Exploring the application of co-design to transformative service research

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Accepted Manuscript (AM)
Author(s)
Hurley, Erin
Trischler, Jakob
Dietrich, Timo
Griffith University Author(s)
Year published
2018
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Show full item recordAbstract
Purpose:
This paper aims to investigate in a transformative service research (TSR) context how users can be involved through co-design and what contributions they can make during this process.
Design/methodology/approach:
A six-step co-design process was used to plan and facilitate two co-design sessions that involved a total of 24 participants. The collected data include field notes, transcripts from group discussions, recordings of idea presentations and the evaluation of ideas.
Findings:
A recruitment strategy that uses strong networks and sensitizes users through generating awareness of the underlying issue can ...
View more >Purpose: This paper aims to investigate in a transformative service research (TSR) context how users can be involved through co-design and what contributions they can make during this process. Design/methodology/approach: A six-step co-design process was used to plan and facilitate two co-design sessions that involved a total of 24 participants. The collected data include field notes, transcripts from group discussions, recordings of idea presentations and the evaluation of ideas. Findings: A recruitment strategy that uses strong networks and sensitizes users through generating awareness of the underlying issue can prevent the waste of valuable resources. During the facilitation stage, experts need to find the fine line between close guidance and giving voice to the users. User-generated ideas set the starting point for new value propositions that more effectively support users in their value creation processes. Research limitations/implications: The findings are limited to one specific sample and design task. Future research is required that investigates the application of co-design to other TSR contexts. Practical implications: In TSR, organizations will need to follow a different co-design approach owing to the sensitive nature of the design task and/or users that are not driven by innovation-related motivations. Organizations should tap into their networks to raise awareness and recruit suitable participants. To capture users’ unique insights and foster the collective creativity, facilitation should focus on enabling participants through the use of design tools and team management. Originality/value: The study contributes new insights into requirements, challenges and benefits of applying co-design to TSR contexts. The study shows that ordinary users, if empowered, can give important insights into the design of new value propositions.
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View more >Purpose: This paper aims to investigate in a transformative service research (TSR) context how users can be involved through co-design and what contributions they can make during this process. Design/methodology/approach: A six-step co-design process was used to plan and facilitate two co-design sessions that involved a total of 24 participants. The collected data include field notes, transcripts from group discussions, recordings of idea presentations and the evaluation of ideas. Findings: A recruitment strategy that uses strong networks and sensitizes users through generating awareness of the underlying issue can prevent the waste of valuable resources. During the facilitation stage, experts need to find the fine line between close guidance and giving voice to the users. User-generated ideas set the starting point for new value propositions that more effectively support users in their value creation processes. Research limitations/implications: The findings are limited to one specific sample and design task. Future research is required that investigates the application of co-design to other TSR contexts. Practical implications: In TSR, organizations will need to follow a different co-design approach owing to the sensitive nature of the design task and/or users that are not driven by innovation-related motivations. Organizations should tap into their networks to raise awareness and recruit suitable participants. To capture users’ unique insights and foster the collective creativity, facilitation should focus on enabling participants through the use of design tools and team management. Originality/value: The study contributes new insights into requirements, challenges and benefits of applying co-design to TSR contexts. The study shows that ordinary users, if empowered, can give important insights into the design of new value propositions.
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Journal Title
Journal of Services Marketing
Volume
32
Issue
6
Copyright Statement
© 2018 Emerald. This is the author-manuscript version of this paper. Reproduced in accordance with the copyright policy of the publisher. Please refer to the journal's website for access to the definitive, published version.
Subject
Commercial services
Marketing
Tourism