Investigating Prototyping Practices of Service Designers from a Service Logic Perspective
2011 (English)Conference paper (Other academic)
The view of the nature of services has changed with the introduction of the service dominant logic. An important part of the logic is that services create value-in-use for customers. Customer-focused disciplines such as many design disciplines have a history of working with prototyping to understand the value-in-use. The service design discipline has a similar approach to the development of services. Based on previous research a framework of perspectives on service prototyping is presented which can be used to understand the prototyping approach utilised by designers. Then, using four of the suggested foundational premises of the service dominant logic this paper examines some of the ways prototyping can support the understanding and development of value propositions. The analysis shows that prototypes and the development and testing of them with customers and users can be seen as a tool for making sure that the value propositions offered by the companies are right, as well as exploring the customer’s role as a co-creator of value. The prototyping framework can be used to practically manifest the service-dominant logic in the development of service prototypes.
Place, publisher, year, edition, pages
service design, prototyping
Design Human Computer Interaction
IdentifiersURN: urn:nbn:se:liu:diva-80367OAI: oai:DiVA.org:liu-80367DiVA: diva2:546609
Nordic Academy of Management conference, NFF 2011, August 20-24, Stockholm, Sweden