| Designing for enhancing customer experience | Designing the contextual elements (Michel et al., 2008) and the service performance (Grove and Fisk, 2001) to enable an experience | Creating conceptual frameworks to understand customer experience (Pullman and Gross, 2004) | Applying design methods and skills to improve the customer experience (Miettinen and Koivisto, 2009) | Planning of dramatic structures for service events (Zomerdijk and Voss, 2010) | Dealing with customer variability so as to improve service operations (Frei, 2006) | Use of web-based solutions to enhance the customer experience (Davis et al., 2011) | Using modeling techniques to conceptualize customer experience (Holmlid, 2007) |
| Designing for strategic value co-creation | Designing service concepts, value propositions and strategies to enable value co-creation (Patrício et al., 2011; Frow et al., 2014) | Creating new service offerings (Patrício et al., 2011) | Creating new kinds of value relation between diverse actors within a socio-material configuration (Kimbell, 2011) | Conceptualizing customer-centric service systems (Mahr et al., 2013) | Creating operational strategies for multichannel service delivery systems (Roth and Menor, 2003) | Designing automated service systems (Glushko and Nomorosa, 2013) | Designing interactional strategies between technological solutions and their users (Lee et al., 2010) |
| Designing for supporting service | Designing for operationalizing the value proposition (Sampson and Froehle, 2006) | Exploring service systems and service delivery processes connected to organizations (Kaltcheva and Weitz, 2006) | Designing service systems that meet users’ needs (Lin et al., 2011) | Analyzing service delivery process and improving service quality (Bitner et al., 2008) | Planning, visualizing and implementing service delivery processes (Sampson, 2012) | Creating service-oriented architectures to support business-to-business collaborations (Chesbrough and Spohrer, 2006) | Designing service interactions to support customer experience (Zimmerman et al., 2011) |
| Designing for improving service quality | Designing for guaranteeing service quality in terms of service efficiency and efficacy. (Frei, 2006) | Improving customer experience as a means of attaining service quality (Ding et al., 2009) | – | Systematically measuring and rewarding customer-centric behavior in front-line personnel (Saco and Gonçalves, 2008) | Rigorously analyzing and controlling of service operations (Shostack, 1984) | Designing service monitoring systems to evaluate customer satisfaction (Glushko and Nomorosa, 2013) | – |
| Designing for enabling service interactions | Designing for intermediating service encounters between actors. (Zimmerman et al., 2011) | – | Designing service interfaces (Secomandi and Snelders, 2011) | – | – | – | Designing service interactions within and among organizations (Sangiorgi, 2009) |
| Designing for improving societal well-being | Designing for public and societal value, achieved through service that involves a large set of stakeholders. (Burns et al., 2006; Manzini, 2015) | – | Supporting new service models and social innovation initiatives within communities (Jégou and Manzini, 2008) | – | – | – | – |
| Designing for improving service design process | Contributing to better develop the process of designing service as through researching the benefits of co-design, design tools and service representations. (Sanders and Stappers, 2008; Segelström, 2010; Blomkvist, 2015) | – | Creating and exploring the use of tools and techniques to visualize and analyze the user experience (Miettinen and Koivisto, 2009) | Using service theater to design and execute memorable service experiences (Stuart, 2006) | – | – | Facilitating co-design activities (Sanders and Stappers, 2008) |