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On the Evolution of Design Expertise 240812 Service Design On the Evolution of Design Expertise 240812 Service Design: On the Evolution of Design Expertise Editors: Tuomo Kuosa & Leo Westerlund Editorial Board: Tuomo Kuosa, Leo Westerlund, Sam Inkinen, Jari Koskinen Concept Design and Graphic Design: Jari Koskinen & Elias Kapiainen Layout: Elias Kapiainen Copy Editor and Translator: Leo Westerlund Studio Critic: Sam Inkinen ServiceD Project Manager: Sami Makkula Contractor: Dynamic Futures Lahti University of Applied Sciences Series A, Research reports, part 17. Series Editor Ilkka Väänänen ISSN 1456-6125 ISBN 978-951-827-156-0 Printed by: Print Best printing house, Viljandi, Estonia ServiceD project is partly financed by Central Baltic INTERREG IV A Programme 2007—2013. The project spans between September 2009 and August 2012, focusing on the themes of mobile learning, service design, and the evolution of expertise. ServiceD project has been created to upgrade service design knowledge in Southern Finland and Estonia. The content of the publication reflects the authors’ views and the Managing Authority cannot be held liable for the information published by the project partners. EUROPEAN UNION EUROPEAN REGIONAL DEVELOPMENT FUND INVESTING IN YOUR FUTURE Table of Contents Introduction 5 Tuomo Kuosa, Leo Westerlund PART I: Evolution of Expertise 10 1. Design Tree 11 Tuomo Kuosa, Jari Koskinen 2. Evolution of Expertise in Service Design — Comparison between Finland and Estonia 33 Tuomo Kuosa, Andres Viia, Külliki Tafel-Viia 3. Content Analysis — Centres and Peripheries in Service Design 45 Külliki Tafel-Viia, Andres Viia, Silja Lassur, Tuomo Kuosa 4. Generation Analysis in Service Design 57 Tuomo Kuosa, Leo Westerlund PART II: Theory and Practice of Service Innovation 67 5. Service Science, Service Architectures, Service Designs, and Dynamic Service Business Development 69 Jari Kaivo-oja 6. Designing Services: Challenges of Creativity, Serendipity, and Open Innovation 83 Sam Inkinen 7. Co-designing Services in the Co-futured City 101 Alastair Fuad-Luke PART III: Futures of Service Design 121 8. Trends and Drivers Affecting Service Design 123 Andres Viia, Erik Terk, Silja Lassur, Jari Kaivo-oja, Tuomo Kuosa 9. Digital Evolution — From Information Society to Ubiquitous Society 137 Leo Westerlund, Jari Kaivo-oja 10. Ambience Design Notes 155 Jari Koskinen 11. Art and Design in Dialogue 167 Jari Koskinen About the Authors 186 Introduction Foundations of Service Design Service design is a relatively new field of expertise: it has mostly developed over the past 20 years. The deepest roots of both design and service design are in arts, crafts, and organised planning. Later the actual concept of design and many of its sub-areas, such as architecture and jewellery as well as textile, furniture, and graphic design, started to emerge. Then service business development, service marketing, industrial design, as well as ergonomics, interaction design, usability design, and information design grew out from the thick root of design. Eventually service design was formalised alongside its two sibling concepts design thinking and co-design. These three key concepts got strong branches from concept design, ideation, design management and analytics, and participatory design. Gen- erally speaking, these new fields of expertise brought a great influence on the whole design field, and especially on service design work and principles, as can be read from this research publication’s first article,Design Tree. ServiceD Project This research publication bases on the results of the ServiceD project’s three year study (2009—2012), funded by Central Baltic Interreg IV A Programme 2007—2013. The ServiceD project has been coordinated by Lahti School of Applied Sciences (LUAS), who has e.g. offered professional specialisation courses in service design and provided a service design consulting project for the City of Lahti. Both tasks were done together with the project contractor Dynamic Futures. The research and analysis of the project has been carried out by the project’s two main partner teams, one from Finland and the other from Estonia. In Estonia, research and analysis has been done by Andres Viia, Külliki Tafel-Viia, Silja Lassur and Erik Terk from Tallinn University’s Estonian Institute for Futures Studies (EIFS). Research on the Finnish side as well as the two Service Design publications’ editorial work has been done by a research team coordinated by Dynamic Futures. The interview research and analysis team has been Tuomo Kuosa, Jari Koskinen and Leo Wester lund. This publica- tion’s editorial team includes Koskinen, Westerlund, Kuosa, Elias Kapiainen, and Sam Inkinen. Besides the interviews, the ServiceD team used literature review and expert email commenting rounds as methods for gathering relevant knowledge. The international service design conference held in Tallinn in 2011 may be considered a tool for gather- ing knowledge as well. The four major analysis methods used in the project were cen- tres to peripheries analysis, social media discussion in blog and wiki environments, generation analysis, and extensive desk study. Our social media discussion method refers to an approach in which we have put many research findings and discussions to our social media platform in the form of wiki articles and blog entries in order to discuss with the design community and other professionals related to service design practices. We believe that dialogue between 5 actors creates an increasingly intellectual atmosphere for the field. It might also generate new ideas and know-how for the whole design community. Basically, we describe this research publication as well as the Service Design Magazine as mul- timedia publications as further discussions regarding the issues are provided in our web platform www.servicedesign.tv. Objectives The main research objective of the ServiceD project has been to understand the com- plex evolution of service design and related expertise as a part of the evolution of design as a whole. For that purpose, we have mapped service design’s historical roots and latest developments as well as futures possibilities and educational needs. The motivation behind this study has been the research team’s desire to show- case at least one approach of systematic research and related open discussion for the actors of the (service) design field, and therethrough increase the field’s ability to strengthen its scientific foundations. The field of (service) design already has pro- fessorships, educational curricula, and a few PhD theses have been published; these are usually clear marks of a field’s scientific foundations. It is self-evident that our research work and these two publications are not enough for establishing solid scien- tific foundation for service design. However, we think that showing some remarks of the right direction is a good start. The concept ‘discipline’ usually refers in academic discussion to a “limited” field of science that has its gatekeepers of knowledge, well defined borders and princi- ples, forums of open critical discussion, methods for cumulating knowledge, some form of philosophy of science, and quite transparent standards of good and bad work. Despite some clear scientific qualifications, it can be argued that several aspects that are usually needed for naming a field of expertise and knowledge as a discipline are mostly lacking from (service) design. Hence, (service) design should adopt at least design critique — the question of what is good or bad design — to its standard process and it should systematically define the history, concepts, methodology, ontology, and epistemology of (service) design in order to obtain the status of a discipline. This pub- lication together with ServiceD project’s other publication, Service Design Magazine, attempt to make a contribution to most of these objectives. Part I This publication is divided into three parts, each carrying a unique approach to the theme. Part I: Evolution of expertise presents the project’s main research out- comes that mostly originate from an interview study conducted during the project. Each article concludes the results of the interview study via one particular analysis method. In Design Tree, Tuomo Kuosa and Jari Koskinen discuss four historical and societal phases, i.e. agrarian, industrial, service, and ubiquitous societies and the role of (service) design in these eras. It also discusses how the conceptual development of service design has been asynchronous with historical development. In Evolution of Expertise in Service Design — Comparison between Finland and Estonia, Tuomo Kuosa, Andres Viia, and Külliki Tafel-Viia discuss what kind of trig- 6 gering functions and turning points have eventually led to the current form of prac- tices and concepts of service design in Finland and Estonia. Further, in Content analy- sis — Centres and peripheries in service design, Külliki Tafel-Viia, Andres Viia, Silja Las- sur, and Tuomo Kuosa present a definition for the concept of service design based on the results of a quantitative content analysis. In the last article of Part I, Generational analysis in service design, Tuomo Kuosa and Leo Westerlund provide a summary of the differences between three generations involved in service design in Finland and Estonia. Interview Study The research outcomes of Part I are mostly based on 23 expert interviews done in Fin- land and 21 similar interviews done in Estonia in 2010. Our 44 interviewees were not selected merely from a pool of service design experts as
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