2. Theoretical Review
2.1. Service and Service-Dominant Logic
2.2. Concept of Service Design
3. Distinctive Nature of Service Design Methodology
3.1. Creative Problem-Solving Process: Design Thinking
3.2. Ultimate Goal: User Experience Value
3.3. Practical Research Method: Participatory Design
3.4. Scope of Key Research: Interaction between Users and Providers
4. Characteristics of the Service Design Process
5. Proposal of the Problem-Solving Service Design Platform Model
Conflicts of Interest
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|Goods-Dominant Logic||Service-Dominant Logic|
|Service refers to additional or other activities aside from products, and is considered to be counterproductive||Service value is amplified when, from the customer’s point of view, service-user experience increases|
|Management Consulting||Division||Service Design|
|Company-centered||Focus||Balance between company and customers|
|Obtaining a competitive edge through selecting and concentrating on business resources and improving efficiency||Point of view||Discovering customers’ potential needs and stakeholders’ desires / Standardization|
|5Forces Model (Porter, 1979)|
3C analysis (Ohmae, 2005)
BPR (Davenport, 1990)
6 Sigma (Harry, 1987)
|Tools||Customer observation, storyboard, persona, customer journey map, service blueprint, etc.|
|Logical Thinking||Way of thinking||Design Thinking|
|Report (need for additional development to conduct application)||Result||Visualized report (instantly applicable result)|
|Product Design||Division||Service Design|
|Possible to check visually||Visibility||Impossible to check visually|
|Users’ perspective (experience, usability)||Perspective||From the perspective of the user/provider/community|
|Physical goods, including products||Target||Broad range, including service/system/institution|
|Design that focuses on visual representation||Expression method||Design that focuses on emotional experience|
|Logical Thinking||Division||Design Thinking|
|Popular (issue)||Problem origin||Fundamental (human)|
|Division||Model (Company)||STEP 1||STEP 2||STEP 3||STEP 4||STEP 5|
|Author summary||British Standards||Business development||Service design development||Assistance for providing service||Service operation and optimization|
|Spirit of Creation||Discovery||Generation||Synthesis||Enterprise|
|Framework for PSS design for manufacturing firms||Conceptual design||Validation & release|
|Innovative product advanced service systems framework||Embodiment design||Validation & release|
|Haber & Fargnoli, 2017 ||Customization framework for road-mapping PS integration||Embodiment design||Validation & release|
|Business model design methodology for innovative PSSs||Conceptual design||Embodiment design||Validation & release|
|Systematic design framework for PSS||Conceptual design||Validation & release|
|Methodology for PSS development||Embodiment design|
|Canvas business model framework||Conceptual design||Embodiment design||Validation & release|
|Practical design framework||Conceptual design|
|Generic competitive process framework||Conceptual design||Validation & release|
|PSS design exploration process||Validation & release|
|Kansei engineered PSS model||Conceptual design||Embodiment design||Validation & release|
|Flexible PSS design framework||Conceptual design||Validation & release|
|Integrated PSS model||Validation & release|
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