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An Integrative Design Framework for New Service Development

Conference paper
Part of the Lecture Notes in Business Information Processing book series (LNBIP, volume 177)

Abstract

Service innovation is focused on customer value creation. At its core, customer-centric service innovation in an increasingly digital world is technology-enabled, human-centered, and process-oriented. This requires a cross-disciplinary, holistic approach to new service design and development (NSD). This paper proposes a new service strategy-aligned integrative design framework for NSD. It correlates the underlying theories and principles of disparate but interrelated aspects of service design thinking: service strategy, concept, design, experience and architecture into a coherent framework for NSD, consistent with the service brand value. Application of the framework to NSD is envisioned to be iterative and holistic, accentuated on continuous organizational and customer learning. The preliminary framework’s efficacy is illustrated using a simplified telecom case example.

Keywords

Service concept Service design Service architecture Customer experience New service development Service innovation 

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Copyright information

© Springer International Publishing Switzerland 2014

Authors and Affiliations

  1. 1.Faculty of Engineering and ITUniversity of TechnologySydneyAustralia

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