Service Prototyping: Design Dimensions

Abstract

Currently, the world is almost saturated with products and material objects. Organizations are looking for new streams for profit. Services and product-service-systems are the future of revenue rivulets. For organizations to fully leverage services to increase their revenue, they must first comprehend how to describe and develop a service. Service Prototyping is an innovative discipline that offers a co-creative service development process to ensure the success of planned future services. This paper intents to explain and define the service prototyping design dimensions, which is the first step in designing, describing, and experiencing a service. There are four design dimensions: actors, processes, artefacts, and environment. A service prototype can contain one design dimension, a combination of design dimensions or all of them at once. The design dimensions enable service stakeholders to fully control the pivotal dimension for the service prototyping process. The service prototyping design dimensions allow a holistic service experience even before the service exists. We will also discuss our service prototyping conceptual framework, validation of the framework will be discussed in future work. Our aim is to enrich the knowledge on service prototyping, offer service stakeholders a better service prototyping experience and provide a standard definition to the service prototyping design dimensions.