Balancing Your SaaS Business Through Service Design
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Balancing Your SaaS Business Through Service Design

When: Wednesday, January 17, 2018
8:30am - 1:00pm | Program to begin at 9:00am
Where: TechNexus
20 N. Wacker Dr., 12th Floor
Chicago, Illinois  60606
United States
Contact: Trisha Degg

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SaaS-based businesses are experiencing an explosion in the US market, but they often have trouble becoming a viable service at scale. This can happen for any number of reasons, but the most common problem stems from not creating sustainable services from the ground up. In a hurry to close sales features get crammed into products, roadmaps get trashed, and the software at the heart of the business becomes too heavy and messy to change. Additionally, focusing too heavily on the software creates an expectation gap between offerings and what consumers value. Technology and service must find a balanced relationship to be sustainable for the business, desirable to the people involved, and viable for the organization to evolve over time. 

Service design provides a myriad of ways to solve large systematic problems from process design to creating memorable touchpoints that build brand loyalty. This workshop will afford attendees two approaches to understanding how their service ecosystem lives as well as how to create optimizations and innovations focused on simplicity allowing you to sustainably grow your business. Service design is an inherently flexible way to solve holistic problems.

In this workshop, Richard Ekelman from SERV/ will briefly discuss the core elements of service design and then talk about his experiences with SaaS-based organizations. He will discuss methods he has used to:

  • Map a service ecosystem
  • Find opportunities for optimization and innovation
  • Balance the organization for sustainable change and accountability

Who should attend?
People that have worked on or within growing ecosystems are encouraged to attend, but no previous experience is required. 


 Category Pricing
 Member  Complimentary
 Nonmember  $35

Refunds for paid tickets are only available up to five business days prior to the event.

Meet the speaker:

Richard Ekelman, Founder, SERV/

Rich is passionate about growing service design in Chicago through accessible education. In 2014, he co-founded Service Experience Chicago, a 501(c)3 charity dedicated to this cause. Rich has worked with individuals (patients, physicians) and organizations (technology companies, health providers, and communities) to co-create holistic services and systems. Before founding SERV/,  Rich was a service design consultant for major brands such as Verizon, ATT, International Hotels Group, United Healthcare International, Synchrony Bank, American Express. He has also been a service designer on internal teams at Walgreens and bswift, an Aetna company. Rich holds an MFA in Service Design from the Savannah College of Art & Design in Savannah, GA as well as a BA in Psychology from Montclair State University in Montclair, NJ. From 2004 to 2008 he served honorably in the US Navy. In November of 2017, he became the first service design master trainer accredited by the global Service Design Network.

Twitter: @SERVppl | Instagram: @SERV724 | Website:

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20 N. Wacker Drive, Suite 1200
Chicago, IL 60606

PH: 1.312.435.2805