rethinking Copenhagen's waste management, improving social interactions between convicts and guards in Danish prisons, transforming services in Odense for mentally disabled adults and more. United Kingdom In 2007 and 2008 documents from the British government explore the concept of "user-driven public services" and scenarios of highly personalised public services. The documents proposed a new view on the role of service providers and users in the development of new and highly customised public services, employing user involvement methods. While this approach has been explored through an early initiative in the UK, the possibilities of service design for the public sector are also being researched, picked up, and promoted in European Union countries including Belgium. The Behavioural Insights Team (BIT) were originally established under the auspices of the Cabinet Office in 2010, in order to apply nudge theory to try to improve UK government policy interventions and save money. In 2014 BIT was 'spun-out' to become a company allied to Nesta (charity), BIT employees and the UK government each owning a third of this new business. That same year a Nudge unit was added to the United States government under President Obama, referred to as the ‘US Nudge Unit,’ working within the White House Office of Science and Technology Policy. New Zealand In recent years New Zealand has seen a significant increase in the use of Service Design approaches and methods applied to challenges faced by the public sector. One instance of service design approaches being applied is with the Family 100 project which focused on the experiences of families living in urban poverty in Auckland. A report "Speaking for Ourselves" and a companion empathy tool "Demonstrating the complexities of being poor"' were released in July 2014. The report and empathy tool were released as the result of a collective service design effort by the Auckland Council, Auckland City Mission, ThinkPlace (a Service Design consultancy) as well as researchers from Waikato University, Massey University, and the University of Auckland. Since its release the report has seen extensive use and has assisted in both the engagement of stakeholders as well as the development of public services focussed on achieving better outcomes for those experiencing urban poverty. Private sector service design Real-world service design work can be experienced as new and useful approaches as well as entail some challenges in practice, as identified in field research (see e.g. Jevnaker et al., 2015). A practical