Data science for service design: An introductory overview of methods and opportunities

Youetta Kunneman, Mauricy Alves da Motta-Filho*, Jasper van der Waa

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

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To support effective and successful projects, Service Design practitioners rely on insights that mainly build on qualitative research methodology. The literature on data science promises to help transform how design research is done, adding sophisticated quantitative analyses, complementing existing methods with the power of machines. Due to this potential, data science receives widespread attention from both design practitioners and academics. However, the literature is fragmented and specialized, making it hard for designers to engage with data science. This paper addresses the opportunities and challenges for data science to support Service Design projects, evaluating existing technologies from designers’ perspective and providing an entry-level guide for service designers. These methods can help increase the quality of design research, making hidden information accessible and assisting creative processes. Together, these results are expected to inspire organizations to advance their data science resources for Service Design projects.

Original languageEnglish
Pages (from-to)186-204
Number of pages19
JournalDesign Journal
Issue number2
Publication statusPublished - 2022


  • data mining
  • data science
  • practice-based design research
  • service design
  • service design methods


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