Service Design: A Collaborative Approach

This book provides a collaborative approach to service design, integrating three service design dimensions to facilitate and guide multidisciplinary teams in this endeavor. These dimensions are service design process stages; service design elements; and service design levels. The service design stages focus on the service design process comprising exploration, ideation, reflection and implementation in an iterative, human-centered process. Service design elements comprise service value propositions, service interfaces, service backstage operations and supportive technologies; these different elements need to be orchestrated for a holistic approach to service design. The service design levels comprise the service ecosystem; service concept, service system and service encounter, and should be integrated. Service Design offers an approach, a set of tools and a roadmap to design services from a holistic perspective by integrating the work of multidisciplinary teams. The book offers a roadmap to characterize service design projects in the three service design dimensions, offering guidance on how to use the different techniques and tools in a modular way, and how to adapt them to large-scale radical service innovation or to small scale and incremental innovation. This book is for designers, managers, engineers and anyone wanting to embrace a collaborative approach to service design, whether they assume the leading design role in service innovation or contribute in service design projects from other areas of expertise. This book is also for researchers seeking a holistic understanding that integrates different areas of expertise for service design.