Service Design in Colombia:
Service design in Colombia began with an academic vision at universities like Los Andes, EAFIT and Javeriana.
According to María Cristina Hernández Director of the Design Management Máster at EAFIT University. It begins with Product Design Undergraduate program whose graduates started to work at service companies like Bancolombia, Sura (Insurances) and also started to offer their knowledge and skills as a service itself. Another source of awareness was their academic trips to china, north europe, and England where they saw how service design was being adopted at many corporations and Universities .
After all of this, they acknowledge the need to develop service design in their courses and in 2006 and 2007 they started to formalize their knowledge with universities like TuDelft. It lead to the inclusion of SD in the curriculum of Product Design Program (and Design Management Máster)
At los Andes University, Natalia Agudelo and Silvia Lleras were pioneers publishing with the los Andes University two documents where several classroom projects were documented from 2008 to 2012. Moreover, the University has participated in events with speeches on service design since 2010. In addition to, the university organized the first Bogotá Service Jam edition in 2013. They currently offers a Design Master program and seminars about experience design.
At Business Schools, the marketing departments started to discuss the implications of the rise of services economy and how to develop and implement marketing strategies. There was an special influence of lusch and vargo with their seminal paper about Service Dominant Logic vs Product Dominant Logic (2004), and Christian Grönroos who wrote: “Marketing as a Promise Management: regaining customer management for marketing” (2009)
EAFIT started to attend to different scenarios like (DMI -design management institute- SDN -Service Design Network- AACSB- Accreditation Institute who help Business Schools to improve curriculum- AdaptivePath Intensive Workshops) to identify how marketing were adapting to this new approach to services.
This new service design approach was included in the services management courses (2008) new Marketing undergraduate Program (2012) and Marketing Master Program (2012). It also was implemented in Seminars, and events like Service Jam EAFIT 2016
Other institutions that work on strategic and service design at an undergraduate and postgraduate level are: as we mentioned Universidad EAFIT, Universidad ICESI, Universidad EAN, Pontificia Universidad Javeriana (Bogotá and Cali), Universidad de la Sabana and Universidad Externado. Furthermore, some Colombians have received a training on service design in foreign countries; Emilio Jiménez at Politecnico de Valencia in Spain, Juliana Jaramillo at Politecnico di Milano in Italy and Juan David Martin studied Strategic design in TUDELFT in the Netherlands.
Moreover, there are some Colombian agencies that work around at an organizational level. Háptica S.A.S, an strategic and service design consultancy agency with three years in the market, in addition to, Conecta (EAFIT Spin-Off), SIPMAN, ImasD, Xperience, and others with personnel consultancy services. Some other foreign companies have entered to the market with their design service practices, InSitum, “Rebrand, Design it and Innovare” either autonomously or with marketing agencies, market research and consultants’ support, entered the country with specialized personnel in the subject (Fino, Vargas & Buitrago, 2017).
- Build a community around service design articulated by universities, public entities, private, agencies, consultants and the community.
- Provide upgraded valuable information and content to the actors involved in the network.
- Lead conversation and environments to exchange information, opinions, best practices and experiences around challenges and solutions in service design that impact the needs or problems of stakeholders (National and International).
- Foster the formalization of academic programs in service design (Courses, Diploma, advanced courses in business and engineering faculties).
- Facilitate the development of projects, through tools that allow the application of knowledge in the search for stunning solutions to involved actors and the community in general.