Slides of the talk given for Danish Service Design Network February 2016

1. 08. 02. 16
A service design approach to servitization —
Value Creation Canvas
— Danish Service Design Network

2. 2
Value Creation Canvas for Servitization

3. 35
Design with the emerging paradigm
Ecosystems
Experience
Social
Economical Environmental
Cooperative Values

4. 4
“Our product market is challenged,
we want to grow revenue from services”

5. 5
“When technology and product based
companies servitise their business,
there isn’t one thing that you don’t have
to change”
— Andy Jones, Director at Xerox Global
Services

6. 6
The transformation a manufacturing
company undergoes to create new ways of
doing business that combine products and
services as parts of integrated offerings to
the market
Servitization

7. 77

8. 88

9. 9
- Bad reviews on customer satisfaction
- Research to know customer activites and cost
- Redesing of value proposition to eficiency and cost
(and environmental impact)
- Product redesign: e.g. sensors to monitor use
- New services: e.g. drivers trainings
- New business model: <15p / Km
Case Studies
PROTEUS’s research (public)

10. 10
Case Studies
HOLON’s work
STRATEGIC
DESIGN

11. 11
Value Creation Canvas for Servitization
HOLON’s work
STRATEGIC
DESIGN

12. 12
Value Creation Canvas for Servitization
- Expected + Lived = Value Perceived
* simplification
What is
promised What is
delivered
What is
experienced

13. 13
Value Proposition - What is promised

14. 14
Value Proposition - What is promised
20
We will help you
when a problem
occurs with your
washing machine
Recovery
Provision
Provision of after sale
services such as installation,
maintenance, etc, assuring
the recovery of any lost quality
attributes of the washing
machine.
Reactive approach to jointly
support the customer, usually
with third party suppliers.
To be alert when the customer
calls with an incidence and
react immediately.
Company role Relationship approach Critical competence
Value Proposition — What is promised

15. 15
Customer Journey - What is experienced

16. 16
Offerings - What is delivered
Explicit value between the customer
and the company

17. 17
Offerings - What is delivered

18. 18
Lessons learned for organisations
flickr.com/black_friction

19. 19
Lessons learned - Promise and revenue structure
flickr.com/black_friction

20. 20
Lessons learned - Promise and customer segment
flickr.com/black_friction

21. 21
Lessons learned - Promise and offerings
flickr.com/black_friction

22. 22
Lessons learned - Promise and offerings
Offerings
what is delivered
Customer Segment:Company:
v.1.0 — CC BY 2.0
Sales
Office
Online
Sales
Sales
Agent
Products
Reuse of
Product
Components
Certificates
Trouble-
shooting
Spare Parts
Owned by
Provider
Maintenance
Technical
Documentation
Reconditioning
Warranty
Spare Parts
On Demand
Spare Part
Pitstop
On-Site
Inspections
Extended
Warranty
Product
Manuals
Digital
Product
Manuals
Installation
Consultancy
Customised
Products
Take Back
Sysem
Delivery
Service
Technicians
On-call
Concept
Design
Cleaning
Training
Management
of Maintenance
Service
Agreements
State of the
Art Deals
Product
Leasing for
Repair Task
Installation
of Products
Installation
of Other
Companies’
Products
Installation
Hand-Over
Retrofit
Products
Installation
Quality Check
Commissioning
Project
Management
Take Back
System
Certificates
Digital
Product
Portfolio
Condition-Based
Maintenance
Periodical
Maintenance
Spare
Parts
Owned by
Customer
Service
Squad
Service
Partnerships
Call
Centre
Real-time
Online
Support
Nursing home
facilities
Washing machine
manufacturer

23. 23
Lessons learned - Offerings and customer journey
flickr.com/black_friction

24. 24
Lessons learned - Offerings Journey

25. 25
Lessons learned for service designersAncientchinesedrawing

26. 26
- Champion the value creation process, user centricity across
the organisation
- Relate experience to Operations, Development and
Strategy
- Innovate from all ends
- Foster conversations
Lessons learned for service designers

27. 27
32
#1MARITIME BRANCH ANALYSISA workbook in the PROTEUS series
#7PSS BUSINESS MODELSA workbook in the PROTEUS series
MAN Truck & Bus UK Ltd BASF Automotive Refinish Volvo Aero
PSS CASE BOOKA workbook in the PROTEUS series
#2
#5PSS ORGANISATIONA workbook in the PROTEUS series
#6PSS PARTNERSHIPSA workbook in the PROTEUS series
#3PSS READINESS MANUALA workbook in the PROTEUS series
#4PSSTOOL BOOKA workbook in the PROTEUS series
Reflections from the field — PROTEUS’ contextReflections from the field — PROTEUS’ context
Value Creation Canvas in context

28. 28
Value Creation Canvas in context
33
Reflections from the field — BMC’ context