Co-prototyping emotional value

Service design methods provide tools for both the analysis-based perspective to understand user motivations, emotions, the participatory development and co-design process. This research specifically focuses on audio-visual concretization with agile methods and technological tools to simulate the service journeys and solutions. This article examines the question: ‘How can profitable solutions and value be created from intangible experiences and customers’ emotion in the use of service design methods?’ The findings of this study suggest that service simulation and prototyping help in decision making of new service development. Simulations and prototypes serve as personalized emotional samples, which reveal customers’ emotional reactions and enable an early engagement of the process for decision makers through their own experiences. New systems for value co- creation place designers in more strategic positions.