Service Design logic: An Approach Based on Different Service Categories

As the manufacturing sector declines services sector grow, both in terms of the numbers employed and in its importance for the world economy. However, as with manufactured products, services must be designed and this design must be managed. Services has been studied for long time from management [22, 23]. Today the service dominant logic view [6, 7, 22] is gradually replacing the traditional contradiction between services and goods presenting services as value co-creation that involve both tangible things and intangible activities. As contrary, Service Design, as a conscious discipline, born in the early 90’s [18, 1, 9] and is now establishing its own tools, definitions, models and scope [19]. In the practices of services innovation what seems to be important is to link service strategy and logic together with service design [11]. Starting from this assumption the paper exploits the idea of the services dominant logic in order to re-define the role and the scope of services design by discussing three different cases of innovation for three different service typologies: (i) check-in before flight services; (ii) chronic disease health services; (iii) video-games entertainment services.