, Director, Service Design, Innovation & Strategy at TELUS

As Director, Service Design, Innovation & Strategy at TELUS, Judy’s current focus centers on engaging in purposeful design and delivery of end-to-end service experiences that reinforce TELUS’ brand proposition and sustain customer loyalty. Judy is the founder and leader of the internal Service Design team responsible for projects impacting TELUS’ 13 Million Customers. Judy and her team are passionate advocates for Service Design and active supporters and members of the Canadian Chapter of the Service Design Network.


Jesús Gorriti, Head of Digital Customer Experience and Design, Royal Bank of Canada

Jesús Gorriti is currently the Head of Digital Customer Experience and Design at Royal Bank of Canada, in Toronto. He manages a team of 100+ designers that focus on delivering digital services for RBC customers. Jesús has 15+ years of experience in different design disciplines, from interaction design to product development and strategy, providing a comprehensive perspective and deep understanding of how digital products are made and delivered to the end user.
Jesús has previously worked for companies such as Fjord, Idealista, Designit and Electronic Arts. He’s taught design at Instituto Europeo de Diseño, Instituto de Empresa and General Assembly, and he’s a speaker at international conferences such as WebVisions, MADinSpain and SXSW. He believes in open dialogue, using the right tools to achieve timely problem–solving, and keeping the work meaningful and exciting for everyone.