Service Design and Innovation. An introduction. on January 22nd 2020 by Dr. Daniela Sangiorgi and Dr. Lia Patricio https://www.linkedin.com/in/daniela-sangiorgi-6749aa1b/ https://www.linkedin.com/in/lia-patr%C3%ADcio-bb0761/

1. Service Design Speaker Series
Service Design
and Innovation.
An introduction
Lia Patrício, University of Porto
Daniela Sangiorgi, Politecnico di Milano

2. Who we are
Daniela Sangiorgi
Associate Professor
Dipartment of Design
Politecnico di Milano
Lia Patrício
Associate Professor
Dipartment of Industrial
Engineering and
Management
University of Porto

3. Service Design
As a stage à Service design has been traditionally
viewed as a specific stage of the new service
development process (Edvardsson et al. 2000).
As a design discipline à Service design is described as
a human-centred, collaborative, creative and iterative
approach to service innovation (Meroni and Sangiorgi 2011;
Blomkvist et al. 2011)
As a multidisciplinary approach à Service Design as a
multidisciplinary, integrative and transformative approach
to service innovation (Sangiorgi et al., 2019)

4. Service Design for Innovation
A human centred design approach to services manifests
itself in the capacity and methods to
1- investigate and understand people’s experiences,
interactions and practices as main sources of inspiration
for redesigning or imagining new services
2- engage people in the design and transformation
processes
(Meroni and Sangiorgi 2011, p. 203)

5. Service Design for Innovation
Example:
Interviews with mental
healthcare patients
& discussion of
Recovery journey maps
- Human centred
- Visual
- Iterative
- Collaborative
- Hands-on
http://www.recoverynet.it/

6. Service Design for Innovation
Example:
Design game with
patients and doctors to
explore perception of
emergency in primary
care
- Playful
- Enable dialogue
- Challenge power
structures
“Design in Practice project”, ImaginationLancaster
(https://Imagination.lancs.ac.uk/activities/
Design_Practice)

7. This project has received funding from the European Union's Horizon 2020 research and innovation programme under the Marie Sklodowska-Curie
grant agreement Nº 642116
Service Design for Innovation
Marie Curie Innovative Traning Network
2015-2018

8. SDIN objectives
Create a critical mass of researchers
who can be agents of change towards
widespread application of service
design approaches by European
organisations to leapfrog service
innovation

9. Integrating partner
competences
Integrate the competences of key
European universities and non-academic
organisations to build the ground for the
emergence of European-wide doctoral
programmes in service design for
innovation

10. Beneficiaries

11. Associated partners

12. SDIN research

13. Theme 1- Service Design for
Innovation methods and frameworks
Integrating multidisciplinary
contributions to service
design and innovation
Service design for service
organizations: the dynamics
of design capabilities
Leveraging service design
for innovation in technology
organizations

14. Theme 2- Service design for
increased stakeholder participation
Resource integration in
innovation driven service
ecosystems
Drivers and dynamics of
value cocreation in
service innovation
How to individually and
collectively design service
ecosystems
The
result
of
successful
co-­‐creation
is
worth
more
than
the
sum
of
its
parts:
Exploring
the
drivers,
dynamics,
and
outcomes
of
service
co-­‐
creation

15. Theme 3- Service Design for complex
service systems and value networks
Design to serve: social
robots in value networks
Prototyping in service
design. Exploring service
variations through
prototyping
Designing service
platforms for the smart
energy ecosystem

16. Project example & themes

17. Developing Service Design in
organisations..
Moving from:
à Service design as a design discipline
to
à Service design as an integrative and multidisciplinary
approach that informs a more human centred and
creative approach to service system innovation

18. SD as integrative & horizontal skill
Design as the “driver” of multidisciplinary collaboration, based on
simplification and distillation of some guiding concepts, principles,
methods and key innovation stages
The cultivation of this design horizontal skill seems to become the
key driver for the convergence and integration of multidisciplinary
knowledge during service system innovation.

19. Designing transformative processes
“service design is becoming less about designing new
service solutions, and more about designing
transformative processes that enable the collaborative
co-creation of value; a continuing, collaborative and
flexible approach that constantly adjusts depending on the
level of engagement and alignment of the key partners
and the need to nurture the evolving dynamics of value
co-creation for service system transformation.” (Sangiorgi
et al. 2019)

20. Advancing service design and
innovation

21. Service
design
for
innovation
In
healthcare
Service
design
for
innovation
in
complex
service
systems
Leveraging
service
design
for
innovation
impact
Service
design
for
inclusiveness
and
transformation
critical
design
for
healthcare
Institutional
change
research
through
design
SD
for
health
and
cultures
cultures
ontologies
designing
possible
futures
Ethical
issues
Smart-­‐
technologies
mobility
Food
systems
SD
after
prototyping
SD
in
public
and
private
sector
SD
impact
inclusiveness
Design
capabilities
SD
methods
SD
education
Sustainable
systems
Scaling
up
SD
innovation
Design
for
change
&
transformation
Advancing service design for innovation

22. NEXT Service Design Speaker Series
5 February 2020
h. 8:00-8:30
US Pacific Time
How Service Design does(n’t) work
Prof. Stefan Holmlid, Dr. Johan Blomkvist
Ana Kustrak Korper, Vanessa Rodrigues
12 February 2020
h. 8:00-8:30
US Pacific Time
Service Design @ Livework
Dr. Marzia Aricò, , Alexandra Coutsoucos
19 February 2020
h. 8:00-8:30
US Pacific Time
Developing design capabilities in organizations:
Diluting or condensing design innovation skills
Filipe Lima, Dr. Lisa Malmberg, Ana Kustrak Korper
Dr. Daniela Sangiorgi