Dr Sari is a Seasoned UX Expert and Design Researcher with more than 20 years of experience serving corporate clients around the world. She is also the CEO and Co-Founder of UX Indonesia and Customer Insight Pty Ltd (Australia), leading service design projects and initiatives in empowering digital transformation for global organizations.

She passionately volunteers her time as the Vice President of SIGCHI Chapter at the Association of Computing Machinery (ACM), Charles Darwin University Honorary Research Fellow, Google Mentor and Certified Design Sprint Master, Executive of Indonesian Diaspora Business Council in the field of IT, Technology and Innovation, making a global impact one day at a time.

As a Designer and Researcher, she loves working in the field, building empathy with people she designs for. Through her work, she has published a number of well-known international publications benefiting both academia and industry in implementing Service Design worldwide.


Twenty years ago, the concept of putting users first in a design and development process was not mainstream. I learned the hard way that it was even more difficult to communicate about Service Design.

Nowadays, Service Design has emerged as the next level of of Product Design. People start realizing that what makes the best user experience is not only a superior product. Services embedded and around a product also determines a success of a brand.

In this presentation, I will share how my first Service Design work, which first started in Scandinavia, influences how I approach my current works. In particular, I will contrast the Service Design practices in different regions of the world, including the emerging economy of Southeast Asia.

Slides (73.6 MB PDF)

We acknowledge the Woiwurrung and Boonwurrung people of the Kulin nation as the traditional owners of the lands on which our events are held, as well as traditional owners of lands on which we work across the region. We recognise that sovereignty over these lands and waters has never been ceded, and pay our respects to Elders past, present and future.

RMIT University RMIT Master of Design Futures Paper Giant Rosenfeld Media Melbourne Speculative Futures Service Design Melbourne