The document discusses the ServDes 2018 conference which aims to validate, discuss, and review models, processes and practices of service design and logic. It provides an overview of service design topics including emerging disciplines, methods and tools, theories, current areas of research, and design perspectives versus management perspectives. It also mentions that the conference will take place in Milan, Italy.

1. Service Design & Management Lab.
ServDes2018
Yuriko Sawatani
Graduate School of Management, Business School, NUCB

2. Service Design & Management Lab.
ServDex 2018
1. Now
2. Future
3. Milan!
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3. Service Design & Management Lab.
Serves 2018
1. Now
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4. Service Design & Management Lab.
サービスデザイン論理
▸ emerging discipline → logic
of services
▸ ServDes.2018 conference
aimed at validating, discussing
and reviewing the models,
processes and practices
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5. Service Design & Management Lab.
Keyword
methods &
tools, 35
experience,
19
digital,
13
Social
innovation, 13
designer,
11
transformation,
10
Service
innocation, 7
value, 7
customer, 4
stakeholder,
4
business, 3 Service system,
2
5

6. Service Design & Management Lab.
methods &
tools, 27.3%
experience,
14.8%
designer, 8.6% customer, 3.1%
Social
innovation,
10.2%
Service
innocation,
5.5%
business, 2.3%
value, 5.5%
Service system,
1.6%
stakeholder,
3.1%
transformation,
7.8%
digital, 10.2%
サービス、デザイン領域が大部分
Service & Design
64.1%
Business & ENG
35.9%
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7. Service Design & Management Lab.
基礎とする理論＆モデル
▸ leaning theory
▸ role theory
▸ feminist theory
▸ activity theory
▸ living systems theory
▸ S-D logic
▸ design intervention model
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8. Service Design & Management Lab.
現状とこれから
▸ Service Research
(marketing)
▸ Design Research
▸ Engineering (system,
digital, data)
▸ Business Studies
(innovation)
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9. Service Design & Management Lab.
SERVICE
SYSTEM
16
CUSTOMER
9
EMPLOYEE
6
SOCIAL
INNOVATION
11
2000 2005 2010 2015
MNG company, industry layer “value creation in e-business” (2001), boundaries, informal economy
SD system, process, operational layer 2010-
service system, service design
SD IT driven organization design
COMMUNITY
5SD sociotechnical , sustainability
SD innovation, experience, management
SD innovation, collaboration
MNG retention
MNG education
ENTREPRE
NEURSHIP
23
EDUCATION
22
SERVICE DESIGN MIX MNG
n=162
COMPANY
14
MNG performance, competitiveness, internal/external linkage
NETWORK
6
DESIGN &
METHODS
24
COMMUNI
CATION
2
digitalization
OTHER
24 ref: Sawatani, Y. (2017 ServDes submitting), Emerging Design Research Themes: A Research Review from
Design, Service and Management Studies, Serves.
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10. Service Design & Management Lab.
Design for Society, Organization, People
People
Service System
TechnologyBusiness Administration
Closed System
Organization
Economic Value
DESIGN PERSPECTIVES
OUTSIDE-IN
MANAGEMENT PERSPECTIVES
INSIDE-OUT
SERVICE PERSPECTIVES
Open System
Community
Social Value
Social Innovation
Transformation
10

11. Service Design & Management Lab.
Serves 2018
2. Future
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12. Service Design & Management Lab.
12

13. Service Design & Management Lab.
13

14. Service Design & Management Lab.
Serves 2018
3. Milan!
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15. Service Design & Management Lab.

16. Service Design & Management Lab.

17. Service Design & Management Lab.

18. Service Design & Management Lab.

19. Service Design & Management Lab.
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