Advancing the Value of Ethnography

Career Pivots: Service Design


Career Pivot sessions help us open doors to new roles and domains in which ethnographers thrive. In this session, learn about service design from two leading EPIC Members in the field.


Shelley Evanson is a Managing Director at Song. Previously she held many leadership roles in research, design, and strategy; most recently, Manager and Experience Researcher at Facebook, Principal in User Experience at Microsoft, and Associate Professor at Carnegie Mellon University. At Carnegie Mellon University, Shelley jumpstarted the study of service design in the USA by designing courses, energizing students, and hosting the first international conference on service design—Emergence 2006. She was a co-founder and is a former advisory board member for the international Service Design Network, served as co-editor of Touchpoint: the Journal of Service Design, and has contributed to several books and journal articles on service, interaction, and design strategy. Shelley also served on the National Research Council’s Committee on Human Systems Integration, and has been on the advisory board for both the American Center for Design and the AIGA.

Natalia Radywyl is Head of Research and Capability at Today. She is a researcher, designer, and scholar with expertise in ethnography, design research, public policy, service design, environment design, and facilitation. Previously she was Research and Evaluation Director at the Public Policy Lab in New York City, led the design research practice at Fjord NYC, worked in public policy as a social research consultant to Australian Federal and State government clients, and held academic research fellowships to evaluate how civic technologies strengthen neighborhood resilience, as well as design fellowships with non-profits working in civic services and urban design. Natalia has also taught in the Design for Social Innovation program at the School of Visual Arts in NYC. She regularly publishes, presents, and runs workshops about her work, and holds a PhD from The University of Melbourne, Australia.


Jamie Sherman is a cultural anthropologist and user experience researcher currently working as principal UX researcher at ESRI. She holds a PhD in anthropology and has been in the technology and UX space since joining Intel Labs in 2012, where she worked on a range of existing and emerging technologies, including wearable tech, mixed and virtual reality, and content creation. Her most recent focus is on the use of data and analytics to do things, from making movies to making maps. Jamie was Co-chair of EPIC2021 and Chair of EPIC2023 Learning & Networking Week.

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