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Design fiction diegetic prototyping: a research framework for visualizing service innovations

Design fiction diegetic prototyping: a research framework for visualizing service innovations The purpose of this paper is to present a design fiction diegetic prototyping methodology and research framework for investigating service innovations that reflect future uses of new and emerging technologies.Design/methodology/approachDrawing on speculative fiction, the authors propose a methodology that positions service innovations within a six-stage research development framework. The authors begin by reviewing and critiquing designerly approaches that have traditionally been associated with service innovations and futures literature. In presenting their framework, authors provide an example of its application to the Internet of Things (IoT), illustrating the central tenets proposed and key issues identified.FindingsThe research framework advances a methodology for visualizing future experiential service innovations, considering how realism may be integrated into a designerly approach.Research limitations/implicationsDesign fiction diegetic prototyping enables researchers to express a range of “what if” or “what can it be” research questions within service innovation contexts. However, the process encompasses degrees of subjectivity and relies on knowledge, judgment and projection.Practical implicationsThe paper presents an approach to devising future service scenarios incorporating new and emergent technologies in service contexts. The proposed framework may be used as part of a range of research designs, including qualitative, quantitative and mixed method investigations.Originality/valueOperationalizing an approach that generates and visualizes service futures from an experiential perspective contributes to the advancement of techniques that enables the exploration of new possibilities for service innovation research. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Services Marketing Emerald Publishing

Design fiction diegetic prototyping: a research framework for visualizing service innovations

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References (89)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0887-6045
DOI
10.1108/jsm-11-2018-0339
Publisher site
See Article on Publisher Site

Abstract

The purpose of this paper is to present a design fiction diegetic prototyping methodology and research framework for investigating service innovations that reflect future uses of new and emerging technologies.Design/methodology/approachDrawing on speculative fiction, the authors propose a methodology that positions service innovations within a six-stage research development framework. The authors begin by reviewing and critiquing designerly approaches that have traditionally been associated with service innovations and futures literature. In presenting their framework, authors provide an example of its application to the Internet of Things (IoT), illustrating the central tenets proposed and key issues identified.FindingsThe research framework advances a methodology for visualizing future experiential service innovations, considering how realism may be integrated into a designerly approach.Research limitations/implicationsDesign fiction diegetic prototyping enables researchers to express a range of “what if” or “what can it be” research questions within service innovation contexts. However, the process encompasses degrees of subjectivity and relies on knowledge, judgment and projection.Practical implicationsThe paper presents an approach to devising future service scenarios incorporating new and emergent technologies in service contexts. The proposed framework may be used as part of a range of research designs, including qualitative, quantitative and mixed method investigations.Originality/valueOperationalizing an approach that generates and visualizes service futures from an experiential perspective contributes to the advancement of techniques that enables the exploration of new possibilities for service innovation research.

Journal

Journal of Services Marketing – Emerald Publishing

Published: Mar 20, 2020

Keywords: Service innovation; Service design; Creative contexts; Design fiction diegetic prototyping; Internet of Things (IoT)

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