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oai:ebiltegia.mondragon.edu:20.500.11984/55332024-03-04T12:21:34Zcom_20.500.11984_473col_20.500.11984_478

00925njm 22002777a 4500 dc Iriarte, Ion author Justel Lozano, Daniel author Alberdi Álvaro, Alazne author Urrutia Bea, Elisabeth author 2017 Insurance companies are in the midst of massive disruptive change occurring as a result of new consumption models and technologies. Companies unable to keep up with the rapid pace of change run the risk of disappearing. Service Design has become an essential practice for firms competing in experience-centred sectors. However, Service Design is not only limited to improving customer experience: it has also been proposed as an enabler for strategic and organisational change. This paper presents a case study in which Service Design was applied to foster transformative strategy and processes in an insurance company. The experiment has shown that Service Design can help companies to identify new business opportunities, as well as assisting organisational transformations. The findings in this paper show that by adopting Design-led approaches, firms can achieve faster and more flexible New Service Development processes able to significantly reduce time to market. 1756-3062 https://katalogoa.mondragon.edu/janium-bin/janium_login_opac.pl?find&ficha_no=127703 https://hdl.handle.net/20.500.11984/5533 Service Design Strategic Design Change by Design Universitybusiness collaboration Beyond customer satisfaction. Supporting organisational change through Service Design. A case study in the insurance industry