Service Design Week 3

Data / Value-in-use / Customer co-creation

This week we dig further deep into the concept of service design


First we talk about data and why does data relate to service design?

"Data: commonly, organized information, collected for specific purpose”

I believe data is one of the factors that make service design possible. Company could use data to monitor people’s behavior and provide proper services. With data, company is able to uncover and understanding latent and masked needs.


From goods-dominant logic transfer to service-dominant logic, we view object as the value it provides not ownership. For example, you could transport without having a car. Value is created during the practice.

Customer co-creation

“The basic concept f service is the co-creaton of value by actors combining and exchanging resources within value constellations”

Value is not only from the good but also from customers. IKEA is a very good example of customer co-creation. It treats its customer with capacity to carry the furniture inside the store and assemble by themselves. Service designer is providing the clay for participants to design for themselves

With concept of service design, Social relations also become a marketplace. To be more specific, relationships become a thing that you could trade.

Water Crisis in Pittsburgh

See the news here.

During this week, we happned to face water crisis in Pittsburgh area. Certain neighborhood is sadviced to boil water for at leat 1 minutes before use. As a result, we have practice a service design mapping during class about water system based on stakeholder, asset and relationship.

We have identified that the current failure is because of single source of water. Water service become an infrastructure that people take its existence for granted. As a result, we come out with an idea about Citizen Water Collection system. Similar to the house-own solar panel concept, citizens could collect and use their own water and even feed back to the water system. Citizens have their capacity to co-creation, being a minor water source in the system. With water data monitoring technology, we could make sure those water is as clean as water from public system.


Hugh Dubberly & Shelley Evenson, “Designing for Service: Creating an Experience Advantage,” (2010).

Lucy Kimbell, The Service Innovation Handbook, chapter 2

Like what you read? Give Jeffrey Chou a round of applause.

From a quick cheer to a standing ovation, clap to show how much you enjoyed this story.