The goal of this project was to faithfully represent the nature of services. A service understood as an ongoing process, which happens organically and through usually interchangeable phases, depending on individuals, their own perceptions and the context in which they are situated. A service understood as co-created value, exchanged between all actors that participate in it, actors who work together and on the same level, in order to achieve a final goal. A service understood as a complex system, made of multiple interconnected elements, that depend on and affect each other; a symbiotic ecosystem. This project was an attempt at creating a new service taxonomy that would successfully encompassed all necessary elements to understand and study a service offering. In addition, based on this structure, provide a faithful visual representation that would enable its use as a tool for the application to varying contexts, situations and individuals.
The development of the taxonomy was lead by Jonatas Maia, Ana Carolina Faria, Isabella Pineda, Manuella Schorchit and Andra Wibisono.