Designing for Service

Daniela Sangiorgi is Associate Professor at the Politecnico di Milano, Italy. Alison Prendiville is Senior Researcher for the Design School at London College of Communication, UK.

1. Introduction
by Daniela Sangiorgi and Alison Prendiville
1.1 A short introduction to Service Design
1.2 Evolution of the concepts of ‘design’ and ‘service’
1.3 Service design impact and contribution to service development and implementation
1.4 Interest for and application of Design skills and approaches by non-designers
1.5 Development of boundary areas
1.6 The structure of the book

SECTION I The Lay of the Land in Designing for Service
2. Expanding (Service) Design Spaces
by Daniela Sangiorgi, Alison Prendiville and Jeyon Jung
2.1 Complementary perspectives on design-led service innovation
2.1.1 A stages-process understanding of Service Design
2.1.2 An outcome perspective on Service Design
2.1.3 A practice perspective on Service Design
2.2 Expanding Service Design spaces
2.2.1 Before Design
2.2.2 During Design
2.2.3 After Design
2.3 Discussion

3. Designing vs. Designers: How Organizational Design Narratives Shift the Focus from Designers to Designing
by Sabine Junginger and Stuart Bailey
3.1 Introduction
3.2 Narratives in Design and Design Narratives for Organizations
3.3 Organizational Design Narratives as Enablers for Organizational Learning
3.3.1 Designers versus designing
3.4 Role and Function of an Organizational Design Narrative
3.4.1 What does an Organizational Design Narrative look like? Three Examples
3.5 Summary and Conclusion

4. Designing for Interdependence, Participation and Emergence in Complex Service Systems
by Daniela Sangiorgi, Lia Patricio and Raymond Fisk
4.1 The increasing complexity of the service context
4.2 Evolution of Service Design - more actors, more interdependencies, and less control
4.3 Emerging Service Design strategies and principles
4.3.1 Design and Interdependence
4.3.2 Design and Participation
4.3.3 Design and Emergence
4.4 Discussion

5. Specialist Service Design Consulting: The end of the beginning, or the beginning of the end?
by Eva-Maria Kirchberger and Bruce S. Tether
5.1 Introduction
5.2 The end of the beginning?: Engine’s Big Break: The Dubai Airport Project
5.3 The beginning of the end? The ‘Big Beasts’ of Management Consulting close in on Service Design
5.4 What Next for the Independent, Specialist Service Design Consultants?

SECTION II Contemporary Discourses and Influence in Designing for Service
6. The object of service design
by Lucy Kimbell and Jeanette Blomberg
6.1 Introduction
6.2 A platform to surface the complexities
6.3 Three perspectives on the object of Service Design
6.3.1 The service encounter
6.3.2 The value co-creating system
6.3.3 The socio-material configuration
6.4 Implications for design
6.4.1 Cosmologies
6.4.2 Accountabilities
6.4.3 Temporalities
6.4.4 Politics
6.4.5 Expertise
6.5 Conclusion

7. Breaking free from NSD: Design and service beyond new service development
by Stefan Holmlid, Katarina Wetter-Edman and Bo Edvardsson
7.1 Introduction
7.2 The Limits of New Service Development
7.3 Opening up to a service logic
7.3.1 Exploring existing configurations of resource integration
7.3.2 Reconfiguring constellations of resource integration
7.3.3 Implications for designing and service
7.4 Beyond the limitations

8. Designing on the spikes of injustice: representation and co-design
by Katie Collins, Mary Rose Cook and Joanna Choukeir
8.1 What is representation?
8.2 Participation in service design
8.3 Entwining strands
8.4 Whose participation is it anyway?
8.5 Conclusions

9. Co-design, organisational creativity and quality improvement in the healthcare sector: ‘designerly’ or ‘design-like’?
Glenn Robert and Alastair S. Macdonald
9.1 Introduction
9.2 The healthcare sector
9.2.1 Development and local implementation
9.2.2 Quality Improvement (QI) in healthcare
9.3 The Service Design perspective
9.3.1 Publics and infrastructuring
9.4 Healthcare Quality Improvement & Design-based approaches
9.4.1 Case study 1
9.4.2 Case study 2
9.5 Bridging the divide: infrastructuring to release organisational creativity and improve service quality
9.6 Organisational creativity
9.7 Designerly or design-like?
9.8. Conclusions

SECTION III Designing for Service in Public and Social Spaces
10. Service Design and the Edge Effect
by Robert Young and Laura Warwick
10.1 Introduction
10.2 The state of the VCS
10.3 The fragmentary ascendency of design
10.4 Exposure to design to support the Paradigm
10.5 Continuous engagement with design to support the Paradigm
10.6 The design of infrastructure to support the Paradigm
10.7 Conclusion

11. Service Design as a sensemaking activity: Insights from low-income communities in Latin America
by Carla Cipolla and Javier Reynoso
11.1 Social innovations and indigenous services in low-income communities
11.2 Interpretative framework: indigenous services, cultural values, and sensemaking
11.2.1 Sensemaking analysis: Local culture (Level 1)
11.2.2 Sensemaking analysis: Indigenous solution (Level 2)
11.3 Interpretative framework application: Examples from Brazil and Mexico
11.4 Brazil
11.4.1 Context: favelas in Rio de Janeiro
11.4.2 Favela Orgânica
11.4.3 Analysis: Local culture (Level 1)
11.4.4 Analysis: Indigenous solution (Level 2)
11.4.5 Service development and operation
11.4.6 Socio-cultural qualities of the service
11.5 Mexico
11.5.1 Context: Indigenous groups in Mexico
11.5.2 Case: Red Indígena de Turismo de México (RITA)
11.5.3 Analysis: Local culture (Level 1)
11.5.4 Analysis: Indigenous solution (level 2)
11.5.5 Developing and operating the service
11.5.6 Socio-cultural qualities of the service
11.6 Conclusions

12. The Social Innovation Journey. Emerging challenges in Service Design for the incubation of social innovation
by Anna Meroni, Marta Corubolo and Matteo Bartolomeo
12.1 Design for services and for social innovation
12.2 Service Design when it comes to incubating and scaling social innovation
12.2.1 Scaling means increasing the capacity of a social innovation to be self-sustainable and make an impact
12.2.2 A consistent body of knowledge
12.2.3 The Social Innovation Journey
12.2.4 The contribution of Service Design
12.3 Social innovation in the Milanese context
12.3.1 Social innovations are dependent on their context and promoters
12.3.2 Social innovations are relational, collaborative, multi-stakeholder and adaptive services
12.3.3 Social innovations are entrepreneurial, conflicting and diversified ventures
12.4 Discussion

13. Service Design in Policy Making
by Camilla Buchanan, Sabine Junginger and Nina Terrey
13.1 Growing interest in Service Design from policy makers
13.2 Service Design methods in policy making
13.3 Key contributions of Service Design to policy making
13.4 Examples from Australia, the UK and Germany
13.5 Key groups driving using Service Design in policy making
13.6 The need for service designers to understand policy making processes
13.7 Challenges for service designers in policy making
13.8 New ethical questions for Service Design
13.9 Conclusion

SECTION IV _ Designing for Service, Shifting Economies, Emerging Markets
14. The potential of Service Design as a route to product-service systems
by Tracy Bhamra, Andrew T. Walters and James Moultrie
14.1 Introduction
14.1.1 Product Service Systems
14.1.2 Why is PSS increasingly important for manufacturing companies?
14.2 Serviceability: designing for service and extending life
14.3 Services beyond the product
14.4 Service as a business model
14.5 Rising to the Challenge

15. Service Design and the Emergence of a Second Economy
by Jeanette Blomberg and Susan Stucky
15.1 Introduction
15.2 The Digital Workforce
15.3 The Autonomous Car
15.4 Knowability, Visibility, and Materiality of the Second Economy
15.4.1 Knowability
15.4.2 Visibility
15.4.3 Materiality
15.5 Designing Digitally-enabled Services

16. Making sense of Data through Service Design - opportunities and reflections
Alison Prendiville, Ian Gwilt and Val Mitchell
16.1 Introduction
16.2 Notions of data
16.3 Sense Making: translation, visualisation and personalisation
16.3.1 Translation
16.3.2 Visualisation
16.3.3 Personalisation
16.3.4 How does the interaction between Service Design and data effect stakeholders?
16.4 Conclusion

17. Beyond collaborative services: Service Design for sharing and collaboration as a matter of commons and infrastructuring
Anna Seravalli and Mette Agger Eriksen
17.1 Introduction
17.2 How Service Design relates to sharing and collaboration
17.2.1 Sharing and collaboration beyond social innovation
17.2.2 Makerspaces as sharing-based collaborative services
17.3 Commons as a framework for articulating sharing and collaboration
17.3.1 Commons as a framework
17.3.2 Fabriken as a commons
17.3.3 Dealing with openness, asymmetry and non-consensus in commons
17.4 Infrastructuring as a way of understanding co-designing for and in the sharing and collaboration
17.4.1 Overview of infrastructuring
17.4.2 Infrastructuring in Fabriken: a distributed agenda but yet a crucial role for the designer
17.5 Conclusion

18. CONCLUSIONS
Daniela Sangiorgi and Alison Prendiville

Bibliography
Index