Iteration and co-creation are processes that connect the otherwise broad field of service design
Satu Miettinen
An iterative design process is based on a cyclic process of prototyping, testing, analysing, and refining work in progress. This applies well in a service design process where prototyping tools are in active use. Innovating opportunities for new co-creation processes between the client and the user is part of the service designer’s everyday working life. Prahalad and Ramaswamy (2004) discuss co-creation experiences as new ways to create value. The focus on value in business transactions has shifted to experiences, and experiences are increasingly created through services. Consumers are co-creating value with the firm. Co-creation allows the customer to co-construct the service experience to suit her context, and the service design process offers methods to enable this.