MODELLING THE GENERATIVE POWER OF SERVICE DESIGN PRACTICE THROUGH THE REFINED LANGUAGE OF THE “C-K THEORY”

“C-K theory”, a theory of reasoning in design, offers a formal modelling language with the power to describe the unfolding of creativity and the generation of new innovative objects as integral parts of design practice. However, the theory has limited ability to analyze and describe the particulars of design practice when the target area is service. To address this question, the purpose of this paper is to refine the “C-K theory” by embedding service relevant constructs and exploring strategies for enhancing the creative engagement resulting in the innovative service concepts.