Design for Value Co-Creation: Exploring Synergies Between Design for Service and Service Logic

Abstract

This paper aims to bridge recent work on Service Logic with practice and research in the Design for Service to explore\ud whether and how human-centered collaborative design approaches could provide a source for interpreting existing service\ud systems and proposing new ones and thus realize a Service Logic in organizations. A comparison is made of existing theoretical\ud backgrounds and frameworks from Service Logic and Design for Service studies that conceptualize core concepts for value\ud co-creation: actors, resources, resource integration, service systems, participation, context, and experience.\ud We find that Service Logic provides a framework for understanding service systems in action by focusing on how actors\ud integrate resources to co-create value for themselves and others, whereas Design for Service provides an approach and tools to\ud explore current service systems as a context to imagine future service systems and how innovation may develop as a result of\ud reconfigurations of resources and actors. Design for Service also provides approaches, competences, and tools that enable\ud involved actors to participate in and be a part of the service system redesign. Design for value co-creation is presented using this\ud model.\ud The paper builds on and extends the Service Logic research first by repositioning service design from a phase of development\ud to Design for Service as an approach to service innovation, centered on understanding and engaging with customers’ own\ud value-creating practices. Second, it builds on and extends through discussing the meaning of value co-creation and identifying\ud and distinguishing collaborative approaches for the generation of new resource constellations. In doing so, the collaborative\ud approaches allow for achieving value co-creation in designing

Co-designing with relationships in mind

“…Enabling solutions cannot be designed directly, thus environmental interventions may support individuals to come together, bringing their competencies and skills towards relational encounters. This is in line with the concept of 'design for service' (Kimbell, 2011;Meroni & Sangiorgi, 2011;Wetter-Edman et al, 2014), which is the 'design [of] conditions for certain forms of interactions and relationships to happen' (Meroni & Sangiorgi, 2011, p. 10). Designing for services (Kimbell, 2011) may involve 'an exploratory, constructivist approach to design, proposing and creating new kinds of value relation [emphasis added] within a socio-material configuration involving diverse actors, including people, technologies and artefacts ' (p. 42).…”

Service Research Priorities in a Rapidly Changing Context

“…Service design has significantly expanded in the recent past, as evidenced by the multiple articles on the subject (e.g., Mager and Sung 2011;Patrício et al 2011;Wetter-Edman et al 2014;Zomerdijk and Voss 2009). Service design represents a human-centered, creative, iterative approach to the creation of new services (Blomkvist, Holmlid, and Segelström 2010) that incorporates multiple contributions from service marketing, operations, and information technology, all integrated through design-based methods and tools (Patrício and Fisk 2013 In the new technology-enabled service context, customers increasingly create their own experiences in a more dynamic and autonomous way (#2).…”

Identifying Key Components of Services in Healthcare in the Context of out-Patient in Norway

“…In service dominant logic (Chandler and Vargo, 2011), interactions hidden from customers are not considered in value co-creation (Wetter-Edman et al, 2014). However, those interactions can affect the customers' service experience.…”