Empowering Service Designers with Integrated Modelling Tools: A Model-Driven Approach

Service design often involves using diverse business and process modelling notations to represent strategic and operational aspects of services. Although complementary, no modelling environment currently enables integrated use of these notations. This paper addresses this gap by proposing a model-driven solution that supports multiple modelling notations within a unified environment. The research is guided by the following question: To what extent can a modelling environment that integrates multiple business and process modelling notations benefit service designers? To answer it, the study adopts Design Science Research (DSR) methodology and develops a prototype integrating several graphical Domain-Specific Languages (DSLs), along with mechanisms for model transformation, traceability, and validation. The prototype was evaluated through a two-phase process: (1) a laboratory case study applying the double diamond model of service design to a real-world scenario, and (2) an empirical study involving nine service design professionals who assessed the usability of the tool, efficiency, and completeness of generated models. Results show that integrating heterogeneous modelling notations through Model-Driven Engineering (MDE) can reduce modelling effort by up to 36.4% and generate models with up to 97.7% completeness, demonstrating not only technical benefits but also contributions to the well-being of designers by reducing cognitive load, fostering consistency, and improving communication among the stakeholders involved in the designing process.