SERVICE DESIGN
THINKING

Innovation is one of the most important issues in business research today, as it is fundamental for sustainable business success. Innovation leads to improved consumer lives, through better quality products and services and lower prices, and to improved business performance, through transforming old as well as creating new markets. An increasing number of companies also recognize that moving to a service perspective provides additional value to customers, as the customer’s needs can be better emphasised and an improved solution perspective can be taken.

This leads companies to rethink their businesses processes. Often they soon recognize that standard product innovation processes do not fit the service innovation perspective. Hence, it is important for managers to familiarise themselves with service innovation processes and the respective tools to ensure their successful implementation. To realise this, the stream of service design helps by introducing a creative and sound approach to service innovation. It focuses on bringing together teams by providing a structured process. Additionally, service design thinking facilitates brainstorming and solution creation through various tools and methods. As a manager it is crucial to understand how these methods work and how they can be used to motivate employees, challenge different perspectives and work towards a new solution.