Understanding Service Design and Design Thinking Differences Between Research and Practice: An Empirical Study

Abstract

Service Design (SD) and Design Thinking (DT) evolved in the last decade and have become popular in the research field of service science. However, the application of SD and DT research outcomes into practice is still scarce. To help understanding the differences between research and practice, we conducted 20 semi-structured interviews with professionals and trainees from four organizations that are involved in service innovation projects. The results reveal several similarities and complementarities, (dis)advantages, requests and obstacles, which hinder companies from implementing and using structured SD and DT approaches. The findings present some challenges for both researchers and practitioners on actions they could take to overcome barriers and foster the SD and DT practice within organizations.