Examining designers' ability to predict new service success

Marina Candi, Gerda Gemser

Research output: Chapter in Book/Report/Conference proceedingConference contribution


We examine designers' ability to predict new service success. To do so, we compare customer and designer evaluations of new services. Our findings suggest that while designers are not good predictors of customers' satisfaction with new services in general, their ability to predict customer satisfaction improves when services are hedonic in nature rather than utilitarian- or when they can be characterized as innovative. Designing services is a relatively new practice for designers, which may explain why they have difficulty predicting customers' satisfaction with new services. This in turn suggests, among other things, a need for design educators to enhance designers' capabilities in assessing market acceptance of new services.

Original languageEnglish
Title of host publicationProceedings of NordDesign 2014 Conference, NordDesign 2014
EditorsMiko Laakso, Kalevi Ekman
PublisherAalto University
Number of pages10
ISBN (Electronic)9781904670582
ISBN (Print)9781904670599
Publication statusPublished - 1 Jan 2014
Event10th Biannual NordDesign Conference, NordDesign 2014 - Espoo, Finland
Duration: 27 Aug 201429 Aug 2014


Conference10th Biannual NordDesign Conference, NordDesign 2014


  • customer satisfaction
  • designers
  • predicting success
  • service design


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