The concept of on-going interactions in co-design: insights from three different disciplines
Trischler, J & Sinnewe, E 2012, 'The concept of on-going interactions in co-design: insights from three different disciplines', in Co-creating Services: ServDes. Service Design and Innovation Conference 2012, Helsinki, Finland, 8-10 February, Linköping University Electronic Press, Linköping, Finland.
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Co-design with the customer is identified as an effective opportunity for service design and service innovation. By reviewing the different streams of marketing, design and service innovation with emphasis on user involvement, this paper proposes a multi-disciplinary framework for mutual learning and co-design. It is suggested that the firm can use on-going interactions with customers during the value generating process to create a space for mutual learning and co-design in which the customer becomes an integrated part of the innovation and design process not only as an informant but also as a co-designer.