Identifying a Framework of Service Design in Information and Communication Technology Start-ups by Using Content Analysis

Political, economic, social, and technological changes have created a shift in consumer interests, desires, and behavior, causing many startups to fail due to an inadequate value proposition. Despite the successful results of the implementation of service design in organizations, the study of the principles and tools of service design that can improve the quality of the value proposition in start-ups has been neglected. Therefore, the purpose of this research was to provide a model of service design in information and communications technology (ICT) start-ups to prevent failure with the application of service design. The applicable tools and principles of service design in ICT start-ups and the results obtained from the use of these tools and principles were examined. The present research was practical with a qualitative approach using a multiple case study method. To collect data, 15 interviews were conducted with the managers of ICT start-ups based at the Science and Technology Parks of Tehran and Sharif Universities. Then, the data was analyzed by content analysis. Based on the results, service design required three stages: identifying opportunities, a compilation of value proposition, and implementation of value proposition; the tools and principles of service design were determined separately in each stage. Using service design resulted in an increase in the quality of the proposed value in the five dimensions of social, emotional, functional, innovative, and personalized value.