Paper NO.22: Design-Driven Service Innovation â€“ A Method to Change the Meaning of a Service
Design-Driven Service Innovation â€“ A Method to Change the Meaning of a Service
Masanao Takeyama, Kahoru Tsukui, Hiroshi Yamaguchi, Kanako Matsuo
This research develops a method called design-driven service innovation (DDSI) by incorporating the approach of design-driven innovation (Verganti 2009) into service design for promoting the radical innovation in the meaning of a service. In particular, it provides a guideline to reframe the context in which a targeted service is used, and also techniques to explore the new meaning of the service by blending the primary context of service usage with different contexts that satisfy the essential property of key interpreterâ€™s unique vision. By demonstrating how the method facilitates the process of design-driven innovation, thispaper clarifies the benefits ofÂ focusing on the meaning and context of a service for service design and innovation.