Wish-Led Service Innovation Process: An Example of Innovative Bus Service System

Since invisible services became important issue, there are increasing needs to think about "shaping" ideal life, instead of reducing problems to refine current services, it is more about clarifying what people really wants, then provides it as fast as possible. Therefore, the thought of "Negative to Positive" or wish-led logic is proposed in this study, provides an approach to chase the "ideal future that closest to reality". On contrast with traditional idea of "Negative to non-Negative", wish-led logic broaden the space for innovation and leads to proactive Wish-led service design process, which containing five procedures and overall structure. The process is applied on designing new bus service system, and the outcome had been proven to be more innovative than existing concepts of mass transporting system, indicating that the process proposed is not just efficient, but can provide guidance for service innovation system development.