Integrating Design Thinking in Service Design Process: A Conceptual Review

Document Type : Original Article


1 Assistant Professor, Rizvi Institute of Management Studies and Research, Mumbai, India.

2 Professor, Rizvi Institute of Management Studies and Research, Mumbai, India.


This paper is based on a theoretical approach to service design, Design Thinking and the integration between the two concepts. The evolution of the traditional service design process was argued and its limitations critically examined. Furthermore, the adoption of Design Thinking in the service design process was discussed so that it helps organizations overcome the existing limitations in service design. This was aided graphically by comparing the differences and similarities between the service design process, with and without the Design Thinking approach. It was argued that Design Thinking has the ability to plug gaps in traditional service design methods due to its human-centric core and co-design shell. This paper shall help service designers and managers decide on the adoption of Design Thinking for service design process based on the slated arguments. Finally, a set of organizational challenges that may influence the application of Design Thinking were listed for managers to be cognizant of while trying to integrate Design Thinking in their existing service design process.


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