Review of Service Design Methods - Peter J Wild

http://www.peterjwild.org/papers/I15.6.pdf

Review of Service Design Methods

Version 0.5

Peter J Wild

This report should be cited as: Wild, P.J. (2007) Review of Service Design Approaches. IPAS

Deliverable I15.6 Report, University of Cambridge, Cambridge.

Minor updates undertaken in June 2009

Abstract

A number of authors have written explicitly about methods for the design of

services (e.g. Alonso-Rasgado et al. 2004b, Morelli 2006b); there are modelling

approaches developed that are explicitly associated with services (Polonsky and

Garma 2006, Shostack 1982); and others have adapted and merged existing

approaches such as personas into a service design approach (Parker and Heapy 2006).

This report surveys a number of such methods / methodologies for the design of

services.

In section 2, we present a number of service-design ‘approaches.’ We cover the

Service Blueprinting and work on approaches such as Functional Products (Alonso-

Rasgado and Thompson 2007, Alonso-Rasgado et al. 2004b), Product Service

Systems (McAloone 2006, Morelli 2006a); and Journey to the Interface (Parker and

Heapy 2006).

After this in section 3, we consider how a number of service design methodologies

compare against different stages of the V model.

Finally, in section 5 we report on a number of miscellaneous issues, such as

Allmendinger and Lombreglia’s notion of Smart Services (2005); Hollins’ guidance

on service design (Hollins 2006), and some consideration of the organisational factors

that support service development (de Jong and Vermeulen 2003, Edgett 1994).