Say yes to the mess!

For ‘The week of Service Design’ on Molblog, the online platform of the Dutch Marketing Magazine, Geke van Dijk was invited to contribute an article to illustrate the benefits of design research for service innovation. ‘Say yes to the mess’ discusses how empathic research into everyday life generates insights that illuminate and explain the often eclectic series of touchpoints between consumers and organisations. These insights show how consumers make their own choices on what service to use, where, when, how and from who. From the perspective of an individual service provider these choices may seem elusive at times, but from the perspective of the consumer they often make perfect sense, as they are rooted in specific situations and circumstances. (PDF, 479 Kb – Only in Dutch)