Reimagining service design through relational perspectives

Purpose The purpose of this commentary is to adapt the underpinnings of service design by integrating relational perspectives. This adaptation is needed to avoid reproducing the assumption of separateness in transformation efforts, which can inadvertently contribute to perpetuating multiple, intersecting global crises. Design/methodology/approach Taking a conceptual approach of theory integration, the authors draw on theories from the relational turn in sociology and anthropology to delineate four core tenets of relationality in service design. Findings The core tenets of relationality in service design are: (1) actors are constituted by their relations; (2) service systems are entanglements of manifold relations; (3) agency is an emergent property of interaction; and (4) change is a nondeterministic process of becoming-in-relation. Research limitations/implications This article outlines a host of emerging research questions based on each of the core tenets to guide researchers interested in advancing relationality in service design. It also brings forward research questions connected to adopting an ethics of care in service design. Practical implications This article highlights clear practical implications for service design practice based on each core tenet, including the need to focus on the interdependence of actors and incorporate externalities. The authors call for adopting an ethics of care that involves practices of tinkering and holding onto difference amid situated attempts to shape relations otherwise. Originality/value While many scholars call for a more relational understanding and approach to service design, this commentary is the first to build out the theoretical underpinning and identify clear practice implications to support this effort.