Creative design based on product service value system

The purpose of this paper is to present a systemic creative product design method based on PSVS. According to the definition of PSVS from the creative design perspective and service process, the hierarchical PSVS was built. Based on this PSVS, this work focused on some creative design principles, established a design model including concept design, structure design and design evaluating, presented the methods of concept design and structure design, and offered a case study. The results indicated that PSVS includes three levels of service value, such as usage value, life-style value and culture value, and by analysing of usage-style, life-style and cultural context, designer can discover and create practical function, emotional and cultural values of product service, then by appropriate symbol applying in structure, designer can transform these immaterial service values into material product. These design principles and methods can make design origin change from material product to immaterial service value, thus, to make the creative product more suitable for customer's value expectation.