From product centricity to services: Design workshops and maps as tools in strategy articulation

Olivia Thomassen Harre, Lene Nielsen

Research output: Conference Article in Proceeding or Book/Report chapterArticle in proceedingsResearchpeer-review


This paper explores how an IT company wants to change from product-centricity to servitization. A cross-functional customer journey workshop mapped the current state from the customer’s point of view, and by identifying opportunities, it identifies gaps in becoming a service organization. Activities in the workshop focused on mapping a current customer journey and a proposition of a customer journey. The case explores how a service design workshop and tools can be used in strategic work, to support and facilitate a discussion on changes needed to be customer-centric, going beyond technology and features. The workshop and maps proved useful in facilitating and visualizing the current organizational state and identifying opportunities for what it takes to shift to servitization. This case contributes to practical aspects of how service design tools can support organizational transformation towards servitization.
Original languageEnglish
Title of host publicationServDes.2020: Tensions, Paradoxes, Plurality : Linköping Electronic Conference Proceedings 173
EditorsY. Akama, L. Fennessy, S. Harrington , A. Farrago
Number of pages326
Place of PublicationMelbourne, Australia
PublisherLinköping University Electronic Press
Publication date2020
ISBN (Electronic)978-91-7929-779-4
Publication statusPublished - 2020


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