Abstract
Service design is an interdisciplinary field with significant potential to improve service innovation; but it is still not a well-established practice in most organizations and the management implications of service design are still not well understood. Better integration of design and management perspectives is needed for a wider diffusion of service design. This paper explores how Multilevel Service Design (MSD); an interdisciplinary service design approach; can better connect management concepts and tools with design concepts and tools. A case study of redesigning a bank’s mortgage service is presented; using MSD Customer Value Constellation and the Service System Architecture models. The case study illustrates how this approach can help service designers and managers navigate between service concept and service system design levels; and better understand the interconnections between the design of the service at the frontstage and the design of support processes and technologies.
Keywords
Service design; interdisciplinary service design; multilevel service design
DOI
https://doi.org/10.21606/servdes2012.9
Citation
Patrício, L.,and Fisk, R.(2012) Giving Voice to Service Design in the Management Boardroom: Strengthening the Connection between Service Design and Management, in Tossavainen, P. J., Harjula, M., & Holmlid, S. (eds.), ServDes 2012: Co-Creating Services, 8–10 February, Espoo, Finland. https://doi.org/10.21606/servdes2012.9
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Conference Track
Research Papers
Giving Voice to Service Design in the Management Boardroom: Strengthening the Connection between Service Design and Management
Service design is an interdisciplinary field with significant potential to improve service innovation; but it is still not a well-established practice in most organizations and the management implications of service design are still not well understood. Better integration of design and management perspectives is needed for a wider diffusion of service design. This paper explores how Multilevel Service Design (MSD); an interdisciplinary service design approach; can better connect management concepts and tools with design concepts and tools. A case study of redesigning a bank’s mortgage service is presented; using MSD Customer Value Constellation and the Service System Architecture models. The case study illustrates how this approach can help service designers and managers navigate between service concept and service system design levels; and better understand the interconnections between the design of the service at the frontstage and the design of support processes and technologies.