Viewpoint: advancing service design with practitioners’ insights
Loading...
Access rights
openAccess
CC BY
CC BY
publishedVersion
URL
Journal Title
Journal ISSN
Volume Title
A1 Alkuperäisartikkeli tieteellisessä aikakauslehdessä
This publication is imported from Aalto University research portal.
View publication in the Research portal (opens in new window)
View/Open full text file from the Research portal (opens in new window)
View publication in the Research portal (opens in new window)
View/Open full text file from the Research portal (opens in new window)
Unless otherwise stated, all rights belong to the author. You may download, display and print this publication for Your own personal use. Commercial use is prohibited.
Date
Department
Major/Subject
Mcode
Degree programme
Language
en
Pages
14
Series
Journal of Services Marketing, Volume 39, issue 10, pp. 83-96
Abstract
Purpose: Amid global uncertainty and systemic challenges, service design is increasingly recognized for its potential to drive meaningful change across societal and organizational contexts. The purpose of this viewpoint is to identify emerging themes, roles and competencies shaping the evolving service design practice, while examining its current scope, key challenges and transformative dynamics. It further offers a foundation for future research agendas aimed at advancing service design in a rapidly changing context. Design/methodology/approach: Drawing on insights from 40 service design practitioners, encompassing both in-house and design consultancy professionals operating in the Nordics, the authors examine the key themes that characterize contemporary service design practice. Findings: The authors organize the emerging themes in service design practice around materiality in service design, organizational logics, technological transformations, sustainable and inclusive futures and service designer as a professional identity. Practical implications: This work highlights the need for service organizations, managers and design practitioners to recognize and respond to the evolving challenges of contemporary service design, such as shifting roles, emerging competencies and changing organizational conditions, while offering actionable insights for practitioners, educators and organizations using service designers. Originality/value: This viewpoint lays out a future research agenda, emphasizing the role of academia in advancing knowledge in the identified service design practice themes.Description
Other note
Citation
Caic, M, Solsona Caba, N & Mattelmäki, T 2025, 'Viewpoint: advancing service design with practitioners’ insights', Journal of Services Marketing, vol. 39, no. 10, pp. 83-96. https://doi.org/10.1108/JSM-11-2024-0602