Thirteenth International Conference on Design Principles & Practices

Abstract

Service design considers systemic approach project development, where touchpoints exist within an orchested system. This way of thinking should be transversal to the entire design process, from discover the users and their context to proposing a new service solution. Therefore, it is contradictory to use the brainstorming technic to design a new service. This technic allows generating a large number of ideas in a short time, but in an isolated way and without allowing to visualize them in a connected, articulated and less orchestrated. This paper explains why brainstorming could be counterproductive to design services and then explain a method to generate orchested solutions from its conception. This research come from the academic and professional practice developed in the School of Design of the Pontificia Universidad Católica de Chile.