Service innovation through touch-points : development of an innovation toolkit for the first stages of new service development
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2011Metadata
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Simon Clatworthy (2011). Service innovation through touch-points: Development of an innovation toolkit for the first stages of new service development. International Journal of Design, 5(2), 15-28.Abstract
This paper reviews one of the central areas of service design, the area of touch-point innovation. Specifically, it describes the development
and use of a card-based toolkit developed in the AT-ONE project - the AT-ONE touch-point cards. These cards have been developed to
assist cross-functional teams during the first phases of the New Service Development (NSD) process. This paper describes and analyses
the development of the tools, their intended use and their evaluation following actual uptake by several commercial service providers.
The results show that the toolkit assists the innovation process during the first phases of the new service development process and helps
develop team cohesiveness. The card-based approach offers a tangibility that teams find useful, and that offers multiple usage alternatives.
In addition, the paper describes the multiple functions that tools used in service innovation need to accommodate, and how design makes
an important contribution to this. The work also reflects upon the materials of service design and suggests that touch-points are one of the
materials used by designers to understand, explore and develop innovative service solutions. Suggestions for further work are included
that include aspects of toolkit tangibility, usage areas and touch-point innovation.
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Open Access - This article is distributed under the terms of the Creative Commons Attribution
Noncommercial License which permits any noncommercial use, distribution, and reproduction in any
medium, provided the source is credited.
Simon Clatworthy (2011). Service innovation through touch-points: Development of an innovation toolkit for the first stages of new service development. International
Journal of Design, 5(2), 15-28.