Challenges to Deploy Service Design in Organizations: Analysis Through “Scaling Up” Workshops

More and more companies are applying service design approaches to develop services and products. Not every project, however, has achieved its goals. In many cases, difficulties arise from organizational issues such as organization structure and evaluation system. In this research, we held workshops where success and failure factors of service design projects in organization are presented. By analysing the results, we construct a model that explains the “difficulties of deploying the service design approach in organization.” On the basis of the model, this paper discusses the challenges to the deployment of the service design approach in organizations.