Design Ethnography and Service Design Thinking on Triadic Relationships in Product-Service Systems

Abstract: This study has used design ethnography and service design thinking to understand triadic relationships in product-service systems. The data used in this research has been collected in an explorative user research phase of an overarching service design project at Scania CV. The service design project was of purpose to apply a user-centered design approach to investigate Scania Driver Services. The study finds Design Ethnography and Service Design Thinking as fruitful in understanding triadic relationships in product-service systems, but also identify challenges that require further exploration in order to enable the best possible value-propositions. The study contributes to understanding what kind of knowledge that applying design ethnography and a service design thinking approach to understand triadic relationships in product-service systems concern. A summary of knowledge identified is presented below. Understanding and knowledge concern: • Contradictions between the purchaser and end-user perception. • Actor perception of another actor(s). • Actor perceived evolution of another actor over time. • Actor change of view due to its own evolution. • Relationships of the service provider, purchaser and end user. • Misconceptions between actors. • Variation in communication between actors. • What the communication between actors is perceived to concern. • Additional actors than initially considered that are crucial for understanding the triadic relationship.