Close the loop! System dynamics modelling in service design

Abstract

Service design is a thought process using creativity, empathy in responding to a customer's need and rationality in an analysis of a recommended, innovative solution. In this paper, we propose a research methods system which enables designers to integrate design and systems thinking into a system dynamics model of a creative project. Based on these research methods, topics and problems can be detected, and solutions can be proposed. The communicative game "Close the Loop!" which uses elements of visual language, and modifies the Grounded Theory method and its three processes: open coding, axial coding, and selective coding. The aim of the game is to create a Causal Loop Diagram which expresses a dynamic hypothesis, a Stock and Flow Diagram, which solves the problem visually and follows the Causal Loop Diagram. The accuracy of this set of method is demonstrated by its application in a case study from the service area. The article is intended for researchers who endeavour to use research methods in order to improve their services and meet a customer's requirements.