The positive impacts of using the service design approach for expanding the innovative potential on business

Abstract

With the increasing influence of the Experience Economy, the conceptual differentiation of the terms Goods and Services has lost relevance in the context of generating value for the final customer. Culture, structure and strategy centered on the client (internal and external), regardless of their size and time of life, stand out. It is in this scenario that the Service Design approach stands out as a strategy for the development of innovative solutions and initiatives in companies of all sizes, due to their low cost and complexity of implementation. The present study seeks to structure, based on bibliographic review (academic and market) and case studies, a deeper understanding of a framework proposed based on design approaches to help companies understand the potential positive impacts it can have on the business strategy, sustainability and innovative potential.