2. 12. Discussion: Innovation processes and creative problem solving processes as a part of the service design activities 39




Название2. 12. Discussion: Innovation processes and creative problem solving processes as a part of the service design activities 39
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Service Design project


Research report


Work package two


2011


Table of Contents


1. Introduction 4

1.1. Short history of service design: an international perspective 7

1.3. Finnish view 11

1.3.1. Purpose of service design and service designers 15

1.4. Estonian view 16

1.4.1. Purpose of service design and service designers 21

1.5. Geographical centres and peripheries 22

1.5.1. Geographical centres and peripheries in Finland 22

1.5.2. Geographical centres and peripheries in Estonia 23

2. Concepts and discussion of the thematic area 24

2.1. Service design 24

2.2. Brand and customer-driven design 25

2.3. Prosumerism and crowdsourcing 27

2.4. Slow Life 29

2.4.1 Zeitgeist 30

2.4.2 Slow Design 30

2.5. Ubiquitous Society 31

2.6. Mediated spaces 32

2.7. Concept of ambience design 35

2.8. Design thinking and concept design 36

2.9. Foresight and futures studies 36

2.10. Concept of weak signal 37

2.11. Change factor, trends and drivers 38

2.12. Discussion: Innovation processes and creative problem solving processes as a part of the service design activities 39

2.13. Discussion: Randomness, irrationality and fuzziness in service design 42

2.14. Discussion: Copying as a trend 45

3. Evolution of design and service design 47

3.1. Finland - prior to 1970 48

3.2. Estonia - prior to 1970 48

3.3. Finland - 1970–1989 49

3.4. Estonia - 1970–1989 49

3.5. Finland - 1990–2012 52

3.6. Estonia - 1990–2012 53

4. Generation analysis 62

4.1. Finland - Baby boomers - born 1946–1964 62

4.2. Estonia - Baby boomers - born 1946–1964 63

4.3. Finland - Generation X - born 1965–1975 64

4.3. Estonia - Generation X - born 1965–1975 65

4.5. Finland - Generation Y - born 1976–1989 66

4.5. Estonia - Generation Y - born 1976–1989 67

5. Future change factors of service design 69

5.1. Technological and societal trends and drivers 69

5.1.1. Globalization 69

5.1.2. Digitalization 70

5.1.3. Immaterialization 74

5.1.4. Value system change 74

5.1.5. Break of disciplinary silos 75

5.1.6. Prosumerism 76

5.2 Expectations and challenges of (service) design 78

5.2.1 Changes in the field of (service) design and in competences of (service) designers 78

5.2.2 Future clients of service design 82

5.3. Occupational arguments and counter-arguments for SD education 83

5.3.1. Theoretical vs. business oriented education 84

5.3.2 Academic vs. vocational education 85

5.3.3. Life-long-learning vs. professional curricula 86

5.3.4. Generalist SD curricula vs. specialized skills and SD modules 87

5.3.5. Industrial design vs. service business planning 88

5.3.6. Which educational fields could benefit from SD 88

5.3.7. Emerging competence needs in service design 89

5.3.8. IDBM programs as a foundation of SD education 91

5.4 Weak signals and emerging issues of service design 92

5.5 Educational recommendations 94

Appendix I: Estonian interviewees 98

Appendix II: Finnish interviewees 99

Appendix III: Descriptions of the Estonian interviewees behind the numbers 1–22 100

Appendix IV: Descriptions of the Finnish interviewees behind the numbers 30–52 101



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