Systemic Service Design:
Aligning Value and Implementation




Arash Golnam, Gil Regev, Julien Ramboz, Philippe
          ...
Service is “a means of delivering value to customers
                    by facilitating outcomes customers want to achiev...
The Design Process

                             Analyzing service offering
                             and implementatio...
A Model Based Approach
•  System Diagrams
    –  Hierarchy of systems
    –  Representing service properties:
            ...
Service Offering to Service Implementation

                                      Functional Hierarchy


           Organi...
Service Design in




2/18/10

                               6

The Design Process-Step 1

                              Analyzing service offering
                              and impl...
Amazon.com Value Network [w]                  SciFi Book Reader Value Network[c]

   Service Features
                    ...
Supplier Adopter Relationship (SAR)

Supplier Value Network                                              Adopter Value Net...
The Design Process-Step 2

                               Analyzing service offering
                               and im...
2.1 Issue Identification

                            ‐
    ‐





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                                 11

2.2.Alternatives Analysis   2.3 Solution Selection




             …
  2/18/10

                                      12

The Design Process-Step 3

                               Analyzing service offering
                               and im...
Amazon.com Value Network [w]           SciFi Book Reader Value Network[w]


New Service Features
Multiple Book Sellers
Use...
Detailed Design

Service Implementation Process [c]
   Details of the process and the
 interactions in the value network

...
The New SAR




2/18/10

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2/18/10

           17

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•  An integration of generic systems thinking principles
           What is       into discipline-specific methods.
      ...
Related Work
•    ITIL (Information Technology Infrastructure Library)
     a set of best practices in IT service manageme...
THANK YOU



2/18/10

                       20

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Systemic Service Design: Aligning Value and Implementation
Arash Golnam, Gil Regev, Julien Ramboz, Philippe Laprade and Alain Wegmann
EPFL

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V 1 Arash Golnam Iess Presentation

  1. 1. Systemic Service Design: Aligning Value and Implementation Arash Golnam, Gil Regev, Julien Ramboz, Philippe Laprade and Alain Wegmann
  2. 2. Service is “a means of delivering value to customers by facilitating outcomes customers want to achieve without the ownership of specific costs and risks”. ITIL V3 A service delivers value to customers by The service relieves the customers from providing them with the outcomes that dealing with the cost and risks associated they desire. with the outcomes they desire. Service Service Offering Implementation Supplier Value Customer Value Service Design 2/18/10
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  3. 3. The Design Process Analyzing service offering and implementation as-is Identifying service Designing service offering improvement and implementation to-be opportunities 2/18/10
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  4. 4. A Model Based Approach •  System Diagrams –  Hierarchy of systems –  Representing service properties: •  Service Building blocks •  Service Features •  Service Value •  Supplier Adopter Relationship (SAR) Diagrams –  The relationship (mapping) between the service properties –  Reasoning about the alignment and service strategic value 2/18/10
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  5. 5. Service Offering to Service Implementation Functional Hierarchy Organizational Hierarchy 2/18/10
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  6. 6. Service Design in 2/18/10
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  7. 7. The Design Process-Step 1 Analyzing service offering and implementation as-is Identifying service Designing service offering improvement and implementation to-be opportunities 2/18/10
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  8. 8. Amazon.com Value Network [w] SciFi Book Reader Value Network[c] Service Features Adopter Partners e.g. Service Offering Book Reviews Online Payment Service Features e.g. Selecting the right book Ease of payment Amazon.com Value Network [c] Amazon.com [w] Book Review Submission Function Service Implementation Process [w] Credit Card Clearing Co. [w] Credit Card Processing 2/18/10
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  9. 9. Supplier Adopter Relationship (SAR) Supplier Value Network Adopter Value Network Strategic Service Building Adopter Value Value Blocks Service Features 2/18/10
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  10. 10. The Design Process-Step 2 Analyzing service offering and implementation as-is Identifying service Designing service offering improvement and implementation to-be opportunities 2/18/10
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  11. 11. 2.1 Issue Identification ‐
 ‐
 2/18/10
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  12. 12. 2.2.Alternatives Analysis 2.3 Solution Selection … 2/18/10
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  13. 13. The Design Process-Step 3 Analyzing service offering and implementation as-is Identifying service Designing service offering improvement and implementation to-be opportunities 2/18/10
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  14. 14. Amazon.com Value Network [w] SciFi Book Reader Value Network[w] New Service Features Multiple Book Sellers Used Books Available New Service Values Available out of print book Large choice of books Low price of used books Amazon.com Value Network [c] New Actors in the VN New Building Blocks Powell Books [w] Powell Books Bank [w] Used books Funds Transfer 2/18/10
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  15. 15. Detailed Design Service Implementation Process [c] Details of the process and the interactions in the value network 2/18/10
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  16. 16. The New SAR 2/18/10
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  17. 17. 2/18/10
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  18. 18. •  An integration of generic systems thinking principles What is into discipline-specific methods. SEAM? •  A methodology for business - IT alignment. •  Developed in LAMS, EPFL. History •  Applied for teaching and consulting since 2001 •  General Systems Theory Foundations •  RM-ODP (A software engineering ISO standard) •  SEAM for Business Applications •  SEAM for Enterprise Architecture •  SEAM for Software Engineering 2/18/10
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  19. 19. Related Work •  ITIL (Information Technology Infrastructure Library) a set of best practices in IT service management •  E3 Service a method for reasoning about matching service offerings with customer needs. •  I* (I Star) a modeling method used in the requirements engineering •  House of Quality derived from Quality Function Deployment (QFD) Future Work •  Validating our approach using action research •  Integrating our approach with system dynamics (SD) simulation to formalize the design process 2/18/10
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  20. 20. THANK YOU 2/18/10
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