Currently viewing the tag: "Research on service design"

Interdisciplinary teams and co-creation

Think about this:

Make a phone call requires a phone, the person who makes the call and an interaction process (pick up the phone, check number) and if someone or something answer, it requires more a person or a machine. Only the phone or the person and much less to the act of digitalize as the process, almost didn’t make sense.

The important in the scenario presented is not the list of steps to make a call but to realize that we often forget that there are interactions between people and between people and objects and that these may represent a service.

And what is a service?

“Service is the personal sum of a Customer’s experiences in all her interactions, through touch-points, with the products and/or services of the company


in all her interactions with the relevant experiences of others, through or in the Customer’s (on-line) social networks

making up for the Customer’s perception of the value received and/or to be received from the company at any point in time.”–Wim Rampen

And what can be service design?

When we look at services we cannot focus products, we must focus on consumers and thinking of value creation processes, where the emerging value to consumers is perceived by them.

What we look for is to design and arrange the interactions among who provides the service and the end-user creatively (processes and methods)

One of the basic elements of logic of service is the understanding that both goods (tangible) and services (intangible) provide customer service.

Consider intangible assets which are, from the customer point of view, useful, profitable and desirable, but also are effective, efficient and differentiators for the provider.

The fundamental principle of service-dominant logic is the reciprocal service, defined as the application of skills of an organization for the benefit of another party, which is the fundamental basis of the economy exchange.

And how can we get there?

–      Researching, conceptualizing, designing, building and implementing.

The teams in service design visualize, formulate solutions and choreograph the new possibilities. When they interpret the needs and behaviors of potential users they turn them into potential future services.

For example, to create attractive service experiences, “IDEO uses tools such as the construction of scenarios,” bodystorming”customer journey mapping, prototyping and video to create a tangible and actionable vision of the desired result”.

This approach to service design involves experts from various fields and interdisciplinary teams or at some moments, generalists as Tamsin Smith said:

“As Service Design aims to create a symbiotic relationship between provider and user, research is designed to actively involve and investigate all significant people in the service ecosystem. In order to understand people, systems, strategy, and business models, Service

Design borrows from, and is, a mash up of disciplines. Conducting design research is the foundation for building and developing any project.”

The basic skills of a traditional research are not sufficient for an effective design services. Don’t just talk, listen, observe and investigate. It is necessary to plan, design research activities and synthesize “insights” systematically and with meaning always in an atmosphere of openness and sharing to co-create value.

The clarification of the context is very important, and this includes the Organization as a service provider.

Knowing well the context where we work it becomes easier to establish connections and collaboratively co-create.

In an organization, goods, ideas and information, knowledge and skills of an employee, are also a distribution mechanism to provide services where the customer is always a co-creator of value.

Service Design is the collaborative process of improving the economic, social, and environmental value that products and services can offer to customers. Unlike traditional design disciplines, service design employs a holistic approach to assess the demand, offerings, and strategies to deliver services across multiple touchpoints and channels over time. It looks at adding value for both users and providers by improving not only factors such as ease, satisfaction, and look and feel of services, but also the systems and operational processes behind them.”

The company cannot deliver value, only proposals for value!


This is a point of view! And yours?