Successful Service Design Based On Innovation Methods

Abstract

User-centric service development is difficult for many companies to implement because they simply lack an understanding of their users' needs. For this reason, it often happens that the service offering does not really meet the requirements of these customers. This paper tries to achieve this by combining the two theoretical approaches Service Dominant Logic and Design Thinking. A process is presented, with the help of which users can be involved in the service design process and their needs can be grasped in the best possible way. The World Culture Museum in Gothenburg serves as an empirical example for the implementation of this project. With the help of this example, the process, which is mainly based on semi-structured interviews for needs assessment, is tested. Furthermore, implications for the general service design process are derived and the situation of the museum is evaluated. Contrary to the original plan, it was neither possible to work together with the users on solution nor to test them. During the interviews, it became clear that the user engagement is currently lacking, ruling out possible co-creation processes. The reason for this is that there is a low level of customer loyalty among the target groups studied resulting from unmet needs.