Understanding Service Design and Design Thinking Differences Between Research and Practice: An Empirical Study

2020 ◽  
pp. 259-272
Author(s):  
Ana Torres ◽  
Cátia Miranda
Keyword(s):  
Empirical Study ◽  
Design Thinking ◽  
Service Design ◽  
Research And Practice

A collaborative application of design thinking and Taguchi approach in restaurant service design for food wellbeing

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
G. Rejikumar ◽  
Asokan-Ajitha Aswathy ◽  
Ajay Jose ◽  
Mathew Sonia
Keyword(s):  
Food Industry ◽  
Design Thinking ◽  
Service Design ◽  
Service Research ◽  
Taguchi Approach ◽  
Simple Method ◽  
Content Type ◽  
Wellbeing Index ◽  
Food Movement ◽  
Practical Implications

PurposeInnovative restaurant service designs impart food wellbeing to diners. This research comprehends customer aspirations and concerns in a restaurant-dining experience to develop a service design that enhances the dining experience using the design thinking approach and evaluates its efficiency using the Taguchi method of robust design.Design/methodology/approachThe sequential incidence technique defines diners' needs, which, followed by brainstorming sessions, helped create multiple service designs with important attributes. Prototype narration, as a scenario, acted as the stimulus for evaluators to respond to the WHO-5 wellbeing index scale. Scenario-based Taguchi experiment with nine foodservice attributes in two levels and the wellbeing score as the response variable helped identify levels of critical factors that develop better FWB.FindingsThe study identified the best combination of factors and their preferred levels to maximize FWB in a restaurant. Food serving hygiene, followed by information about cuisine specification, and food movement in the restaurant, were important to FWB. The experiment revealed that hygiene perceptions are critical to FWB, and service designs have a significant role in it. Consumers prefer detailed information about the ingredients and recipe of the food they eat; being confident that there will be no unacceptable ingredients added to the food inspires their FWB.Research limitations/implicationsTheoretically, this study contributes to the growing body of literature on design thinking and transformative service research, especially in the food industry.Practical implicationsThis paper details a simple method to identify and evaluate important factors that optimize FWB in a restaurant. The proposed methodology will help service designers and technology experts devise settings that consider customer priorities and contribute to their experience.Originality/valueThis study helps to understand the application of design thinking and the Taguchi approach for creating robust service designs that optimize FWB.

scholarly journals From summative to developmental

2019 ◽  
Vol 27 (3) ◽  
pp. 241-248 ◽  
Author(s):  
Carolyn Steele Gray ◽  
James Shaw
Keyword(s):  
Integrated Care ◽  
Design Thinking ◽  
Complex Interventions ◽  
Service Design ◽  
Lessons Learned ◽  
Portal System ◽  
Contextual Influences ◽  
Content Type ◽  
Advantages And Disadvantages ◽  
Patient Reported

Purpose Models of integrated care are prime examples of complex interventions, incorporating multiple interacting components that work through varying mechanisms to impact numerous outcomes. The purpose of this paper is to explore summative, process and developmental approaches to evaluating complex interventions to determine how to best test this mess. Design/methodology/approach This viewpoint draws on the evaluation and complex intervention literatures to describe the advantages and disadvantages of different methods. The evaluation of the electronic patient reported outcomes (ePRO) mobile application and portal system is presented as an example of how to evaluate complex interventions with critical lessons learned from this ongoing study. Findings Although favored in the literature, summative and process evaluations rest on two problematic assumptions: it is possible to clearly identify stable mechanisms of action; and intervention fidelity can be maximized in order to control for contextual influences. Complex interventions continually adapt to local contexts, making stability and fidelity unlikely. Developmental evaluation, which is more conceptually aligned with service-design thinking, moves beyond these assumptions, emphasizing supportive adaptation to ensure meaningful adoption. Research limitations/implications Blended approaches that incorporate service-design thinking and rely more heavily on developmental strategies are essential for complex interventions. To maximize the benefit of this approach, three guiding principles are suggested: stress pragmatism over stringency; adopt an implementation lens; and use multi-disciplinary teams to run studies. Originality/value This viewpoint offers novel thinking on the debate around appropriate evaluation methodologies to be applied to complex interventions like models of integrated care.

scholarly journals A Framework for Systemic Design

2014 ◽  
Vol 7 (4) ◽  
Author(s):  
Alex Ryan
Keyword(s):  
Systems Thinking ◽  
Design Methodology ◽  
Design Thinking ◽  
Dynamic Environment ◽  
Service Design ◽  
Design Methods ◽  
Integrated Systems ◽  
Value Conflict ◽  
Systems Approaches ◽  
Systemic Design

As designers move upstream from traditional product and service design to engage with challenges characterised by complexity, uniqueness, value conflict, and ambiguity over objectives, they have increasingly integrated systems approaches into their practice. This synthesis of systems thinking with design thinking is forming a distinct new field of systemic design. This paper presents a framework for systemic design as a mindset, methodology, and set of methods that together enable teams to learn, innovate, and adapt to a complex and dynamic environment. We suggest that a systemic design mindset is inquiring, open, integrative, collaborative, and centred. We propose a systemic design methodology composed of six main activities: framing, formulating, generating, reflecting, inquiring, and facilitating. We view systemic design methods as a flexible and open-ended set of procedures for facilitating group collaboration that are both systemic and designerly.  

Design thinking in hospitality education and research

2019 ◽  
Vol 11 (4) ◽  
pp. 449-457
Author(s):  
Sudhanshu Bhushan
Keyword(s):  
Design Methodology ◽  
Design Thinking ◽  
Service Design ◽  
Basic Principles ◽  
Content Type ◽  
Hospitality Education ◽  
Disciplinary Problems ◽  
Research And Education ◽  
The One ◽  
Functional Areas

Purpose This paper aims to outline why design thinking is an engaging process and provide a methodical framework to approach complex, multi-disciplinary problems in ways that consistently yield solutions that are successful and often creative in unpredictable ways. It is a framework for thinking about complex, multidisciplinary problems and the one that applies to just about anything. Design/methodology/approach Service design is all about taking a service and making it meet the user and customer needs for that service. It can be used to improve an existing service or to create a new service from scratch. To adapt to service design, the designer will need to understand the basic principles of service design thinking and be able to focus on it. Findings This paper explores the possibilities for applying design thinking in the hospitality industry in general and hospitality education and research in particular. The functional areas of the hospitality profession are explored, evaluated and then integrated as a holistic design to provide coherence, connectivity and linkages. Originality/value The paper illustrates an application of design thinking to hospitality research and education.

Service Design

2012 ◽  
pp. 211-222
Author(s):  
Satu Miettinen
Keyword(s):  
Design Process ◽  
Design Thinking ◽  
Service Design ◽  
Design Methods ◽  
Point Of View ◽  
Human Interaction ◽  
Service Development ◽  
Service Needs ◽  
New Ideas ◽  
Tourism Service

Service design is establishing itself as a method for developing services and service business. Service needs, new ideas and ways to utilise technology are encountered when the customer and the end user participate in the design process. This chapter focuses on service design methods and the process of how service design can help in innovating customer-orientated service concepts for e-tourism. Service design connects the areas of cultural, social and human interaction. Use of design methods acts as a link between the different views in the service design process. Service design is an emerging field where the terminology and methods are still developing. Mager (2009) has pointed out that the need for service design is evident, as economic development has changed dramatically during the last four decades from manufacturing to provision of information and services. Service design looks at service development from the designer’s point of view. Design thinking has the ability to create concepts, solutions and future service experiences for users.

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