From_Product_to_Service_Design_A_Thinking_Paradigm.pdf
Product thinking - A customer-centric approach to driving innovation.pdf
Society, industry and the economy are all experiencing a shift from products to services. As a result of this there is an ongoing shift characterised by a movement from traditional goods-centered dominant logic (G-DL) to emerging service-centered dominant logic (S-DL)
While a problem solving approach is commonly used in the design of products, the primary until of exchange is moving from goods to services, evidencing that new design approaches for the development o services are needed. This need becomes critical as on the one hand, the nature of products that might be related to services has changed from being purely physical and tangible to become a mixture of elements, both physical and virtual ( or intangible) attributes; while on the other hand, goods are being absorbed or replaced by services, which are now considered to be specialised competencies such as knowledge and skills all blended with AI fluency
These changes have direct implications for work of designers and the way they approach problems and issues (aka mess). Designer are moving from product centered design activity to product→service or service centered design activity.
The shift in focus from product and artefact centered design theory → system and service-oriented thinking has followed the advent and growth of services in our economy and society accompanied by corresponding changes in technology and business needs — Young, 2008, p43
This has been embedded in a narrative that describes the transition from product design to service design in current design practice, articulating the adoption of systems thinking by service designers in response to the increasing complexity of services
The narrative has been developed around 5 main headings: