The document introduces a new method called Design-Driven Service Innovation (DDSI) to facilitate radical service innovation through changing the meaning of a service. DDSI utilizes three techniques - contextual reframing, structural interpreting, and contextual blending - to guide service design projects in strategically changing a service's meaning. The techniques are demonstrated through a virtual project aiming to radically innovate the meaning of supermarkets. Through interpreting key perspectives, the project team reframed supermarkets in the context of collaborative home meal preparation and blended this context with that of design projects to generate new supermarket meanings centered around co-designing meals.
innovation is moderated by the ability of the organization to deliver it. So innovation management is exactly in building ability do deliver product to the market.
Doing Co-design: What, why, with whom and howPenny Hagen
Talk presented by Penny Hagen and Natalie Rowland for UX Australia 2013 in Melbourne.
In co-design those impacted by the proposed design are actively involved as partners in the design process. Co-design is being used in government, community and health sectors to extend traditional consultation methods and increase program reach and impact. Co-design approaches are also being used by corporates to engage internal stakeholders and customers, identify new service opportunities and improve existing ones. But what is it, why do it and how?
When ‘doing’ co-design, the role of the designer becomes one of facilitator: enabling participation, designing the right triggers, questions and scaffolds in which meaningful and effective participation can occur. Getting this right can be challenging and raise a few interesting questions along the way.
In this presentation we will share our approach to co-design developed over the last eight years working with a range of organisations in Australia and New Zealand. The presentation will draw upon case studies such as the design of HIV testing services with Australian men, the design of service strategies and mental health programs with young people and mental health professionals and an organisational wide co-design training for program for librarians, aimed at preparing them to become co-designers themselves.
The presentation will cover the key principles and framework we apply in designing co-design workshops, favourite activities for involving and priming groups of people for productive participation as well as tips and considerations for doing co-design in dynamic, sensitive and political situations.
We will also explore questions raised by co-design such as:
How creative can ‘users’ be?
What level of influence do ‘users’ have?
What happens to the expertise of the ‘designer’?
How far can we/should we take it?
How do you know when you (or the organisation you are working with) are ready adopt a co-design approach?
innovation is moderated by the ability of the organization to deliver it. So innovation management is exactly in building ability do deliver product to the market.
Doing Co-design: What, why, with whom and howPenny Hagen
Talk presented by Penny Hagen and Natalie Rowland for UX Australia 2013 in Melbourne.
In co-design those impacted by the proposed design are actively involved as partners in the design process. Co-design is being used in government, community and health sectors to extend traditional consultation methods and increase program reach and impact. Co-design approaches are also being used by corporates to engage internal stakeholders and customers, identify new service opportunities and improve existing ones. But what is it, why do it and how?
When ‘doing’ co-design, the role of the designer becomes one of facilitator: enabling participation, designing the right triggers, questions and scaffolds in which meaningful and effective participation can occur. Getting this right can be challenging and raise a few interesting questions along the way.
In this presentation we will share our approach to co-design developed over the last eight years working with a range of organisations in Australia and New Zealand. The presentation will draw upon case studies such as the design of HIV testing services with Australian men, the design of service strategies and mental health programs with young people and mental health professionals and an organisational wide co-design training for program for librarians, aimed at preparing them to become co-designers themselves.
The presentation will cover the key principles and framework we apply in designing co-design workshops, favourite activities for involving and priming groups of people for productive participation as well as tips and considerations for doing co-design in dynamic, sensitive and political situations.
We will also explore questions raised by co-design such as:
How creative can ‘users’ be?
What level of influence do ‘users’ have?
What happens to the expertise of the ‘designer’?
How far can we/should we take it?
How do you know when you (or the organisation you are working with) are ready adopt a co-design approach?
I design think, therefore I am a UX'er.Chris Jackson
My closing keynote from the inaugural UX Homegrown conference in New Zealand. It focussed on the need to bridge the perceived gap between design thinking and UX, building on my previous "Beyond Design Thinking" presentation. It identifies the richness and diversity of both approaches and how they are better when they are closely connected, especially when framed in a digital context.
I don't present from notes, so they aren't included in the presentation, so you just see text from the slides. I am currently writing a blog post about the presentation, which I will add a link to in due course.
The original 'Double Diamond' design methodbank Andrea Cooper
The orginal Double Diamond methodbank from 2003/4 created by http://cartlidgelevene.co.uk/ with Matt and George for the Design Council. Note, its not a double diamond!
Andrea is the Chief Designer at Cornwall Council with responsibility for service design and innovation. In this talk Andrea will discuss the challenges and successes of engaging a Local Authority in design practices. Having directed the multi award-winning social enterprise ‘Designs of the Time’ (Dott Cornwall) for two years, Andrea will also consider the value of design as a way of encouraging new approaches to local government innovation.
Student will be able to learn the basic concepts of deign thinking along with 5 phases of Design Thinking Process. This PPT covers the following topics: Introduction to design thinking, Need for design thinking, Design and Business, The Design Process, Design Brief, Visualization, Four Questions & Ten Tools, Explore
STEEP Analysis, Strategic Priorities, Activity System, Stakeholder Mapping, Opportunity Framing.
A Tiny Service Design History | Daniele Catalanotto | Swiss Innovation AcademyService Design Network
We often talk about the future of Service Design. What will AI bring to it? How will machine learning change our practice? But often, we lack the basic understanding of our past. What’s the first service that ever existed in history? How old is really co-creation? In this fun talk, Daniele shares key stories about the history of our field. Starting with 10,000 BC up to 2019. This little journey will show how Service Design stole ideas from psychology, politics and even philosophy.
Become a member!
https://www.service-design-network.org
Follow us on Twitter: https://twitter.com/sdnetwork
Or on LinkedIn: https://www.linkedin.com/company/2933277
Like us on Facebook: https://www.facebook.com/ServiceDesignNetwork/
Behind-the-scenes on Instagram: https://www.instagram.com/servicedesignnetwork/
Is Design Thinking important? We think it is - it’s one of our 8 building blocks for digital transformation. But what it is it, and why? In the run up to the Global Legal Hackathon, we thought we’d distil our workshop slides and ideas with an associated blog post to explain it.
Let’s set the scene with five quotes from experts and artists you will recognise explaining what design really is:
"The ultimate defense against complexity” - David Gelernter, Professor of Computer Science, Yale
"Simplicity is the ultimate sophistication” - Leonardo da Vinci
"Design is a way of changing life and influencing the future” - Sir Ernest Hall. Pianist, Entrepreneur, and Philanthropist
“Most people make the mistake of thinking design is what it looks like. People think it’s this veneer - that the designers are handed this box and told, ‘Make it look good!’ That’s not what we think design is. It’s not just what it looks like and feels like. Design is how it works.” - Steve Jobs
“Design-thinking firms stand apart in their willingness to engage in the task of continuously redesigning their business… to create advances in both innovation and efficiency - the combination that produces the most powerful competitive edge.” - Roger Martin, author of the Design of Business
I design think, therefore I am a UX'er.Chris Jackson
My closing keynote from the inaugural UX Homegrown conference in New Zealand. It focussed on the need to bridge the perceived gap between design thinking and UX, building on my previous "Beyond Design Thinking" presentation. It identifies the richness and diversity of both approaches and how they are better when they are closely connected, especially when framed in a digital context.
I don't present from notes, so they aren't included in the presentation, so you just see text from the slides. I am currently writing a blog post about the presentation, which I will add a link to in due course.
The original 'Double Diamond' design methodbank Andrea Cooper
The orginal Double Diamond methodbank from 2003/4 created by http://cartlidgelevene.co.uk/ with Matt and George for the Design Council. Note, its not a double diamond!
Andrea is the Chief Designer at Cornwall Council with responsibility for service design and innovation. In this talk Andrea will discuss the challenges and successes of engaging a Local Authority in design practices. Having directed the multi award-winning social enterprise ‘Designs of the Time’ (Dott Cornwall) for two years, Andrea will also consider the value of design as a way of encouraging new approaches to local government innovation.
Student will be able to learn the basic concepts of deign thinking along with 5 phases of Design Thinking Process. This PPT covers the following topics: Introduction to design thinking, Need for design thinking, Design and Business, The Design Process, Design Brief, Visualization, Four Questions & Ten Tools, Explore
STEEP Analysis, Strategic Priorities, Activity System, Stakeholder Mapping, Opportunity Framing.
A Tiny Service Design History | Daniele Catalanotto | Swiss Innovation AcademyService Design Network
We often talk about the future of Service Design. What will AI bring to it? How will machine learning change our practice? But often, we lack the basic understanding of our past. What’s the first service that ever existed in history? How old is really co-creation? In this fun talk, Daniele shares key stories about the history of our field. Starting with 10,000 BC up to 2019. This little journey will show how Service Design stole ideas from psychology, politics and even philosophy.
Become a member!
https://www.service-design-network.org
Follow us on Twitter: https://twitter.com/sdnetwork
Or on LinkedIn: https://www.linkedin.com/company/2933277
Like us on Facebook: https://www.facebook.com/ServiceDesignNetwork/
Behind-the-scenes on Instagram: https://www.instagram.com/servicedesignnetwork/
Is Design Thinking important? We think it is - it’s one of our 8 building blocks for digital transformation. But what it is it, and why? In the run up to the Global Legal Hackathon, we thought we’d distil our workshop slides and ideas with an associated blog post to explain it.
Let’s set the scene with five quotes from experts and artists you will recognise explaining what design really is:
"The ultimate defense against complexity” - David Gelernter, Professor of Computer Science, Yale
"Simplicity is the ultimate sophistication” - Leonardo da Vinci
"Design is a way of changing life and influencing the future” - Sir Ernest Hall. Pianist, Entrepreneur, and Philanthropist
“Most people make the mistake of thinking design is what it looks like. People think it’s this veneer - that the designers are handed this box and told, ‘Make it look good!’ That’s not what we think design is. It’s not just what it looks like and feels like. Design is how it works.” - Steve Jobs
“Design-thinking firms stand apart in their willingness to engage in the task of continuously redesigning their business… to create advances in both innovation and efficiency - the combination that produces the most powerful competitive edge.” - Roger Martin, author of the Design of Business
تفکر طراحی یکی از مهمترین مفاهیم کسبوکار است، اینکه چگونه به تحلیل یک سیستم پرداخته شود و از میان آن تحلیل بتوان کسبوکاری جدید را رشد داد. این کارگاه که از مجموعه کارگاههای مقدمات کارآفرینی در سلامت بود، در تاریخ 27 آذرماه 1398 در دانشگاه علوم پزشکی تهران توسط خانم مهندس سپیده شریعتی برگزار شد.
This Project has been Developed by the Student of Dezyne E'cole College Doing His Interior Design Studies Bachelor Degree Programme + 2Yr Residential & Commercial Design Diploma Programme www.dezyneecole.com
Engaging with People Through Multiple Touchpoints, Channels, and Technologies.
New technologies, device types, and evolving patient expectations place a large burden on service offerings from health organizations. New technologies can be disruptive, but they can also be disrupting, especially if organizations don’t have a strategy on how to deal with the evolving landscape. Virtual reality pain management? Passive low-band telemetry data? Health monitoring? We will discuss approaches that health organizations can take to manage the ever evolving technology landscape and shifting patient dynamic from hospital care to home care.
Facilitator: Jonathan Podolsky, VP Experience Strategy, Mad*Pow
Human-Centered Design and Innovation in Health Organizations.
There is increasing acknowledgement and movement toward human-centered design and design thinking for innovation, service design, and product development. However, evolving and transforming toward these practices in well-established and highly regulated health organizations is a challenge. Organizations have explored Innovation Centers, re-organizing around products and service lines, aligning with functional domains, and expanding design thinking through training. Attendees will share their experiences as we collectively look at how health organizations can evolve to get the most impact from their design transformation efforts.
Facilitator: Adam Connor, VP Design Transformation, Mad*Pow.
Designing for Health Behavior Change.
Beyond use of digital tools and services, health organizations are increasingly considering how they can help people make positive change in their lives. Additionally, there are potential business benefits to changing behaviors to align with the organization's objectives. But designing for behavior change is challenging and has long-term outcome goals that may not be aligned with short-term business incentives for health organizations. Issues of trust and ethics also come into play. With these complex factors in mind, this discussion will explore the strategic options for health organizations to consider related to changing behavior.
Facilitator: Dr. Amy Bucher, Behavior Change Design Director, Mad*Pow.
Presentation by Peter Jones at RSD4 Banff, Alberta, 2015. Society can be defined as an object of culture, as culture is a medium for the collective development of social systems. Societies are not designed by a deliberative process, but are social entities that emerge over time as response to historicity and cultural development, and function largely by tacit agreement as observed in social norms.
In the 1960’s social systemicists such as Ozbekhan, Fuller, and Doxiadis advocated deliberative civic planning as a normative science for designing sustainable and preferable societies and settlements. Even though their original methodologies of normative planning (Ozbekhan), anticipatory design science (Fuller) and ekistics (Doxiadis) did not gain the results hoped in applications over time, these arguments could be lodged against most systems methodologies. Yet when we consider their views of the human capacity to design future outcomes as a serious social and political project, we in our fragmented polities in the postmodern era might take heed. An argument follows that we, as cultural innovators in our own societies, having access to the wisdom of successful past transitions or redirections, have also failed to motivate and enact changes requisite to our common concerns.
A systemic design approach is proposed toward constructing such idealizations as a necessary initial condition. The approach reconciles wisdom from our sociocultural histories with collaborative design practices of the current era to construct shared pathways to desired and feasible societal futures.
Milli Jain- School Furniture (Chair Design) MilliJain
This Project Report On School Furniture Has Been Created, Developed And Designed By Me, During My Study Of Product Designing, Confirming To NSQF Level 6 Of NSDC.
In This Project I Have Discussed About Product Design And Amongst Various Products I Have Made An Elaborated Discussion Of Furniture Design, Its Timeline And Various Types. Classification Of Furniture, Functional Requirement Of A Furniture And Its Characteristics Has Also Been Discussed. After Their Study I Have Learned To Make A Furniture Ergonomically Sound. This Made Me Clear The Basic Level And Then I Moved Down On Developing Engineering Design Of Furniture I.E. Specifying The Construction Of Furniture Through Detail Drawings.
I Have Also Discussed About The Various Furniture Joints And Their Application In My Design.
I Request You To Kindly Go Through My Project Pages. As A Novice In This Field I Have Tried My Level Best To Bring Out The Best Of My Knowledge Gained At Dezyne E’cole College.
本文件是源自於Acumen+網站上的MOOCs課程「設計工具組:以人為本設計的課程(Design Kit: The Course for Human-Centered Design)」第一週課程講義 ( https://novoed.com/design-kit-q2-2015/home ),歡迎與我聯絡討論設計思考,文中翻譯有建議也請不吝告知,謝謝。
Similar to Design-Driven Service Innovation: Introducing Techniques for Changing the Meaning of a Service - Takeyama, Tsukui, Yamaguchi, Matsuo (20)
Transforming Brand Perception and Boosting Profitabilityaaryangarg12
In today's digital era, the dynamics of brand perception, consumer behavior, and profitability have been profoundly reshaped by the synergy of branding, social media, and website design. This research paper investigates the transformative power of these elements in influencing how individuals perceive brands and products and how this transformation can be harnessed to drive sales and profitability for businesses.
Through an exploration of brand psychology and consumer behavior, this study sheds light on the intricate ways in which effective branding strategies, strategic social media engagement, and user-centric website design contribute to altering consumers' perceptions. We delve into the principles that underlie successful brand transformations, examining how visual identity, messaging, and storytelling can captivate and resonate with target audiences.
Methodologically, this research employs a comprehensive approach, combining qualitative and quantitative analyses. Real-world case studies illustrate the impact of branding, social media campaigns, and website redesigns on consumer perception, sales figures, and profitability. We assess the various metrics, including brand awareness, customer engagement, conversion rates, and revenue growth, to measure the effectiveness of these strategies.
The results underscore the pivotal role of cohesive branding, social media influence, and website usability in shaping positive brand perceptions, influencing consumer decisions, and ultimately bolstering sales and profitability. This paper provides actionable insights and strategic recommendations for businesses seeking to leverage branding, social media, and website design as potent tools to enhance their market position and financial success.
White wonder, Work developed by Eva TschoppMansi Shah
White Wonder by Eva Tschopp
A tale about our culture around the use of fertilizers and pesticides visiting small farms around Ahmedabad in Matar and Shilaj.
Dive into the innovative world of smart garages with our insightful presentation, "Exploring the Future of Smart Garages." This comprehensive guide covers the latest advancements in garage technology, including automated systems, smart security features, energy efficiency solutions, and seamless integration with smart home ecosystems. Learn how these technologies are transforming traditional garages into high-tech, efficient spaces that enhance convenience, safety, and sustainability.
Ideal for homeowners, tech enthusiasts, and industry professionals, this presentation provides valuable insights into the trends, benefits, and future developments in smart garage technology. Stay ahead of the curve with our expert analysis and practical tips on implementing smart garage solutions.
Book Formatting: Quality Control Checks for DesignersConfidence Ago
This presentation was made to help designers who work in publishing houses or format books for printing ensure quality.
Quality control is vital to every industry. This is why every department in a company need create a method they use in ensuring quality. This, perhaps, will not only improve the quality of products and bring errors to the barest minimum, but take it to a near perfect finish.
It is beyond a moot point that a good book will somewhat be judged by its cover, but the content of the book remains king. No matter how beautiful the cover, if the quality of writing or presentation is off, that will be a reason for readers not to come back to the book or recommend it.
So, this presentation points designers to some important things that may be missed by an editor that they could eventually discover and call the attention of the editor.
Expert Accessory Dwelling Unit (ADU) Drafting ServicesResDraft
Whether you’re looking to create a guest house, a rental unit, or a private retreat, our experienced team will design a space that complements your existing home and maximizes your investment. We provide personalized, comprehensive expert accessory dwelling unit (ADU)drafting solutions tailored to your needs, ensuring a seamless process from concept to completion.
Design-Driven Service Innovation: Introducing Techniques for Changing the Meaning of a Service - Takeyama, Tsukui, Yamaguchi, Matsuo
1. Design-Driven Service Innovation
introducing techniques to change the meaning of a service
Masanao Takeyama, Kahoru Tsukui,
Keio University
Hiroshi Yamaguchi, Kanako Matsuo
Dai Nippon Printing Co, Ltd.
2. 1. User-Centered
2. Co-Creative
3. Sequencing
4. Evidencing
5. Holistic
• Contextual user research
• Co-design workshops
• Participatory design methods
• Transformation design approach
Emphasis on user(human)-centeredness in service design
SD’s FIVE PRINCIPLES
Techniques to involve users:
3. Drastic change does not come from HCD approach (only)!
(Norman & Verganti, 2011)
5. The Process Structure of DDI approach
(2) INTERPRETING People
(3) ADDRESSING
(1) LISTENING
Interpreter
Interpreter
InterpreterInterpreterInterpreter
Interpreter
Interpreter
Knowledge on
changes in the life
context
Interpreter
Seductive
Power
Translation of knowledge into
new product meaning
Resort to the expressive power
of interpreters
6. Limited applications of DDI to service design research
Using DDI to servitize existing
products
(Baha et al., 2014)
Comparison between DDI and
Design Thinking (HCD)
(Schmiedgen, 2011)
Combination of DDI and HCD
found in service designers’
practices
(Wetter-Edman, 2011)
7. Barriers against the application of DDI to service design
Focus on product innovation
Few examples of service innovation
Theoretically formulated
Procedure, techniques and tools for practicing DDI are NOT provided
Innovation driven by the top management and elite experts
Actual DDI procedure is left for the strategy and creativity of each company
Need techniques to guide and assist both designers and non-
designers to practice DDI approach for service design projects
8. The focuses of Design-Driven Service Innovation Method
(2) INTERPRETING People
(3) ADDRESSING
(1) LISTENING
Interpreter
Interpreter
InterpreterInterpreterInterpreter
Interpreter
Interpreter
Interpreter
Seductive
Power
New
Meanings and
languages
DDSI
Promoting
more people to
try DDI approach
for SD projects
techniques
9. DDSI’s 3 Techniques to Facilitate Strategic Meaning Change
(A)
Contextual
Reframing
(B)
Structural
Interpreting
(C)
Contextual
Blending
LISTENING INTERPRETING
Change
context
Learn from
interpreters
Translate
knowledge
Generate
service
meaning
Study
service
meaning
(PROCESS)
DDSI
TECHNIQUES
(STAGE)
( )
10. A Virtual Project: Radical innovation of (foods) supermarket
Service Innovation
Project Team
12. ?
Supermarket
Which context should we look at
to find a new meaning for the service?
A. Contextual reframing
In a DDI project, the design team should first ask
16. Supermarket
Preparing
meals
at home
Major societal changes
happening recently in Japan
ü More females entering into
workforce.
ü # of double-income
households increases.
ü Men have been spent much
less time for housework than
women have.
Housework
as tough burden
for working
couples
A. Contextual reframing
Need Solution!
But it is more promising for an innovation project
to look at an extended life context which is related
to some emerging important social issues
17. Supermarket
Preparing
meals
at home
Major societal changes
happening recently in Japan
More females entering into
workforce
# of double-income
households increases
Males have been spend
much less time for
housework than women do
Key interpreters
Service Innovation
Project Team
Housework
as tough
burden
for working
couples
A. Contextual reframing
Family psychologist
Ar'st couple
Work/life style
researcher
Creator of ad agency
Author of books on
housework sharing
Female
entrepreneur
19. Key interpreters’ unique views
B. Structural Interpreting
Housework as creative project
Collaboration by a couple
Imagination-seeking
20. Key interpreters’ unique views
B. Structural Interpreting
Housework as burden
Division of labor within a couple
Housework as creative project
Collaboration by a couple
Imagination-seeking Efficiency-seeking
Majority’s dominant view
21. Key interpreters’ unique views
B. Structural Interpreting
Housework as burden
Division of labor within a couple
Housework as creative project
Collaboration by a couple
Imagination-seeking Efficiency-seeking
Majority’s dominant view
What a kind of essential life theme found in this perspective change?
22. Key interpreters’ unique views
B. Structural Interpreting
Housework as burden
Division of labor within a couple
Housework as creative project
Collaboration by a couple
Imagination-seeking Efficiency-seeking
Majority’s dominant view
25. Key interpreters’ unique views
B. Structural Interpreting
Housework as burden
Division of labor within a couple
Housework as creative project
Collaboration by a couple
Imagination-seeking Efficiency-seeking
Majority’s dominant view
26. My responsibility scope
(My spouse’s freedom level)
My freedom level
(My spouse’s
responsibility scope)
Happy for me
Unhappy for my spouse
Unhappy for me
Happy for my spouse
B. Structural Interpreting
27. My responsibility scope
(My spouse’s freedom level)
My freedom level
(My spouse’s
responsibility scope)
Collaborative
housework
Shift!
They can switch their
roles anytime and make a
collaborative team
formation according to
their work conditions
Housework
as
collaboration
project
Both spouses have wide-
range housework skills
B. Structural Interpreting
Key interpreter’s perception
32. Meal preparation
as a housework activity
Plan Shop Cook Set
Design project
Discover Define Develop Deliver
C. Contextual blending
33. Meal preparation
as a housework activity
Plan Shop Cook Set
Design project
Discover Define Develop Deliver
C. Contextual blending
34. Plan Shop Cook Set
Design project
Discover Define Develop Deliver
C. Contextual blending
Discover Define Develop Deliver
left foodstuff
Health condition
dinner theme
menu
recipe
ingredients
cooking
arrangement
Meal Preparation as a Design Project
Meal preparation
as a housework activity
35. C. Contextual blending
Discover Define Develop Deliver
left foodstuff
Health condition
dinner theme
menu
recipe
ingredients
cooking
arrangement
Meal Preparation as a Design Project (A New Context for Supermarket)
What is the meaning of a supermarket in this context?
36. C. Contextual blending
Discover Define Develop Deliver
left foodstuff
Health condition
dinner theme
menu
recipe
ingredients
cooking
arrangement
IDEATE NEW
MEANING
Supermarket staff
as a dining co-designer
Supermarket as a co-design lab.
38. Quick pick-up
for ordered foodstuff
and precooked meals
Chefs at the
supermarket can
precook dinner meals
based on the ideas
generated at DD Lab.
In-store precook
order
C. Contextual blending
A conceptual future supermarket store
A supermarket store
as a studio to precook home
dinner
40. Home meal
preparation
Housework
Co-design project Team sport
Meal preparation
as design project
Supermarket
as co-designer &
dining design lab.
Unique vision of
Key interpreters
C. Contextual blending
Imagination & Efficiency Freedom & Responsibility
Collaborative
Housework project
A.
Contextual
reframing
Emerging social concerns
Service
meaning
change
B.
Structural
interpreting
Supermarket
as grocery
The Structure of DDSI method
41. Discussions
• DDSI makes DDI approach more accessible to practitioners including non-
designers, promoting more challenges for drastic service innovation.
Besides we can expect that
• the meaning-context framework of DDSI facilitates designing the consistency
among service interactions, user experience, and user’s life context in which
the service is used.
• DDSI also supports service branding (service perception and relationship)
especially when the service and its brand communication reflects the
proposed vision of a life context for which customers feel empathy.
42. Future research
• Testing DDSI with real projects
– Is it always possible to represent key interpreter’s vision by the trade-off diagram?
– Is it always possible to find a nice analogical context for contextual blending? If so how could we?
• Extend the method to deal with DDI’s Addressing stage by incorporating
cultural prototypes of new service meaning.
• Extend further to promote technology epiphany, i.e., a merge of the radical
innovation of meanings with technological breakthrough (Verganti 2009).
48. Training
room
Locker
room
Cafeteria
Treatment
room
ENVIRONMENT
Planning Training Game Recovery
PROCESS
ROLES AND SKILLS
Strategy
meeting
room
Team sports
Structural
characteristics
C. Contextual blending
Field
Napping
room
Athletic trainer
Conditioning coach
Equipment manager
Analyst Nutritionist
Masseur
Medical trainer
Mental coach
Players
Team
sports