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The Design Journal
This article seeks to answer the question of how value proposition is created using a human-centred approach in the context of deservitization, in general, and service dilution, in particular. The article aims to describe the journey of a company which undertook service dilution and used human-centred design to create a new product-oriented value proposition. The study adopted a research through design approach in conjunction with a single case study of an engineering and manufacturing servicesdoi:10.1080/14606925.2019.1595849 fatcat:a62teyw7i5hvbcnohluf33zl4m