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The field of service-design is emerging as a response to business and organisational needs to improve service innovation and provision.

Service-design can be described as the design of service offerings that provide valuable experiences to customers across touchpoints and over time. It uses both existing and new design approaches that are tailored to be applicable to the specific characteristics of services. Research into service design takes a strong participatory design approach and focuses upon such things as improving design processes, prototyping service experiences, visualising complex service systems, and linking design and business strategy. Today more than 70% of total value added in the OECD countries comes from services. Market-based services have become the main driver of productivity and economic growth, and in Norway, eight out of 10 new jobs are created within service industries. Research into Services is a rapidly expanding field and the projects at CDR are among leading international ones.