Some examples of how service design is being used by startups and SMEs to apply service science

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^* Corresponding author: nick.coutts@sense-ims.com Copies of the templates used in this paper may be obtained from the author.

Abstract

Service designers can design the services needed to mitigate the barriers to adoption and use that are created by the introduction of new products, processes, services and methods. The removal of these barriers are frequently revenue opportunities for startups and SMEs. This paper offers answers to the following questions, with some example applications of service science: What is service design? What does a service designer do? Why is service design important? What is service science? How can service design and service science help startups and SMEs? The ideas and examples are based on the author’s experience working with IBM’s global network of business partners; as a tutor for the masters course in service design at the Royal College of Art, London ; for the masters courses in Global Innovation Design and Innovation Design Engineering at Imperial College London ; the masters in business innovation at the University of Barcelona ; and work with more than 350 startups in nine countries and consulting with SMEs and large organisations.