تعداد نشریات | 161 |
تعداد شمارهها | 6,573 |
تعداد مقالات | 71,037 |
تعداد مشاهده مقاله | 125,523,800 |
تعداد دریافت فایل اصل مقاله | 98,783,894 |
Integrating Design Thinking in Service Design Process: A Conceptual Review | ||
Journal of Design Thinking | ||
مقاله 4، دوره 2، شماره 1، شهریور 2021، صفحه 23-36 اصل مقاله (404.1 K) | ||
نوع مقاله: Original Article | ||
شناسه دیجیتال (DOI): 10.22059/jdt.2021.314271.1051 | ||
نویسندگان | ||
Tapish Panwar* 1؛ Kalim Khan2 | ||
1Assistant Professor, Rizvi Institute of Management Studies and Research, Mumbai, India. | ||
2Professor, Rizvi Institute of Management Studies and Research, Mumbai, India. | ||
چکیده | ||
This paper is based on a theoretical approach to service design, Design Thinking and the integration between the two concepts. The evolution of the traditional service design process was argued and its limitations critically examined. Furthermore, the adoption of Design Thinking in the service design process was discussed so that it helps organizations overcome the existing limitations in service design. This was aided graphically by comparing the differences and similarities between the service design process, with and without the Design Thinking approach. It was argued that Design Thinking has the ability to plug gaps in traditional service design methods due to its human-centric core and co-design shell. This paper shall help service designers and managers decide on the adoption of Design Thinking for service design process based on the slated arguments. Finally, a set of organizational challenges that may influence the application of Design Thinking were listed for managers to be cognizant of while trying to integrate Design Thinking in their existing service design process. | ||
کلیدواژهها | ||
Design Thinking؛ Service Design؛ Collaborative Design؛ Prototypes؛ Decision Making؛ Co-design | ||
مراجع | ||
Alam, I. (2002). An exploratory investigation of user involvement in new service development. Journal of the Academy of Marketing Science, 30(3), p. 250-261. Alves, R., & Nunes, N. (2013). Towards a Taxonomy of Service Design Methods and Tools. In J. Cunha, M. Snene, & H. Nóvoa, IESS 2013, LNBIP, p. 215–229. Belin-Heidelberg: Springer-Verlag. Arnott, D. (2006). Cognitive biases and decision support systems development: Aa design science approach. Information Systems Journal, 16(1), p. 55-78. Bazjanac, V. (1974). Architectural design theory: Models of the design process. Basic questions of design theory, 3(1), p. 20. Binder, T., Brandt, E., & Gregory, J. (2008). Editorial: Design participation(-s). Co-Design, 4(1), p. 1-3. Bitner, M. J., Ostrom, A. L., & Morgan, F. N. (2008). Service Blueprinting: A Practical Technique for Service Innovation. California Management Review, 50 (3), p. 66-95. Blomkvist, J., & Holmlid, S. (2010). Service Prototyping According to Service Design Practitioners. Conference Proceedings; ServDes. 2010, p. 1-11. Linkoping, Sweden. Blomkvist, J., Holmlid, S., & Segelström, F. (2010). Service design research: Yesterday, today and tomorrow. In M. Stickdorn, & J. Schneider, This is service design thinking, p. 308-315. Amsterdam: BIS Publishers. Bottani, E., & Rizzi, A. (2006). Strategic management of logistics service: a fuzzy QFD approach. International Journal of Production Economics, 103(2), p. 585-599. Buchenau, M., & Fulton, S. J. (2000). Experience prototyping. DIS ‘00: Proceedings of the 3rd conference on Designing interactive systems, p. 424-433. New York City: ACM. Burns, C., Cottam, H., Vanstone, C., & Winhall, J. (2006). RED Paper 02. London: Design Council. Integrating Design Thinking in Service Design Process: A Conceptual Review JDT, Vol. 2, No. 1, June 2021 33 Caldwell, R. (2003). Change leaders and change managers: different or complementary? Leadership and Organization Development Journal, 24(5), p. 285-293. Camacho, M. (2018). An Integrative Model of Design Thinking. 21st DMI: Academic Design Management Conference. London: Next Wave. Carlgren, L., Elmquist, M., & & Rauth, I. (2017). The Challenges of Using Design Thinking in Industry – Experiences from Five Large Firms. Creativity and Innovation Management, 25(3), p. 344-362. Clack, L., & Ellison, R. (2019). Innovation in Service Design Thinking. In M. A. Pfannstiel, & C. Rasche, Service Design and Service Thinking in Healthcare and Hospital Management, p. 84-93. Switzerland: Springer Nature. Congram, C., & Epelman, M. (1995). How to describe your service: an invitation to the structured analysis and design technique? Journal of Service Management, 6(2), p. 6-23. Dam, R., & Siang, T. (2020). What is Design Thinking and Why Is It So Popular? Retrieved from Interaction Design - IDEO: https://designthinking.ideo.com/resources/what-is-design-thinking-and-whyis-it-so-popular Diana, C., Pacenti, E., & Tassi, R. (2009). Dethinking Service, Rethinking Design. Nordic Conference on Service Design and Service Innovation, November. Oslo: ServDes. Edman, K. (2011). Service Design - a conceptualization of an emerging practice. Gothenburg: University of Gothenburg. Edvardsson, B., Gustafsson, A., Sande´n, B., & Johnson, M. D. (2000). New Service Development and Innovation in the New Economy. Lund, Sweden: Studentlitteratur. First Round. (2020). How Design Thinking Transformed Airbnb from a Failing Startup to a Billion Dollar Business. Retrieved from First Round: https://firstround.com/review/How-design-thinking-transformedAirbnb-from-failing-startup-to-billion-dollar-business/ Gagliardi, P. (1986). The Creation and Change of Organizational Cultures: A Conceptual Framework. Organization Studies, 7(2), p. 117-134. Geum, Y., Seol, H., & Lee, S. P. (2009). Application of fault tree analysis to the service process: service tree analysis approach. Journal of Service Management, 20(4), p. 433-454. Gloppen, J. (2009). Perspectives on Design Leadership and Design Thinking. Design Management Journal, 4(1), p. 33-47. Goldschmidt, G. (2003). The Backtalk of Self-Generated Sketches. Design Issues. 19(1), p. 72-88. Greenberg, S., Carpendale, S., Marquardt, N., & Buxton, B. (2012). The narrative storyboard: telling a story about use and context over time. Interactions, 19(1), p. 64–69. Grove, S. j., & Fisk, R. P. (1992). The Service Experience as Theater. In J. J. Sherry, & B. Sternthal, NAAdvances in Consumer Research, Vol. 19, p. 455-461. FL: The Association for Consumer Research. Gruber, M., De Leon, N., George, G., & Thompson, P. (2015). Managing by design. Academy of Management Journal, 58(1), p. 1-7. Hanington, B. (2003). Methods in the making: A perspective on the state of human research in design. Design Issues, 19(4), p. 9-18. Heinonen, K., & Medberg, G. (2018). Netnography as a tool for understanding customers: implications for service research and practice. Journal of Services Marketing, 32(6), p. 657–679. Integrating Design Thinking in Service Design Process: A Conceptual Review JDT, Vol. 2, No. 1, June 2021 34 Holmlid, S. (2009). Participative, co-operative, emancipatory: From participatory design to service design. DeThinking Service Re- Thinking Design: First Nordic Conference on Service Design and Service innovation. Oslo: ServDes. Johansson-Skoldberg, U., Woodilla, J., & Çetinkaya, M. (2013). Design Thinking: Past, Present and Possible Futures. Creativity and Innovation Management, 22(2), p. 121-147. Junginger, S. (2011). The Chile miner rescue - a human-centered design reflection. Paper presented at the The Endless End. The 9th International European Academy of Design, Porto: EAD9. Kankainen, A., Vaajakallio, K., Kantola, V., & Mattelmäki, T. (2012). Storytelling Group – a co-design method for service design. Behavior & Information Technology, 31(3), p. 221-230. Kim, S., Myers, C., & Lisa, A. (2017). Healthcare providers can use design thinking to improve patient experience. Harvard Business Review, p. 1-5. Kimbell, L. (2009). The turn to service design. In G. Julier, & L. Moor, Design and Creativity: Policy, Management and Practice, p. 157-173. Oxford: Berg. Kotler, P., Keller, K., Koshy, A., & Jha, M. (2013). Marketing Management, 14e. New Delhi: Dorling Kinderlsey (India). Krippendorff, K. (2006). The semantic turn: a new foundation for design. Boca Raton, FL.: CRC Press. Kujala, S. (2003). User involvement: A review of the benefits and challenges. Behavior and Information Technology, 22(1), p. 1-16. Leonard, D., & Rayport, J. F. (1997). Spark innovation through empathic design. Harvard Business Review, 75(6), p. 102-113. Liedtka, J. (2017). Evaluating the Impact of Design Thinking in Action. Charlottesville, US: University of Virginia. Lin, Y., & Pekkarinen, S. (2011). QFD-based modular logistics service design. Journal of Business & Industrial Marketing, p. 344-356. Lockwood, T. (2010). Design thinking: Integrating innovation, customer experience, and brand value. New York, NY: Allworth Press. Lovelock, C. (1983). Classifying Services to Gain Strategic Marketing Insights. Journal of Marketing (Summer), 47(1), p. 9-20. Lovlie, L., Downs, C., & Reason, B. (2008). Bottom-line experiences: measuring the value of design in service. Design Management Review, 19(1), p. 72-79. Mascio, R. (2007). A method to evaluate service delivery process quality. International Journal of Service Industry Management, 18(4), p. 418-442. Miettinen, S., Rontti, S., Kuure, E., & Lindstrom, A. (2012). Realizing design thinking through a service design process and an innovative prototyping laboratory – Introducing Service Innovation Corner (SINCO), p. 1–13. Bangkok: Innovation Corner (SINCO). Norman, D. (2013). The design of everyday things: revised and expanded edition. New York: Basic Books. Omachonu, V. K., & Einspruch, N. G. (2010). Innovation in healthcare delivery systems: A conceptual framework. The Innovation Journal: The Public Sector Innovation Journal, 15(1), p. 1-20. Ostrom, A., Bitner, M. J., Brown, S., Burkhard, K., Goul, M., & Smith-Daniels, V. (2010). Moving forward and making a difference: research priorities for the science of service. Journal of Service Research, 13(4), p. 4-35. Integrating Design Thinking in Service Design Process: A Conceptual Review JDT, Vol. 2, No. 1, June 2021 35 Parasuraman, A., Zeithaml, V., & Berry, L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64(1), p. 12-41. Patnaik, D., & Mortensen, P. (2009). Wired to Care. Upper Saddle River, N.J: FT Press. Puga-Leal, R., & Pereira, Z. (2007). Process capability in services. International Journal of Quality & Reliability Management, 24(8), p. 800-812. Pullman, M., & Moore, W. (1999). Optimal service design: integrating marketing and operations perspectives. International Journal of Service Industry Management, 10(2), p. 239-261. Rittel, H., & Webber, M. (1973). Planning problems are wicked. Polity, 4(1), p. 155-169. Sampson, S. E. (2012). Visualizing Service Operations. Journal of Service Research, 15 (2), p. 182-198. Sanders. (2002). From user-centered to participatory design approaches. In J. Frascara, Design and the social sciences: Making connections, p. 1-8. London: Taylor & Francis. Sanders, E., & Stappers, P. (2008). Co-creation and the new landscapes of design. Co-Design, 4(1), p. 5-18. Sangiorgi, D., & Pacenti, E. (2008). Emerging practices of Service Design driven innovation. Service Design Network Conference, Amsterdam: Service Design Network. Shostack, G. (1984). Design services that deliver. Harvard Business Review, 62(1), p. 133-1399. Shostack, G. L. (1982). How to Design a Service? European Journal of Marketing, 16(1), p. 49-63. Silvestro, R., & Silvestro, C. (2003). New service design in the NHS: an evaluation of the strategic alignment of NHS Direct. International Journal of Operations & Production Management, 23(4), p. 401-417. Sleeswijk, V., Stappers, P., Lugt, V. d., & Sanders, E. B. (2005). Context mapping: Experiences from practice. CoDesign, 1(2), p. 119-149. Steen, M., Manschot, M., & De Koning, N. (2011). Benefits of Co-design in Service Design Projects. International Journal of Design, 5(2), p. 53-60. Stickdorn, M. (2010). 5 principles of service design thinking. In M. S. Schneider, This is service design thinking, p. 24-45. Amsterdam: BIS Publishers. Stone, B. (2017). The Upstarts: How Uber, Airbnb, and the Killer Companies of the New Silicon Valley Are Changing the World. Boston: Brown and Company. Teixeira, J. G., Patrı´cio, L., Huang, K.-H., Fisk, R. P., No´brega, L., & Constantine, L. (2017). The MINDS Method: Integrating Management and Interaction Design Perspectives for Service Design. Journal of Service Research, 20(3), p. 240-258. Trompenaars, F., & Woolliams, P. (2002). A new framework for managing change across cultures. Journal of Change Management, 3(4), p. 361-375. Tschimmel, K. (2012). Design Thinking as an effective Toolkit for Innovation. Proceedings of the XXIII ISPIM Conference: Action for Innovation: Innovating from Experience. Barcelona: ISPIM. Vargo, S. L., & Lusch, R. F. (2004). Evolving to a New Dominant Logic for Marketing. Journal of Marketing, 68(1), p. 1-17. Zeithaml, V., & Bitner, M. (2003). Service Development and Design. In V. Zeithaml, & M. Bitner, Services Marketing 3e, p. 219-232. New York: The McGraw-Hill. Zeithaml, V., Bitner, M., & Gremler, D. (2012). Services Marketing 6e. New York: McGraw Hill. Integrating Design Thinking in Service Design Process: A Conceptual Review JDT, Vol. 2, No. 1, June 2021 36 Zeithaml, V., Parsuraman, A., & Berry, L. L. (1985). Problems and Strategies in Services Marketing. Journal of Marketing, 49(1), p. 33-46 | ||
آمار تعداد مشاهده مقاله: 1,319 تعداد دریافت فایل اصل مقاله: 1,515 |