Applying TRIZ to Service Conceptual Design: An Exploratory Study

This paper introduces a new avenue for applying the Theory of Inventive Problem Solving (TRIZ). TRIZ tools may be used in designing new service concepts in the field of new service development (NSD). Up to the present time, the practice of generating new ideas in NSD has been dependent largely on inspiration, luck and flair. One shortcoming in the generation of creative ideas is the psychological inertia or mental block commonly encountered. This research proposes to use TRIZ to help spawn new and perhaps unorthodox ideas and concepts in NSD. A case study on canteen operation demonstrates the feasibility of applying TRIZ in service design.