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2016

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Service Dominant Logic. Changing Perspective, Revising The Toolbox, Nicola Morelli, Amalia De Götzen May 2016

Service Dominant Logic. Changing Perspective, Revising The Toolbox, Nicola Morelli, Amalia De Götzen

ServDes Conference Series

This paper analyses the perspective shift that has happened in service design practice with the introduction of the Service Dominant Logic. Three different levels of design action are presented with their methodological implications. In the fluid context where diffuse design, expert design and strategic design take place, relevant case studies are shortly presented in order to describe the designers’ role in the value-creation process and the consequent necessary revision of his own toolbox.

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Mapping What Actors Know When Integrating Resources: Towards A Service Information Canvas, Stefan Holmlid, Petra Björndal May 2016

Mapping What Actors Know When Integrating Resources: Towards A Service Information Canvas, Stefan Holmlid, Petra Björndal

ServDes Conference Series

Even though service is described as actors integrating resources to achieve values, research on perspectives on knowledge that these actors have when integrating resources has not been part of service design research. In this paper we experiment with a technique, based in a service scenario, to map what actors know as a consequence of the events in the service process. We suggest that the technique called Service Information Canvas is valuable in a service design toolbox, and give access to understanding of service processes that is not currently available through other design tools.

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Supporting Redesign Of C2c Services Through Customer Journey Mapping, Ida Maria Haugstveit, Ragnhild Halvorsrud, Amela Karahasanovic May 2016

Supporting Redesign Of C2c Services Through Customer Journey Mapping, Ida Maria Haugstveit, Ragnhild Halvorsrud, Amela Karahasanovic

ServDes Conference Series

It is challenging for service companies to obtain a detailed overview of their customers' end-to-end service delivery processes. This paper extends previous work on a structured approach for modelling customer journeys to encompass complex, technology-driven service systems. We report on how the approach can support documentation and analysis of service delivery from a customer perspective, and present a case study of a consumer-to-consumer (C2C) service in an eMarket company. The case study involved mapping of the service process as intended by the service provider (planned journey), as well as customer journeys as experienced by users (actual journey). Our results reveal …

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Knowledge Brokers In Service Design: Lessons From Organizational Studies, Sumit Pandey, Swati Srivastava May 2016

Knowledge Brokers In Service Design: Lessons From Organizational Studies, Sumit Pandey, Swati Srivastava

ServDes Conference Series

With service design taking increasingly strategic and transformational roles, effective organizational partnership and engagement has become crucial. However, since organizational communities are structured and function differently from social communities, participatory service innovation methods like co-design need to take additional factors and different strategies into account for effective engagement and participation in these settings. We draw from discussions in organizational studies to highlight challenges with regards to engagement in innovation processes within and across communities in organizations. Further, we look at knowledge brokers, a concept that features prominently in discourse in this area and outline it theoretically and through a strategy …

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Towards Diffuse Forms Of Public Governance: Service Design, Open Data And Disruption In The Private Rented Market, Helen Polati Trippe, Laís De Almeida, Iban Benzal May 2016

Towards Diffuse Forms Of Public Governance: Service Design, Open Data And Disruption In The Private Rented Market, Helen Polati Trippe, Laís De Almeida, Iban Benzal

ServDes Conference Series

This paper discusses the contribution of service design in not only reducing barriers to accessibility but more importantly crafting alignments in complex interplays of power and balances of demand and supply in public service delivery. It examines the role of open data as a material for design and its public value in public service innovation.

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Disrupting Service Design, Mark Green, Paul Rodgers, Andy Tennant May 2016

Disrupting Service Design, Mark Green, Paul Rodgers, Andy Tennant

ServDes Conference Series

This paper describes a series of examples of disruptive design in practice, taking place in a service design context and observed as part of a wider case study. The subject of the case study was a large UK based manufacturer/retailer for-profit organisation and the disruptive design intervention was focused on the design of a new form of resource to replace an existing staff handbook, viewed by the organisation as a key part of its internal services to employees. These examples are given in relation to the attitude, process, methods and outcomes of a disruptive design approach. Our findings include the …

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Towards Sustainable Impact After University-Government Design Projects: Case Of Worker Services In Singapore, Yvonne Yeo, Jiaying Chew, Jung-Joo Lee May 2016

Towards Sustainable Impact After University-Government Design Projects: Case Of Worker Services In Singapore, Yvonne Yeo, Jiaying Chew, Jung-Joo Lee

ServDes Conference Series

Recently, there have been a number of design collaboration projects between government agencies and external design experts in many parts of the world. The Singapore government is known for its effectiveness and efficiency. Design collaboration projects are mainly initiated by top management in the government. In its early stage of adopting design, it is ever now important for the Singapore government to diagnose its current state of understanding of the true roles of design, conditions needed for nurturing design capabilities and set future directions they need to head towards. With this aim, this paper looks into recent design collaboration projects …

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Exploring The Pupil-Student Transition Through Customer Journeys, Anya Ernest, Katarina Wetter-Edman May 2016

Exploring The Pupil-Student Transition Through Customer Journeys, Anya Ernest, Katarina Wetter-Edman

ServDes Conference Series

Being a first time student is not only exciting, it is also like travelling to a new and far-off place. If you are already a resident, then it is hard to grasp what it was like arriving for the first time. This paper presents a project at Karlstad University investigating the experiences of first time students. 13 students from the teaching programs kept diaries for ten weeks concerning their experiences related to the first time at the university. The findings suggested, for example, an overload of information on the first day, a complex web structure, and highlighted the importance of …

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Facilitating Service Interactions With Design Games, Zagros Hatami, Tuuli Mattelmäki May 2016

Facilitating Service Interactions With Design Games, Zagros Hatami, Tuuli Mattelmäki

ServDes Conference Series

It is argued that design for service aims at creating an “action platform” for service interactions to occur. Service research in the field of marketing, especially the perspective offered by Service Logic, highlights the importance of service interactions in facilitation of value creation processes of customers. Recent perspectives in the field of design, similarly, recognize the importance of user contributions during the use of an offering arguing for the completion of design by the user in-use. Therefore, this paper recognizes two modes of design in-use: co-design in-use and independent design in-use. Focusing on co-design in-use, this paper recognizes service interactions …

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Efficiently Inefficient: Service Design Games As Innovation Tools, Otso Hannula, J. Tuomas Harviainen May 2016

Efficiently Inefficient: Service Design Games As Innovation Tools, Otso Hannula, J. Tuomas Harviainen

ServDes Conference Series

This paper analyses the effectiveness of service design games (SDGs) based on their ability to trigger participant reflection. The paper draws upon game studies to present how SDGs appear as ineffective innovation tools, and combines it with organizational knowledge creation to show how the “gameness” of SDGs actually drives their effectives. The paper contributes to the understanding of SDGs by offering a theoretical explanation for their effectiveness, and presents a framework for analysing design games as productive dialogues. ATLAS, a board game for service co-design project planning, is presented as an example of embedding reflection into the design of a …

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Co-Creating Value: Customer Engagement Through Virtual And Physical Channels, Yi-Fang Yang, Shu-Shiuan Ho, Tung-Jung Sung May 2016

Co-Creating Value: Customer Engagement Through Virtual And Physical Channels, Yi-Fang Yang, Shu-Shiuan Ho, Tung-Jung Sung

ServDes Conference Series

Customers can perceive co-creating value through different channels when they are highly engaged. The positive side of engagement includes certain channels that work as a bridge unifying various stakeholders, enabling these parties to create value. However, few studies focus on customer engagement (CE) and the co-creating value through different channels. By designing tourism campaign of a particular business district in Taipei, the objectives of this study are twofold: to explore the contexts of co-creating value among different stakeholders (the types of CE), and to verify the difference of co-creating value through virtual and physical channels (the channels of CE). There …

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How Participation Is Practiced? – Extension Of Participatory Design Model, Mika Yasuoka-Jensen, Takahito Kamihira May 2016

How Participation Is Practiced? – Extension Of Participatory Design Model, Mika Yasuoka-Jensen, Takahito Kamihira

ServDes Conference Series

Last few years, we have witnessed of an increased value of stakeholder participation on service design. In spite of the attention to the participation on design, we have only a limited common ground what participation means. Participants, definition, process, purpose and expectation of participation are varied from practice to practice, and consequently suggested best methods were different. However we call them all as participation and not explicitly articulated its meanings in a relative scale. Seeing varied participation metamorphoses as an indispensable contribution for a further advancement of service design community, this paper introduces one way of identifying participation with a …

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Design For Liveability: Connecting Local Stakeholders As Co-Creative Partnerships, Jorik Hepworth, Ingrid Mulder, Maaike Kleinsmann May 2016

Design For Liveability: Connecting Local Stakeholders As Co-Creative Partnerships, Jorik Hepworth, Ingrid Mulder, Maaike Kleinsmann

ServDes Conference Series

The Dutch welfare state model has become too expensive. As a result local governments are looking for new approaches that stimulate a participation society. Research showed that for enhancing community participation in order to improve the liveability of a neighbourhood, bonding-, bridging-, and linking social capital are important. The current paper presents the service design process of enhancing citizen participation by strengthening social ties among local stakeholders. An iterative research through design approach has been applied in the actual context of local stakeholders that aim to improve the liveability of their neighbourhood. The paper elaborates upon the design process used …

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Models Of Co-Creation, Jotte I.J.C. De Koning, Marcel R.M. Crul, Renee Wever May 2016

Models Of Co-Creation, Jotte I.J.C. De Koning, Marcel R.M. Crul, Renee Wever

ServDes Conference Series

This paper aims to give an overview of the existing models of co-creation and create meta-models from these existing ones. The existing models were found in academic and popular or business publications. A total of 50 models was analysed and clustered and used to create 4 meta-models of co-creation. These meta-models depict the ‘joint space of co-creation’, ‘the co-creation spectrum’, ‘the co-creation types’ and ‘the co-creation steps’. They form a framework to classify existing research as well as define boundaries for upcoming projects. These meta-models should contribute to the clarity, understanding and application of co- creation.

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Negotiating Matters - Supporting Agonistic Pluralism In Community Planning, Maja Frögård May 2016

Negotiating Matters - Supporting Agonistic Pluralism In Community Planning, Maja Frögård

ServDes Conference Series

There is no goal for public consultation in community planning, there are several conflicting ones, using Chantal Mouffes model of democracy to acknowledge the conflictual nature of democratic politics, not striving for consensus but agonistic pluralism. Our work builds on experience from co-design workshops we held in Upplands Va¨sby concerning a conflict between politicians, civil servants and citizens. Seeing the workshop as a space of agonism, an arena for different positions to meet and negotiate, we as designers work with form and material to support the different interests. We suggest three categories to consider when crafting this agonistic space; perspectives, …

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Service Implementation: A Framework To Assess Readiness Of Manufacturing Smes, Giulia Teso, Andrew T Walters May 2016

Service Implementation: A Framework To Assess Readiness Of Manufacturing Smes, Giulia Teso, Andrew T Walters

ServDes Conference Series

This paper reports the initial results of a wider research programme that investigates how service design might positively contribute to the development of product-service systems (PSS) within manufacturing SMEs. The paper presents the results of interviews with two firms that have begun to embrace service design. The analysis of these results is used to produce a conceptual framework that aims to aid understanding of a company’s potential readiness for servitization through service design.

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Learning Together By Doing Together – Building Local Government Design Capacity Through Collaboration With Design Education, Adam Thorpe, Alison Prendiville, Kathryn Oliver May 2016

Learning Together By Doing Together – Building Local Government Design Capacity Through Collaboration With Design Education, Adam Thorpe, Alison Prendiville, Kathryn Oliver

ServDes Conference Series

It is widely understood that the public sector in general and public services in particular must be radically reshaped in order to meet the needs of citizens in the context of diminishing public financing. Less well understood are the ways and means by which to do so, although most now accept that design practices and processes have a significant contribution to make. But how are we to develop and build design capacity within local government at a time of austerity? This paper introduces a one-year project that explores the potential for, and value of, strategic collaboration between design education and …

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Service Ecology: Design Issues For Hospital Infection Prevention And Control Training, Alastair S. Macdonald, Colin Macduff, David Loudon, Susan Wan May 2016

Service Ecology: Design Issues For Hospital Infection Prevention And Control Training, Alastair S. Macdonald, Colin Macduff, David Loudon, Susan Wan

ServDes Conference Series

Training in appropriate infection prevention and control (IPC) measures is crucial in minimising the incidence of hospital-associated infections (HAIs), a growing cause of patient illness and death in hospital. This paper describes the co-development of visualisation tools intended to form part of a digital tablet-based training package for hospital-based staff across a number of roles. It argues that, in a typically hierarchical organisation, taking a cross-cohort approach to developing tools to raise awareness and understanding of IPC and HAIs recognises the complex service ecology of behaviours, relationships, the environment and the organization, and introduces a democratic, open innovation approach to …

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Design Fiction As A Service Design Approach, Gert Pasman May 2016

Design Fiction As A Service Design Approach, Gert Pasman

ServDes Conference Series

Many of the techniques service designers currently use to represent their ideas in the conceptual phase of their design process, such as service blueprints or customer journey maps, are rather abstract, static and schematic. While this might be valuable from an analytical, high-level perspective, such representations do not address the full contextual, emotional and spatial-temporal richness of real-life services. This paper argues that design fiction, because of its focus on telling stories about possible implications of new and emerging technologies, could have the potential to address this particular issue early on. While design fiction is currently mostly associated with more …

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Experience And Expertise: Key Issues For Developing Innovation Capabilities Through Service Design, Katarina Wetter-Edman, Lisa Malmberg May 2016

Experience And Expertise: Key Issues For Developing Innovation Capabilities Through Service Design, Katarina Wetter-Edman, Lisa Malmberg

ServDes Conference Series

Public organisations need to rethink the ways they innovate and improve their services. Service design has become a means to achieve innovation capabilities through service design projects with the purpose of both enhancing innovation capabilities, and creating new service. Based on observations, interviews and project documentations this exploratory paper reflects on the role and articulation of design expertise, how and if it may be transferred through design projects. Further, the relation between learning by doing and learning through expert examples is discussed through a pragmatist lens.

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Service Design Ways To Value-In-Use, Mattias Arvola, Stefan Holmlid May 2016

Service Design Ways To Value-In-Use, Mattias Arvola, Stefan Holmlid

ServDes Conference Series

What do we mean if we say that a service design work is an example of good design? This paper presents a provisional typology for the ways in which a service design proposal can contribute to value-in-use. The typology covers instrumentality, technical excellence, usefulness, social significance, mutual advantage, collective welfare, and aesthetic values. Moral implications related to norms, power structures and tensions between stakeholders are also considered. It is argued that the typology can facilitate service designers and researchers in framing and re-framing a design effort and conceptualise a value proposition.

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Ways Of Seeing The Design Material Of Service, Johan Blomkvist, Simon Clatworthy, Stefan Holmlid May 2016

Ways Of Seeing The Design Material Of Service, Johan Blomkvist, Simon Clatworthy, Stefan Holmlid

ServDes Conference Series

This paper makes a contribution to the current conceptualisation of service as a design material from three different perspectives. We use definitions of the term material, the connection with service logic and the techniques that service designers use to discuss ways to understand service from a design perspective. Service designers have tools for working with components, things, locations, actions, procedures, interactions and experiences at their disposal. Service designers work with a meta-material for the most part, which is a material representation of the services they are (re-)designing. Unlike fields where the material is worked into a finished form, the material …

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A View From The Other Side: Uk Policymaker Perspectives On An Emergent Design Culture, Jocelyn Bailey May 2016

A View From The Other Side: Uk Policymaker Perspectives On An Emergent Design Culture, Jocelyn Bailey

ServDes Conference Series

The use of design within government institutions is a rapidly accelerating trend of global dimensions. The emergent nature of these design practices, and cultures, raises questions about what exactly is happening in the interactions between design and political institutions, and how that might be understood in broader socio-economic and political terms. This paper reports on a series of interviews with senior level civil servants working in UK central government, all of whom have had some exposure to design methods and techniques through interaction with the UK Policy Lab. The paper sets out the ways in which the epistemology and practices …

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Chaos Generation Managed Through Design Thinking: A Task Model For The Design Professional, Christina Knudsen, Emilie Møllenbach May 2016

Chaos Generation Managed Through Design Thinking: A Task Model For The Design Professional, Christina Knudsen, Emilie Møllenbach

ServDes Conference Series

The task model presented here is a working vision for the design professional redirecting focus from the application of predefined project structures to a process of complex evaluation. The task model is developed through a hermeneutic analysis of the discourse applied by design professionals to their practice. The tasks identified provide both a new focus and direction to the value creation process, in which the design professional is engaged. The intention of this paper is to provide the professional practitioner with deeper insights into own design role and design agenda. It is suggested not to use standard processes, but rather …

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Delightful Or Efficient? How Service Recovery Affects Customer Experience, Asbjørn Følstad, Knut Kvale May 2016

Delightful Or Efficient? How Service Recovery Affects Customer Experience, Asbjørn Følstad, Knut Kvale

ServDes Conference Series

While some researchers and practitioners argue for the benefit of services that delight customers, others argue that service providers rather should focus on efficient service delivery. We present a study on customer experience in the context of service recovery to show how these diverging perspectives may be reconciled. The study includes 312 customers who had ordered a home network connection from a broadband service provider; 167 of which had initiated service recovery by calling customer service. Contrary to what may be expected from an efficiency-perspective, customers who experienced well-executed service recovery tended to be more likely to recommend the service …

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The Visibility Of Ethics For Open Innovation Platforms, Dimitra Chasanidou, Amela Karahasanovic May 2016

The Visibility Of Ethics For Open Innovation Platforms, Dimitra Chasanidou, Amela Karahasanovic

ServDes Conference Series

Open innovation platforms (OIPs) are applied to service businesses and aim to increase service innovation, by engaging users and encouraging them to submit ideas, share content, and invite others to participate. The employment of OIPs raises several ethical issues, such as fairness, ownership, and privacy. One approach for addressing these issues is to raise the visibility of ethics on the platform. Following a systematic approach, this paper explores the topic of the visibility of ethics in OIPs, by reviewing related ethical issues and evaluating the application of ethics by OIPs in practice. We conclude with reflections on design and suggestions …

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Moving Towards Service Dominant Logic In Manufacturing Sector: Development Of A Tool For Inquiry, Daniela Sangiorgi, Jung-Joo Lee, Deniz Sayar, Don Allen, Nick Frank May 2016

Moving Towards Service Dominant Logic In Manufacturing Sector: Development Of A Tool For Inquiry, Daniela Sangiorgi, Jung-Joo Lee, Deniz Sayar, Don Allen, Nick Frank

ServDes Conference Series

The successful adoption of a Service Dominant Logic in organizations requires more than the introduction of service offerings; in this paper we argue that it requires a conscious and parallel evolution of the understanding of service, design and users. We suggest how the creation of conversation tools could help organizations become aware of their positioning within this evolution and consider applying relevant strategies. The paper firstly reviews how the understanding of service, design, and users has evolved in the last few decades, identifying three main stages that are then summarized in a theoretical framework. Based on this framework, we developed …

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A Value Based Approach To Co-Designing Symbiotic Product-Service System, Yoonyee Pahk, James Self, Joonsang Baek May 2016

A Value Based Approach To Co-Designing Symbiotic Product-Service System, Yoonyee Pahk, James Self, Joonsang Baek

ServDes Conference Series

For a sustainable service system, the symbiosis of stakeholders is one of the critical factors. In that the symbiotic relation between stakeholders can be sustained based on the mutual benefit, exchanging value in a reciprocal way is significant. However, it is a challenge to generate symbiotic solution producing mutual value in service system design due to the complexity of the network, involving the different interests of stakeholders. This study motivated from the new perspective on value exchange in terms of Product Service System and developed the Value based co-design model (VCM). It is the methodological model for generating symbiotic solution …

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Preparing The Organisation For Change By Using Service Concepts, Annita Fjuk, Birgitte Yttri, Knut Kvale May 2016

Preparing The Organisation For Change By Using Service Concepts, Annita Fjuk, Birgitte Yttri, Knut Kvale

ServDes Conference Series

The strategic intent of offering superior customer journeys with minimal frictions and with maximum customer delight has recently received top managers’ attentions. But while literature across disciplines has emphasised the meaning of cross-functional collaboration for customer value added, surprisingly little has been empirically and theoretically documented on the alignment of superior customer journeys with cross-functional business processes. With basis in theoretical lenses developed from service-dominated logic of marketing (SDL), the paper concludes that service concepts are powerful for preparing an organization for change towards a more service business logic focusing on service offering through superior customer journeys. The approach is …

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Low Threshold Service Design: Desktop Walkthrough, Johan Blomkvist, Annita Fjuk, Vasilisa Sayapina May 2016

Low Threshold Service Design: Desktop Walkthrough, Johan Blomkvist, Annita Fjuk, Vasilisa Sayapina

ServDes Conference Series

This paper introduces the first academic characterisation of the desktop walkthrough technique. Desktop walkthrough is considered here as a service design technique using a collaboratively built miniature environment to construct knowledge about a specific service. It is further examined as a technique for rapidly exploring and designing a service concept. The analytical lens of the paper is outlined from socio-cultural theories on human development where any human action is developed from, and emulated by, social interactions and the intellectual and physical artefacts herein. The analysis shows that desktop walkthrough enabled teams to design a holistic service journey with low threshold …

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