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The key to understanding service design is to recognize that design need not only be about giving form to physical objects. Design thinking involves reframing problems in a manner that allows novel solutions to be developed. Services require preparation and planning (or what is called as design) with the aim of creating a particular reaction and a lasting memory in the customer's mind. This chapter...
There is an ongoing trend of gradually increasing the amount of services product manufacturers offer. This is often referred to as servitization. It is often troublesome for product‐oriented companies to handle services, partly due to lack of methods and tools. This chapter presents a narrative design‐based method, context through narratives (CTN), that captures users' current practices, experiences,...
While the topic of design and the domain of radically new products are both relatively new and emerging topics in marketing, crossing the desire to create radically new products with emphasizing the role of design in the success of these novel products requires altering many of the approaches that are currently used. This chapter contains a series of processes that design professionals should use...
Business model design is of greatest interest to executives responsible for finding better ways to compete, product managers who look to launch a new product, research and development (R&D) managers who need to prove their innovation has market value, or marketing managers who look to increase market share. Although innovative business model thinking is becoming more prevalent, there are still...
This chapter introduces the lean start‐up process, integrates it with key concepts in human‐centered design, and shows how it can be used for developing breakthrough innovations. In the first section, the principles and methodology of the lean start‐up approach is discussed. In the second section, breakthrough innovation is defined within the context of sustaining, transformational, and disruptive...
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