This is self service design

This paper is the story of what happens when industry becomes the broker for product design education. The paper has been written collaboratively with three partners - from an industry perspective NCR Financial Solutions Division Ltd and two product design programs based respectively at the University of Dundee and the Robert Gordon University, Aberdeen. We will present the outcome and reflect on an exciting new project that ran for the first time in the Autumn of 2005. The project was proposed and ultimately judged by industry, with academic educational programs asked to respond to industrial needs/wants. The theme for the project was service design - an area that has become well established within industry, but is less well reflected in the teaching of undergraduate product design education currently, and something that in the view of the authors has to change.