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This paper aims to develop and apply a service design method that allows for stronger recognition and integration of human activities into the front-end stages of the service design process.

Following a discussion of different service design perspectives and activity theory, the paper develops a method called activity-set mapping (ActS). ActS is applied to an exploratory service design project to demonstrate its use.

Three broad perspectives on service design are suggested: (1) the dyadic interaction, (2) the systemic interaction and (3) the customer activity perspectives. The ActS method draws on the latter perspective and focuses on the study of human activity sets. The application of ActS shows that the method can help identify and visualize sets of activities.

The ActS method opens new avenues for service design by zooming in on the micro level and capturing the set of activities linked to a desired goal achievement. However, the method is limited to activities reported by research participants and may exclude unconscious activities. Further research is needed to validate and refine the method.

The ActS method will help service designers explore activities in which humans engage to achieve a desired goal/end state.

The concept of “human activity set” is new to service research and opens analytical opportunities for service design. The ActS method contributes a visualization tool for identifying activity sets and uncovering the benefits, sacrifices and frequency of activities.

The purpose of this paper is to examine how the development and experimentation with a designer-assisted and collaborative concept-creating approach can provide new insights into the emergent field of service innovations.

The paper were independent researcher with no commercial interests in the method investigated. The paper adopted qualitative methodology informed by 12 innovation workshop series among three Norwegian service companies, followed up by formative validation of the three years constructional and experimental period.

The workshops introduced tangible tools and produced large numbers of innovation ideas, some of which were exploited. Participants internalized partially service design-terms and tools. The experimentation contributed to a common language among participants. Weaknesses included not explicitly addressing managerial learning and organization-internal issues.

New innovation interventions in the often fuzzy front-end should be validated to accumulate insights and allow changes.

The paper offer a managerial framework for improving innovation experimentation among corporate employees and specialists. This will help companies understand service design impact on innovation by delineating key managerial components and limitations from broad business perspective.

Relationships influenced the construction and conduct of the innovation experiments, and consequently who were influenced by the experiment in the companies. To evaluate whom to include in the workshops and whom to represent by proxy innovation networks should be analyzed.

This study reports one of very few appraisals of design-assisted service innovation interventions through process observations and follow-up field interviews, including interviews after the finalizing of field experiments. The paper offer frameworks and critical issues for fuzzy-end innovation practice and research.

This study proposes to discuss an up‐to‐date framework for service design as a means‐end tool for modeling, designing, and developing the service systems (e‐service) which can fulfil (semi‐)automated value co‐production between the service providers and the customers in a service. In order to achieve the goal of service innovation, this study raises concerns regarding how an innovative e‐service can be a systematic service process according to the proposed service design framework. However, the framework takes into account a novel service classification and individual criteria.

This study addresses an intelligent service design using design science. According to the proposed framework, the service systems (e‐services) are implemented by simulation. In this study, either service classification or the counterparts of service performance measures emerged from the ecological symbiosis perspective through analytic and synthetic methods. The proposed service design framework defines two dimensions – continuity of co‐production and mutual adaptability – characterized by the process of exchanging service/benefit and building relationship (i.e. partnership) involved within a service. The framework indicated how the interactions and the service/benefit exchange between the service provider and the consumer can work in a service process. The aim is to build a partnership by the service participants due to mutual adaptability in adapting to the counterpart of service (i.e. the service provider or the customer).

Comparing with traditional service classification and service design, a more positive niche in systematic service innovation was established than before. According to the synthetic methodology, this study classifies the six categories of service based on ecological symbiosis perspectives. Examining individual service performance is derived from a set of criteria of species performance measures in ecological mutualism including proximate response, evolved dependence, and ultimate response. The service systems comply with the characteristics and criteria in the framework to demonstrate the sets of methodology for innovative service design.

This study has yielded findings on both managerial insight on service innovation and the impact of service system design.

The value of the framework is demonstrated through the diverse service systems. For example, digital content, interior design, or mobile phone design is characterized by service participants who embody knowledge‐intensive attributes when engaged in their service process. In order to further complete a novel framework for service design, the question of evaluation that arises concerns the extent of ensuring the necessary service performance.

Nowadays manufacturers companies are increasingly compelled to navigate towards servitization. Different methods and approaches were proposed in literature to support them to switch from traditional product-based business model to product service systems (PSSs). However, new knowledge, capabilities and skills were needed to consistently develop PSSs, since they need a joint focus on both customer’s perspective and company’s internal performance and at the same time a proper support for the integration of product and service design. The purpose of this paper is to propose the Product Service System Lean Design Methodology (PSSLDM), a structured methodology to develop PSSs along their entire lifecycle.

Retrieving concepts from interpretative, interactive and system development research traditions, and strongly reminding the design research methodology framework, the adopted research methodology is composed of three main phases (observation and conceptualization, theory building and tool development, validation) and involved three heterogeneous companies.

This paper provides an overview of the PSSLDM, explaining how the different methods supporting its conduction should contribute to properly design an integrated PSS. Moreover, companies highlighted several benefits in the different stages along the PSS lifecycle deriving by the adoption of the PSSLDM.

The development of a platform based on the PSSLDM methodology raises a discussion on the possible changes needed by current Product Lifecycle Management (PLM) models and systems when they have to do with PSSs.

The PSSLDM enriches the already proposed SErvice Engineering Methodology, introducing new several components linked by lean rules in each of its phases (starting from customer analysis, going through solution concept and detailed design, until the offering analysis) and better supprting the deatil design of both prodcut and service components.

This research approaches human resource management (HRM) as a service and aims to develop and test a process for improving perceived HRM service quality.

A three-step process was developed by incorporating concepts and tools from service design approach. Based on the literature, it was hypothesized that applying this process could improve perception of HRM service quality, perceived HRM service value, level of leader–member exchanges along with perceived organizational support, role clarity and role ambiguity. A case study was conducted and these variables were measured and compared, before and after testing the process for a test group and a control group within an organization.

The main findings suggest the effectiveness of the presented process in improving the perceived HRM service quality and social exchanges (in terms of perceived organizational support and leader–member exchanges), while reducing role conflict and role ambiguity in employees and supervisors.

In a general sense, the obtained result implies that leveraging holistic and collaborative service design tools and concepts in (re)designing internal services, such as HRM, could improve perception of quality in organizational services, which in turn may lead to several important benefits for organizations, particularly in terms of HRM as per the context of this study.

This paper demonstrates development of an employee-centered method by borrowing from service design concepts and tools, to improve the perception of HRM service quality.

This study aims to theorise and empirically investigate how vulnerable users suffering from cognitive impairments can be involved in service design.

The data were collected through an ongoing field study following the processes of designing new forms of dementia care. The data consist of document studies, observations and interviews with actors involved in the service design process.

The findings demonstrate how the involvement of vulnerable users with cognitive impairment in service design requires the ability to manoeuvre users' “fractured reflexivity”. The design process was found to be constrained and enabled by three interrelated features: cognitive aspects, social aspects and representativeness.

This paper provides insight into concrete ways of involving vulnerable user groups in service design. The introduced concept – fractured reflexivity – may create awareness of how the involvement of users with cognitive impairment can be difficult but is also valuable, providing a means to rethink what may enable involvement and how to manage the constraints.

Although design processes rely on reflexivity, there is limited research addressing how reflexivity capacity differs among actors. The authors contribute by exploring how fractured reflexivity may aid the analysis and understandings of intertwined issues related to the involvement of users with cognitive impairment. Therefore, this study initiates research on how service design entails enactments of different modes of reflexivity. The paper concludes with directions for future research avenues on service design and reflexivity modes.

This study aims to investigate whether the antecedents of co-creation influence braggart word-of-mouth (WoM) in a participative leisure context, theorising the concept of co-created food well-being and highlighting implications for interactive experience co-design.

A sequential mixed-method approach was used to test a theoretical model; 25 in-depth interviews with cooking class participants were conducted, followed by a post-experience survey (n = 575).

Qualitative results suggest braggart WoM is rooted in active consumer participation in co-designing leisure experiences. The structural model confirms that participation in value co-creating activities (i.e. co-design, customer-to-customer (C2C) interaction), alongside perceived support from service providers, increases consumer perceptions of co-creation and stimulates braggart WoM. Degree of co-creation and support from peers mediate some relationships.

Limited by cross-sectional data from one experiential consumption format, the results nevertheless demonstrate the role of active participation in co-design and C2C interactions during value co-creation. This implies that co-created and co-designed leisure experiences can intensify post-consumption behaviours and potentially enhance food well-being.

The results highlight that integrating customer participation into service design, while also developing opportunities for peer support on-site, can stimulate braggart WoM.

Extends burgeoning literature on co-creation and co-design in leisure services. By encouraging active customer participation while providing support and facilitating C2C interactions, service providers can enhance value co-creation, influencing customer experiences and food well-being. Accordingly, the concept of co-created food well-being is introduced.

This paper aims to develop a framework of QFD (quality function deployment)‐based logistics service design to integrate the HOQ (house of quality) technique and modular logic to help in designing logistics services with high quality and a large service variety.

Based on a literature review, a conceptual research framework is built integrating the QFD method and modular logic together. A case study is used to illustrate a real application in logistics service design of the third‐party logistics (3PL) provider.

The results show that QFD and modularity used simultaneously as design principles can ensure service design quality at three layers (service, process, activity) in the modular logistics service platform.

This paper provides multi‐disciplinary insights for both industry and academics on how QFD/HOQ and modular logic can be integrated to systematically translate customer requirements into logistics service designs.

The framework proposed is directed to show how, at the operational level, the service providers can transform customer requirements to customer value with modular services and develop new service modules more quickly for new customers that have not been served before.

The resulting framework combining QFD philosophy and modular logic, particularly integrating three‐level HOQs paralleled with three layers in the modular service platform, adds knowledge in the research on service design, operations management and marketing.

The aim of this work is to provide an initial picture of how some design agencies are contributing toward a paradigm shift and how they are developing in the future to better inform design policies and interdisciplinary work. There is a general agreement that the current government and public sector structure and modes of operation need radical transformation. In this scenario, a shift from New Public Management towards New Public Governance paradigm has been auspicated. Design has attracted attention as a potential approach to support this transformation, but research into Service Design, as well as discussions on its future development, for public sector innovation is limited. This paper is an exploratory study into the individual work of seven representative UK design agencies operating for and within the public sector.

The paper reviews literature on public sector reform and innovation to inform comparative studies of contemporary design agencies working for public sector reform. Interviews with seven designers from NHS Institute for Innovation and Improvement, Participle, Innovation Unit, Uscreates, Collaborative Change, Futuregov and Snook are conducted to review their perceived role for public sector reform, their design approaches, exemplar projects and main challenges.

Emerging design strategies for Public Sector reform are: a collaborative design approach that considers all stakeholders as equal co-creators of public value; operating at different complementary levels to aim at systemic change; designing from the inside out (innovation culture) and outside in (market change). These different strategies imply the development of possible different business models. Existing creative tensions appear between embedding and outsourcing strategies, acting as facilitators vs designers, developing both designing and service delivery roles.

This paper is based on a limited sample of design agencies, and it is not a systematic study into the impact of their design work, which should be the object of a following study.

This paper brings Service Design practice into public sector innovation debate to inform future interdisciplinary research and innovation policies. It positions existing design innovation strategies within the wider picture of public sector reform to support a more informed design practice.

Few studies have looked at the UK design agencies for public sector innovation and discussed their possible future developments. This paper provides an original and holistic description of design for public sector innovation with considerations on how it should be interpreted when developing supporting innovation and design policies.