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.
Bailey; S. G. (2012). Embedding service design: the long and the short of it. Paper presented at the 3rd
ServDes. Conference on Service Design and Service Innovation; Helsinki; Finland.
Bate; P. & Robert; G. (2007a). Bringing user experience to healthcare improvement: The concepts;
methods and practices of experience-based design. Oxford: Radcliffe Publishing.
Bate; P. & Robert; G. (2007b). Toward More User-Centric OD Lessons From the Field of
Experience-Based Design and a Case Study. The Journal of Applied Behavioral Science;
43(1); 41-66.
Bitner; M. J.; Ostrom; A. L. & Morgan; F. N. (2008). Service blueprinting: a practical
technique for service innovation. California Management Review; 50(3); 66.
Booz; Allen & Hamilton. (1982). New products management for the 1980s. New York: Booz;
Allen & Hamilton; Inc.
Botero; A. & Hyysalo; S. (2013). Ageing together: Steps towards evolutionary co-design in
everyday practices. CoDesign; 9(1); 37-54.
Boyle; D.; Slay; J. & Stephens; L. (2010). Public services inside out: Putting Coproduction into Practice.
London: nef & NESTA.
Cho; E. J. (2011). Interpersonal interaction for pleasurable service experience. Proceedings of the
2011 Conference on Designing Pleasurable Products and Interfaces; 68.
doi: 10.1145/2347504.2347578
Cipolla; C. (2007). Designing for interpersonal relational qualities in services: A model for service design
theory and practice. (PhD); Politecnico di Milano; Milano.
Clark; G.; Johnston; R. & Shulver; M. (2000). Exploiting the service concept for service
design and development. In J. Fitzsimmons & M. Fitzsimmons (Eds.); New service
development: Creating memorable experiences (pp. 71-91): SAGE Publications.
Clatworthy; S. (2011). Service innovation through touch-points: Development of an
innovation toolkit for the first stages of new service development. International
Journal of Design; 5(2); 15-28.
Cooper; R. G. & Edgett; S. J. (1999). Product development for the service sector: lessons from market
leaders. Cambridge: Perseus Books.
Cottam; H. & Leadbeater; C. (2004). RED paper 01: Health: Co-creating services. London: Design
Council.
Edgett; S. (1994). The traits of successful new service development. Journal of Services
Marketing; 8(3); 40-49.
Edvardsson; B. (1997). Quality in new service development: key concepts and a frame of
reference. International Journal of Production Economics; 52(1); 31-46.
Edvardsson; B.; Gustafsson; A.; Johnson; M. D. & Sandén; B. (2000). New service development
and innovation in the new economy. Lund; Sweden: Studentlitteratur.
Edvardsson; B. & Olsson; J. (1996). Key concepts for new service development. Service
Industries Journal; 16(2); 140-164.
Fisk; R. P. & Grove; S. J. (2010). The Evolution and Future of Service. In P. P. Maglio; C. A. Kieliszewski & J. C. Spohrer (Eds.); Handbook of Service Science (pp. 643-663). New
York: Springer.
Goldstein; S. M.; Johnston; R.; Duffy; J. & Rao; J. (2002). The service concept: the missing
link in service design research? Journal of Operations Management; 20(2); 121-134.
Han; Q. (2010). Practices and principles in Service Design. Stakeholders; knowledge and community of
service. (PhD); University of Dundee.
Henze; L.; Mulder; I. & Stappers1; P. J. (2013). Understanding networked collaboration: fields and
patches of interactions. Paper presented at the IEEE International Technology
Management Conference; Hague; The Netherlands.
Johnson; S. P.; Menor; L. J.; Roth; A. V. & Chase; R. B. (2000). A critical evaluation of the
new service development process. In J. Fitzsimmons & M. Fitzsimmons (Eds.); New
service development: Creating memorable experiences (pp. 1-32): SAGE Publications.
Junginger; S. & Sangiorgi; D. (2009). Service design and organizational change: Bridging the gap
between rigour and relevance. Paper presented at the 3rd IASDR Conference on Design
Research; Seoul; Korea.
Kaario; P.; Vaajakallio; K.; Lehtinen; V.; Kantola; V. & Kuikkaniemi; K. (2009). Someone else’s
shoes–using role-playing games in user-centered service design. Paper presented at the 1st
ServDes. Conference on Service Design and Service Innovation; Oslo; Norway.
Kaner; M. & Karni; R. (2007). Engineering design of a service system: An empirical study.
Information; Knowledge; Systems Management; 6(3); 235-263.
Kimbell; L. (2009). The turn to service design. In G. Julier & L. Moor (Eds.); Design and
creativity: Policy; management and practice (pp. 157-173). Oxford: Berg.
Lin; M.; Hughes; B.; Katica; M.; Dining-Zuber; C. & Plsek; P. (2011). Service design and
change of systems: Human-centered approaches to implementing and spreading
service design. International Journal of Design; 5(2); 73-86.
Lo; K. P. Y. (2011). Designing service evidence for positive relational messages. International
Journal of Design; 5; 5-13.
Lusch; R. F. & Vargo; S. L. (2006). Service-dominant logic: reactions; reflections and
refinements. Marketing theory; 6(3); 281-288.
Macdonald; A. S. & Teal; G. (2011). Inspiring service innovation through co-design in public
sector healthcare. Proceedings of Include; 18-21.
Maffei; S. & Sangiorgi; D. (2006). From communication design to activity design. In J.
Frascara (Ed.); Designing Effective Communications: Creating Contexts for Clarity and
Meaning. New York: Allworth Press.
Mager; B. (2008). Service design. In M. Erlhoff; T. Marshall & L. Bruce (Eds.); Design
dictionary: perspectives on design terminology (pp. 354-357). Berlin: Birkhäuser Verlag.
Mager; B. & Evenson; S. (2008). Art of Service: Drawing the arts to inform service design
and specification. In B. Hefley & W. Murphy (Eds.); Service Science; Management and
Engineering Education for the 21st Century (pp. 75-76). London: Springer.
Manzini; E. (2005). Creative communities and enabling platforms. An introduction to a
promising line of research and actions on sustainable production and consumption.
In D. Doyle (Ed.); Taking responsibility. Allkopi; Norway: Hedmark University College
Publishing.
Meroni; A. & Sangiorgi; D. (2011). Design for services. Aldershot; UK: Gower
Morelli; N. (2002). Designing product/service systems: a methodological exploration 1.
Design Issues; 18(3); 3-17.
Morelli; N. & Tollestrup; C. (2007). New representation techniques for designing in a systemic
perspective. Paper presented at the Engineering & Product Design Education
Conference; Newcastle upon Tyne; UK.
Moriz; S. (2005). Service design: practical access to an evolving field. (MA); Köln international school
of design.
Mulgan; G. (2014). Design in public and social innovation. London: NESTA.
Ostrom; A. L.; Bitner; M. J.; Brown; S. W.; Burkhard; K. A.; Goul; M.; Smith-Daniels; V.;
Rabinovich; E. (2010). Moving forward and making a difference: research priorities
for the science of service. Journal of Service Research; 13(1); 4-36.
Pacenti; E. (1998). Il progetto dell’ interazione nei servizi. Un contributo al tema della progettazione dei
servizi. (PhD); Politecnico di Milan.
Patrício; L.; Fisk; R. P.; Cunha; J. F. & Constantine; L. (2011). Multilevel service design: from
customer value constellation to service experience blueprinting. Journal of Service
Research; 14(2); 180-200.
Pinheiro; T.; Alt; L. & Mello; J. (2012). Service Design Creates Breakthrough Cultural
Change in the Brazilian Financial Industry Touchpoint: the journal of service design; 3(3).
Polaine; A.; Løvlie; L. & Reason; B. (2013). Service Design. Brooklyn; NY: Rosenfeld.
Ponsignon; F.; Smart; P. & Maull; R. (2011). Service delivery system design: characteristics
and contingencies. International Journal of Operations & Production Management; 31(3);
324-349.
Roth; A. V. & Menor; L. J. (2003). Insights into service operations management: a research
agenda. Production and Operations management; 12(2); 145-164.
Rubalcaba; L.; Michel; S.; Sundbo; J.; Brown; S. W. & Reynoso; J. (2012). Shaping;
organizing; and rethinking service innovation: a multidimensional framework. Journal
of Service Management; 23(5); 696-715.
Sanders; E. B. N. & Stappers; P. J. (2008). Co-creation and the new landscapes of design. Co-Design; 4(1); 5-18.
Sangiorgi; D. (2009). Building up a framework for Service Design research. Paper presented at the
8th European Academy of Design Conference; Aberdeen; Scotland.
Secomandi; F. & Snelders; D. (2011). The object of service design. Design Issues; 27(3); 20-34.
Segelström; F. & Holmlid; S. (2011). Service Design Visualisations meet Service Theory: Strengths;
weaknesses and perspectives. Paper presented at the Proceedings of Art & Science of
Service; San Jose; California.
Service Design Research UK. (2013). Towards a mature Service Design field. Retrieved from
http://imagination.lancs.ac.uk/sites/default/files/outcome_downloads/sdrukworkshop02report.pdf
Steen; M.; Manschot; M. & De Koning; N. (2011). Benefits of co-design in service design
projects. International Journal of Design; 5(2); 53-60.
Stevens; E. & Dimitriadis; S. (2005). Managing the new service development process:
towards a systemic model. European Journal of Marketing; 39(1/2); 175-198.
Stickdorn; M. & Schneider; J. (2010). This is service design thinking. Amsterdam: BIS.
Stigliani; I. & Tether; B. S. (2011). Building a new field: How an emerging category becomes meaningful
and legitimate-The case of Service Design. Paper presented at the EGOS; Gothenburg.
Tax; S. S. & Stuart; I. (1997). Designing and implementing new services: the challenges of
integrating service systems. Journal of Retailing; 73(1); 105-134.
Zeithaml; V. A. & Bitner; M. J. (1996). Services marketing. Boston: McGraw Hill
Zomerdijk; L. G. & Voss; C. A. (2011). NSD Processes and Practices in Experiential
Services. Journal of product innovation management; 28(1); 63-80.
