Service-scape and whitespace: White space as structuring principle in service design
2007 (English)In: European Academy of Design conference, Dancing with disorder: Design, discourse disaster,2007, 2007Conference paper (Refereed)
In design a lot of attention is given the material design object. In the traditional rhetoric of design where function meets form, it is often instrumental functionality and the form of the material/content that is referred to.
In some design fields, such as graphic design, the material design object incorporates the white space, the space between the content. For graphics design white space has been appropriated as an important part of the design process, and can be used to as one factor to distinguish between genres of, e.g., newspapers. Implicitly graphic designers use white space to create readability, structure, as well as aesthetics to their designs.
In service design, a concept similar to white space have not been acknowledged and used as an aspect of design. Service design comprises a set of methods supporting the modelling of service experiences, such as service-scape, service portraits, service interface, etc. These focus on the content of the service experience, without especially highlighting the importance of white space for designers.
In this paper we suggest that white space can be used as a structuring principle in service design. We exemplify the concept and how white space is conveyed with service design modelling techniques.
The case, a package delivery service, has undergone a change process where some parts of the delivery chain have been pushed towards self service, and simultaneously transformed into a more mass-customized genre of service. Moreover, the contact with delivery personnel has been even more limited than it is today. The new package delivery service thus restructures white space of the service, and highlights design aspects of the service.
We conclude that white space can be used as a concept for service designers to use as a structuring principle in designing service experiences, and that the challenges for future research lie in finding relevant modelling and analytic techniques for designers to enable them to actively work with white space in their designs.
Place, publisher, year, edition, pages
förlag, sidor, service design, tjänstedesign, white space, counter form
IdentifiersURN: urn:nbn:se:liu:diva-37484Local ID: 36168OAI: oai:DiVA.org:liu-37484DiVA: diva2:258333