Service Dominant Logic. Changing Perspective, Revising the Toolbox

Nicola Morelli
Aalborg University Copenhagen, Copenhagen, Denmark

Amalia de Götzen
Aalborg University Copenhagen, Copenhagen, Denmark

Ladda ner artikel

Ingår i: Service Design Geographies. Proceedings of the ServDes.2016 Conference

Linköping Electronic Conference Proceedings 125:11, s. 132-142

Visa mer +

Publicerad: 2016-05-17

ISBN: 978-91-7685-738-0

ISSN: 1650-3686 (tryckt), 1650-3740 (online)


This paper analyses the perspective shift that has happened in service design practice with the introduction of the Service Dominant Logic. Three different levels of design action are presented with their methodological implications. In the fluid context where diffuse design, expert design and strategic design take place, relevant case studies are shortly presented in order to describe the designers’ role in the value-creation process and the consequent necessary revision of his own toolbox.


Service Dominant Logic, infrastructuring, service design toolbox, prototyping


Bason, C. (2010). Leading Public Sector Innovation. Co-creating for a better society. Bristol, Policy Press.

Björgvinsson, E., P. Ehn and P.-A. Hillgren (2010). Participatory design and “democratizing innovation” PDC2010, Sydney, Australia.

Blomkvist, J. (2014). Representing Future Situations of Service. Prototyping in Service Design. PhD, Linko¨ping University.

Cipolla, C. (2012). Solutions for Relational Services. Service design with Theory. S. Miettinen and A. Valtonen. Vantaa, Lappland University Press: 37-44.

Curedale, R., A. (2013). Service Design. 250 Essential Methods. Topanga, CA. USA, Design Community College.

Hillgren, P.-A., A. Seravalli and A. Emilson (2011). "Prototyping and infrastructuring in design for social innovation." CoDesign 7(3-4): 169-183.

Hollins, G. H. B. (1993). Total Design : Managing the design process in the service sector. London, Pitman.

IDA, I. D. A. (2010). Ezio Manzini Keynote: Desig for Social Innovation and Sustainability, Vimeo.

Kimbell, L. (2011). "Designing for Service as One Way of Designing Services." InternationalJournal of Design 5(2): 41-52.

Kimbell, L. (2013). The Service Innovation Handbook: Action-oriented Creative Thinking Toolkit forService Organizations. Amsterdam, BIS Publishers.

Koivisto, M. (2009). Frameworks for structuring services and customer experiences. Designing Services with Innovative Methods S. Miettinen and M. Koivisto. Keuruu, Finland, Kuopio Academy of Design: 136-149.

Manzini, E. (2015). Design, when Everybody Designs. Cambridge, Massachusetts, London, England, MIT Press.

Manzini, E. and F. Rizzo (2011). "Small projects/large changes: Participatory design as an open participated process." CoDesign 7(3-4): 199-215.

Meroni, A. and D. Sangiorgi, Eds. (2011). Design for Services. Design for Social Responsibility. Farnham, Surrey, England, Gower.

MindLab (2015). Læring fra Tre Styringslaboratorier. Copenhagen, MindLab.

Morelli, N. (2002). “Designing product/service systems. A methodological exploration.” Design Issues 18(3): 3-17.

Morelli, N. (2015). “Challenges in Designing and Scaling up Community Services.” The DesignJournal 18(2): 269-290.

Morelli, N. and D. Loi (2001). Designing product/service systems. A Social Construction Activity. Desire Designum Design. 4th Europan Academy of Design conference, Aveiro (Portugal), Universidade de Aveiro.

NESTA (2011). Prototyping Public Services, NESTA.

Normann, R. (1991). Service management : strategy and leadership in service business. Chichester ; New York, Wiley.

Normann, R. and R. Ramirez (1994). Desiging Interactive Strategy. From Value Chain to ValueConstellation. New York, John Wiley and Sons.

Pacenti, E. (1998). La progettazione dei servizi tra qualità ambientale e qualità sociale, Politecnico di Milano.

Parker, S. and J. Heapy (2006). The Journey to the Interface - How public service design can connectusers to reform, Demos.

Polaine, A. and L. Løvlie (2013). Service Design: From Insight to Implementation. Brooklyn, New York, Rosenfeld Media.

Ramaswamy, R. (1996). Design and management of service processes. Reading, Mass., Addison-Wesley Pub. Co.

Ramirez, R. (1999). "Value Co-Production: Intellectual Origins and Implications for Practice and Research." Strategic Management Journal 20: 49-65.

Rifkin, J. (2000). The age of access : the new culture of hypercapitalism, where all of life is a paid-forexperience. New York, J.P. Tarcher/Putnam.

Sabroe, R. and S. Schulze (2016). “Ready, Steady, Prototype - Design Guide to Prototyping.” DDC Danish Design Centre http://ddc.dk/en/2015/10/design-guide-for-prototyping/ 2015.

Sangiorgi, D. (2004). Design dei Servizi come Design dei Sistemi di Attivitá, Politecnico di Milano.

Secomandi, F. and D. Snelders (2011). "The Object of Service Design." Design Issues 27(3): 20-34.

“Service Design Toolkit.” Retrieved 5.10.2015, 2015.

“Service design tools.” Retrieved 15.1.2014, 2014, from http://servicedesigntools.org/.

Shostack, L. G. (1984). “Design Services that Deliver.” Harvard Business Review(84115): 133-139.

Shulman, S. (2010). “Design Thinking is not Enough.” InWithFor http://www.inwithfor.org/2010/01/design-thinking-is-not-enough/ 2015.

Stickdorn, M. and J. Schneider, Eds. (2011). This is Service Design Thinking. Amsterdam, BIS.

Thinkpublic (2013). Prototyping Framework. London UK, ThinkPublic: 52.

Vargo, S. and R. Lusch (2004). “Evolving to a new dominant logic for marketing.” Journal ofMarketing 68: 1-17.

Vargo, S. L. and R. F. Lusch (2008). “Service-Dominant Logic: Continuing the Evolution.” Journal of the Academy of Marketing Science 36: 1-10.

Wetter-Edman, K. (2014). Design for Service. A Framework for Articulating Designers’ Contributionas Interpreter of Users’ Experience. PhD, Gothenburg University.

Winhall, J. (2011). Designing the Next Generation of Public Services. Design for Services. A. Meroni and D. Sangiorgi, Gower.

Citeringar i Crossref