Joel Bailey

Service Design Leader

Using design to build better services


We live in a world where services make up 80% of GDP, yet it's surprising how little genuine serving is going on.

Lots of digital and CX transformation, but little focus on the core fact: that most people want good service, and most employees want to provide a service they can be proud of. My passion is helping people to serve achieve this - to help one another. 

I use design and business transformation skills to rekindle this lost spirit of service and restructure organisations so that everyone profits.


  • Service design - I've been active in the service design industry since its inception in the early 2000s

  • Consulting - my expertise is helping clients across sectors work out where to apply design to get the most out of it

  • Team building and leadership - I've set up and run numerous design teams and programmes

  • Business transformation - helping clients become customer-centered business by reorganising strategy, investment and change from a vertical to a horizontal structure

  • Digital - the ongoing disruption from digital technologies is central to my work, covering data, automation, social and mobile

  • Applied behavioural psychology - marrying science with design to create positive changes in behaviour

  • Cost reduction and revenue growth - every business plan is a set of guesses about human customer behaviour - channel shift, sales, service demand. I take the risk out of those changes by bringing the customer and employee into the process


I write about service, service design, organisarional transformatiojn and culture at my blog on Medium.

I also run an occasional publication called Society of Service aimed at bettering our collective understanding of service, what it is and how it works.


Punk CX: I talk to Adrian Swinscoe about the nature of service and how hard it is for orgs to actually serve customersServe Conscious Part 1 and Part 2 I talk to Stefan Ravalli about how we can bring humanity back to our service industriesService Design Show: I talk to Marc Fonteijn about the human nature of services

Talks and presentations