Service Design and Service Evaluation: Challenges and Future Directions

  • Francesca FoglieniEmail author
  • Beatrice Villari
  • Stefano Maffei
Part of the SpringerBriefs in Applied Sciences and Technology book series (BRIEFSAPPLSCIENCES)


In response to challenging contemporary transformations that inevitably affect both the public and the business sectors, service design is increasingly acquiring a dominant role. Nonetheless, the debate about how to measure its actual contribution in triggering changes, and innovation to the largest extent, is still on the cutting-edge. What we argue in this chapter is that including the evaluation of services and service solutions into the service design practice, as extensively discussed in this book, can contribute to determine the value of service design itself as an effective and profitable approach that generates a positive impact within organizations. This enables an interpretation of the possible levels of adoption of evaluation in service design, from situations where it is not included at all, up to become a strategy fully embedded into the service design process. To support such levels of integration new competencies are required for service design professionals, to set up the evaluation strategy and to eventually conduct the evaluation research when professional evaluators cannot be included in the project. To conclude, some open issues are explored concerning how these issues can influence the evolution of the discipline and future challenges posed to service designers.


Service design Service evaluation Service design evaluation Service value Design value Service design value Adoption of evaluation Service design competencies Evaluation competencies 


  1. Andreassen TW, Kristensson P, Lervik-Olsen L, Parasuraman A, McColl-Kennedy JR, Edvardsson B, Colurcio M (2016) Linking service design to value creation and service research. J Serv Manage 27(1):21–29CrossRefGoogle Scholar
  2. Bason C (2010) Leading public sector innovation: co-creating for a better society. Policy Press, BristolCrossRefGoogle Scholar
  3. Bason C (2014) Design for policy. Gower Publishing, AldershotGoogle Scholar
  4. Bezzi C (2007) Cos’è la valutazione. Un’introduzione ai concetti, le parole chiave e i problemi metodologici. Franco Angeli, MilanoGoogle Scholar
  5. Bezzi C (2010) Il nuovo disegno della ricerca valutativa. Franco Angeli, MilanoGoogle Scholar
  6. Boland R, Collopy F (eds) (2009) Managing as designing. Stanford University Press, StanfordGoogle Scholar
  7. Borja de Mozota B (2002) Design and competitive edge: a model for design management excellence in European SMEs. Des Manage J 2(1):88–103Google Scholar
  8. Borja de Mozota B (2011) Design strategic value revisited: a dynamic theory for design as organizational function. In: Cooper R, Junginger S, Lockwood T (eds) The handbook of design management. Berg Publishers, Oxford, pp 276–293Google Scholar
  9. Buchanan C, Junginger S, Terrey N (2017) Service design in policy making. In: Sangiorgi D, Prendiville A (eds) Designing for service: key issues and new directions. Bloomsbury, London, pp 183–198Google Scholar
  10. Darzentas J, Darzentas J (2014) Systems thinking in design: service design and self-services. FORMakademisk 7(4):1–18CrossRefGoogle Scholar
  11. Design Council (2015) The design economy; the value of design to the UK. Available via Design Council. Accessed 3 June 2017
  12. European Commission (2009) Design as a driver of user-centred innovation. Accessed 30 May 2017
  13. European Commission (2013) Implementing an action plan for design-driven innovation. Accessed 30 May 2017
  14. Holmlid S, Wetter-Edman K, Edvardsson B (2017) Breaking free from NSD: design and service beyond new service development. In: Sangiorgi D, Prendiville A (eds) Designing for service: key issues and new directions. Bloomsbury, London, pp 95–104Google Scholar
  15. Junginger S (2009) Design in the organization: parts and wholes. Des Res J 2(9):23–29Google Scholar
  16. Junginger S (2013) Design and innovation in the public sector: matters of design in policy making and policy implementation. In: Proceedings of the 10th European academy of design conference, Gothenburg University, Gothenburg, 17–19 Apr 2013Google Scholar
  17. Kimbell L (2015) Applying design approaches to policy making: discovering Policy Lab. Accessed 21 May 2017
  18. Kimbell L (2016) Design in the time of policy problems. In: Proceedings of DRS 2016, Brighton, 27–30 June 2016Google Scholar
  19. Kimbell L, Blomberg J (2017) The object of service design. In: Sangiorgi D, Prendiville A (eds) Designing for service: key issues and new directions. Bloomsbury, London, pp 106–120Google Scholar
  20. Kootstra GL (2009) The incorporation of design management in today’s business practices. Accessed 1 June 2017
  21. Kouprie M, Sleeswijk Visser F (2009) A framework for empathy in design: stepping into and out of the user’s life. J Eng Des 20(5):437–448CrossRefGoogle Scholar
  22. Lievesley M, Yee J (2012) Valuing service design: lessons from SROI. In: Proceedings of DRS 2012, Bangkok, 1–4 Jul 2012Google Scholar
  23. Løvlie L, Downs C, Reason B (2008) Bottom-line experiences: measuring the value of design in service. Des Manag Rev 19(1):73–79Google Scholar
  24. Madano Partnership (2012) Scoping study on service design. Available via Design Council. Accessed 18 Sept 2016
  25. Manschot M, Sleeswijk Visser F (2011) Experience-value: a framework for determining values in service design approaches. In: Proceedings of IASDR 2011, Delft, 31 Oct–4 Nov 2011Google Scholar
  26. Manzini E (2014) Design and policies for collaborative services. In: Bason C (ed) Design for policy. Gower Publishing, Farnham, pp 103–112Google Scholar
  27. McNabola A, Moseley J, Reed B, Bisgaard T, Jossiasen AD, Melander C, Whicher A, Hytönen J, Schultz O (2013) Design for public good. Available via Design Council. Accessed 15 May 2017
  28. Meroni A, Sangiorgi D (2011) Design for services. Gower Publishing, SurreyGoogle Scholar
  29. Micheli P (2014) Leading business by design: why and how business leaders invest in design. Available via Design Council. Accessed 3 June 2017
  30. Michlewski K (2015) Design attitude. Gower Publishing, FarnhamGoogle Scholar
  31. Morelli N, Tollestrup C (2006) New representation techniques for designing in a systematic perspective. In: Proceedings of the 8th international conference on engineering and product design education, Salzburg, 7–8 Sept 2006Google Scholar
  32. Moritz S (2005) Service design. Practical access to an evolving field. Available via Accessed 2 Feb 2016
  33. Mortati M, Villari B (2016) Design capabilities and business innovation. In: DeFilippi R, Rieple A, Wikström P (eds) International perspectives on business innovation. Edward Elgar Publishing, Northampton, pp 256–275Google Scholar
  34. Mortati M, Villari B, Maffei S (2014) Design capabilities for value creation. In: Proceedings of the 19th DMI: Academic design management conference, London, 2–4 Sept 2014Google Scholar
  35. Moultrie J, Livesey F (2009) International design scoreboard: initial indicators of international design capabilities. Accessed 3 Oct 2015
  36. Napier P (2015) Design facilitation: training the designer of today. In: Proceedings of cumulus conference, Milan, 3–7 June 2015Google Scholar
  37. New S, Kimbell L (2013) Chimps, designers, consultants and empathy: a “Theory of Mind” for service design. In: Proceedings of the 2nd Cambridge academic design management conference, Cambridge, 4–5 Sept 2013Google Scholar
  38. Palumbo M (2001) Il processo di valutazione. Decidere, programmare, valutare. Franco Angeli, MilanoGoogle Scholar
  39. Ramlau U, Melander C (2004) In Denmark, design tops the agenda. Des Manage Rev 15(4):48–54CrossRefGoogle Scholar
  40. Reason B, Løvlie L, Brand FLuM (2016) Service design for business: a practical guide to optimizing the customer experience. Wiley, New YorkGoogle Scholar
  41. Rossi PH, Freeman HE, Lipsey MW (2004) Evaluation. A systematic approach, 7th edn. Sage, Thousand OaksGoogle Scholar
  42. Shaw IF, Greene JC, Melvin MM (2006) The Sage handbook of evaluation. Sage, LondonCrossRefGoogle Scholar
  43. Stickdorn M, Schneider J (2010) This is service design thinking. BIS Publishers, AmsterdamGoogle Scholar
  44. Tan L (2012) Understanding the different roles of the designer in design for social good. A study of design methodology in the DOTT 07 (Designs of the Time 2007) Projects. Dissertation, Northumbria UniversityGoogle Scholar
  45. Thomson M, Koskinen T (2012) Design for growth and prosperity. Accessed 17 Mar 2017
  46. Villari B (2012) Design per il territorio. Un approccio community centred. FrancoAngeli, MilanoGoogle Scholar
  47. Weick KE, Sutcliffe KM, Obstfeld D (2005) Organizing and the process of sensemaking. Organ Sci 16(4):409–421CrossRefGoogle Scholar
  48. Westcott et al (2013) The DMI design value scorecard: a new design measurement and management model. Des Manage Rev 23(4):10–16CrossRefGoogle Scholar
  49. Wetter-Edman K (2014) Design for service. A framework for articulating designers’ contribution as interpreter of users’ experience. University of Gothenburg, GothenburbGoogle Scholar

Copyright information

© The Author(s) 2018

Authors and Affiliations

  • Francesca Foglieni
    • 1
    Email author
  • Beatrice Villari
    • 1
  • Stefano Maffei
    • 1
  1. 1.Department of DesignPolitecnico di MilanoMilanItaly

Personalised recommendations