Activity theory as theoretical framework to understand service design

The service sectors now represent 80% of the developed economies. Currently there is a lack of understanding of the science underlying the design and operation of service systems. New conceptual understanding and theoretical underpinnings are required to systematically describe the nature and behaviour of service systems. To better understand complexity from a service design perspective, it is necessary for us to turn to theories of human behaviour at the individual, group and organisational levels and beyond. Activity theory (AT) is one such theory that seems particularly well suited to the endeavour. It is valuable in helping to explain the complexity of service systems involving people, technology and organisations. This paper proposes AT as a paradigm for modelling service system design and discusses how the implications of AT are suitable for designing service systems.