Starting from a solid, researched base and working up

The project was developed based on the following definitions:

  1. Service: an artifact that augments the potential to act of entities perceived as beneficiaries.
  2. Design: an evolutionary knowledge creating process.
  3. Service Design: an institution composed of theories and practices (Ars et Scientia) that, through evolutionary knowledge creating processes, produces new artifacts that augment the potential to act of entities perceived as beneficiaries.

The goal was to create a tool that supports the design of opportunities for innovation. The development of the map involved 10 weeks of research and prototyping. Research and readings were concerned about service design and architecture information. These studies helped clarify the characteristics of a service, what creates innovation, how to represent information, and the definitions of the terms used.

The prototyping of the map was based on the information collected in the studies and followed a design methodology, to identify who would be destined map, in what situations would be used, graphic development, testing of the generated possibilities and choice of the final model. From the final model, the map was exposed to various tests including research with other graphic designers, testing with services designers, workshop simulations and test the map in operation followed by necessary adjustments.

At the end of the steps it was generated as the final delivery: a workshop model for the generation of ideas, a printed version of the map along with all printed material for the workshop and the project book.

We then held two separate workshops to test out the map. The participants of the workshops were SCAD students and local small business owners. Through closely observing during the workshop, and through participants’ feedback, we were able to make improvements in both the way the map worked and looked.


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Vargo, S. L., & Lusch, R. F. (2008). Service-dominant logic: continuing the evolution. Journal of the Academy of Marketing Science, 36(1), 1–10.


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