Contents
List of Illustrations xi
Notes on Contributors xii
1 Introduction Daniela Sangiorgi and Alison Prendiville 1
1.1 A short introduction to service design 1
1.2 Evolution of the concepts of 'design' and 'service' 4
1.3 Service design impact and contribution to service development and implementation 6
1.4 Interest for and application of design skills and approaches by non-designers 7
1.5 Development of boundary areas 8
1.6 The structure of the book 10
References 10
PART ONE The lay of the land in designing for service 15
2 Expanding (service) design spaces Daniela Sangiorgi, Alison Prendiville and Jeyon Jung 17
2.1 Complementary perspectives on design-led service innovation 19
2.2 Expanding service design spaces 25
2.3 Discussion 30
References 31
3 Designing vs. designers: How organizational design narratives shift the focus from designers to designing Sabine Junginger and Stuart Bailey 33
3.1 Introduction 33
3.2 Narratives in design and design narratives for organizations 35
3.3 Organizational design narratives as enablers for organizational learning 36
3.4 Role and function of an organizational design narrative 39
3.5 Summary and conclusion 44
References 46
4 Designing for interdependence, participation and emergence in complex service systems Daniela Sangiorgi, Lia Patricio and Raymond Fisk 49
4.1 The increasing complexity of the service context 51
4.2 Evolution of service design - more actors, more interdependencies, and less control 53
4.3 Emerging service design strategies and principles 54
4.4 Discussion 60
References 62
5 Specialist service design consulting: The end of the beginning, or the beginning of the end? Eva-Maria Kirchberger and Bruce s. Tether 65
5.1 Introduction 65
5.2 The end of the beginning?: Engine's big break: The Dubai Airport project 67
5.3 The beginning of the end? The 'big beasts' of management consulting close in on service design 70
5,4 What next for the independent, specialist service design consultants? 74
References 76
PART TWO Contemporary discourses and influence in designing for service 79
6 The object o!service design Lucy Kimbell and Jeanette Blomberg 81
6.1 Introduction 81
6.2 A platform to surface the complexities 83
6.3 Three perspectives on the object of service design 83
6,4 Implications for design 88
6.5 Conclusion 91
References 92
7 Breaking free from NSD: Design and service beyond new service development Stefan Holmlid, Katarina Wetter-Edman and Bo Edvardsson 95
7.1 Introduction 95
7.2 The limits of new service development 96
7.3 Opening up to a service logic 98
7.4 Beyond the limitations 102
References 103
8 Designing on the spikes of injustice: Representation and co-design Katie Collins, Mary Rose Cook and Joanna Choukeir 105
8.1 What is representation? 106
8.2 Participation in service design 108
8.3 Entwining strands 109
8.4 Whose participation is it anyway? 111
8.5 Conclusions 113
References 114
9 Co-design, organizational creativity and quality improvement in the healthcare sector: 'Designerly' or 'design-like'? Glenn Robert and Alastair 5. Macdonald 117
9.1 Introduction 117
9.2 The healthcare sector 118
9.3 The service design perspective 120
9.4 Healthcare quality improvement and design-based approaches 121
9.5 Bridging the divide: lnfrastructuring to release organizational creativity and improve service quality 125
9.6 Organisational creativity 126
9.7 Designerly or design-like? 127
9.8 Conclusions 127
References 128
PART THREE Designing for service in public and social spaces 131
10 Service design and the edge effect Robert Young and Laura Warwick 133
10.1 Introduction 133
10.2 The state of the VCS 134
10.3 The fragmentary ascendency of design 136
10.4 Exposure to design to support the paradigm 138
10.5 Continuous engagement with design to support the paradigm 139
10.6 The design of infrastructure to support the paradigm 140
10.7 Conclusion 141
References 143
11 Service design as a sensemaking activity: Insights from low-income communities in Latin America Carla Cipolla and Javier Reynoso 147
11.1 Social innovations and indigenous services in low-income communities 147
11.2 Interpretative framework: Indigenous services, cultural values, and sensemaking 149
11.3 Interpretative framework application: Examples from Brazil and Mexico 152
11.4 Brazil 152
11.5 Mexico 155
11.6 Conclusions 158
References 160
12 The social innovation journey: Emerging challenges in service design for the incubation of social innovation Anna Meroni, Marta Corubolo and Matteo Bartolomeo 163
12.1 Design for services and for social innovation 164
12.2 Service design when it comes to incubating and scaling social innovation 165
12.3 Social innovation in the Milanese context 169
12.4 Discussion 176
References 179
13 Service design in policy making Camilla Buchanan, Sabine Junginger and Nina Terrey 183
13.1 Growing interest in service design from policy makers 184
13.2 Service design methods in policy making 185
13.3 Key contributions of service design to policy making 186
13.4 Examples from Australia, the UK and Germany 188
13.5 Key groups driving using service design in policy making 190
13.6 The need for service designers to understand policy making processes 192
13.7 Challenges for service designers in policy making 193
13.8 New ethical questions for service design 194
13.9 Conclusion 195
References 196
PART FOUR Designing for service, shifting economies, emerging markets 199
14 The potential of service design as a route to product service systems Tracy Bhamra, Andrew T. Walters and James Moultrie 201
14.1 Introduction 201
14.2 serviceability: Designing for service and extending life 205
14.3 Services beyond the product 206
14.4 Service as a business model 207
14.5 Rising to the challenge 208
References 210
15 service design and the emergence of a second economy Jeanette Blomberg and Susan Stucky 213
15.1 Introduction 213
15.2 The digital workforce 214
15.3 The autonomous car 215
15.4 Knowability, visibility and materiality of the second economy 216
15.5 Designing digitally enabled services 221
References 222
16 Making sense of data through service design - opportunities and reflections Alison Prendiville, Ian Gwilt and Val Mitchell 225
16.1 Introduction 225
16.2 Notions of data 226
16.3 Sensemaking: Translation, visualisation and personalisation 228
16.4 Conclusion 233
References 235
17 Beyond collaborative services: Service design for sharing and collaboration as a matter of commons and infrastructuring Anna Seravalli and Mette Agger Eriksen 237
17.1 Introduction 237
17.2 How service design relates to sharing and collaboration 238
17.3 Commons as a framework for articulating sharing and collaboration 241
17.4 lnfrastructuring as a way of understanding co-designing for and in the sharing and collaboration 245
17.5 Conclusions 247
References 249
18 Conclusions Daniela Sangiorgi and Alison Prediville 251
Index 257