For the past few years, I’ve been practicing a research approach I’ve called
“Service design research”. It is an approach to gather design-centric data, to make
design-led decisions, and its roots lie in service design, ethnography and generative
design methods. Using the lens of human experience and service-thinking, cross
functional teams (product, marketing, design, research, operations, etc.) understand the
customer context, identify opportunities and ideate solutions. This approach is
particularly valuable for researchers and designers working in product design and user
experience because the output of their work generally is about connecting the dots and
providing a holistic picture.