The Design Tree depicts design evolution from the service design perspective. The infographic presentation is meant to be a prologue to a discussion on the evolution of service design expertise. Co-design, design thinking, and service design share the same roots – they are rivalling siblings that need not be separated from each other. Many design branches are not visible in the tree. Traditional design fields, such as interior architecture or industrial, furniture, and textile design, are parts of the evolution, but fade into the background. Service design has a cross-disciplinary nature. Many expertise areas, for example psychology, ethnography, in 2010 as well as extensive desk study carried out by Tuomo Kuosa, Jari Koskinen, Leo Westerlund, Andres Viia, Külliki Tafel-Viia, and Silja Lassur. The original idea and first version of the Design Tree was created by Sami Makkula, Hannu Kaikonen, Jari Koskinen, and Tuomo Kuosa. In addition, a preliminary version of the tree has been commented by Professors Alastair Fuad-Luke and Satu Miettinen, service designers Mikko Koivisto, Reima Rönholm, and Mika Ilari Koskinen. Finally, the current version was formulated by Jari Koskinen based on the work described above. foresight, marketing, communication, arts, etc., are closely linked with service design processes. We are entering the ubiquitous society and participatory economy: adjustablity, modifiability, modularity, and individuality are important approaches to service development in the smart and medi- ated environments of our near futures. The evolution is discussed further in Design Tree*. The main research objective of the ServiceD project has been to understand the complex evolution of service design and related know-how. The research outcomes are mostly based on 44 expert interviews done in Finland and Estonia TECHNOLOGY CONTEMPORARY ART ARTS CRAFTS DESIGN BUSINESS DEVELOPMENT DESIGN MANAGEMENT PRODUCT DESIGN, GRAPHIC DESIGN ETC. BUSINESS INNOVATIONS ORGANISED PLANNING ANALYSING & RESEARCH SERVICE SCIENCE SERVICE SOCIETY INDUSTRIAL SOCIETY AGRARIAN SOCIETY INTERACTION DESIGN USABILITY DESIGN CO-DESIGN/ SERVICE DESIGN/ DESIGN THINKING CONCEPT DESIGN DESIGNING SERVICE PROCESSES & ENVIRONMENTS SYSTEMS DESIGN ADJUSTABILITY MODIAFIBILITY MODULARITY INDIVIDUALITY IDEATION AND CO-CREATION ANALYSING & RESEARCH (surveys, interviews, etc.) SERVICE (DESIGN) MANAGEMENT (from ideation to implementation) STRATEGIES, SCENARIOS & DESIGN PRODUCTION & IMPLEMENTATION KNOWLEDGE & NETWORKS MANAGEMENT SUSTAINABILITY (ECOdesign, recycling, etc.) INFOGRAPHICS FORESIGHT ETC. INFOGRAPHICS PSYCHOLOGY SOCIOLOGY ETHNOGRAPHY BRAND DEVELOPMENT (organisation as a brand, service as a brand, person as a brand) PLANNING & DESIGN STRATEGY & SCENARIOS PROTOTYPING & TESTING IMPLEMENTATION INTERACTION DESIGN, USABILITY DESIGN, ERGONOMICS ARTS PERFORMING ARTS (manuscripters, directors, actors etc.) ILLUSTRATIONS & INFOGRAPHICS CONTEMPORARY ART DIY DESIGN & ARTS DIY DIY 3D PRINTING (manufacturing revolution) PUBLIC-PRIVATE CITIZEN PARTNERSHIPS CO-CREATION P2P SERVICES (peer to peer & person to person) PERSONALISATION & CUSTOMISATION UBIQUITOUS SOCIETY & PARTICIPATORY ECONOMY CUSTOMER-DRIVEN INNOVATIONS GAMIFICATION OPEN INNOVATIONS, SYSTEMIC INNOVATIONS, ETC. LOCATION-BASED SERVICES MOBILITY & MOBILE TECHNOLOGY INNOVATION & TECHNOLOGY (emerging ubiquitous society) BUSINESS INNOVATIONS MULTI-SENSORY APPROACH DESIGNING SMART & MEDIATED SPACES INTERFACE DESIGN STRATEGY SCENARIOS Design Tree: Evolution of ILLUSTRATION BY PETTERI ANTIKAINEN, GRAPHIC DESIGN BY JARI KOSKINEN & ELIAS KAPIAINEN. * Kuosa, Tuomo & Koskinen, Jari (2012). Design Tree. In Kuosa, Tuomo & Westerlund, Leo (eds.). Service Design: On the Evolution of Design Expertise. Lahti University of Applied Sciences Series A, Research reports, part 16. Lahti, Lahti University of Applied Sciences. Design T ree Explained Service Design Expertise