The document discusses perspectives on implementation that could be useful for service design. It identifies four key perspectives: (1) implementation as part of the development process, where design drift from concept to operational service needs to be considered; (2) implementation as a strategy, where stakeholder involvement is important; (3) implementation as design after design, where the well-designed service needs safeguarding; and (4) implementation as a change of practices, where organizational development must be anticipated and accommodated. Additionally, generic service resources and process models need to be adapted for implementation. The perspectives provide inspiration for service implementation but cannot be directly applied and more research on implementation in service design is still needed.

1. Views on Implementation
and How They Could Be
Used in Service Design
Tim Overkamp and Stefan Holmlid

2. Why service implementation?
Not much discussion about service implementation in
Service Design.
But implementation is an important topic for Service
Design.
Service design(ers) do not seem good at being part of
implementation or considering implementation during
design (Mulgan,2014).
How can service design relate to implementation?

3. What is service implementation?
Different definitions of service implementation.
The process of moving from a well-designed service
concept and service delivery process to a situation
where delivery of the intended service experience is
repeatable and constant.

4. Perspectives on implementation
Implementation as part of the development process
Implementation as strategy
Implementation as design after design
Implementation as change of practices

5. Successful service implementation requires an
understanding of all these perspectives. And more.

6. Part of the development process
From concept to final
product
Design drift
From prototype to
production to launch
Ramp up
x n

7. Implications for service implementation
Learning launches (Liedtka and
Ogilvie, 2011) and beta launches
for services.
Design drift can point to the
changeable and the
unchangeable.

8. Strategy
Decisions and activities needed to present
a product to the target market (Hultink et
al., 1997).
Ideally stakeholders of implementation
are part of the team planning the
implementation (e.g. Kou and Lee, 2015).
Should be adjustable based on feedback
from reality (Cui et al., 2011).

9. Implications for service implementation
Successful strategies for
service implementation.
Temporal relationship
between development and
implementation.
Ways of involving
stakeholders in
implementation.
Development
Implementation

10. Design after design
The adaptation of technology to
fit an organisation’s structure.
The process of mutual
adaptation of organisation and
innovation (Leonard-Barton,
1988; Rogers, 2003)

11. Implications for service implementation
How to safeguard a well-designed service during
implementation?
Where can the technology adapt and where should
the organisation adapt?
What is the responsibility of the designer?

12. Changes of practices
Unfreezing, changing and
freezing the practices (Fixen
et al., 2005; Aken, 2007).
From vision to new practice,
top-down and bottom-up.
If the vision is known, the
form of the new practice can
be designed to fit a local site
(Fixen et al., 2005)

13. Implications for service implementation
Responsibility for implementing
changes in practices.
Skills needed in order to facilitate
implementation of new practices.
Transfer of ownership of the
change of practices to an
organisation.
D O

14. Overview
Part of development Design drift from concept to operational
service during implementation
Strategy Stakeholder involvement when moving
towards implementation
Design after design Safeguardingwell-designed service
during implementation
Change of practices Anticipate and accommodate for
organisationaldevelopment

15. What’s the “and more”?
Adaptation of generic service resources that are the
outcome of a design process.
Understanding and adaptation of generic service
processes models to be able to make deviations during
service delivery.

16. Conclusions
Research on implementation in Service Design research
is still patchy.
Identified four perspectives on implementation that
need to be understood for service implementation.
Adaptation of generic service resources and process
models also needs to be taken into account.
The four identified perspectives can serve as inspiration
for service implementation, but cannot be taken as-is.

17. Views on Implementation
and How They Could Be
Used in Service Design
Tim Overkamp and Stefan Holmlid
tim.overkamp@liu.se