Customer-Centric Service Design: Featuring Service Use in Life Practices

Today digital technologies have become pervasive in human life and shape the everyday life practices of the people. The paper investigates how service design can be used to understand the way that people use services in their everyday life practices and to improve the service value for the people. The purpose of the paper is to advocate the development of a new, customer-centric perspective in service design that is based on the requirements of the user and the use of services in the everyday life practices. The paper discusses the meaning of service design for the customer/user and suggest an alternative approach that emphasizes on design as planning for service use and integrating services in the everyday practices. A holistic service architecture that connects service provision, delivery and use provides insights for the way that services are embedded in the everyday activities and the development of applications and tools that can support the planning of service use and the integration of services in the everyday life practices.