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

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

Ecosystem Services in the Service-Dominant Logic Framework.

Peer reviewe

Virtual cultural tourism: six pillars of VCT using co-creation, value exchange and exchange value

This paper examines antecedents to the successful use of Virtual Cultural Tourism and the ways in which virtual realities can add value to Cultural Tourism offers. Success can be seen to derive from the deeper understanding of consumers’ preferences and motivations to engage with Virtual Cultural Tourism. It is also necessary to see these initiatives from the perspective of multiple stakeholders: the armchair traveller, the frequent flyer and the service provider at destinations. The latter include public sector providers such as park site managers, museum curators, interpretation and information services for tourism as well as the private sector developers

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