Evaluating services for a better design

Abstract

To understand how to integrate evaluation in service design practice it is first fundamental to fully understand the importance of evaluating services in the contemporary context and what it means to evaluate. To do so, we refer in particular to program evaluation literature in the field of social sciences, since these types of studies were the first to approach the conceptualization of evaluation, structuring methodologies to design and conduct an evaluation strategy. Based on this knowledge, the chapter focuses on the evaluation practice in the service sector and the related concept of service value, with the purpose of translating existing expertise into the service design practice. This implies a necessary distinction between the evaluation of services (being considered as both service concepts or solutions not yet implemented and services resulting from service design interventions or object of redesign projects) and the evaluation of service design as an approach that can bring value to organizations. While the first can eventually support the latter, determining the value of service design does not give any evidence about the value of services it delivers in a particular context. Thus, a definition of service evaluation as a process that intersects and substantiates the service design process is formulated and a conceptual model that supports the design of a service evaluation strategy is proposed. This includes key elements to be negotiated by designers and decision-makers and a set of guidelines useful to pragmatically conduct a combined service design and evaluation process.