Service design can refine existing services so they work better within a system, but it can also suggest completely new services that reconfigure the system itself. For example, instead of designing a better way of accessing a kettle, we might design a better way to access boiled water. The skills of the service designer can also bring value to sectors such as fast-moving consumer goods, not an area you would immediately think of as part of a service, but which can take huge benefit from ‘design thinking’.