Workshop at Academic Hub Pivdenny: “Service Design: How to Survive in an Ocean of Competition”

Why do some companies drown in a “red” ocean, while others create their own “blue” ones? How do service, empathy, and design thinking help business become a whale rather than a small fish in the market? These were the questions explored by students of the Faculty of Economics at Taras Shevchenko National University of Kyiv, together with Yuliia Kharuk, Retail Products and Service Development Director at Pivdenny Bank.

During the workshop, the participants discussed modern competition and the difference between “red” and “blue” oceans – when the companies compete for an existing market versus when they create new services and new rules of the game. Together with the students, they analyzed practical cases from Ukrainian and international businesses and applied service design principles that help uncover insights and build strong business models.

“This was the second workshop that I conducted for the students. Both sessions demonstrated how highly interested young people are in practical knowledge and real business. Students are energetic, curious, provocative and unafraid to share their opinions. There were many questions – for example, they asked for additional literature and resources for deeper study. This shows genuine interest and desire to explore the topic independently,” Yuliia shared.