This article seeks to answer the question of how value proposition is created using a human-centred approach in the context of deservitization, in general, and service dilution, in particular. The article aims to describe ...

Visual aesthetics has become a crucial element in strengthening brand experience. In the digital era, however, designers need to approach aesthetics from a holistic standpoint where both traditional and more modern ...

This study is part of the project INKLUGI. The main objective of the project is to create new tools that help to introduce Inclusive Design methods in the industry of the region of Gipuzkoa. To make companies understand ...

Design Thinking is visualized as the central strategy to promote entrepreneurial skills in European schools. Europe needs future generations to be more entrepreneurial in their attitudes to achieve a strong position in the ...

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. ...

Existing brands already have certain products that generate a particular experience in customer minds. Every time a customer’s interacts with of brand’s products and related touchpoints, the customer form an idea about the ...

Advanced services have caught the attention of industries and academics as a way to exploit new customer value propositions. However, the existing design methodologies for advanced services are limited to partially addressing ...

This article presents a dataset of service design skills which service design experts value as important requirements for design team members. Purposive sampling and a chain referral approach were used to recruit appropriate ...