The design logic for value creation is undergoing radical change. Digital transformation as its core driver is changing service offerings and business models as well as organizations, collaboration and human work. The ability to design digital services has the potential to be a key competence for this new logic of value creation. We can already witness technical innovations in the field of Artificial Intelligence (AI) or the Internet of Things (IoT) to be primarily applied for the development of digital services. In addition, digitalization opens up entirely new opportunities for interaction with users and the co-creation of services: With voice-controlled digital assistants, machine interaction moves into users' living rooms, while highly personalized services are facilitated by mobile devices equipped with sensors and machine learning processes – e.g. personal training assistants. Hence, we need to simultaneously consider technological advancements and the human perspective when designing innovative service systems to enable interactivity and individuality as prerequisites for joint value creation.
The research project DL2030 intends to identify research and development needs, including suitable approaches, that contribute to the design of innovative technology-oriented service systems with high customer benefits. In particular, DL2030 aims to gather insights and opinions of different stakeholders from research, industry and interest groups to provide valuable input in order to strengthen the position of service research as an independent field of research and advance its further development by identifying strategic research directions, potentials and needs.
09/2019 – 03/2021