Reshaping mental models – enabling innovation through service design

[1 ]CTF – Service Research Center, Karlstad University, Karlstad, Sweden

[2 ]Experio Lab, County Council of Värmland, Karlstad, Sweden

[3 ]CTF – Karlstad University, Karlstad, Sweden

[4 ]County Council of Sörmland, Eskilstuna, Sweden

[5 ]Örebro University School of Business, Örebro, Sweden

[6 ]Department of Marketing, Inland Norway University of Applied Sciences, Elverum, Norway