Service design for creating attractive services, and trends in design thinking

Abstract

Terms such as service design and design thinking are receiving a lot of attention as methodologies for producing attractive services, and the NTT Group is tackling this issue from various perspectives. This article introduces these initiatives, first discussing what design is, then describing how service design and design thinking fit within current design trends. Finally, it introduces three key concepts on which NTT Service Evolution Laboratories places particular focus: human-centered design, user experience design, and participatory design.