Keisuke Kuniyoshi
Multidisciplinary experience designer who connects brand, space, and systems to shape real-world engagement
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Service Design Network | Service Design

Overview:

Seed to Hub

Designing a service pipeline from volunteer engagement to career pathways

Project Type
Service Design Network — Certificate Program

Scope
2024

Role
Service Designer

Contributions
Service concept development, facilitation, journey mapping, storyboards, persona creation, ideation, UI/UX design, visual storytelling, prototyping, user testing, presentation deck

A service design approach to the future of sustainable tourism at conferences

Overview

Seed to Hub is a service design concept developed as part of the Service Design Network Certificate Program, focused on addressing a recurring challenge within professional design communities: how to translate short-term volunteer engagement into meaningful, long-term career pathways.

The project explored the disconnect between motivated volunteers seeking growth opportunities and organizations struggling to retain, develop, and activate that talent beyond single events or touchpoints.

Problem

Volunteer-driven organizations often rely on episodic engagement models that lack continuity, visibility, and progression—resulting in underutilized talent, limited knowledge transfer, and missed opportunities for long-term community building.

Opportunity

Seed to Hub reframed volunteer participation as the beginning of a structured service journey. By designing a connective service layer between volunteering, mentorship, skill development, and career exposure, the concept aimed to create a more intentional, mutually beneficial system for both volunteers and host organizations.

Outcome

The final concept articulated a scalable service model supported by journey maps, personas, storyboards, and interactive prototypes. Visual systems and UI concepts were used to make the service logic tangible, enabling clearer stakeholder alignment around roles, touchpoints, and value exchange. The project demonstrates how service design methods—facilitation, synthesis, and prototyping—can be used to transform fragmented experiences into coherent, end-to-end systems that support growth, engagement, and long-term impact.

How might service design create a sustainable, stakeholder-aligned conference experience that balances environmental impact, local community benefit, and attendee value for an SDN global conference?

Co-Creation Customer Journey Map | Volunteer Experience

Personas

Co-Creation Ideation Sprint

Prototype | Mobile | User Testing

Prototype | Pop-up | User Testing

Pitch Deck

Reflection

Iteration is a significant process for innovative service design. 

  • Incorporating a prototyping phase through controlled trials allowed different versions of tools and processes to be tested with both employees and customers. This approach created space for learning, iteration, and informed decision-making before committing to full implementation.

  • Well-structured and thoughtfully facilitated workshops proved to be powerful in surfacing conversations that are often overlooked in day-to-day operations. For many busy professionals, these sessions represented the only opportunity to step back and actively participate in co-creation.

  • Visualising the intangible elements of a service became a critical first step toward meaningful change. Making these systems visible enabled stakeholders to reflect on their actions, underlying motivations, and interdependencies, fostering shared understanding and alignment within complex environments.