User-centric service design in concept development : case start-up company growth

Abstract

This thesis is an empirical case study that reveals simultaneous development of theoretical and practical contributions to the field of service design. The practical application of service design includes the co-creating and implementing a new service from conception. This thesis highlights the process of utilizing well-known service design strategies to stimulate growth within a start-up company in Finland. Theoretical contributions include the development of a Diminishing Double Diamond design process, implementation of the aforementioned design process and an in-depth analysis of main ideologies that connect service design to psychology. The motivational purpose of this thesis is to promote growth within a start-up company. The primary objectives are to collect true user insights, analyze insights with a high empathic aptitude, co-create value and conceptualize highly viable solutions for strategic growth. A new service has been strategically designed to support target users as they build and test early-stage mobile applications (apps). The case company that is studied offers a software tool for prototyping early-stage apps. It [software tool] assists in mobile application development by enabling app developers can remain focused on visual design, aesthetics, user interface and/or uses experience. Developing a new subsidiary service to this prototyping tool is the underlying focus throughout this thesis. In addition, this thesis describes the process of using service design and redesign thinking to reveal (and offer a highly viable solution for) a major disruption in the relationship between two groups of specialists in the field of mobile application development.