If you ask shipping customers the difference between FedEx and UPS, it often boils down to their experiences with their couriers, the service people in the frontline. Increasingly, "people" have been the differentiator in innovative service delivery - whether that’s the 30+ Geniuses at each Apple Store, the comedic and patient Zappos agent, the J.Crew Very Personal Stylist - and yet, at the same time, technology has been reducing the friction that was once the responsibility of service staff. The Service Design Team at Ziba has been developing approaches to innovate with services through an emphasis on the design of roles. In this talk, I’ll discuss why focusing on roles is meaningful and share some of our learnings on how to shape them.