Abstract
Purpose Service design is a multidisciplinary approach that is key to service innovation, as it brings new service ideas to life. In this context, the development of new service design methods and models for creating new service futures is an important stream of service design research. Such developments can benefit from a systematized research methodology that builds on existing knowledge and robustly evaluates the suitability of research contributions. To address this challenge, the purpose of this paper is to present design science research (DSR), an established methodology from the information systems field, and examine how it can be useful for service design research by supporting the development of new artifacts, such as service design constructs, methods and models. Design/methodology/approach This paper presents DSR and related literature and shows how DSR can support service design research through a step-by-step approach. A methodology to develop prescriptive-driven solutions for classes of problems, DSR can support service design research in developing rigorous and relevant research. One illustrative example of a service design research effort using the DSR approach is presented. Findings Building on DSR's robust methodological background, this paper discusses how DSR can support service design research, namely, through the development of new methods and models, and how DSR can be adapted to leverage service design research participatory, iterative, human-centric and creative approach. Originality/value This paper provides an overview of DSR and proposes it as a methodology to conduct service design research, offering step-by-step guidance on the application of DSR in service design research and discussing how it can be adapted according to the specific characteristics of service design research and drive future research.

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In the technology enabled, competitive service environment, organizations try to innovate their service while redesigning their processes to increase efficiency. The present study is aimed at developing a design method that brings together, complementarily, constructs and approaches from two fields: Service Design, which offers a human-centered, holistic focus on creating novel services and Business Process Reengineering, mainly organizational, process redesign and process efficiency focused. The Service Design for Business Process Reengineering (SD4BPR) method was developed following a Design Science Research methodology and it was applied in a business environment for the improvement of the Pre-Sale processes of a software development company dedicated to the health area. The development of the method and its process of work are presented and discussed in order to show how SD4PBR can support the design of technology-enabled services while taking into consideration organizational issues and desired business efficiency.

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While service design has been accepted as a human-centered and cocreative approach to service innovation, its role in technology-driven contexts, specifically technology startups, has been largely unexplored. Previous research suggests that technology startups tend to focus on technical aspects of innovation, neglecting the value cocreation potential of service innovation that service design can facilitate. Focusing on value propositions as the main mechanisms of service innovation, this study explores how service design facilitates service innovation in technology startups. This longitudinal study examines the opportunities and challenges of introducing service design for the purpose of service innovation in five technology startups over a period of 11 months. Results reveal how service design facilitates the creation of new value propositions that expand the previous technology-driven focus towards a human-centered and cocreative one. Additionally, findings suggest that there are two levels of how service design becomes embedded in technology startups that are contingent on their life cycle stage. This contributes to the service innovation literature that views innovation as development of new value propositions and describes the key role of service design. The study also discusses managerial implications of the findings for technology startups and service designers and provides directions for future research.

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