Viewpoint: service design’s promise in times of crisis

Purpose This study aims to propose service design (SD) as a promising approach for mitigating crises. It also examines how SD has been applied to address crises originating outside the organization, with a particular focus on shifts in consumer behaviour. Design/methodology/approach This viewpoint draws on an exploratory scoping review and interviews with SD experts from small and medium-sized enterprises. The empirical context for the study is the COVID-19 pandemic, which serves as a representative crisis scenario. Findings There is limited research on the role of SD across different types of crises. This study develops a framework that positions SD as a human-centred, interaction-based activity during crises. It further suggests that SD can be used both before and after crises, indicating that organizations can build SD capabilities and enhance their resilience by learning from past crises and by proactively preparing for a range of potential future disruptions. Originality/value This viewpoint explores the importance of understanding consumer behaviour and shifts in the business environment during times of crisis. It proposes a framework that highlights the promise of SD in such contexts – emphasizing not only responsive actions during crises but also a forward-looking approach.