A systematic literature review on utilisation of behavioural data in service design: Unexplored potentials on data utilisation on co-design

Abstract

This study provides a systematic literature review, investigating current uses and application of behavioural data in services design process. The results show a predominance of data usage either on product design process by professional designers or on personal reflection by service users, and more importantly, there is a large gap in what designers and users can benefit from data. The paper argues that such a gap limits the potentials of data in service design and highlights the importance of co-design between designers and users within data-driven design.