A TRIZ-Based Method for New Service Design

This article demonstrates the viability of applying the theory of inventive problem solving (TRIZ) to services by proposing a new approach to new service design. Traditionally, the effectiveness of new service design is unpredictable as service design relies largely on inspiration and the past experiences of service designers. By integrating TRIZ problem-solving tools and its knowledge base, the authors propose a new TRIZ-based approach to address this weakness in service design. Through two case studies, the proposed model is verified. This demonstrates the relevance of TRIZ to service design. It is hoped that this article will raise awareness among service researchers so that more studies in this direction are conducted.