A design process for new concept development

Abstract

A rise in service industry has allowed the service provider to realize the importance of service innovation. However, there are different sequences of design method which can generate a different result. Service innovation approaching from having the "least" complains within a service, may still result in customers' dissatisfaction. This research developed a new service design method approaching from satisfying the customers' "wish" instead of complains. This design method can generate an innovative solution that can be beyond customers' expectation, which create a higher impact on overall value that the customer may perceive. This service design method will be named as "wish-guided" service design method. It will transform the information gathered from service process, from complains to wishes. By knowing customers' wishes, the "value" of the design problem can be increased greatly. © 2013 Springer-Verlag Berlin Heidelberg.