Bridging temporalities in service design: A double-cone spiralling model for integrating ancestrality and future possibilities

As a field increasingly engaging interdisciplinary forms of inquiry, service design (SD) has integrated perspectives from adjacent disciplines to extend its capability and reinforce its transformative role in addressing service ecosystem transformations. Yet, as both external and internal ecosystem dynamics introduce growing complexity and uncertainty, SD must continue to evolve its frameworks for broader applicability. This paper introduces a double-cone spiralling interpretive heuristic model for SD, outlining a potential trajectory of system transformation by bridging ancestral elements with future possibilities. The proposed model draws on emerging SD frameworks and case study analyses of illustrative examples. It highlights the importance of considering ancestrality, long-term temporality, and dynamic adaptation from a systemic perspective, contributing to ongoing discourse on the evolution of SD.