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Download fileNavigating the sociocultural landscape in service design
conference contribution
posted on 2018-06-07, 08:37 authored by Laura SantamariaLaura Santamaria, Carolina Escobar-Tello, Tracy RossTracy RossThis paper reports on a case study where a service design approach was implemented to develop strategies for scaling-up a social enterprise, building on design as a meaning-making and framing practice. Context deconstruction methods drawn from semiotics and cultural studies were introduced during user research. These methods facilitated exploration of global and local sociocultural trends, mapping business category themes and competing offers, and identifying potential user groups’ cultural codes – i.e. expectations, aspirations and socio-symbolic aspects of consumption that influence users’ value perception. Subsequently, insights translated into
strategies and guidelines for reframing the service value proposition and touchpoints to appeal to a wider potential user range. Results indicate that widening exploration from a user- to a context-centred approach enhances designers’ strategic skills, building stronger capability to observe and interpret sociocultural needs and attitudes. In turn, this highlights the central role of the service designer in leveraging the acceptance and diffusion of innovations.
History
School
- Design
Published in
ServDes 2018: Proof of ConceptCitation
SANTAMARIA, L., ESCOBAR-TELLO, M.C. and ROSS, T., 2018. Navigating the sociocultural landscape in service design. Presented at ServDes 2018: Proof of Concept, Milan, 18-20th June.Version
- AM (Accepted Manuscript)
Publisher statement
This work is made available according to the conditions of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) licence. Full details of this licence are available at: https://creativecommons.org/licenses/by-nc-nd/4.0/Acceptance date
2018-05-07Publication date
2018Notes
This is a conference paper.ISBN
9789176852378ISSN
1650-3686Publisher version
Language
- en