This magazine is packed with fascinating and inspiring theories, insights, principles, frameworks, models and opinions, all related to product-service systems; all work I’ m really proud of. At the same time, it leads to an interesting question: will this be enough to develop those meaningful experiences we are all aiming for? Will this be the right basis for solving problems like how to deal with cross-media retail strategies, multi-channel publishing challenges, smart sex toys and intelligent lawn mowers? It will probably raise some eyebrows, but from my point of view as a design practitioner, the only honest answer is: in your wildest dreams.
There is an obvious reason for this: the starting point of most research projects is the ideal world in which we, as designers, can influence each parameter of the experience, where product and service are developed simultaneously, are intertwined, but originate from a single, solid idea, concept or strategy. Unfortunately, it is only occasionally that a new and groundbreaking product-system is launched from scratch. In real life, a large part of a designer’ s work is dependent on what our clients want. These clients are often( major) companies, governmental organisations or governmentrelated institutes with an ongoing business. In real life, designers are confronted with fragmented organisations, budgets, timelines, targets and often a deep fear of‘ changing the game’. Implementation of new multi-touchpoint systems have a great impact on an organisation, and demands vision, faith and perseverance.
Research is driven by many types of questions. In CRISP, when it comes to PSS, we never argue about the‘ why’ question. Much of our excellent and relevant research work explores‘ what’ topics— and believe me, there is still a lot more to explore down that avenue. I think, however, that the next big challenge will be getting to grips with an important‘ how’ question. How can we ignite change within the institutions we work in and how can we help our clients to become new and sustainable organisations, to match the dynamic product-service systems they offer their consumers? With CRISP, we have taken the first step to answering this question and making our wildest dreams come true …
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