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.
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.
| Original language | English |
|---|---|
| Title of host publication | Design for Next : Proceedings of the 12th European Academy of Design Conference |
| Editors | Loredana Di Lucchio, Lorenzo Imbesi, Paul Atkinson |
| Number of pages | 11 |
| Publisher | Routledge |
| Publication date | Sept 2017 |
| Pages | 803-813 |
| ISBN (Print) | 978-1-138-09023-1 |
| DOIs | |
| Publication status | Published - Sept 2017 |
| Event | 12th European Academy of Design Conference - Rome, Italy Duration: 12 Apr 2017 → 14 Apr 2017 http://www.designfornext.org/ |
Conference
| Conference | 12th European Academy of Design Conference |
|---|---|
| Country/Territory | Italy |
| City | Rome |
| Period | 12/04/2017 → 14/04/2017 |
| Internet address |
| Series | The Design Journal |
|---|---|
| Number | Suppl. 1 |
| Volume | 20 |
| ISSN | 1460-6925 |
Keywords
- Digital Social Innovation
- Multilevel Perspective
- Service Design Education