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. Introductionby Daniela Sangiorgi and Alison Prendiville1.1 A short introduction to Service Design1.2 Evolution of the concepts of ‘design’ and ‘service’1.3 Service design impact and contribution to service development and implementation1.4 Interest for and application of Design skills and approaches by non-designers1.5 Development of boundary areas1.6 The structure of the bookSECTION I The Lay of the Land in Designing for Service2. Expanding (Service) Design Spacesby Daniela Sangiorgi, Alison Prendiville and Jeyon Jung2.1 Complementary perspectives on design-led service innovation2.1.1 A stages-process understanding of Service Design2.1.2 An outcome perspective on Service Design2.1.3 A practice perspective on Service Design2.2 Expanding Service Design spaces2.2.1 Before Design2.2.2 During Design2.2.3 After Design2.3 Discussion3. Designing vs. Designers: How Organizational Design Narratives Shift the Focus from Designers to Designingby Sabine Junginger and Stuart Bailey3.1 Introduction3.2 Narratives in Design and Design Narratives for Organizations3.3 Organizational Design Narratives as Enablers for Organizational Learning3.3.1 Designers versus designing3.4 Role and Function of an Organizational Design Narrative3.4.1 What does an Organizational Design Narrative look like? Three Examples3.5 Summary and Conclusion4. Designing for Interdependence, Participation and Emergence in Complex Service Systemsby Daniela Sangiorgi, Lia Patricio and Raymond Fisk4.1 The increasing complexity of the service context4.2 Evolution of Service Design - more actors, more interdependencies, and less control4.3 Emerging Service Design strategies and principles4.3.1 Design and Interdependence4.3.2 Design and Participation4.3.3 Design and Emergence4.4 Discussion5. Specialist Service Design Consulting: The end of the beginning, or the beginning of the end?by Eva-Maria Kirchberger and Bruce S. Tether5.1 Introduction5.2 The end of the beginning?: Engine’s Big Break: The Dubai Airport Project5.3 The beginning of the end? The ‘Big Beasts’ of Management Consulting close in on Service Design5.4 What Next for the Independent, Specialist Service Design Consultants?SECTION II Contemporary Discourses and Influence in Designing for Service6. The object of service designby Lucy Kimbell and Jeanette Blomberg6.1 Introduction6.2 A platform to surface the complexities6.3 Three perspectives on the object of Service Design6.3.1 The service encounter6.3.2 The value co-creating system6.3.3 The socio-material configuration6.4 Implications for design6.4.1 Cosmologies6.4.2 Accountabilities6.4.3 Temporalities6.4.4 Politics6.4.5 Expertise6.5 Conclusion7. Breaking free from NSD: Design and service beyond new service developmentby Stefan Holmlid, Katarina Wetter-Edman and Bo Edvardsson7.1 Introduction7.2 The Limits of New Service Development7.3 Opening up to a service logic7.3.1 Exploring existing configurations of resource integration7.3.2 Reconfiguring constellations of resource integration7.3.3 Implications for designing and service7.4 Beyond the limitations8. Designing on the spikes of injustice: representation and co-designby Katie Collins, Mary Rose Cook and Joanna Choukeir8.1 What is representation?8.2 Participation in service design8.3 Entwining strands8.4 Whose participation is it anyway?8.5 Conclusions9. Co-design, organisational creativity and quality improvement in the healthcare sector: ‘designerly’ or ‘design-like’?Glenn Robert and Alastair S. Macdonald9.1 Introduction9.2 The healthcare sector9.2.1 Development and local implementation9.2.2 Quality Improvement (QI) in healthcare9.3 The Service Design perspective9.3.1 Publics and infrastructuring9.4 Healthcare Quality Improvement & Design-based approaches9.4.1 Case study 19.4.2 Case study 29.5 Bridging the divide: infrastructuring to release organisational creativity and improve service quality9.6 Organisational creativity9.7 Designerly or design-like?9.8. ConclusionsSECTION III Designing for Service in Public and Social Spaces10. Service Design and the Edge Effectby Robert Young and Laura Warwick10.1 Introduction10.2 The state of the VCS10.3 The fragmentary ascendency of design10.4 Exposure to design to support the Paradigm10.5 Continuous engagement with design to support the Paradigm10.6 The design of infrastructure to support the Paradigm10.7 Conclusion11. Service Design as a sensemaking activity: Insights from low-income communities in Latin Americaby Carla Cipolla and Javier Reynoso11.1 Social innovations and indigenous services in low-income communities11.2 Interpretative framework: indigenous services, cultural values, and sensemaking11.2.1 Sensemaking analysis: Local culture (Level 1)11.2.2 Sensemaking analysis: Indigenous solution (Level 2)11.3 Interpretative framework application: Examples from Brazil and Mexico11.4 Brazil11.4.1 Context: favelas in Rio de Janeiro11.4.2 Favela Orgânica11.4.3 Analysis: Local culture (Level 1)11.4.4 Analysis: Indigenous solution (Level 2)11.4.5 Service development and operation11.4.6 Socio-cultural qualities of the service11.5 Mexico11.5.1 Context: Indigenous groups in Mexico11.5.2 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 service11.5.6 Socio-cultural qualities of the service11.6 Conclusions12. The Social Innovation Journey. Emerging challenges in Service Design for the incubation of social innovationby Anna Meroni, Marta Corubolo and Matteo Bartolomeo12.1 Design for services and for social innovation12.2 Service Design when it comes to incubating and scaling social innovation12.2.1 Scaling means increasing the capacity of a social innovation to be self-sustainable and make an impact12.2.2 A consistent body of knowledge12.2.3 The Social Innovation Journey12.2.4 The contribution of Service Design12.3 Social innovation in the Milanese context12.3.1 Social innovations are dependent on their context and promoters12.3.2 Social innovations are relational, collaborative, multi-stakeholder and adaptive services12.3.3 Social innovations are entrepreneurial, conflicting and diversified ventures12.4 Discussion13. Service Design in Policy Makingby Camilla Buchanan, Sabine Junginger and Nina Terrey13.1 Growing interest in Service Design from policy makers13.2 Service Design methods in policy making13.3 Key contributions of Service Design to policy making13.4 Examples from Australia, the UK and Germany13.5 Key groups driving using Service Design in policy making13.6 The need for service designers to understand policy making processes13.7 Challenges for service designers in policy making13.8 New ethical questions for Service Design13.9 ConclusionSECTION IV _ Designing for Service, Shifting Economies, Emerging Markets14. The potential of Service Design as a route to product-service systemsby Tracy Bhamra, Andrew T. Walters and James Moultrie14.1 Introduction14.1.1 Product Service Systems14.1.2 Why is PSS increasingly important for manufacturing companies?14.2 Serviceability: designing for service and extending life14.3 Services beyond the product14.4 Service as a business model14.5 Rising to the Challenge15. Service Design and the Emergence of a Second Economyby Jeanette Blomberg and Susan Stucky15.1 Introduction15.2 The Digital Workforce15.3 The Autonomous Car15.4 Knowability, Visibility, and Materiality of the Second Economy15.4.1 Knowability15.4.2 Visibility15.4.3 Materiality15.5 Designing Digitally-enabled Services16. Making sense of Data through Service Design - opportunities and reflectionsAlison Prendiville, Ian Gwilt and Val Mitchell16.1 Introduction16.2 Notions of data16.3 Sense Making: translation, visualisation and personalisation16.3.1 Translation16.3.2 Visualisation16.3.3 Personalisation16.3.4 How does the interaction between Service Design and data effect stakeholders?16.4 Conclusion17. Beyond collaborative services: Service Design for sharing and collaboration as a matter of commons and infrastructuringAnna Seravalli and Mette Agger Eriksen17.1 Introduction17.2 How Service Design relates to sharing and collaboration17.2.1 Sharing and collaboration beyond social innovation17.2.2 Makerspaces as sharing-based collaborative services17.3 Commons as a framework for articulating sharing and collaboration17.3.1 Commons as a framework17.3.2 Fabriken as a commons17.3.3 Dealing with openness, asymmetry and non-consensus in commons17.4 Infrastructuring as a way of understanding co-designing for and in the sharing and collaboration17.4.1 Overview of infrastructuring17.4.2 Infrastructuring in Fabriken: a distributed agenda but yet a crucial role for the designer17.5 Conclusion18. CONCLUSIONSDaniela Sangiorgi and Alison PrendivilleBibliographyIndex

Few books are as timely as this one. Commercial and public sector interest in service design is growing rapidly, the impact of a service design approach is now well understood and many different forms of service design practice are emerging in different parts of the world. Daniela and Alison are two research practitioners who have been at the heart of many of these developments; in this book they both very generously share their perspectives and provide clear frameworks based on the insights of many other contributors.