Abstract
This paper illustrates how; although Service Design has been described as evolving from a narrow description of a phase in New Service Development (NSD) to an approach to Service Innovation; the current Service Design research is still focused on the initial stages of NSD. Comparing existing Service Design research with foundational knowledge on NSD; the authors have proposed two complementary directions for future Service Design studies: 1) the expansion of ‘service design as a phase’ to investigate how Service Design processes and outcomes can be better linked with and integrated within the development and implementation stages of NSD; and 2) the application of ‘Service Design as an approach’ studying how current human-centred design methods could be extended and adapted for service system development and delivery; and how ‘designerly’ ways of innovating could inform the overall NSD process.
Keywords
New service development; service design; service innovation
DOI
https://doi.org/10.21606/servdes2014.38
Citation
Yu, E.,and Sangiorgi, D.(2014) Service Design as an Approach to New Service Development: Reflections and Future Studies, in Sangiorgi, D., Hands, D., & Murphy, E. (eds.), ServDes 2014: Service Future, 9–11 April, Lancaster, United Kingdom. https://doi.org/10.21606/servdes2014.38
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Conference Track
Research Papers
Service Design as an Approach to New Service Development: Reflections and Future Studies
This paper illustrates how; although Service Design has been described as evolving from a narrow description of a phase in New Service Development (NSD) to an approach to Service Innovation; the current Service Design research is still focused on the initial stages of NSD. Comparing existing Service Design research with foundational knowledge on NSD; the authors have proposed two complementary directions for future Service Design studies: 1) the expansion of ‘service design as a phase’ to investigate how Service Design processes and outcomes can be better linked with and integrated within the development and implementation stages of NSD; and 2) the application of ‘Service Design as an approach’ studying how current human-centred design methods could be extended and adapted for service system development and delivery; and how ‘designerly’ ways of innovating could inform the overall NSD process.