An Integrative Design Framework for New Service Development

Springer International Publishing
Publication Type:
Conference Proceeding
Proceedings of the ASSRI 2013 Conference - Service Research and Innovation, 2014, 177 pp. 44 - 58
Issue Date:
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Service innovation is focused on customer value creation. At its core, customer-centric service innovation in an increasingly digital world is technology-enabled, human-centered, and process-oriented. This requires a cross-disciplinary, holistic approach to new service design and development (NSD). This paper defines a service strategy-aligned integrative design framework for NSD. It correlates the underlying theories and principles of disparate but interrelated aspects of service design thinking: service strategy, concept, design, experience and architecture into a coherent framework for NSD, consistent with the brand value. Application of the framework to NSD is envisioned to be iterative and holistic, accentuated on continuous organizational and customer learning. The preliminary frameworks efficacy is illustrated using a simplified telecom case example.
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