Moving Towards NetworkConscious Service Design Leveraging network visualisations While user-centric approaches to service innovation proved to be effective, innovators often omit that the focal user is not the only one influencing the decision for or against a new service. For example, when examining the introduction of social service robots in an elderly care setting, the final decision is influenced not only by the elderly (the focal actor), but also by family members, friends, GPs, nurses, and other professional service providers. Usually, there is a web of actors around the user: they have their own views on benefits and risks of a new service, and can even be show-stoppers for the decision. Thus service designers need Martina Čaic’ is a PhD candidate at Maastricht University and researcher at the Service Design for Innovation Network (SDIN). Dr. Dominik Mahr is Associate Professor at Maastricht University and Scientific Director of the Service Science Factory (SSF). Prof. Dr. Gaby OdekerkenSchröder holds a chair in Customer-Centric Service Science at Maastricht University. Dr. Stefan Holmlid is Professor of Design at Linköping University. Roy Beumers (MBA) is Innovation & Funding manager at Zuyderland.
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to be aware of varying perceptions within a network of users to strategically avoid hindrances to innovation acceptance. Network of users Managing user experience is a difficult task per se, yet it becomes even more challenging when there is a network of users to handle. Information about their varying, at times contradictory needs and expectations can be overwhelming. However, it is crucial for service designers to collect, understand, and integrate this information in their service offerings. Our research shows that such a networkconscious approach adds another layer of complexity (i.e. managing multiple user experiences), yet is essential for the smooth introduction of new service innovations. For instance, the pain points
of one network actor might undermine the value experienced by another one. In the context of our introductory example, while robot monitoring capabilities reassure a nurse about an elderly person’s condition (e.g. by detecting falls), they might also give rise to serious privacy concerns for the elderly person and his or her family members. Hence, we advocate a ‘networkaware’ approach aimed at offering tailored value propositions and better orchestrate network value co-creation. Insights from generative sessions Service design methods need to account for networks to better understand what
