Service design as strategy: A case study in Finnish IT-consulting company

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Journal Title

Journal ISSN

Volume Title

School of Business | Master's thesis

Authors

Date

2024

Department

Laskentatoimen laitos

Major/Subject

Mcode

Degree programme

Accounting

Language

en

Pages

73 + 18

Series

Abstract

Service Design is a comprehensive and collaborative approach that creates value for all stakeholders. It is used by many kinds of organizations, such as consulting firms, governments, and software developments firms. Service design has been recognized as a powerful tool in differentiating from competitors and giving companies their competitive edge. Service design it traditionally seen as a process or a toolkit, but lately there has been a shift in understanding service design as a strategic choice. This thesis explores the strategic application of service design within a Finnish IT-consulting company. The study investigates the case company’s strategy and the prevailing situation of service design at the company. Additionally, the study explores the impact of service design and proposes metrics to gauge its effectiveness. The research is implemented with mixed methods approach by incorporating employee survey, customer data analysis, and focus group interview. This paper enriches the existing literature by delving into service design’s strategic and financial dimensions. The literature review presents an academic perspective of service design as a strategic concept. The findings from the empirical research align with the previous research, highlighting the benefits that service design brings to both organizations and their customers. However, the findings also uncover challenges that companies encounter when integrating design on a strategic level.

Description

Thesis advisor

Malmi, Teemu

Keywords

palvelumuotoilu, service design, strategia, Blue Ocean, IT-konsultointi, asiakaskokemus

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Citation

Permanent link to this item

https://urn.fi/URN:NBN:fi:aalto-202405193404

Collections

[gradu] Kauppakorkeakoulu / BIZ