1 ExpandingtheToolkit:ServiceDesignThinkingforIndustrialDesign ChristopherArnold(IDSA), AuburnUniversity &SarahDrummond, GlasgowSchoolofArt Astheroleof ‘designer’has changeddramat icallyo verthelastt wodecades,linesbetween discipli nesandthework theydohaveb ecomeblurred. Thischangei sreflectedno tonlyinthe end productofdesi gn,butalsoi nitsprocess( Buchanan,200 1).Therehasb eenashiftfro msoloauthor toapositiondemandingmore participa toryapproache sinvolvingconstellationsofexpertise. Perhapsthegrea testchalle ngeliesin theneedforinv olvementwith stakeholdersa ndusersasco- creatorsthroug houtthedesignpr ocess(SenseWorldwide,2009) . “Aboveall, [designers]are creatorsofexper iencesthatenrichthefundamental humanexperience ofbeingali ve.Thereforethei rgreatestconc ertis–orshoul dbe– withthehumani tyofourmateri alculture.”(Press&Cooper, 2002) Toaddressthecha ngingfaceof designpracti ce,additionalskills,techniques, andmodesof collaborationshouldbea ddedtothedesign ers’toolkit. Thisisofpar ticulari mportancetodesi gn education,a sstudentsshouldb eintroduced,n otonlytotheg rammarofdesign ,butalsothe purposefulapplicationof itsprocesstofulfillth eneedforemotiona lsignificance(Norman,2004). Heretheauthorsas sertthatthemi ndsetevidence dinservic edesignmayenablestudentsand professionalsa liketobette ridentify, developandc ommunicatesol utionsmorefitt ingto“real world"situati ons,andshouldb eintroducedas soonaspossible inindustria ldesigneduc ation. Utilizi ngaworkshopforma t,ithasbee nshownthatthepe ople-centeredmi ndsetpresenti nservice designcanbee ffectively adoptedbystude ntsintheearlystagesofin dustrialdesi gneducation ,and hasmuchtooffer thedisciplinethrougheducationandpractice. Movingawayf romthemodernistc onceptionofth edesignerasi ndividual expert,theworl disnow definedbyprobl emsofever-grea tercomplexi tythatdemand moreholistic approaches.Suc h solutionsrequiregreaterunderstandingandintegrationacrossabroaderrangeofdisciplinesthan everbefore.Asheterogeneousdisciplinesbegintocoalesce,amorediversesetoftools willbe requiredwith whichtoeffec tivelyeng agestakeholder sasco-creator sthroughouttheproc essof product,servi ce,andsystemsd esign(Sanders&Stappers,200 8).Theneedfor changeisnol ess trueinthedoma inofindustri aldesignwhe resuccessis measuredfarbey ondtheartifa ctin isolation, andisclearlyevident intheemergenc eofservice designasadiscipline duringthelast decade(Vargo&Lusch,2008).Benefitingfromaninherentfocusonusers aspeople,the applicationofsystemic approaches,c onsiderationof theexperienti aljourney,andengagement withtheindi vidual(En gineGroup),th eservicethi nkingmindse thasagreatd ealtoofferthe practiceof industrial design,andmay bolsterthedi scipline atatimewhen theconsumptionof materialgoodsisputintoquestion. Whattheser vicethinkingmin dsethastooffer “Experiencedesi gnanduserexperi encehavebec omeoverused,oft enconfusing buzzwords.Regard lessoftheirme aning,mostoft hepeoplewetal ktobeliev ethat thedesiredend resultisane motionalcon nectionbetween apersonandher experiencewi thaproductorse rvice.”(Gage&Kolari ,2003) Aseconomicand culturali nterestscontinuetoshiftfromtheconsumption ofmaterial goods,many professionswil lbeforcedto dealwiththe relentlesserosionofdisci plinarybou ndariessepara ting them.Asproduct-or ientedeconomiesrealign,placinggreateremphasisonhuman-services and product-servic esystems,itwillbenecessaryfortradi tionally traineddesig nerstoadoptnew tools andstrategies inordertorealizesoluti onsoflastin gvalue. Intoday’shyper -competitiv egloballa ndscape,goodsmustbewrappedwi thservices( Gilmore& Pine,1999) .Historical lyagreat manyservice shavebeenther esultofthei mpromptualign mentof overlapping systems,created outofcircumst anceratherth anbydesign.I nrecentyears this haphazardapproachtothecreationofserviceofferings hasbeenrepla cedbymorerati onal
