Blended spaces, cross-channel ecosystems, and the myth that is service

Service design and service designers have changed the way many companies and organizations think of their service offerings in relation to their overall goals, expanding their view of when a service experience starts and ends. However, this is still a company-centered view, eminently postmodern and unavoidably reductionist in nature. There is still room for growth within the field and in the way services are designed. This paper argues that a systems thinking approach positing multiple interrelated perspectives might be beneficial for the service design practice. Shifting focus from the single touchpoint to the global structure of the ecosystem and hence altering the way the problem space is framed, service design practice can gain a significant strategic impact and provide value to both individual actors