Specializing in Service Design Since 2011

We use a service design approach to help businesses build complete offerings and harden service packages.

Core Values


What we say is what we do and what you'll get.


Deliver value against specific outcomes.


Celebrate the humans and the results, together.


Make it real. There’s more to services than digital.


Make and improve something. Always.

Patrick McGowan, CEO

Designed and launched complete offerings and hardened services in enterprise software before founding The Service Design Group. A recognized MBA + design leader with over 20 patents, he also teaches at NCSU College of Design and UNC Kenan Flagler Business School.

Shaun McAndrew, VP Business Development and Client Engagement

Honed her leadership skills as a helicopter pilot and Commanding Officer in the U.S. Navy before diving headfirst into conveying the stories that build business relationships and create complete offers and harden services.

A History of Excellence

Delivering outcomes with a service design approach doesn’t happen overnight. It takes passion, process and a vision for how to create meaningful business impact with turnkey service design solutions.


The Service Design Group launches in Chapel Hill, NC.


The Service Design Group pioneers B2B service design in the U.S.


Forrester Research recognizes The Service Design Group as 1 of 35 true service design firms in North America and The Service Design Group creates proprietary tools The Big Picture™ and AS-IS & TO-BE™ to enable businesses to create complete offers and harden service packages.


The Service Design Group creates proprietary tool Living LabTM to drive customer co-creation of service concepts directly with customers, channels and partners.


The Service Design Group builds capabilities in shared services, advanced services and digital solutions.


The Service Design Group creates proprietary tool Service Sketch™ to enable cross functional teams to rapidly generate complete offering concepts.


The Service Design Group creates proprietary tool The Service Landscape™ to enable product groups and service teams to rationalize and optimize offering and service portfolios.


The Service Design Group launches Service Path™ — the world’s only platform of purpose built service design tools and solutions.


The Service Design Group introduces a novel as-a-service monthly subscription.


The Service Design Group introduces fully virtual engagement models during the global COVID-19 pandemic.


The Service Design Group activates The Sponsory to support local, early stage ventures and creates The Cohort in collaboration with Anchor RTP.


The Service Design Group becomes a partner and sponsor of TSIA, launches Servitization ShortsTM (a video discussion series) and offers Service Design 101TM to enable in-house service design and offering management teams with service design best practices and offering ideation frameworks.


The Service Design Group launches Do MoreTM, R.E.A.L. CXTM and The Data YesTM to enable strategic decision making for clients, fill the gap in B2B CX and enable companies to efficiently move forward on data value capture opportunities.


Servitization ShortsTM is a video cast providing actionable insights and candid reflections on the challenges and rewards of building complete offers and hardened services.

Watch the Latest Episode

We what we do.

That’s why industry leaders use our service design approach to build their complete offers and harden their service packages.