Servitization of Products as an Approach for Design Driven Innovation
Mana research / Imagination Lancaster, Lancaster University / 2 months / UK
Writing (2nd author)
In this paper we present a new approach for design-driven innovation by using the concept of servitization of products. Here we look at how the meaning of a product can be innovated by adding one or more services and service support products designed around an existing product, instead of significant product redesign. We investigate this assertion with an action- oriented case study using a research through design approach. This was done within the Dutch fashion industry together with a fashion label specialized in handmade knitwear. As a result two services, ‘The Making Of’ and ‘Meeting Your Knitter’, were designed and added to an exclusive line. Early probing indicated an innovation in the meaning of the garments through servitization. In general, we conclude that servitization of products can be a promising approach for design-driven innovation. This is especially interesting for firms that would like to probe and experiment with service design for meaning innovations. However, more research is required to fully understand and utilize this approach.