Service Design as an Approach to New Service Development: Reflections and Future Studies

Eun Yu
ImaginationLancaster, Lancaster University, UK

Daniela Sangiorgi
ImaginationLancaster, Lancaster University, UK

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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 99:19, s. 194-204

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Publicerad: 2014-06-25

ISBN: 978-91-7519-280-2

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


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.


New service development; service design; service innovation


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