Servitization of Products as an Approach For Design-Driven Innovation

Ehsan Baha
Department of Industrial Design, Eindhoven University of Technology, Eindhoven, The Netherlands

Aylin Groenewoud
Department of Industrial Design, Eindhoven University of Technology, Eindhoven, The Netherlands

Koert van Mensvoort
Department of Industrial Design, Eindhoven University of Technology, Eindhoven, The Netherlands

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Ingår i: ServDes.2014 Service Future; Proceedings of the fourth Service Design and Service Innovation Conference; Lancaster University; United Kingdom; 9-11 April 2014

Linköping Electronic Conference Proceedings 99:15, s. 154-163

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Publicerad: 2014-06-25

ISBN: 978-91-7519-280-2

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


In this paper we present how the meaning of a product can radically be innovated through add-on services and related service support products to the existing product instead of significantly redesigning it. We explore and investigate this assertion with an action-oriented case study using a research through design approach. Our research was done within the Dutch fashion industry together with a fashion label specialized in handmade knitwear. As a result two services; ‘Meet Your Knitter’ and ‘Our Garment’; were designed and added to an exclusive garment line. Early probing indicated an innovation in the meaning of the garments through servitization. In general; we conclude that servitization of products can be a promising approach for design-driven innovation. This is especially interesting for firms that would like to probe and experiment with service design for meaning innovations. However; more research is required to fully understand and utilize the suggested approach.


design-driven innovation; handmade fashion industry; servitization of products


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