The Research Of Mindset Shift Strategies From Product Design To Service Design In The Stage Of Concept Generation

The post-industrial society is service-oriented,characterized by a gradual shift from the manufacturing economy to service-oriented economy.The development of service-oriented economy makes it possible to exploit more design objects and space to apply.In the design field,the design objects also transform from tangible things to intangible services.Given that the times of traditional product output design will end,the designers are not only facing the issues on forms and functions,but also the challenges in designing more complex service system.It is especially important for designers to successfully shift from product design mindset to service design mindset,which is also the study content of the thesis.In the thesis,the observation experiment was carried out in order to study the mindset shift process from product design to service design in the stage of concept deriving.According to the service and design workshop and the course Service Design and Business Model and through the naturalistic observation,it observed and recorded the mindset shift of designers in the concept deriving stage of service design,and collect the materials on design process in the meanwhile.The experiment found that there are two obvious activity nodes,Trigger point and Driven point of mindset shift,in changing mind by analyzing the above materials in line with Grounded Theory and Open Coding principle and retrospective interview data by means of verbal analysis.On this basis,the thesis explores the driving forces for mindset shift of groups and individuals.The experiment showed that the process of mindset shift 1s not easy,but varied driving forces promote to complete the dynamic shift process.In the study,the author finally sorts out five drive types,including service design cases,service design concept,service design methods and tools,teacher assessment and merchant’s comments.Except for these driving forces,the knowledge sharing and idea exchanging of the group are also helpful to break through the product design mindset and shift it to the service design mindset.The main innovative research results include:firstly,it puts forward to three mindset shift modes on the basis of the relative experimental conclusion,and that is,shuttled mindset mode(W),transboundary mindset mode(S),and fixed mindset mode(F).It helps to clearly show the dynamic process of mindset shift,including thinking acceleration,stagnation,degradation and other activities;secondly,it summarizes three typical mindset shift strategies,strategy of taking product service system as emphasis(PSS),experience-to-service strategy(E2S)and insight-to-service strategy(I2S).Experiments were carried out to verify the effectiveness of mindset shift strategies and modes.The research on mindset shift strategies provides a feasible solution and direct guidance for mindset shift and has a certain theoretical and practical significance in developing the cross-domain talents in the information age.