A look at how the focus of research areas related to service design have shifted over time and are moving toward an embodied, participatory approach to transforming complex service systems that focuses on institutional change.

1. AssumedComplexity
lowhigh
Orientation to Change
low high
Converging Areas of Research
@josinavink
Defining Service Design
amid Converging Areas
of Research
Josina Vink, Experio Lab & Karlstad University

2. AssumedComplexity
lowhigh
Orientation to Change
low high
Converging Areas of Research
@josinavink
Participatory
Design
Institutional
Theory
Service
Design
Design
Thinking
!
Service
Research
Systems
Thinking
Service
Innovation
1990

3. AssumedComplexity
lowhigh
Orientation to Change
low high
Converging Areas of Research
@josinavink
1992
Participatory
Design
Institutional
Theory
Systems
Thinking
Service
InnovationService
Research
Design
Thinking
!
Service
Design
emergence of
the ”new design
agenda”
discussion of
services as a
sector
part of conversation
on new product
development
emphasis on
modeling,
archetypes,
& the mess

4. AssumedComplexity
lowhigh
Orientation to Change
low high
Converging Areas of Research
@josinavink
1994
Participatory
Design
Institutional
Theory
Systems
Thinking
Service
InnovationService
Research
Design
Thinking
!
Service
Design
emphasis on
design as a
cognitive style

5. AssumedComplexity
lowhigh
Orientation to Change
low high
Converging Areas of Research
@josinavink
1996
Participatory
Design
Institutional
Theory
Systems
Thinking
Service
InnovationService
Research
Design
Thinking
!
Service
Design
continued
discussion
on power,
participation
& process
shifting away
from emphasis on
isomorphism

6. AssumedComplexity
lowhigh
Orientation to Change
low high
Converging Areas of Research
@josinavink
1998
Participatory
Design
Institutional
Theory
Systems
Thinking
Service
InnovationService
Research
Design
Thinking
!
Service
Design
mostly discussing
the design of
services
rise of the institutional
entrepreneur

7. AssumedComplexity
lowhigh
Orientation to Change
low high
Converging Areas of Research
@josinavink
2000
Participatory
Design
Institutional
Theory
Systems
Thinking
Service
Innovation
Service
Research
Design
Thinking
!
Service
Design
service design
is a growing
profession
recognition
that service
innovation is
different

8. AssumedComplexity
lowhigh
Orientation to Change
low high
Converging Areas of Research
@josinavink
2002
Participatory
Design
Institutional
Theory
Systems
Thinking
Service
Innovation
Service
Research
Design
Thinking
!
Service
Design
discussion
about whole
systems

9. AssumedComplexity
lowhigh
Orientation to Change
low high
Converging Areas of Research
@josinavink
2004
Participatory
Design
Institutional
Theory
Systems
Thinking
Service
InnovationService
Research Design
Thinking
!
Service
Design
emergence of
service science
& service-
dominant logic

10. AssumedComplexity
lowhigh
Orientation to Change
low high
Converging Areas of Research
@josinavink
2006
Participatory
Design
Institutional
Theory
Systems
Thinking
Service
InnovationService
Research Design
Thinking
!
Service
Design
focus on
institutional
work
integration into
management
discourse

11. AssumedComplexity
lowhigh
Orientation to Change
low high
Converging Areas of Research
@josinavink
2008
Participatory
Design
Institutional
Theory
Systems
Thinking
Service
Innovation
Service
Research
Design
Thinking
!
Service
Design
focus on
methods and
demensions of
service design

12. AssumedComplexity
lowhigh
Orientation to Change
low high
Converging Areas of Research
@josinavink
2010
Participatory
Design
Institutional
Theory
Systems
Thinking
Service
Innovation
Service
Research
Design
Thinking
!
Service
Design
the ”peak”
of design
thinking
the rise of co-design
& emphasis on
social innovation

13. AssumedComplexity
lowhigh
Orientation to Change
low high
Converging Areas of Research
@josinavink
2012
Participatory
Design
Institutional
Theory
Systems
Thinking
Service
Innovation
Service
Research
Design
Thinking
!Service
Design
growth of
systemic
design
identification
of design for
service
resurgence of
an embodied
approach to design

14. AssumedComplexity
lowhigh
Orientation to Change
low high
Converging Areas of Research
@josinavink
2014
Participatory
Design
Institutional
Theory
Systems
Thinking
Service
Innovation
Service
Research
Design
Thinking
!Service
Design
growing recognition
of the importance of
institutions
emphasis on
innovation &
public services
growth of
integrative
perspective
on innovation

15. AssumedComplexity
lowhigh
Orientation to Change
low high
Converging Areas of Research
@josinavink
2016
Participatory
Design
Institutional
Theory
Systems
Thinking
Service
Innovation
Service
Research
Design
Thinking
!
Service
Design
innovation
happens
through
institutional
change
large interest in
transformative
service research
era of
participation

16. AssumedComplexity
lowhigh
Orientation to Change
low high
Converging Areas of Research
@josinavink
2016
Participatory
Design
Institutional
Theory
Systems
Thinking
Service
Innovation
Service
Research
Design
Thinking
!
Service
Design

17. AssumedComplexity
lowhigh
Orientation to Change
low high
Converging Areas of Research
@josinavink
Shifts Over Time
20161990
Participatory
Design
Institutional
Theory
Systems
Thinking
Service
Innovation
Service
Research
Design
Thinking
Service
Design
services as a sector
integrative perspective emphasis
on co-creation & institution
new product
development
service innovation through
institutional change
isomorphism institutional work
system archetypes and
understanding the mess
systemic design
power, participation & process era of participation
design as a cognitive style situated, embodied approach
design of services
re-design of complex service
systems for innovation

18. AssumedComplexity
lowhigh
Orientation to Change
low high
Converging Areas of Research
@josinavink
2016
Participatory
Design
Institutional
Theory
Systems
Thinking
Service
Innovation
Service
Research
Design
Thinking
!
Service
Design
Is there convergence around an emboddied, participatory approach
to transforming complex service systems that focuses on institutional
change?
institutional
change
situated,
embodied
approach
complexity
in service
ecosystems
participation
of diverse
actors

19. AssumedComplexity
lowhigh
Orientation to Change
low high
Converging Areas of Research
@josinavink
2016
Participatory
Design
Institutional
Theory
Systems
Thinking
Service
Innovation
Service
Research
Design
Thinking
!
Service
Design
What can service design learn from other areas of research to help refine
its approach? How can service design contribute to other discussions?

20. AssumedComplexity
lowhigh
Orientation to Change
low high
Converging Areas of Research
@josinavink
Against this backdrop, I am thinking about service design as
re-designing institutions in service ecosystems.
It enables service innovation by creating the conditions for novel
forms of value co-creation through the shaping institutions.
It`s about engaged diverse actors within the service ecosystem in
leveraging an embodied and situtated approach to co-design.
It`s about recognizing that we are not seperate from, but
embedded within the complex service ecosystems we seek to
change.
Its means designing the rules of the game, while playing it.
Service
Design

21. AssumedComplexity
lowhigh
Orientation to Change
low high
Converging Areas of Research
@josinavink
Questions?