Print Email Facebook Twitter Design at the Service Factory Title Design at the Service Factory Author Lleras, S.H. Contributor Badke-Schaub, P. (mentor) Secomandi, F. (mentor) Faculty Industrial Design Engineering Department Product Innovation Management Programme Master of Science Strategic Product Design Date 2011-08-31 Abstract The present research is about a case study of a project held in the Service Science Factory, an initiative of the Maastricht University School of Business and Economics for developing new service concepts. The objective of the research was to explore the contribution of design to service concept development. The analysis focused on exploring the role of design for understanding customer value and considering it for the service offer. For fulfilling this aim, the project emphasised in analysing the methods coming from service design that were used through the case study. In particular, the analysed methods were performed during the first three stages of the design process (discover, define and develop). The case study was the ‘Kokkerelli and the Kids University for Cooking’ project, an initiative for educating children about food and healthy habits. During eight weeks academics, professionals and students in fields related to design and marketing, got together to design a virtual platform for children to learn online through an entertaining online offer. During the research, data was gathered mainly through participant observation in the project. Furthermore, the results from observation were also complemented with the perceptions of the team members collected through interviews and focus groups performed during and at the end of the project. These last two methods enriched the information and helped to get a better understanding of the relationships in practice between different disciplines for service development. The review of literature intended to cover different perspectives in the development of services. Responding to a limited amount of research in service design (due to the newness of the discipline), the review also considered literature from service innovation and service science. The relationships established between different academic perspectives through the literature review helped to create a theoretical structure that became a base for understanding the results of the practical study. The structure covered theories linked to the service concept and the notions of value co-creation and the perceptions of interaction value (the last two especially related to the Service Dominant Logic). The results present a contribution to understanding the relationships in practice between business and design disciplines for service development, covering not only analysis of the design process, but also different perspectives of the benefits and limitations of service design methods. More specifically, conclusions were made with regards to the contribution of service design in defining the service concept (i.e. defining value propositions, customer experiences and touchpoint integration), and the practical implications for the collaboration of service design in a multidisciplinary team for service development (i.e. for approaching user groups, facilitating iteration and idea generation and dealing with different processes of analysis and synthesis of data). Subject Service DesignService ConceptDesign MethodsService To reference this document use: http://resolver.tudelft.nl/uuid:d9018f09-6950-4a16-894d-119cfd0c0269 Access restriction Campus only Part of collection Student theses Document type master thesis Rights (c) 2011 Lleras, S.H.