Start Date
6-10-2025 9:00 AM
End Date
8-10-2025 7:00 PM
Description
Service Design (SD) stands out as one of the most promising design approaches by virtue of its adaptability, for which the idea and definition of SD is undergoing continuous evolution; and like any other profession, the evolution has been manifested in both practice and academia. By studying 21 definitions between 1978 and 2019, this paper attempts to understand the nature of the evolution of the idea. It is being observed that the core principle of being business centric has been gradually replaced by being customer centric; further addition of core principle of mutual benefit followed by reciprocal benefit to value creation, has taken place. Advent of new technology has led to cross-collaboration between expertise, evolving SD from its core domain of business administration and marketing, to newer fields/ domains like education, banking, healthcare, hospitality, entertainment etc. This evolution has made the idea of SD holistic and inclusive.
Citation
Mukhopadhyay, P.,and Ray, R.(2025) The idea of service design: Understanding its evolving nature.. https://dl.designresearchsociety.org/servdes/servdes2025/researchpapers/12
The idea of service design: Understanding its evolving nature
Service Design (SD) stands out as one of the most promising design approaches by virtue of its adaptability, for which the idea and definition of SD is undergoing continuous evolution; and like any other profession, the evolution has been manifested in both practice and academia. By studying 21 definitions between 1978 and 2019, this paper attempts to understand the nature of the evolution of the idea. It is being observed that the core principle of being business centric has been gradually replaced by being customer centric; further addition of core principle of mutual benefit followed by reciprocal benefit to value creation, has taken place. Advent of new technology has led to cross-collaboration between expertise, evolving SD from its core domain of business administration and marketing, to newer fields/ domains like education, banking, healthcare, hospitality, entertainment etc. This evolution has made the idea of SD holistic and inclusive.