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As a holistic approach, service design focuses on the process of how a project is created as much as the result. In that regard, the iF DESIGN AWARD 2021 winning entries in this discipline are a model for future design: users were incorporated into the design process, which often became an act of co-creation. The democratization of technology was a trend seen in many awarded designs. Additionally, many of these works approached the issue of sustainability to ask difficult questions about reducing disposables, decreasing animal testing and extending health benefits to larger populations.