Inclusive Service Design: In Search of Better Services

Abstract

Service Design focuses on designing services which are usable and desirable from the users’ perspective, and efficient and different from the organizations’ perspective. However, users are diverse and possess a variety of capabilities, needs, and desires, which presents specific challenges for Service Designers. Inclusive Design is an approach to designing products and services that addresses the needs of the widest possible audience, irrespective of age or ability. Draw upon these two approaches, this paper aims to present the concept of inclusive service design as an essential element in designing better services. The potential benefits of such an approach were explored through a series of qualitative studies of the bus service in Guadalajara, Mexico.Based upon the research, several advantages for service improvement were identified, drawn from the richness of data generated by younger and older customers, and the uniqueness of the information gained from them. Likewise, the value of the big picture data obtained from stakeholders. This information highlights areas where service designers can help reduce the gap between what service providers do and what a broad range of users expect or need.