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Aalborg Universitet Designing for Service Change a Study on How Designers Address Implementation During Service Design Projects

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Aalborg Universitet Designing for Service Change a Study on How Designers Address Implementation During Service Design Projects Aalborg Universitet Designing for Service Change A study on how designers address implementation during service design projects for hospitals Raun, Lotte DOI (link to publication from Publisher): 10.5278/vbn.phd.tech.00017 Publication date: 2017 Document Version Publisher's PDF, also known as Version of record Link to publication from Aalborg University Citation for published version (APA): Raun, L. (2017). Designing for Service Change: A study on how designers address implementation during service design projects for hospitals. Aalborg Universitetsforlag. Ph.d.-serien for Det Tekniske Fakultet for IT og Design, Aalborg Universitet https://doi.org/10.5278/vbn.phd.tech.00017 General rights Copyright and moral rights for the publications made accessible in the public portal are retained by the authors and/or other copyright owners and it is a condition of accessing publications that users recognise and abide by the legal requirements associated with these rights. ? Users may download and print one copy of any publication from the public portal for the purpose of private study or research. ? You may not further distribute the material or use it for any profit-making activity or commercial gain ? You may freely distribute the URL identifying the publication in the public portal ? Take down policy If you believe that this document breaches copyright please contact us at [email protected] providing details, and we will remove access to the work immediately and investigate your claim. Downloaded from vbn.aau.dk on: September 29, 2021 DESIGNING FOR SERVICE CHANGE A STUDY ON HOW DESIGNERS ADDRESS IMPLEMENTATION OF SERVICE CHANGES DURING SERVICE DESIGN PROJECTS FOR HOSPITALS BY LOTTE RAUN DISSERTATION SUBMITTED 2017 Dissertation submitted: July 2017 PhD supervisor: Professor Nicola Morelli, Aalborg University Assistant PhD supervisor: Associate Professor Søren Bolvig Poulsen, Aalborg University PhD committee: Professor Ellen Christiansen (Chairman) Aalborg University Professor Henry Larsen SDU Professor Satu Miettinen University of Lapland PhD Series: Technical Faculty of IT and Design, Aalborg University Department: Department of Architecture, Design and Media Technology ISSN (online): 2446-1628 ISBN (online): 978-87-7210-031-9 Published by: Aalborg University Press Skjernvej 4A, 2nd floor DK – 9220 Aalborg Ø Phone: +45 99407140 [email protected] forlag.aau.dk © Copyright: Lotte Raun Printed in Denmark by Rosendahls, 2017 AUTHOR CV Lotte Raun, b. 1984, holds a master’s degree in Industrial Design from Aalborg University (M.Sc. Eng. in Industrial Design 2010). During her early studies, Lotte de- veloped a special interest in the strategic use of design in organisations and in service design in particular. Her master’s project was one of the first from Aalborg University to focus particularly on service design. After finishing the project, she was hired by the international design consultancy Designit and worked as a professional service designer on various projects for large Norwegian organisations. With the intention to learn more about the practice of design within large organisations, she initiated her PhD project in December 2011. This project is the result of collaboration between Aalborg University, the Department of Architecture, Design and Media Technology, and the innovation unit Idéklinikken, Aalborg University Hospital. In this setup, Lotte has worked in close collaboration with healthcare professionals, designers and other disciplines. During the past five years, Lotte has taught and supervised bachelor’s and master’s students at Aalborg University while concurrently conducting and supporting servi- ce design projects at Idéklinikken for departments at Aalborg University Hospital. Additionally, Lotte has presented her research at international conferences and publis- hed peer-reviewed papers in conference proceedings. 3 SUMMARY Service design is an emergent and fast-moving field across the world. Private compa- nies and public institutions hire designers to create new and improve existing services for the benefit of customers, citizens and organisations. Although service design is a relatively young discipline, it has already been recognised for its potential to create substantial changes in the service industry. However, sometimes the potential of service design is left unexploited. It often happens that good ideas and concepts produced during service design projects end up on the ‘concept shelf’ and never result in actual changes to the services organisations provide. This ‘challenge of implementation’ and what designers do, or should do, to overcome it has not been accounted for in the existing literature. Motivated by a wish to overcome the challenge of implementation, this research study focuses on investigating how designers successfully address implementation during service design projects. For this purpose, the study takes its point of departure in a healthcare context by investigating service design projects conducted by professional designers for public Scandinavian hospitals. The study follows an abductive form of inquiry, in which service design theory, or- ganisational change theory and four case studies are used to generate four different outcomes. The first outcome is a conceptual model, a theoretical starting point for investigating how designers address implementation during service design projects for hospitals. The second outcome is four individual case descriptions, providing four practical examples of how professional designers have addressed implementation during spe- cific service design projects. The third outcome is a series of characteristics identified across the four projects, whe- rein the two main characteristics include; · Designers address implementation during the entire project period (from project start to project end). This means that they address implementation even though they do not know the end result of the design process, and thus do not know what should be implemented. · Designers address implementation by considering both that the proposed servi- ces changes (the service concept and thus the ‘content of change’) are feasible to implement and that the right people within the organisation are committed to and capable of implementing the proposed service changes. The final outcome is a set of focal points for designers and other people who apply service design in hospitals and aim for successful implementation. These state, for example; · Implementation is enabled if designers identify a space for realistic service chan- ge by exploring, challenging and defining what can be changed in relation to the existing service, thus identifying the kinds of changes that are realistic to propose. · Implementation is enabled if designers promote implementation commitment by attempting to ensure that the involved stakeholders have a sense of ownership of the project and are supportive, motivated and dedicated to making the proposed changes happen. · Implementation is enabled if designers appropriately hand over the project to the organisation and hereby attempt to deliver the project and its results to the orga- nisation in a manner that respond to local premises for further developing and implementing the proposed service changes. The four different outcomes provide concepts, examples, characteristics and focal po- ints that begin to articulate how to design for service change. This provides new per- spectives for both service design research and practice. The study has been co-financed by Idéklinikken, an in-house innovation unit at Aalborg University Hospital. 5 RESUMÉ Servicedesign er en hurtigt-voksende disciplin verden over. Private virksomheder og offentlige institutioner ansætter designere til at skabe nye og forbedrede services til gavn for kunder, borgere og organisationer. På trods af at være en forholdsvis ung di- sciplin, er servicedesign allerede blevet anerkendt for dets potentiale til at skabe be- tydningsfulde forandringer i servicebranchen. Desværre bliver servicedesigns fulde potentiale dog ikke altid udnyttet. Det sker ofte, at de gode idéer, som skabes i servicedesignprojekter, ender på ‘koncepthylden’ og derved aldrig resulterer i reelle forandringer i de services organisationer leverer. Denne ’implementeringsudfordring’ og hvad designere gør eller burde gøre for at overvinde den, er der ikke gjort rede for i tidligere forskning. Drevet af en motivation for at løse denne ’implementeringsudfordring’ undersøger afhandlingen, hvordan designere succesfuldt adresserer implementeringen gennem servicedesignprojekter. Til dette formål tager afhandlingen udgangspunkt i fire kon- krete cases udført af professionelle designere for offentlige skandinaviske sygehuse. Gennem en abduktiv undersøgelsesform danner servicedesignteori, organisationste- ori og fire casestudier grundlag for en række resultater, som alle bidrager med viden om, hvordan implementering kan imødekommes undervejs i servicedesignprojekter. Det første resultat er en konceptuel model og herved et teoretisk udgangspunkt til at un- dersøge, hvordan designere adresserer implementering i løbet af servicedesignprojekter. Det andet resultat er fire casebeskrivelser, der giver fire konkrete eksempler på, hvordan professionelle designere adresserer implementering. Det tredje resultat er en række karakteristika, der er identificeret på tværs af de fire projekter. Disse beskriver blandt andet at: · Designere adresserer implementering gennem hele projektperioden (fra projekt start til projekt slut), hvilket betyder, at de imødekommer
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