Transformative service design: shaping Lebanese magazine industries by design

Abstract

Nowadays innovation in design is playing an important role in services, giving rise to new design disciplines, focused not only on objects but also on services and systems (Willets, 2013). Services are less discussed as design objects and more as means of supporting the emergence of more collaborating societies (Sangiorgi, 2011). This research aims to explore whether Lebanese magazine industries, via service design, can incorporate digital options into the conventional print production process to sustain and refine its current services and systems. And if it were the case, what would the procedures to adopt be? The study demonstrates how users̕ experiences and participation in service design can improve the transition from print to digital. The researcher uses a case study of one local magazine: Mondanité. The methodology consisted of two focus groups, where participants representing both the print and digital platforms, and from various departments are interviewed. Then, three in depth interviews focusing on one specific department: the editorial department is conducted. Results showed: - major weaknesses and gaps between all the departments - an archaic and constantly interrupted chain of information - a necessity to cross work on print and digital media - a tendency to solve encountered issues on the spot. Following this analysis, the research suggests a path forward by developing a digital interactive platform for magazines. Limitations to this study are related to the development and piloting of this platform due to financial and time factors. The platform designed is established as a model to be extended to other Lebanese magazines industries.