This paper presents reflections from a service design case study and uses it to investigate the emerging roles of a designer. Skills, methodologies and values are drawn through the case study and used to communicate how this contributes to the continuing expansion of the profession today. Seven roles are discussed in this paper: designer as a facilitator, communicator, capability builder, strategist, researcher, entrepreneur and co-creator. The analysis of the activities of the designer in this particular case study has indicated a presence of all of these roles in various degrees. This brings up three key questions for discussion:
1. How can the design profession communicate the value of this role shift to external audiences?
2. How will design education address the requirements of these emerging roles? and more relevant to this workshop,
3. How will businesses utilise these additional skills of a designer
