The Role of Service Design Leadership in Shaping Experience Oriented Organizations
Design has been argued to be of benefit to business and non-profit
organizations beyond traditional use of design. However, in these
organizations there are often a lack of knowledge and skills to engage with
designers and an inability to see the relevance of design in design of services
as well as in understanding the value of service design thinking on
organizational behaviour, mindset, roles, and structure. This paper offers
some perspectives that may help further frame an emerging understanding of
how an experience oriented organization may benefit from a service design
leadership role that bridges the potential differences in perspectives in
business and design, while still taking advantage of the different
epistemological perspectives in order to create value for the user as well as
for the service provider. However, desirable and holistic service experiences
do not materialize by simply adding design proficiency knowledge and
approaches to the organizational knowledge, but rather as the result of a
strategically managed process of integrating these diverse knowledge sets as
part of a service design leadership role. Consequently, an individual learning
journey towards developing a service design leadership approach is shared.
Further, some organizational consequences of being exposed to the tacit and
explicit knowledge of service designers are identified.
PUBLISHED: Proceedings from the The 19th DMI: Academic Design Management Conference, 2014
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