You’ve been living under a rock if you haven’t notice the growth of the service design community. Or you’re not doing anything related to experience design.
“Service design is an extension of digital UX design. Most of today’s user experience work is done on some sort of digital device. It involves an application or web site. Solutions involve moving bits around on a display. (…) As UX professionals, we need the skills and techniques of service design in our toolkit. Acquiring them will push us beyond what’s familiar to us. And that’s a good thing.”
(Jared Spool a.k.a. @jmspool)