A Multilevel Approach for Social Transformations and its Implications on Service Design Education

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Abstract

This paper is looking at two parallel transformations -in the methodological approach to service design and in the way new social initiatives are designing new solutions – to suggest a framework to re-organise service design education.

The paradigmatic framework for the service design discipline is shifting from a methodological approach that qualified services as “what is not a product” to a new approach that moves the control over the value creation process from designers and producers to the interaction among a constellation of stakeholders.

Together with this shift, a parallel transformation can be observed in society, with the emergence of new organisational forms, based on collaboration, P2P and sharing concepts, which have a disruptive power over the existing social and economic system. The new initiatives, are often promoted and controlled by citizens, users or constellation of stakeholders and are framed in production/business models that do not refer to the value-chain model that inspired the industrial paradigm.

Both those transformations are challenging the discipline of service design and in particular service design education, because it calls for a perspective shift, from a normative perspective, in which the designer (and consequently the service provider) was deciding modes and characteristics of value creation, to a perspective in which the designer/service provider is simply mediating the process of co-creation by generating means that support social transformation. This paper will propose a framework of new competences and tools that are being developed in design education and research, in order to address the different levels of this structure.
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Detaljer

This paper is looking at two parallel transformations -in the methodological approach to service design and in the way new social initiatives are designing new solutions – to suggest a framework to re-organise service design education.

The paradigmatic framework for the service design discipline is shifting from a methodological approach that qualified services as “what is not a product” to a new approach that moves the control over the value creation process from designers and producers to the interaction among a constellation of stakeholders.

Together with this shift, a parallel transformation can be observed in society, with the emergence of new organisational forms, based on collaboration, P2P and sharing concepts, which have a disruptive power over the existing social and economic system. The new initiatives, are often promoted and controlled by citizens, users or constellation of stakeholders and are framed in production/business models that do not refer to the value-chain model that inspired the industrial paradigm.

Both those transformations are challenging the discipline of service design and in particular service design education, because it calls for a perspective shift, from a normative perspective, in which the designer (and consequently the service provider) was deciding modes and characteristics of value creation, to a perspective in which the designer/service provider is simply mediating the process of co-creation by generating means that support social transformation. This paper will propose a framework of new competences and tools that are being developed in design education and research, in order to address the different levels of this structure.
OriginalsprogEngelsk
TitelDesign for Next : Proceedings of the 12th European Academy of Design Conference
RedaktørerLoredana Di Lucchio, Lorenzo Imbesi, Paul Atkinson
Antal sider11
ForlagRoutledge
Publikationsdatosep. 2017
Sider803-813
ISBN (Trykt)978-1-138-09023-1
DOI
StatusUdgivet - sep. 2017
PublikationsartForskning
Peer reviewJa
Begivenhed12th European Academy of Design Conference - Rome, Italien
Varighed: 12 apr. 201714 apr. 2017
http://www.designfornext.org/

Konference

Konference12th European Academy of Design Conference
LandItalien
ByRome
Periode12/04/201714/04/2017
Internetadresse
NavnThe Design Journal
NummerSuppl. 1
Volume/Bind20
ISSN1460-6925

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