Abstract:

The design activity has opened new fields. Business and academy itself have recognized the need and potential of new approaches to design practices. Therefore, Service Design is increasingly being recognized as a strategic resource. It features tools that allow designing the supply system, what means, products, services, experiences, environments, communications systems, among others. The intangible and interactional nature of services and the understanding of the customer experience have become essential. Given this perspective, service design project proves an effective way to add value, especially if we consider the current context of changing forms of working design. Bringing the services design closer to the reality of a business or a venture proves relevance when the importance of context and possible opportunities for regional economic development is understood. This work proposes the analysis of design applied to services and exemplifies the possible integration forms of design services, from the implement of a case study in a mining company that specializes in gourmet coffee production, processing and marketing of specialty coffees from planting to grain storage and distribution. The company presents its product through their own coffee shops that carry the brand name. But, even with all the investment in brand management, product quality and strong selling places toward the final consumer, its owners, watches a low turnover of their cafeterias. The final analysis based possibilities to match and implement tools to service design for small businesses as a way to add effectively value to its products and brand to promote the company's growth.

Keywords:

Services Design, Intangible Value, Coffee, Insertion Mechanism.