Service design as the ground for alternative social and economic scenarios

This paper focuses on Service Design as the theoretical and operative framework for activities in very diversified contexts. Within this framework, the paper analyses the design of services and service systems as a form of mediation, integration and diffusion of new operational practices that are gradually modifying the current socio-economic paradigm in the western countries. Service Design proposes new forms of value creation that cannot always be measured according to the current economic criteria. They are rather introducing new economic factors that contribute to the value creation process, such as experience, time, knowledge, new roles in working and consuming. The actions triggered by service design move the center of value production from material goods to immaterial actions and performances. Services also propose new dynamics of relational mediation among stakeholders in social and economic systems. New categories of needs are introduced, while the old categories are reviewed.