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This is service design doing : applying service design thinking in the real world : a practitioner's handbook
\"How can you establish a customer-centric culture in an organization? This is the first comprehensive book on how to actually do service design to improve the quality and the interaction between service providers and customers. You'll learn specific facilitation guidelines on how to run workshops, perform all of the main service design methods, implement concepts in reality, and embed service design successfully in an organization. Service design requires a common language across disciplines to break down silos within an organization. This book provides a consistent model for accomplishing this and offers hands-on descriptions of every single step, tool, and method used. You'll be able to focus on your customers and iteratively improve their experience. Move from theory to practice and build sustainable business success.\"-- Provided by publisher.
BOOK
Design: A Business Case
Design: A Business Case challenges you to stimulate innovation in your own organization as an ongoing and integral dialogue between complementary skills–to bridge mind and matter, image and identity.Design thinking is a framework developed to ensure C-suite endorsement of the pursuit of design excellence in all actions undertaken by the organization. Design management is a rigorous and strategically anchored mechanism to capitalize on the investment in design as intellectual capital. And design – as we’ve always known it – is the skills, methods and creative capabilities needed to embody ideas and direction. Design thinking inspires, design management enables, design embodies. This book aims to build the bridges needed to reconcile the three, and to encourage organizational and professional environments in which their combined forces can thrive and reverberate.
eBook
Do Not Cross Me
The cross-sectional research design, especially when used with self-report surveys, is held in low esteem despite its widespread use. It is generally accepted that the longitudinal design offers considerable advantages and should be preferred due to its ability to shed light on causal connections. In this paper, I will argue that the ability of the longitudinal design to reflect causality has been overstated and that it offers limited advantages over the cross-sectional design in most cases in which it is used. The nature of causal inference from a philosophy of science perspective is used to illustrate how cross-sectional designs can provide evidence for relationships among variables and can be used to rule out many potential alternative explanations for those relationships. Strategies for optimizing the use of cross-sectional designs are noted, including the inclusion of control variables to rule out spurious relationships, the addition of alternative sources of data, and the incorporation of experimental methods. Best practice advice is offered for the use of both cross-sectional and longitudinal designs, as well as for authors writing and for reviewers evaluating papers that report results of cross-sectional studies.
Journal Article
Who Is Wary of User Design? The Role of Power-Distance Beliefs in Preference for User-Designed Products
This article evaluates when a user-design approach is and is not effective in strengthening brand preference. It specifically delves into the role of power-distance beliefs in influencing preferences for user-designed products and brands. The authors demonstrate that low-power-distance consumers prefer user-designed products to company-designed products, whereas this effect is attenuated or reversed for high-power-distance consumers. The authors find process evidence that both feelings of empowerment and values of expertise differentially mediate brand preferences depending on power-distance beliefs, thus extending prior research findings. Field experiments conducted in the United States and cross-culturally (Austria and Guatemala) with Facebook’s advertising platform provide convergent evidence using country and political orientation as managerially accessible proxies. This research sheds light on when and why firms should be wary of user-design approaches, based on how powerdistance beliefs drive consumers’ preferences.
Journal Article
Design Crowdsourcing: The Impact on New Product Performance of Sourcing Design Solutions from the \Crowd\
The authors examine an increasingly popular open innovation practice, \"design crowdsourcing,\" wherein firms seek external inputs in the form of functional design solutions for new product development from the \"crowd.\" They investigate conditions under which managers crowdsource design and determine whether such decisions subsequently boost product sales. The empirical analysis is guided by qualitative insights gathered from executive interviews. The authors use a novel data set from a pioneering crowdsourcing firm and find that three concept design characteristics—perceived usability, reliability, and technical complexity—are associated with the decision to crowdsource design. They use an instrumental variable method accounting for the endogenous nature of crowdsourcing decisions to understand when such a decision affects downstream sales. The authors find that design crowdsourcing is positively related to unit sales and that this effect is moderated by the idea quality of the initial product concept. Using a change-score analysis of consumer ratings, they find that design crowdsourcing enhances perceived reliability and usability. They discuss the strategic implications of involving the crowd, beyond ideation, in helping transform ideas into effective products.
Journal Article
New Product Design: Concept, Measurement, and Consequences
Product design is a source of competitive advantage for companies and is an important driver of company performance. Drawing on an extensive literature review and consumer interviews, the authors define product design and its dimensions. Using data from three samples (6,418 U.S. consumers and 1,083 and 583 European consumers), the authors develop and validate a new scale to measure product design along the dimensions of aesthetics, functionality, and symbolism. In addition, they investigate the impact of these design dimensions on purchase intention, word of mouth, and willingness to pay. The results indicate that the design dimensions positively influence willingness to pay and also have a positive effect on purchase intention and word of mouth, both directly and indirectly through brand attitude.
Journal Article
Let the Logo Do the Talking
Logos frequently include textual and/or visual design elements that are descriptive of the type of product/service that brands market. However, knowledge about how and when logo descriptiveness can influence brand equity is limited. Using a multimethod research approach across six studies, the authors demonstrate that more (vs. less) descriptive logos can positively influence brand evaluations, purchase intentions, and brand performance. They also demonstrate that these effects occur because more (vs. less) descriptive logos are easier to process and thus elicit stronger impressions of authenticity, which consumers value. Furthermore, two important moderators are identified: the positive effects of logo descriptiveness are considerably attenuated for brands that are familiar (vs. unfamiliar) to consumers and reversed (i.e., negative) for brands that market a type of product/service linked with negatively (vs. positively) valenced associations in consumers' minds. Finally, an analysis of 597 brand logos suggests that marketing practitioners might not fully take advantage of the potential benefits of logo descriptiveness. The theoretical contributions and managerial implications of these findings are discussed.
Journal Article
Optimal Product Design by Sequential Experiments in High Dimensions
The identification of optimal product and package designs is challenged when attributes and their levels interact. Firms recognize this by testing trial products and designs prior to launch, during which the effects of interactions are revealed. A difficulty in conducting analysis for product design is dealing with the high dimensionality of the design space and the selection of promising product configurations for testing. We propose an experimental criterion for efficiently testing product profiles with high demand potential in sequential experiments. The criterion is based on the expected improvement in market share of a design beyond the current best alternative. We also incorporate a stochastic search variable selection method to selectively estimate relevant interactions among the attributes. A validation experiment confirms that our proposed method leads to improved design concepts in a high-dimensional space compared with alternative methods.
Journal Article
Color Saturation Increases Perceived Product Size
This research demonstrates a visual phenomenon with broad implications for consumers: the perceived size of products depends on the saturation of their color. Results from six experiments, employing objects and products with various shapes and hues, show that increasing color saturation increases size perceptions. This influence is explained by the tendency for saturated color to capture attention, which, in turn, is explained by the arousal that saturated color stimulates. This research also demonstrates several downstream outcomes of the effect of saturation on size perceptions: evaluations are more favorable—and willingness to pay is higher—for products with high (low) saturation when usage goals call for large (small) size. Additionally, participants choose more of a product to fill a container with higher saturation. Further, the saturation of an object’s color affects the perceived size of its surroundings, such that when a product with high (vs. low) saturation is used as a benchmark, the environment is perceived to be comparatively smaller (vs. larger). Implications for aesthetics, design, sensory marketing, and related topics are discussed. Lastly, to aid future color research, appendix A outlines general challenges and recommendations in connection with the conceptualization, manipulation, and measurement of color.
Journal Article
Sensory Aspects of Package Design
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•Packaging has become a key marketing tool toward making products more engaging.•We review and discuss research related to the sensory aspects of package design.•We introduce a taxonomy of packaging based on physicality and functionality.•We identify the key stages of the multi-sensory customer–brand interaction.•We discuss existing and new ways of thinking about package design for these stages.
Packaging is a critical aspect of the marketing offer, with many implications for the multi-sensory customer experience. It can affect attention, comprehension of value, perception of product functionality, and also consumption, with important consequences for consumer experience and response. Thus, while it was once viewed as being useful only for product preservation and logistics, package design has evolved into a key marketing tool. We introduce the layered-packaging taxonomy that highlights new ways to think about product packaging. This taxonomy has two dimensions: the physicality dimension, which is composed of the outer–intermediate–inner packaging layers, and the functionality dimension, which is composed of the purchase–consumption packaging layers. We then build on this taxonomy to present an integrative conceptualization of the sensory aspects of package design as they affect key stages of customer experience.
Journal Article