Service Design Capabilities

This open access book discusses service design capabilities in innovation processes, and provides a framework that guides design students, practitioners and researchers towards a better understanding of operational aspects of service design processes. More specifically, it revisits service designers’ capabilities in light of the new roles that have opened up in innovation processes on different scales. After years of being inadequately defined, the professional profile of service designers is now taking shape. Today private and public institutions recognize service designers as essential contributors to their innovation and development processes. What are the capabilities that characterize a service designer? These essential capabilities are what service designers should acquire in their education and can sell when looking for a job

Thinking with a New Purpose: Lessons Learned from Teaching Design Thinking Skills to Creative Technology Students

This paper reports on the insights gained from introducing design thinking into the final year of a UK university course where students created positive behavior change interventions. The rationale for the course design and teaching process are outlined, with a focus on design as engineering versus innovation process. The students took a design thinking journey using Stanford University d.school's 5-step approach of Empathize-Define-Ideate-Prototype-Test, and their journey is described in detail. We found that at first students found the Design Thinking approach counter-intuitive and confusing, yet throughout the process they recognized the strengths and opportunities it offers. On the whole, students reflected positively on their learning and on their re-evaluation of the role of a (service) designer. Lessons learned from a teaching point of view are also outlined, the most poignant being the realization that it was necessary to 'un-teach' design practices students had come to take for granted, in particular the view of design as a self-inspired, linear and carefully managed process

An Integrative Design Framework for New Service Development

Service innovation is focused on customer value creation. At its core, customer-centric service innovation in an increasingly digital world is technology-enabled, human-centered, and process-oriented. This requires a cross-disciplinary, holistic approach to new service design and development (NSD). This paper proposes a new service strategy-aligned integrative design framework for NSD. It correlates the underlying theories and principles of disparate but interrelated aspects of service design thinking: service strategy, concept, design, experience and architecture into a coherent framework for NSD, consistent with the service brand value. Application of the framework to NSD is envisioned to be iterative and holistic, accentuated on continuous organizational and customer learning. The preliminary framework's efficacy is illustrated using a simplified telecom case example. © Springer International Publishing Switzerland 2014

Expanding understanding of service exchange and value co-creation: A social construction approach

According to service-dominant logic (S-D logic), all providers are service providers, and service is the fundamental basis of exchange. Value is co-created with customers and assessed on the basis of value-in-context. However, the extensive literature on S-D logic could benefit from paying explicit attention to the fact that both service exchange and value co-creation are influenced by social forces. The aim of this study is to expand understanding of service exchange and value co-creation by complementing these central aspects of S-D logic with key concepts from social construction theories (social structures, social systems, roles, positions, interactions, and reproduction of social structures). The study develops and describes a new framework for understanding how the concepts of service exchange and value co-creation are affected by recognizing that they are embedded in social systems. The study contends that value should be understood as value-in-social-context and that value is a social construction. Value co-creation is shaped by social forces, is reproduced in social structures, and can be asymmetric for the actors involved. Service exchanges are dynamic, and actors learn and change their roles within dynamic service systems

Service Interaction Flow Analysis Technique for Service Personalization

Abstract Service interaction flows are difficult to capture, analyze, outline, and represent for research and design purposes. We examine how variation of personalized service flows in technology-mediated service interaction can be modeled and analyzed to provide information on how service personalization could support interaction. We have analyzed service interaction cases in a context of technology-mediated car rental service. With the analysis technique we propose, inspired by Interaction Analysis method, we were able to capture and model the situational service interaction. Our contribution regarding technology-mediated service interaction design is twofold: First, with the increased understanding on the role of personalization in managing variation in technology-mediated service interaction, our study contributes to designing service management information systems and human-computer interfaces that support personalized service interaction flows. Second, we provide a new analysis technique for situated interaction analysis, particularly when the aim is to understand personalization in service interaction flows

Ecosystem Services in the Service-Dominant Logic Framework.

Peer reviewe

Proposal, project, practice, pause: developing a framework for evaluating smart domestic product engagement

Smart homes are fast becoming a reality, with smart TVs, smart meters and other such “smart” devices/systems already representing a substantial household presence. These, which we collectively term “smart domestic products” (SDPs), will need to be promoted, adopted, and normalized into daily routines. Despite this, the marketing canon lacks a substantive discourse on pertinent research. We look to help correct this by melding ideas from organizational sociology, innovation diffusion and appropriation studies, and service dominant logic. Consequently, we suggest a framework for research that responds directly to the specific characteristics of SDPs. Using the SDP eco-system as a context, our framework emphasizes the interplay of embeddedness, practice, value and engagement. It comprises a four-stage horizontal/ longitudinal axis we describe as proposal, project, practice and pause. Cross-sectionally we focus on value, and combine aspects of existing thought to suggest how this impacts each stage of our engagement continuum. We subsequently identify perceived personal advantage as the resultant of these two axes and propose this as the key for understanding consumer and SDP sociomaterial engagement. This article also advances a definition of SDPs and ends with an agenda for further research