The Architecture of Service Innovation

  • James MoustafellosEmail author


Innovation is about introducing something new. It occurs when we see the possibilities and opportunities others are missing. Sometimes, in order to see and understand our world better, we have to remove ourselves from a direct relationship with the subject we are observing and instead rely upon abstractions for needed distance, a new perspective and objectivity. For this study, an ARCHITECTURAL lens is applied to the field of Service Design to provide a new perspective on the subject and create the needed conditions for innovation. First, products and services are defined and architecture is positioned as a hybrid field with qualities of both. Next, architectural lessons from the Greeks and Romans are related to service design to provide criteria for approaching and assessing services. Finally, five architectural typologies are analyzed and used as service design models. These typologies offer insights and considerations not found in current service design methodologies, ideally providing the newness needed to foster innovation.


Service innovation Service models Service architecture Service design Experience design 


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Copyright information

© Springer-Verlag London 2015

Authors and Affiliations

  1. 1.Management Information Systems, Fox School of BusinessTemple UniversityPhiladelphiaUSA

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