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).
Desde: