Title

Service design strategies of platform based technology firms during crisis

Abstract/Description

A crisis transforms the way businesses work. Though factors influencing the service design have been studied in literature, it is unclear how crisis impacts the drivers of customer delight. In order to understand the evolution of service design during crisis, we studied firms in healthcare and logistics, the two sectors that were most impacted by the corona virus (COVID-19) pandemic. Through an in-depth qualitative study of platform based technological firms in the two sectors, we observed that firms focused on implementing strategies to design their services that re-envision the customer experience while also restructuring their design processes. The firms brought together human-focused, communitarian and collaborative plans which were implemented through several design strategies such as combined services, crisis-oriented design and experimental design, while also incorporating a multi-actor intuitive process in order to sustain the crisis. This study contributes to the service innovation literature by explaining how service design and the design process shapes during crisis.

Track

Management

Session Number/Theme

Session 1B: Technology and Innovation

Session Chair

Dr. Kamran Mumtaz, Institute of Business Administration, Karachi

Start Date/Time

23-6-2022 11:20 AM

End Date/Time

23-6-2022 11:40 AM

Location

Training Room 1, Marriott Hotel, Karachi

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Jun 23rd, 11:20 AM Jun 23rd, 11:40 AM

Service design strategies of platform based technology firms during crisis

Training Room 1, Marriott Hotel, Karachi

A crisis transforms the way businesses work. Though factors influencing the service design have been studied in literature, it is unclear how crisis impacts the drivers of customer delight. In order to understand the evolution of service design during crisis, we studied firms in healthcare and logistics, the two sectors that were most impacted by the corona virus (COVID-19) pandemic. Through an in-depth qualitative study of platform based technological firms in the two sectors, we observed that firms focused on implementing strategies to design their services that re-envision the customer experience while also restructuring their design processes. The firms brought together human-focused, communitarian and collaborative plans which were implemented through several design strategies such as combined services, crisis-oriented design and experimental design, while also incorporating a multi-actor intuitive process in order to sustain the crisis. This study contributes to the service innovation literature by explaining how service design and the design process shapes during crisis.