2–5 February 2021



Addressing echo chambers in service design with embodied methods


Presenting Author(s): Josina Vink, Kaisa Koskela-Huotari, Martina Čaić
02 February 2021

Are you unknowingly trapped inside an ‘echo chamber’ that reinforces your own assumptions about service design? What are the dangers of failing to meaningfully consider alternative assumptions about service design? How can we sensitize ourselves to diverse perspectives on service design research and practice? It is becoming increasingly apparent that service design encompasses multiple perspectives and approaches that are grounded in different foundational assumptions about the goals of service design, its processes, as well as the role of designers and other actors.

The purpose of this interactive and reflective workshop is to surface pluralities and tensions within participants’ underlying assumptions about service design and help to move the field forward by initiating dialogue and reconciliation. In the workshop, participants will use their bodies and online representations to represent and illuminate their various perspectives on service design. We will work through frameworks that will help make the invisible assumptions that guide our diverse work on service design more visible.

Together the group will address tensions within the underlying assumptions that guide our different perspectives and critically evaluate the assumed common ground that we stand on as a discipline. Participants will leave with a better understanding of their own blindspots in how they think about service design and gain an appreciation of some of the diverse perspectives that contribute to a vibrant and evolving service design discipline. In addition, participants will walk away with inspiration on creative approaches for embodying and materializing assumptions and working with tensions that often go unspoken within diverse groups.

Europe (CET): 2nd February 2021 8:00 am to 10:00 am

US (EST): 2nd February 2021 2:00 am to 4:00 am

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Josina Vink
Josina Vink
Oslo School of Architecture and Design

Josina Vink is an Associate Professor in service design at the Oslo School of Architecture and Design (AHO) and Design Lead within the Center for Connected Care (C3) in Norway. Josina’s research explores how design can create profound and significant change in healthcare by reshaping social structures. She recently finished her PhD on service ecosystem design at the Service Research Center (CTF) in Karlstad University, Sweden as a Fellow of the European Union’s Marie Curie Horizon 2020 program within the Service Design for Innovation Network (SDIN). In addition, she has worked for ten years as a service and system designer in health and care, including at the Mayo Clinic Center for Innovation in the United States and the Center for Addition and Mental Health in Canada. In her practice, she has developed new services, supported policy change, facilitated shifts in practices across sectors, and led social lab processes.

Kaisa Koskela-Huotari
Kaisa Koskela-Huotari
Karlstad University

Kaisa Koskela-Huotari is an Assistant Professor in Business Administration at Karlstad Business School and the CTF, Service Research Center of Karlstad University. Kaisa’s research interests lie at the intersection of service-dominant logic, institutional theory, and systems thinking. In her work, she uses these perspectives to inform the understandings of innovation, design and market evolution. Her research is published in the Journal of Business Research, Journal of Service Management, Journal of Services Marketing, Journal of Service Theory and Practice, Journal of Strategic Marketing, and Service Science. Kaisa also serves as the Assistant Editor of the AMS Review, the only marketing journal that focuses exclusively on conceptual articles.

Martina Čaić
Martina Čaić
Aalto University, School of Arts, Design and Architecture

Martina Čaić is a post-doctoral researcher at CTF - Service Research Center at Karlstad University in Sweden and Aalto University, School of Arts, Design and Architecture in Finland. She is also an associate researcher at Hanken School of Economics in Finland. She received her PhD from Maastricht University in the Netherlands, where she was a Marie Curie Fellow funded by the Service Design for Innovation Network (SDIN). Her research addresses customer experiences in value networks, with a particular focus on robotic and ambient assisted living technologies. Specifically, she conducts research in healthy aging contexts, employing a service design mindset, tools, and methods to understand consumers' perceptions of disruptive technologies. Her research has been published in the Journal of Service Management, Journal of Services Marketing, International Journal of Social Robotics, and International Journal of Design.