Exploring the application of co-design to transformative service research

Erin Hurley · Jakob Trischler · Timo Dietrich

64 citations0/0 files storedJournal of Services Marketing

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Service and Product Innovation Design Education and Practice Innovative Approaches in Technology and Social Development

Abstract

Purpose This paper aims to investigate in a transformative service research (TSR) context how users can be involved through co-design and what contributions they can make during this process. Design/methodology/approach A six-step co-design process was used to plan and facilitate two co-design sessions that involved a total of 24 participants. The collected data include field notes, transcripts from group discussions, recordings of idea presentations and the evaluation of ideas. Findings A recruitment strategy that uses strong networks and sensitizes users through generating awareness of the underlying issue can prevent the waste of valuable resources. During the facilitation stage, experts need to find the fine line between close guidance and giving voice to the users. User-generated ideas set the starting point for new value propositions that more effectively support users in their value creation processes. Research limitations/implications The findings are limited to one specific sample and design task. Future research is required that investigates the application of co-design to other TSR contexts. Practical implications In TSR, organizations will need to follow a different co-design approach owing to the sensitive nature of the design task and/or users that are not driven by innovation-related motivations. Organizations should tap into their networks to raise awareness and recruit suitable participants. To capture users’ unique insights and foster the collective creativity, facilitation should focus on enabling participants through the use of design tools and team management. Originality/value The study contributes new insights into requirements, challenges and benefits of applying co-design to TSR contexts. The study shows that ordinary users, if empowered, can give important insights into the design of new value propositions.

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References

1994Competing paradigms in qualitative research.2007Service-dominant logic: continuing the evolution 2010Qualitative Research from Start to Finish 2008Co-creation and the new landscapes of design 2015Institutions and axioms: an extension and update of service-dominant logic 2015Service Innovation: A Service-Dominant Logic Perspective1 2015Service Research Priorities in a Rapidly Changing Context 2010Expanding understanding of service exchange and value co-creation: a social construction approach

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2019Bringing the individual into the co-creation of value 2020Sources and categories of well-being: a systematic review and research agenda 2023The well-being outcomes of multi-actor inter-organisational value co-creation and co-destruction within a service ecosystem 2021Co-creating Virtual Reality Interventions for Alcohol Prevention: Living Lab vs. Co-design 2018A designerly way of analyzing the customer experience 2020

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