When, how, why prototyping? A practical framework for service development

Service prototyping is still an emergent field and although more frameworks are appearing in literature, they are not offering yet clear indications on how, when and why to prototype. In our research and teaching activity, we noticed that these are not banal questions, especially for teams that are trying to create new, innovative services. This paper proposes a Service Prototyping Practical Framework (SPPF), which makes sense of previous theoretical contributions and helps manage the prototyping process in practice. The Service Prototyping Practical Framework builds on Blomkvist’s (2011) prototyping framework and develops it further towards practice on the basis of empirical cases. The framework is a practical tool that can be used for planning and evaluating service prototypes, but also for describing them in a formalized way.

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