The Trajectory Touchpoint Technique: A Deep Dive Methodology for Service Innovation

Lynn Sudbury-Riley*, Philippa Hunter-Jones, Ahmed Al-Abdin, Daniel Lewin, Mohabir Vic Naraine

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

31 Citations (Scopus)


This article introduces the trajectory touchpoint technique (TTT), a service design methodology that harnesses customer experiences for enriched understanding of value throughout multilevel service components to ultimately increase innovativeness. We detail the design and development of the TTT using design science research, a goal-oriented methodology that produces robust and practical solutions to organizational problems. We demonstrate the TTT’s practical utility through collaborations with different organizations (n = 9) and diverse service users (n = 240). We show how the TTT is an easy to use methodology that enhances understanding of value creation and illustrate its benefits with concrete examples of innovations to service encounters, the service system, and the value constellation. We reveal how a service design methodology can be the bridge between the theoretical standpoint of S-D logic’s perspective on value cocreation and the practical tools and techniques required to operationalize it.

Original languageEnglish
Pages (from-to)229-251
Number of pages23
JournalJournal of Service Research
Issue number2
Publication statusPublished - May 1 2020


  • S-D logic
  • design science research
  • service design
  • service experience
  • service innovation

ASJC Scopus subject areas

  • Information Systems
  • Sociology and Political Science
  • Organizational Behavior and Human Resource Management

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