Design Fiction as a service design approach

Research output: Chapter in Book/Conference proceedings/Edited volumeConference contributionScientificpeer-review


Many of the techniques service designers currently use to represent their ideas in the conceptual phase of their design process, such as service blueprints or customer journey
maps, are rather abstract, static and schematic. While this might be valuable from an analytical, high-level perspective, such representations do not address the full contextual,
emotional and spatial-temporal richness of real-life services. This paper argues that design fiction, because of its focus on telling stories about possible implications of new and
emerging technologies, could have the potential to address this particular issue early on. While design fiction is currently mostly associated with more ‘underground’ design domains, such as speculative design and critical design, its principles might also be applied to service design, to visualize, explore and probe potential service scenarios already in the beginning of a design process.
Original languageEnglish
Title of host publicationService Design Geographies
Subtitle of host publication Proceedings of the ServDes.2016 Conference
EditorsNicola Morelli, Amalia de Götzen, Francesco Grani
PublisherLinköping University Electronic Press
Number of pages5
ISBN (Print)978-91-7685-738-0
Publication statusPublished - 2016
EventServDes. 2016: Fifth Service Design and Innovation conference - Aalborg University, Copenhagen, Denmark
Duration: 24 May 201626 May 2016

Publication series

NameLinköping Electronic Conference Proceedings
PublisherLinköping University Electronic Press
ISSN (Print)1650-3686
ISSN (Electronic)1650-3740


ConferenceServDes. 2016
Internet address


  • Service prototyping
  • design fiction


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