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Service	Dominant	Logic.	Changing	
perspec5ve,	revising	the	toolbox	
	
Nicola	Morelli	&	Amalia	De	Götzen	
@ServDes2016
Service ≠ Product
PRODUCT
DOMINANT
ENTITIES
SERVICE
DOMINANT
ENTITIES
Value co-producion
(Norman – Ramirez)
Interaction
(Pacenti, Sangiorgi,
Parker-Heapy)
Social construction of
services (Morelli)
value	is	defined	by	and	co-created	
with	the	consumer,	rather	than	embedded	in	output	
																						Vargo	&	Lusch,	2004	
	
The	enterprise	cannot	deliver	value,	but	only	offer	value	
proposi:ons,	…	it	cannot	create	and/or	deliver	value	
independently			
																				Vargo	&	Lusch,	2004
Designing FOR Services (Kimbell, Sangiorgi)
Creating frameworks for value co-creation
(Secomandi and Snelders)
Activating citizens for value-creation (Bason)
Shifting from ownership to access (Rifkin 2000)
Product dominant
Service as a process => Prescriptive strategies
Server(active) VS Client(passive)
Solution holders VS Problem Holders
Service Dominant Logic. Service as:
Interaction
A social construction
Access to resources
Producer	(Designer) 	 	Producer/user 	 	 	User	 	 	InnovaJon	ecosystem	
Control	
Product
Dominant
Fast food
IKEA
Education
AirB&B
Social networks
•  Prescripions
•  Expert Design
•  Relational qualities
•  Opportunities for
collaboration
•  Diffuse Design
Producer	(Designer) 	 	Producer/user 	 	 	User	 	 	InnovaJon	ecosystem	
Control	
Product
Dominant
Fast food
IKEA
Education
AirB&B
Social nework
EXPERT DESIGN DIFFUSE DESIGN
3	LEVELS	of	acJon	for	design	
•  Value in use. The ground for the
interaction and value coproduction
•  Infrastructure. Processes and
organisation of the ground for interaction
•  Governance. Policies and scale-up
processes
•  WHAT ARE THE IMPLICATION OF THIS
NEW APPROACH?
•  DO WE NEED NEW TOOLS/METHODS?
Value	in	use	
•  Tools for conversation
•  Prototypes
•  (Video) Sketches
•  Narrative tools (Storyboards, journeys…)
Experience prototypes
Video Skeching
Infrastructure	
•  Processes
•  Organisation
•  Technical infrastructure
Mediaion/interpretation tools
Governance	
•  Building capacities
•  Replicability
•  Scalability
Governance	
•  Service Architecture
•  Replicability
•  Scalability
Mapping the actors
Mapping value creaiton
Governance	
•  Mapping capabilities
•  Mapping value
creation
Actor Type	of	knowledge	 Value	Added	
User	 Personal/Tacit	 AQenJon/Relevant	
content	
Community	Provider	 Social/AggregaJve	 AggregaJon	
AssociaJons	 Content	Related	 Event/Relevant	content	
Technical	Brocker	 Technical	 Technical	soluJons	
Local	Business	 Service/Business	related	 Personal/Locally	relevant/
Financial	support	
Municipality	 ConnecJve	 Financial	Support
Product	Dominant 	 	 	 	 	 	 	 	 	 	 	Service	Dominant	
Value co-creation
Systemic view
Social constructionapproach
Interaction tools
EXPERT DESIGN
DIFFUSE DESIGN
DIFFUSE DESIGN
EXPERT DESIGN
SRATEGIC DESIGN
GovernanceInfrasrtuctureValueinuse
Tools	for	conversaJon	
Prototypes	
NarraJve	
Blueprinting
Interpretation tools
Actor mapping
Service architectures
Thank	you	
Nicola Morelli nmor@create.aau.dk
Amalia de Götzen ago@create.aau.dk

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