Service Design as an Approach to Implement the Value Cocreation

Perspective in New Service Development

Summary

Service design 
Is the activity of planning and organizing a business's resources (people, props, and
processes) in order to?
1- Directly improve the employee's experience,
2- Indirectly, the customer's experience
Service Design also relies on user-centered methods and creative tools for different
innovation activities and purposes. The object of Service Design spans service interfaces and
Experiences service contexts and systems and organizational changes aggregated this existing
Service Design approach to compare it with a service logic in terms of the concepts of actors,
resources, contexts, service systems, participation, and experiences. A notable exception is the
early description of Service Design approaches to innovating services in science- and
technology-based enterprises illustrated how designers contributed to service concept
development and stakeholder cohesiveness and collaboration during the fuzzy front end of
NSD processes, using the “AT-ONE” method (actors, touchpoints, offerings, needs, and
experiences). Service Design leadership approaches facilitated interdisciplinary contributions
to NSD, strategically guiding organizations. The organizational qualities Service Design
facilitated closely related to innovation capabilities like customer linked service sensing and
creating service-oriented.

Informing
Informing” relates to Service Design activities for developing service concepts based on
users’ contextual and holistic experiences. This Service Design role related to the “design”
phase of
NSD processes. Many Service Design activities in the studied cases supported managers’
creating and communicating service concepts. For example, designers’ ethnographic and
empathic research provided users’ contextual and personal experiences while their
visualization of the whole user experience journey across different channels or services
offered a holistic perspective on service systems. Inform service concepts and support
concept communication with evidence.
. Communicating service concepts to internal stakeholders
. Getting buy-in from internal stakeholders
. Securing senior management support

Specifying
Refers to Service Design activities that convert conceptual service ideas into operational
details needed to implement the service. This Service Design role linked to the
“development” phase of NSD processes, where managers focus on service design and testing.
Scpecify service system actors and resources for the defined service experience
. Identifying actors and getting them on board for service development
. Defining service system resources
. Communicating service specification internally

Activating
Concerns Service Design activities for preparing physical/online resources and human actors
to make up the service system. This Service Design role corresponded to the “development”
phase of NSD processes. Activating put into operational physical resource and mobilize
actors.
. Drawing stakeholder’s commitment to project development
. Deploying marketing resources
. Training frontline staff
. Initially launching services

Sustaining
While “sustaining” relates to Service Design activities for supporting service management
and capability building, this role corresponded to the “full-launch” phase of NSD processes.
Sustaining support service management and build organizational capabilities
. Measuring the impact of services
. Improving service functions and processes
. Adopting user-centric approaches and methods in innovation practice
New Service Design process connects organizations’ managerial practices to value cocreation
in a systematic way. Todays if look around everything becoming systematic, it’s not just for
organization as well as for the employees and customers who connect with organization. I
have an example of Pak Suzuki Motors our organization just not maximization profits, they
are looking for employee’s satisfaction via technical training, medical and many more and as
well for their customers like if a customer buy the new vehicle then company giving an extra
free service like first free inspection, second free inspection. Because organization want to
connect with the customer and make profitable relationship for a long time. NSD focuses on
organization to make himself according to the customer requirements.
NSD activities categorized in four simplified phases:
Design is about formulating service concepts and generating ideas
Analysis includes business analysis and project authorization.
Development relates to designing service processes and systems,
Full launch includes full-scale launch and postlaunch review.

Value Cocreation
Value is jointly created by providers and customers through interactions and determined by
customers in their consumption process. According to Gro¨nroos and Gummerus (2014), a
value (co)creation mechanism consists of provider sphere, joint sphere, and customer sphere.
In the provider sphere, companies produce resources (e.g., goods, facilities, activities, or
personnel) and processes for value propositions, serving as a creator of expected value-in-use.
In the customer sphere, customers lead the value determination processes by integrating their
own resources (e.g., time, money, knowledge, motivations, skills, or actions) with the
company’s value proposition (Edvardsson et al. 2014; Gro¨nroos and Voima 2013).
Accordingly, to integrate customers’ value-in-use into NSD, recent studies investigate
cocreation strategies to proactively involve customers in innovation practices for example,
address social media/ technologies’ contributions to proactively incorporating customers’
opinions into the innovation process.

Contextual and holistic: - Is the nature of trust past, present and future on which company
promises to deliver valuable service to customers, should they choose to buy their product.
Codesign: - Organization research and develop to design a product which fulfill the
customers’ requirements in better way. The co-design workshop is very much customer-
focused as opposed to just process-focused.

Prototyping: - Organization make sure to take test on initial products before to reach at the
market and final user, it minimizes the time and cost for organization and also the product
quality.

Human and meaning-centered

When organization shift focusses from technology of products to the experiences and values
of the people via services that will be affected by the service design solution.

Cocreation and inclusive

Cocreation basically provides a space for participants and jointly partnership by different
actors. Its inclusive in its methods with a goal of identifying the user of the future context of
use.

Transformative and betterment-oriented

It considers different aspects of long-term impact of the service design solution across
organizational, environmental and societal systems.

Emerging and experimental

Problem and solution of service design practice are emerged together via service design
process that has structured and characterized by ambiguity.

Explicative and experientially explicit

Visual representations are important elements of service design as they bring solidity to the
multiple levels of service consideration. Visualizations are characterized through various
tools. They are important for prototyping but are important for other design phases as well.

Holistic and contextual

Service design is a systematic and take a wide-ranging perspective when approaching
problem solving, it uses context difficulty as a resource in designing expressive solution.