Design of services in servitized firms: gamification as an adequate tool

Purpose This paper aim to propose a model of analysis that justifies gamification as an adequate tool to improve the design of services through the human centered design (HCD) methodology. Design/methodology/approach The present study is a conceptual contribution. Based on the information provided by the academic literature on the design of services, HCD and gamification, the suitability of the proposed model is justified to help the servitized companies to improve the design of their services. Findings There is a gap in the academic literature about how a servitized company develops its service design process; consumers demand experiences through services; involving consumers in the co-creation of value and co-design of services can guide servitized companies to achieve success with servitization; gamification is an effective tool as a relational marketing strategy. Research limitations/implications The review of the literature carried out in this paper provides a solid theoretical basis for future researchers in the area of servitization, service design and relational marketing. However, given the conceptual nature of the research, it is necessary to validate empirically the proposed model. Practical implications The proposed model can be useful as a reference for manufacturing companies to guide their servitization process. The study extends the debate on how to integrate the design of services by presenting a model of development based on gamification. Originality/value Having knowledge of the end-user is essential throughout the service design process and gamification can be achieved as a HCD technique.