Branding in Service Desing - In practice: Exploring how to integrate branding into service design framework for a better client understanding, leading to more feasible and realistic services. A case of Dansk Vegetarisk Forening (DVF).

Branding in Service Desing - In practice

Christoffersen, Diana Renée Langmach

4. term

Service Systems Design, Master

2022

2022-09-30

136

Dette speciale undersøger, hvordan designkundens brand kan integreres bedre i servicedesign, så løsningerne passer både til slutbrugere og til kunden. Udgangspunktet er, at servicedesign ofte fokuserer på brugernes behov, mens kundens strategi, mål og brand får mindre opmærksomhed. Specialet afprøver, om det oplevelsesmæssige overlap mellem servicedesign og branding kan bruges som indgang til at gøre brandet til en aktiv del af processen og dermed skabe mere realistiske, relevante og gennemførlige services, der skaber værdi for både kunde og bruger. I en konkret case med Dansk Vegetarisk Forening (en NGO) anvendes brandingværktøjer og tilpasses servicedesignværktøjer i Double Diamond-rammen – en trinvis proces fra at udforske problemet til at levere løsninger – med målet om at designe en service, der hjælper danske forbrugere med at spise mindre kød. Arbejdet viser, at når man vil skabe værdi for kunden og bringe løsningen i tråd med kundens brandstrategi, opstår der flere rammer og begrænsninger, som kan reducere kreativiteten i idéfasen. Den brandorienterede tilgang påvirker beslutninger i hele designprocessen, men kan samtidig gøre forslagene mere realistiske, relevante og gennemførlige. Specialet foreslår derfor et paradigmeskifte: ‘brugere’ i designprocessen bør også omfatte kunden. Designere bør systematisk medtænke kundens mål, strategi, brand og ressourcer for at udvikle mere realistiske og gennemførlige services. Hypotesen er, at dette også kan gøre servicedesign mere attraktivt som forretning og skabe merværdi for designere og bureauer.

This thesis examines how the client’s brand can be better integrated into service design so that solutions work for both end users and the client. It starts from the observation that service design methods often focus on users’ needs while paying less attention to the client’s strategy, goals, and brand. The study tests whether the experiential overlap between service design and branding can be used to make the brand an active part of the process, leading to more realistic, relevant, and feasible services that create value for both client and user. In a case with Dansk Vegetarisk Forening (an NGO), the project applies branding tools and adapts service design tools within the Double Diamond framework—a step-by-step process from exploring the problem to delivering solutions—to design a service aimed at helping Danish consumers eat less meat. The work shows that aligning with the client’s branding strategy and prioritizing client value introduces constraints that can limit creativity during ideation. This brand-oriented approach influences decisions throughout the design process, but can also make concepts more realistic, relevant, and feasible. The thesis therefore proposes a paradigm shift: the notion of “users” in the design process should also include the client. Designers should systematically consider the client’s goals, strategy, brand, and resources to develop more realistic and feasible services. The hypothesis is that this will also make service design more attractive as a business and add value for designers and agencies.

[This summary has been rewritten with the help of AI based on the project's original abstract]

Service design ; branding ; value ; design tools ; user experience ; UX ; brand experience ; strategy ; experientiality

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