Using association reasoning tool to achieve semantic reframing of service design insight discovery

Developing a desirable service requires in-depth understanding of customers, but discovering customer insights has depended on designers' experiences. It is hard for novice designers and designers at enterprises with Goods Dominant Logic mindsets to do this well. A partial solution rests on challenging the core design practices of reframing and frame creation. This study presents an IT-based tool with the knowledge in ConceptNet (a machine-readable commonsense knowledgebase) to facilitate a variety of association reasoning methods in the reframing and frame creation process. The concept of insight depth is proposed for measuring the influential extent of insights. Our tool has also evidenced its utility on improving the quality of the reframing and frame creation process for experienced and novice designers.