Back in 2018, when I was still getting my service design sea legs, I wrote about the peculiar altitude service design flies at, which I called the 10,000 foot view.

If strategy flies at 30,000 feet (where the ground is so distant it looks like a map) and we agree most design flies at 3 feet (where the ground is so close and so chaotic it is hard to survey), service design flies at 10,000 feet, approximately the cruising altitude of a single-engine prop plane.

10,000 feet is a very useful altitude that bridges 30,000 foot and ground — clarifying relationships between strategy, operations and the experiences real people (real customers, real employees) have as a result — but flying at this altitude does introduce practical challenges.

And I then launched into an extended metaphor, which touched on the challenges of single-prop pilot life, like rough air, flying in and out of clouds and other metaphor-inspiring stuff.

Since that time, service design has elevated itself, and gained altitude.

We now fly at 20,000 feet.

We never get all the way to 30,000 feet where strategic decisions are made, but at least we rarely have to descend below 10,000 feet where craftspeople are stuck making real things.

From this new altitude we can still sometimes catch sight of the ground, at least enough to survey boundaries and understand the zoning. This data is easily understandable and useful to the folks above, cruising at 30,000 feet. If we descend to 10,000 feet we can link up these zones to the general activity taking place there, which is adequate for strategic purposes.

Unfortunately, anyone who depends on getting their feet on the rough ground and their hands dirty with concrete reality as lived by real people in real social settings before they feel like they really understands their design problem — that kind of person might find that things have become uncomfortably rarified, abstracted, overprocessed and unreal.

But those people who like rigor, quantification, standardization, expertise and so on — the kinds of things important people respect — will find this new elevation quite to their liking.