The Service Design Research Group specializes in design and innovation, with a focus on service design, system design, and entrepreneurship. Its key research areas include design patterns, digital transformation, smart tourism, and inclusive design for diverse populations. Drawing on socio-technical and social-constructionist approaches, the group puts customers at the center of its research and design methods, studying how people, technologies, and organisations interact within service systems. Its mission is to drive customer-focused digital innovation and to create inclusive, mature technological solutions that integrate seamlessly into everyday life. Guided by data-driven design principles, the group combines empirical research with hands-on design practice to turn insights into practical service solutions. Through collaborations with industry partners, such as its ongoing sustainability research with Hotel ICON, the group connects academic research with real-world service challenges. It is committed to envisioning a better technological future through human-centric innovation.