Service design is yet to get on board with universal design according to a Norwegian Masters thesis study by Oda Lintho Bue. Norway leads the way with its overarching policy and commitment in their policy document, Norway Universally Designed by 2025. So it is no surprise to see this study undertaken here. Universal design is not a profession in its own right, but many projects need a UD champion on the team. Committing resources on universal design early in the project will most likely ensure that there will be no need for resources used on redesign later. This point is well made in the thesis. Given that Norway has such a strong stance on UD, it is interesting to note that even Norway is struggling with getting implementation across the board.