Abstract-Service Design focuses on understanding needs and abilities of members in service system. However, members' experiences and responsibilities with product and service development are discrete, especially when faced with new issues like Ethics. This paper presents the ethical issues in New Product Development (NPD) or New Service Development (NSD) from inner and outside organization. By constructing service blueprint, NPD and NSD process can comply with the ethical principles. The potential benefits and challenges are presented and explored through case studies and focus group interview. These focus on the differences in issue and practice generated by members in the development process. The service blueprint has the potential to provide a better development process for members' cooperating and complying with the ethical principles, and enables the successful longer-term evolution of services.Index Terms-Ethics, new service development (NSD), new product development (NPD), biotechnology.

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Parks and green spaces have been allocated for city residents to offer them healthier natural environments. However, people living in cities may have less opportunity to engage with the natural environment since parks seem to be passive locations of activity. We investigated how to proactively enhance the attraction of green space to improve people's health. First, we surveyed how 683 city residents were engaged in physical activities. From them, 30 people were recruited for depth interviews. Results showed that the park environment and the health activities that feature ‘inner-attraction' could enhance the frequency and persistence of the city residents to engage in healthy activities. We also evaluated the service experience and attraction of 40 users in a 3-month program in the Daan Forest Park of Taipei City in Taiwan. Using the culture probes method, we found that the experience cycle and the use of social media enhanced the park's inner and inter attraction, and that the role of the park was transformed from a passive green space provider to an active service operator.

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In recent years, Metaverse has become a new type of social network. It provides an integrated platform and interactive environment for users to design artifacts and cooperate with each other. Facing this new type of social network, this chapter focuses on the cognitive and interactive behavior of users in the collaborative design activities. The chapter consists of three stages. In stage one the chapter introduces related theories and previous studies in order to present the Metaverse features. In stage two, the author chooses two different design and interactive environments to compare with Metaverse, which are, a normal face to face environment and a regular distance environment. Then the author executes three experiments in these different environments. In stage three, the author analyzes the retrospective data of three experiments with qualitative analysis by undertaking contextual inquiries in order to structure cognitive and interactive models of three environments. Furthermore, the author also executes an in-depth interview to get the qualitative data of subjects’ opinion. Finally, the affinity diagrams could be established with these models and the interview to provide knowledge of Metaverse for readers who research or develop social network environment.