Design is service —not manipulating, nudging, coercing, persuading… The interrelationship that binds, animates, and defines a design capable system is service . Service is a contractual relationship where purpose and intention is blended with instrumental skill, judgement and agency (Nelson and Stolterman 2000). Service is a word that has many meanings in different contexts. It has a sense of ennoblement at the same time that it has negative connotations for the reasons given by James Hillman (Hillman 1995): Service offends deep strata of human dignity. We may all want service, but who wants to give it? For service still means menial service (not banking, brokering, telephoning, teaching, installing, diagnosing or writing). The first trouble lies in the word, which invites in it cousins—serf, servile, servant, servitude, servility, all descendants from the common Latin ancestor , servus , slave. Service, as it is defined in our culture, is hardly empowe...