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Dec 28, 20244 min read

Is There a Place for Service Design in the Armed Forces?

The Context

The Department of Arms Development and Innovation (DADI) at the Hetman Petro Sahaidachnyi National Army Academy is not a typical military unit. This interdisciplinary team includes IT specialists, designers, officers, and even sculptors, all united by a mission to innovate and improve military operations. Their past projects include developing a Mobile armory and weapon storage workroom (ROSOMAHA), creating an Educational VR-movie about the first battle experience (First Fight), and designing a turret with spherical protection for a gunner (NOSORIG). These accomplishments highlight their ability to rethink traditional military approaches.

Liza Pidopryhora, a service designer and consultant at Lanka.CX, reached out to the Department of Innovations. Together we decided to run a 2-day workshop to famiraise the unit with the service design approach.


The Challenge: Revitalizing a Forgotten Officer’s Club

At the heart of this workshop was an underutilized Officer’s Club in Lviv. In Soviet era, the club was intended as a cultural and community hub for military personnel. While it still hosts occasional children’s activities and events, it no longer serves its original purpose. Officers and personnel rarely use it, and it has become little more than an underused large hall in the city's center.

Using service-dominant logic, we proposed to reframe the challenge. If an officer's house is a service, what benefits the military? We moved from the challenge about the place to the challenge about the people:

  • How might we improve the experience of military personnel visiting Lviv?

  • How might we improve the lives of military personnel living in Lviv?


The Process: From User Insights to Innovative Ideas

1. Understanding the User

The team began by interviewing two core groups:

  • Military personnel visiting Lviv (e.g., for temporary assignments or missions).

  • Military personnel living in Lviv (permanent residents).

These conversations revealed a range of practical and emotional pain points:

  • Urgent business trips to Lviv are often accompanied by uncertainty about accommodation and logistics. The military does not know where they can stay in Lviv during their business trip.

  • The absence of a safe place to store weapons forces soldiers to carry rifles and guns with them all day. This makes it impossible for the military to attend events or historical sites even in their free time, as they are not allowed to go there with weapons.

  • Weekends during the war are a rare and long-awaited luxury. A military man serving in Lviv tries to use the day off to see his family and take care of personal business. But Lviv is a big city, and without your own transport, you end up spend time commuting instead of sharing free time with your loved ones.

2. Reframing the Problem

Initially, the team was focused on how to "fix the building." Through service design principles, we guided them to shift their thinking from what to do with the building to how to meet the needs of military personnel. This focus on the who and why opened up new perspectives and brought clarity to the challenge.

3. Mapping the Journeys

Using journey mapping, the team visualized how personnel navigated both work-related trips and free days planning in Lviv. This process revealed gaps and opportunities across the entire service experience—from planning a visit to returning to duty.

4. Generating and Testing Solutions

Through quick interviews and ideation sessions, the team developed actionable ideas. They tested their concepts by sharing them with peers, refining their understanding of the problems and the solutions they could offer.


The Outcomes: User-Centered Concepts

1. Mobility Support for Personnel

A car-sharing service tailored to military personnel’s needs, enabling quick and reliable travel within Lviv. This service addresses both logistical and emotional challenges, empowering personnel to make the most of their limited time.

2. Digital Tools for Trip Planning

An extension of the Armia Plus app, designed to streamline the travel process. Features include secure weapon storage arrangements, detailed itineraries, and real-time updates on local events or opportunities for socializing.


The “Wow” Moment: A Shift in Thinking

For me, the most surprising and rewarding part of the workshop was seeing how quickly the team embraced a user-centered mindset. Watching a colonel—someone used to leading with authority—actively participate in mapping user journeys and rethinking problems from the ground up was unforgettable. It reinforced my belief that service design can thrive even in hierarchical, high-pressure environments like the military.

The shift from focusing on what to do with the building to what military personnel need was transformative. This transition—from a product-centric to a service-centric mindset—helped the team see the bigger picture of how to design meaningful support.


Key Takeaways for Innovators

  1. Start with the Who and Why

    Focus first on the user and the problem, not the resources or infrastructure. Understanding who you’re designing for and why makes solutions more impactful.

  2. Think Through the Entire Journey

    Consider the whole service experience—before, during, and after—to identify gaps and opportunities for meaningful improvement.

  3. Quick User Interviews Unlock New Ideas

    Short, focused conversations with users reveal unexpected insights and validate solutions early, saving time and effort in the long run.


Support Ukraine, Support Our Military

This workshop was more than just a practical exercise—it was a mindset shift. By focusing on the needs of military personnel, the team moved beyond the limitations of the Officer’s Club to create solutions that could genuinely improve lives. This case demonstrates the transformative potential of service design, even in the most complex and structured environments.

As Ukraine continues its fight for freedom, we stand resilient, learning and innovating every step of the way. Support Ukraine and our military; together, we will win this war.


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