The development of digital business models is a key field of research in the age of digitization. As companies embark on the journey to develop digital business models, the need for a methodology which supports their journey is imminent. This paper contributes to sharpening the methodological foundation of Digital Business Engineering by conducting a single case study exemplified by Install4Schenker. Install4Schenker is a digital service coordinating, controlling and validating external craftsmen with the goal of avoiding two-men-handling while delivering products requiring installation such as heaters. Based on this case study, this paper aims to identify the potential for further research, optimizations, and clarifications for the Digital Business Engineering methodology.

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DIGITAL BUSINESS ENGINEERING:
FINDINGS FROM THE INSTALL4SCHENKER CASE
by Frederik Möller1, Sebastian Opriel2, Mario Hermann1, Boris Otto1,2
MKWI 2018, March 8th 2018, Sebastian Opriel
1 TU Dortmund University, Audi-Endowed Chair for Supply Net Order Management, Dortmund, Germany
2 Fraunhofer Institute for Software and Systems Engineering, Dortmund, Germany

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Value of data and new digital business models
The role of data in the value
creation process is getting
more important over time

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 Innovations and solutions often depend
on knowledge of project team
 Better solutions could be overlooked
 Support for digital business model
creation is needed
Support of idea creation processes

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Digital Business Engineering

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Digital Business Engineering comprises a set of tools and
techniques
Phase Activity Goal Techniques
1 E2E-Customer Process Design Understand end-to-end customer process from outside-in
a. Customer Journeys
b. Multi-Channel Analysis
c. Consumer Process Modeling
d. Service Blueprint
2 Business Ecosystem Design Understand actors within customer process and customer interaction points
a. SWOT analysis
b. Network analysis
3 Digital Products and Services Design
Design digital products and services based on end-to-end understanding of
customer process
a. Business Model Canvas
b. Digital Artifact Design
c. Design Thinking
4 Digital Capabilities Design Identify capabilities needed to provide digital products and services
a. Capability Reference
Modeling
5 Data mapping Identify data assets needed to provide digital products and services
a. Data Inventory
b. Data Mapping
c. Data Architecture
6 Digital Technology Architecture Design Sketch digital technology architecture
a. Digital Architecture Design

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Goal of the paper
 Demonstration of the Digital Business Engineering Method
 Evaluation of its effectiveness regarding the design of a digital business
model
 Identifying points for future work in order to develop a comprehensive
and useful method

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Design Science Research Methodology
Peffers et al. (2007).
Otto et al.
(2015)
Otto et al.
(2015)
Otto et al.
(2015)
Möller et al.
(2018)
Case Study:
Install4Schenker
Möller et al.
(2018)
Potentials for
future work
Möller et al.
(2018)
MKWI 2018
publication
Problem-
Centered
Initiation
Objective-
Centered
Solution
Design &
Developement-
Centered
Solution
Client/Content
Based Initated
Earlier paper
Content of this paper
Publication of this paper

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The two-men-handling problem delivers the use case

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Install4Schenker case: E2E-Customer Process Design
Informs
Internet/
Store/Print/
Media
Internet/
Store
Physical
Interaction
Internet/
Banking
Customer
Retailer
DB Schenker
Informs about
product
Orders
Product
Triggers
delivery &
installation
Processes data Completion
Payment
Provides
delivery &
installation
Receive
product &
installationLine of
interaction
Line of
visibility

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Install4Schenker case: Business Ecosystem Design
DB Schenker
Sends order information
Retailer
Orders
product
Consumer
Craftsmen
Provides Installation
Instructs
Deploys
Conducts
delivery
Driver

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Install4Schenker case: Digital Product and Service Design
Submits delivery and
installation order
Buys goods incl.
installation
Delivers
Instructs pickup
and delivery
Installation
Accepts
order
Orders
Offer
orders
Customer
Service Desk
Carrier
Takes
Shop
CraftsmanApp
Install4Schenker
Buys goods incl.
installation
Installation
Accepts
order Takes
Delivers
Instructs
pickup and
delivery
Submits delivery
and installation
order Carrier
Service Desk
App
Customer
Craftsmen
Shop
Install4Schenker
Orders
Offers
orders

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Install4Schenker case: Digital Capabilities Design
Bärenfänger and Otto (2015).
Quality and assurance
Real time process
triggering
Rating/Supevision of
craftsmen
Information visualization
Payment methods
Data Backups
Governance of external
data
Handling of craftsmen
contracts and accounts
Data security
Scalability
Data exchange for legacy
systems
Synchronization of drivers
and craftsmen
Data Management Capabilities

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Install4Schenker case: Data Mapping
Personal Data
Schedule
Feedback
Statistics
Tours
Certificates
Payment
information
Personal data
Profession
Customer data
Service
description
Order data
Job status
Relevant Data
Vehicle
Information

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Install4Schenker case: Digital Technology Architecture Design
Server
Servicedesk
Browser
Mobile devices
Install4Schenker App
Software logic
REST-Service
(Client)
Apache Tomcat
Install4Schenker
Servicedesk
REST-Service
(Server)
PostgreSQL
Internet

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Final prototype
 Service Desk
 Manage orders
 Manage craftsmen
 Mobile App
 Search for open orders
 Display orders
 Accept orders
 Overview of accepted orders
 Report state changes of orders

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Techniques used and further research areas
Phase Activity Deliverable Technique Future Work
1 E2E-Customer Process Design Future Customer Process Service Blueprint -
2 Business Ecosystem Design Actors in the value creation network Network Analysis -
3 Digital Product and Service Design
Concept of digital products or
services
Business Model
Canvas
Implementation of case-specific
techniques (e.g., Platform Business
Model Canvas)
4 Digital Capabilities Design Overview of required capabilities
Capability Reference
Model
Further implementation of the
capability reference model
5 Data Mapping Overview of data and data sources Data Mapping
Contextualization of data with
capabilities and technology
architecture
6 Digital Technology Architecture Design
Concept of the digital technology
architecture
Digital Architecture
Design
Contextualization of data and
technology architecture

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THANK YOU
sebastian.opriel@isst.fraunhofer.de
https://xing.com/profile/Sebastian_Opriel
https://linkedin.com/in/sebastianOpriel
https://slideshare.net/SebastianOpriel
https://researchgate.net/profile/Sebastian_Opriel
Sebastian Opriel, M.Sc.
Fraunhofer Institute for Software
and Systems Engineering ISST
Digitization in Logistics
Researcher Fraunhofer Institute for Software
and Systems Engineering ISST
Emil-Figge-Str. 91, 44227 Dortmund, Germany
Phone: +49 (0) 2 31 / 9 76 77-0
Web: www.isst.fraunhofer.de

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DIGITAL BUSINESS ENGINEERING:
FINDINGS FROM THE INSTALL4SCHENKER CASE
MKWI 2018, January 8th 2018, Sebastian Opriel