Presentation of ServDes 2018

1. Service Design & Management Lab.
ServDes2018
Yuriko Sawatani
Graduate School of Management, Business School, NUCB

2. Service Design & Management Lab.
ServDex 2018
1. Now
2. Future
3. Milan!
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3. Service Design & Management Lab.
Serves 2018
1. Now
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4. Service Design & Management Lab.
サービスデザイン論理
▸ emerging discipline → logic
of services
▸ ServDes.2018 conference
aimed at validating, discussing
and reviewing the models,
processes and practices
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5. Service Design & Management Lab.
Keyword
methods &
tools, 35
experience,
19
digital,
13
Social
innovation, 13
designer,
11
transformation,
10
Service
innocation, 7
value, 7
customer, 4
stakeholder,
4
business, 3 Service system,
2
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6. Service Design & Management Lab.
methods &
tools, 27.3%
experience,
14.8%
designer, 8.6% customer, 3.1%
Social
innovation,
10.2%
Service
innocation,
5.5%
business, 2.3%
value, 5.5%
Service system,
1.6%
stakeholder,
3.1%
transformation,
7.8%
digital, 10.2%
サービス、デザイン領域が大部分
Service & Design
64.1%
Business & ENG
35.9%
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7. Service Design & Management Lab.
基礎とする理論＆モデル
▸ leaning theory
▸ role theory
▸ feminist theory
▸ activity theory
▸ living systems theory
▸ S-D logic
▸ design intervention model
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8. Service Design & Management Lab.
現状とこれから
▸ Service Research
(marketing)
▸ Design Research
▸ Engineering (system,
digital, data)
▸ Business Studies
(innovation)
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9. Service Design & Management Lab.
SERVICE
SYSTEM
16
CUSTOMER
9
EMPLOYEE
6
SOCIAL
INNOVATION
11
2000 2005 2010 2015
MNG company, industry layer “value creation in e-business” (2001), boundaries, informal economy
SD system, process, operational layer 2010-
service system, service design
SD IT driven organization design
COMMUNITY
5SD sociotechnical , sustainability
SD innovation, experience, management
SD innovation, collaboration
MNG retention
MNG education
ENTREPRE
NEURSHIP
23
EDUCATION
22
SERVICE DESIGN MIX MNG
n=162
COMPANY
14
MNG performance, competitiveness, internal/external linkage
NETWORK
6
DESIGN &
METHODS
24
COMMUNI
CATION
2
digitalization
OTHER
24 ref: Sawatani, Y. (2017 ServDes submitting), Emerging Design Research Themes: A Research Review from
Design, Service and Management Studies, Serves.
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10. Service Design & Management Lab.
Design for Society, Organization, People
People
Service System
TechnologyBusiness Administration
Closed System
Organization
Economic Value
DESIGN PERSPECTIVES
OUTSIDE-IN
MANAGEMENT PERSPECTIVES
INSIDE-OUT
SERVICE PERSPECTIVES
Open System
Community
Social Value
Social Innovation
Transformation
10

11. Service Design & Management Lab.
Serves 2018
2. Future
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12. Service Design & Management Lab.
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13. Service Design & Management Lab.
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14. Service Design & Management Lab.
Serves 2018
3. Milan!
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15. Service Design & Management Lab.

16. Service Design & Management Lab.

17. Service Design & Management Lab.

18. Service Design & Management Lab.

19. Service Design & Management Lab.
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