An Integrative Design Framework for New Service Development

Innovative service design is crucial in the ever-changing healthcare environment in order for organizations to hold competitive advantage. The concept of service design thinking refers to the marketing and design of services that improve the customer experience and the interactions between customers and service providers. Innovative thinking in service design can help organizations gain competitive advantage. The challenges with service design thinking in healthcare and innovative ways of thinking about service design in healthcare are introduced, as well as ways to build and sustain competitive advantage in healthcare.

Background: The current logic of the care system divides the person’s health issues into a set of problems to be solved separately in parallel by respective specialists. However, such specialization predisposes the system to behave as if patients are anonymous representatives of a biological condition. This systematic depersonalization is experienced as a deeply offensive, as well as ineffective. The only person who can legitimately make overarching goals which allow all professionals to work towards a common goal across organization and specialization is the person him/herself. However, the development and recording of personal goals have little support in current care-organization and e-health systems. There is little attention on how to systematically identify the patients’ individual needs, values, preferences, and care goals, and how to apply them to treatment decisions and care evaluation. Aims and objectives: We first discuss what a systematic identification of patient goals might look like. We then discuss barriers and enablers in relation to the integration of personal goals of patients with LTC into 1) their care plans and 2) possible technologies to support the goal achievement. We apply a service design thinking approach, using service design methods including healthcare journey modelling and participatory scenario design, which can facilitate the discussion and help the participants to vocalize/articulate their thoughts and beliefs. Format: We first present an example of a successful application of goal planning among community living older adults in the Netherlands (poster ID 264, 8-10 minutes). We then have a series of short presentations about a typology of personal goals, patient empowerment, service design thinking, and the procedure of the group work (10-12 minutes). During the group work (total 40 minutes), we show a patient journey (clinical pathway) of a citizen with COPD and encourage the participants to discuss 1) barriers and enablers of integrating personal goals into this journey 2) possible technology support for the goal achievement (30 minutes). After the group work, the participants gather again and report the summary of the discussion (10 minutes). Target audience: Healthcare professionals, health service managers, administrators, policymakers, and researchers. Learnings/Take away: We expect that the participants gain new insights into the systematic identification of personal goals of people with LTC, as well as the existing barriers and enablers for integrating personal goals in their care plan. Participants will also have innovative ideas about how the goal setting can be facilitated and supported by technology assistance. The obtained ideas can be shared and used for the participants’ own projects and the participants can also take the service design thinking approach demonstrated in the workshop home to involve their local stakeholders in the further patient-centred design of care plans in digital solutions. For example, the ideas can be further discussed with individuals/citizens with LTC to co-create mutual value of digitalized individualized care plans for both caregivers and citizens with LTC.

The concept of service has gone through both evolutionary and revolutionary changes, but this has had little effect on the way reviews portray service innovation research. Our paper is the first to investigate whether and how different conceptualizations of service influence the formation of perspectives on studying and practicing service innovation. Combining an exploratory content analysis with a thorough examination of 886 articles on service innovation published from 1981 to 2019, we suggest a novel integrative framework for the multiple perspectives on service innovation. We outline new service development, service engineering, service infusion, service design, service reconfiguration and service integration as autonomous, yet interconnected, perspectives, each with its own research focus, logic and vocabulary. This integrative framework can assist with defining research questions and designing innovation studies, as well as selecting approaches to managing innovation. We also argue that the main obstacles to the progress of service innovation research are lexical cross‐contamination, parallelism in approaches, the gravity of the new service development perspective and the legacy of new product development. To overcome these challenges, we encourage a more distinct pluralism of perspectives and demonstrate possibilities for meaningful conversations across them.

Accessibility App programming consists of multiple technical utilizations and ease-of-use specifications. Many challenges were encountered when landing in complex contexts, making it difficult for traditional App designers to overcome. As a result, the success rate of the service and satisfaction stays stagnant after the App launches. This research takes the service design case “improving the public transportation for the visually impaired”, which received critical acclaims from service participants as the research subject. We explored service design as problem-solving-oriented innovative thinking and how it assists and improves the design process for App designers, thereby increasing the success rate of the overall service. This research presents the design process of service design integrated into accessibility Apps, the process and result of responding to related challenges. Subsequently, setting them as guidelines for App designers to follow while pointing out the integration of service design thinking can increase the integrity of accessibility apps.

OVERVIEW:In commodities markets, companies struggle to develop and communicate solutions for customer needs that provide competitive advantage. Service design thinking can provide the tools to help redesign value propositions to incorporate solutions that meet customer needs and sustain competitive advantage. However, in order to apply service design thinking effectively in organizational settings characterized by product thinking, some specific issues must be addressed. Based on a case study of a local gas supplier, redgas, we offer three key lessons from applying service design thinking to create new value propositions in the commodity industry: 1) see the bigger picture, 2) select suitable prototyping methods to support a collaborative ideation process, and 3) communicate narratives to and solicit feedback from customers.

With the coming of the information age, industrial design has entered the 4.0 era. The circulation of resources among designers, enterprises, suppliers and universities has been accelerating. At the same time, design has gradually developed from a single discipline to a multidisciplinary. The purpose of service design thinking is to mobilize the resources of designers, enterprises, multidisciplinary and all parties to co-create, so that the creativity gradually changes from closed innovation to open innovation. Therefore, under the background of the current era, “design” has gradually changed from simple product design to a full process service design, including demand analysis, product design, product landing, commercial operation and so on. Consequently, a scientific and systematic design service system can help designers and design enterprises to carry out efficient and low-risk design innovation, so as to enhance their competitiveness.

As the aging of Chinese society intensifies, aging-related community issues become increasingly serious. Visiting several hutongs and communities in Beijing, the design team conducted in-depth interviews with the elderly, with the medical staff doing the same in community hospitals and pharmacies. The service and production system design was used to classify the user population and describe the current aging phenomenon. There are still many challenges faced by the elderly community, such as self-care, nutrition, and scheduling appointments. In this paper, by examining elderly individuals' daily lives and medical challenges, our design team created user journey maps and discovered specific problems in the service process. We extracted the design touchpoints in the user experience, analyzed the user behavior, and discovered some design opportunities. We also expect that service design thinking and design morphology research methods will create innovative and optimized solutions for current aging community medical problems. This provides for on-site services such as diagnosis and treatment, nursing, and prescription and meal delivery for homebound elderly people and proposes a new model of mobile auxiliary medical system intervention in the aging community. This makes the elderly-community-product-environment more sustainable.

Care for patients with long term conditions is often characterized as fragmented and ineffective, and fails to engage the resources of patients and their families in the care process. Information and communication technology can potentially help bridge the gap between patients' lives and resources and services provided by professionals. However, there is little attention on how to identify and incorporate the patients' individual needs, values, preferences and care goals into the digitally driven care settings. We conducted a case study with healthcare professionals and patients participated applying a service design thinking approach. The participants could elaborate some personal goals of patients with long term condition which can potentially be incorporated in digitally driven care plans using examples from their own experiences.

This paper discusses the social and cultural roots of the emerging need for project-based didactic approaches within education systems, showing the advantages of the adoption of design tools and specifically of the Service Design Thinking method. These are presented in relation to extant literature in the pedagogic field, giving an overview of the domains within which Service Design Thinking can be beneficial. A series of workshops carried out with children are then presented, highlighting the most relevant findings that have been gathered from them and discussing their methodological potential toward an implementation of design education in primary schools.

New developments in the economic arena and rapid technological changes have shifted the economic power from company to customer. As a result, companies changed their approach toward customers’ involvement in new product and/or service development.Usually, innovations are driven by inventions. But not all inventions are successful innovations. Hence, to be successful, inventions should be explored to meet customer needs and demands, and commercialized to make the company profitable (DTI - Occasional Paper No 9, 2007). According to Lowe and Marriott (2006) the innovation is a process of creating and transforming products, services, and organizational processes that are crucial for companies who want to compete in a highly dynamic and competitive market.In this regard, the paper aims to explore the interrelation between market and innovation in services industry, whilst analyzing both customers’ impact in new service development (NSD) and Kosovo’s service providers approach in including customers in service development processes.The findings highlight an increased customer power over the NSD processes as a result of their demand and unwillingness to bear the cost of or experiment with new, untested services. Given these developments service providers have started to change their approach of creating and transforming services, namely by involving customers in the service design and development processes, in order to stimulate interest for using and willingness to pay for new service.

Service design provides the means to make sense of the complex interactions and processes experienced when delivering and receiving patient care. The tools of service design generate visual narratives that communicate experiences of and interactions between medical staff, hospital patients and carers, as well as mapping processes and systems and identifying the nature of relationships between the various stakeholders involved. Often service design tools are used to communicate what was observed and what might be done, but when used as analytical and diagnostic tools, they deliver a powerful means of sharing thinking and decision-making across a wider community beyond the designers themselves. The authors discuss the application of human-centric service design, not only as the means to design innovative service outcomes but to analyse and diagnose the complex processes involved in delivering patient care. The utilisation of this multifaceted design process resulted in richer service prognosis and propositions in concordance with the needs of patients, carers, hospital staff and clinicians than often provided by the more routine qualitative or quantitative analysis of service delivery. Using case studies of projects undertaken at University Hospital Crosshouse to illustrate our findings, this chapter explores the issues encountered during the application of service design and service thinking by clinical and non-clinical professionals, including the lessons learned in developing sustainable innovation practices that reduced reliance on the presence of designers. We highlight the dynamics of this approach, looking through the lens of person-centred service design and open innovation, how staff and service users engaged in exploring new insights and approaches.

Purpose: The study aims to determine the evolution of research production in the field of “Service Innovation” between 1970 and 2020. This paper analysed the publications' characteristics in connection with the innovation in service. The focus of academic research on the subject of “Service Innovation” has been identified using bibliometric analysis. Data Source: The investigations were done in the Scopus database to determine the main topics, authors, fields, types, sources, titles, publishing years, institutions, countries and their languages. Method: The research articles related to service innovation were evaluated by software’s MS Excel and VOSviewer. The trend in publications has been analysed using the Scopus database from 1970 to 2020. There were 3,915 reported items collected and analysed. Authors, Co-authorship and analysis of co-occurrence were carried out. Findings: The results of the co-authorship and co-occurrence analyses show that the UK and the US lead the publications on service innovation. Also, the keywords service innovation, innovation, services, value co-creation, open innovation, service design, new service development, and business model innovation were found to be most prominent in the literature. “Service Innovation” research witnessed the emerging use of the Kano model. The current analysis discovered a publication tendency that was increasing and will continue to increase in the future. The top author of this study is Lars Witell, affiliated with Linkopings Universitet, Linkoping, Sweden, and the top second author of the study, Faiz Gallouj, is affiliated with the University of Lille, Lille, France. Karlstads Universitet, Karlsland, Sweden and Aalto University, Espoo, Finland took first and second places respectively producing articles on service innovation. Moreover, funding on service innovation research is also limited.

ABSTRACTThis research explores the role of advanced information technologies at the ‘fuzzy’ front-end of service innovation and design. Service researchers have been exploring the application of technology to services for a while, however there has been little attention paid to the use of technology at the front-end of service innovation and design. Research suggests that advanced information technologies should be useful in research and development for services; but how this may occur has not been explored. Bringing together design thinking and the technology–organization–environment framework for technology adoption this research develops propositions for research to expose how technology can advance and transform service innovation and design. Theoretical and practical research questions are offered to guide inquiry in this emerging research space.

Big Data, Big Insights? Advancing Service Innovation and Design with Machine Learning

This paper aims to provide an understanding of innovative service design processes by comparing service design logic with the entrepreneurial logics of causation, effectuation and bricolage (CEB). The paper draws upon empirical data to show how both service design logic and entrepreneurship logics may help us to create more innovative service design outcomes. In this process, we hope to understand how the creation of value enters into the service innovation process through co-creation between customers, organisations, ecosystem members and society. Data used within this paper includes deep qualitative interviews with key stakeholders, written documents and participative observation. From our analysis, we develop a model of service innovation design that shows how design logics and entrepreneurial logics influence the development of new and innovative services.