FIELD EXPERIMENTS WHICH COMPARED THE EFFECTIVENESS OF DESIGN METHODS*

The influence of “method” on the design of services was investigated in three organizational settings. Models of “Systems,”“Behavioral,” and “Heuristic” design approaches were used to plan several service programs. These plans were compared using measures of their “quality,”“acceptance,” and “innovation.” Service plans designed by the Systems approach were found to have high quality (p < .05), and service plans designed by the Behavioral approach were found to be innovative (p < .05). These findings are employed to provide guides to select a Design Method and to suggest some research issues.