Design-Driven Service Innovation: A Method to Change the Meaning of a Service

Masanao Takeyama
Keio University, Tokyo Japan

Kahoru Tsukui
Keio University, Tokyo Japan

Hiroshi Yamaguchi
Keio University, Tokyo Japan

Kanako Matsuo
Keio University, Tokyo Japan

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

Linköping Electronic Conference Proceedings 125:5, s. 53-64

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Publicerad: 2016-05-17

ISBN: 978-91-7685-738-0

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


This research develops a method called design-driven service innovation (DDSI) by incorporating the approach of design-driven innovation (Verganti 2009) into service design for promoting the radical innovation in the meaning of a service. In particular, it provides a guideline to reframe the context in which a targeted service is used, and also techniques to explore the new meaning of the service by blending the primary context of service usage with different contexts that satisfy the essential property of key interpreter’s unique vision. By demonstrating how the method facilitates the process of design-driven innovation, this paper clarifies the benefits of focusing on the meaning and context of a service for service design and innovation.


design-driven innovation, meaning of a service, context, service innovation


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