This document summarizes a presentation on applying a Data to Action model in complex systems. It discusses how the model uses a service design thinking approach to understand actors, create prototypes, test value propositions for different personas, and ensure the right data is delivered to the right person at the right time so they can take the right action. It also describes how hackathons can help improve the model by rapidly building working prototypes using a given data set within 24 hours through collaboration between business experts and programmers. The conclusion emphasizes that data only has value when placed in a business context and used as part of a digital transformation strategy that involves collaboration between business and technical teams.

1. Service Design Thinking – Applying the
Data to Action Model in complicated
systems
Industrie 2025, F&E-Konferenz zur Industrie 4.0
15 January 2018
Oliver Stoll (HSLU)
Dr Shaun West (HSLU)

2. Industrie 2025, F&E-Konferenz zur Industrie 4.0| January 2018| Oliver Stoll
Introduction
Industry 4.0 means we have to understand the customer’s businesses better
Context of digitalization: you all know that…
When does data become valuable?
How the Data to Action Model faces the challenges?
How do hackathons approach the challenges?
To create digital services it
requires a methodology that
delivers:
- the right information
- at the right time
- in the right form
- to the right person (to
take the right action)

3. Industrie 2025, F&E-Konferenz zur Industrie 4.0| January 2018| Oliver Stoll
Value is built on the strategy of a company and data can be the enabler
What is customer value
When does data become valuable?
Who is
responsible
to define
and asses
the value of
data?
Value is…
• …defined by the ’customer’
• …linked to a specific business case
• …dynamic and future oriented

4. Industrie 2025, F&E-Konferenz zur Industrie 4.0| January 2018| Oliver Stoll
What does our Data to Action Model do?
What is the right…?
Right information
Right time
Right form
Right person
Right action
Value is based on:
• The customer
• The specific
case
• The time
Only when action is taken value is created
Right data
C
M
Y
CM
MY
CY
CMY
K
C
M
Y
CM
MY
CY
CMY
K
C
M
Y
CM
MY
CY
CMY
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5. Industrie 2025, F&E-Konferenz zur Industrie 4.0| January 2018| Oliver Stoll
How does Data to Action Model do it?
The model uses the Service Design Thinking approach
How can we
do it more
effectively?
Understand the actors and avatars around the business
Create & test prototypes
value propositions
For each persona test
and iterate
Persona empathy maps
Describe relationships
between the actors
Customer journey
Understand the
steps of the journey
Situational analysis
Understand value in
the ecosystem
Job-to-be-done
What is the persons job-
to-be-done?
What is their desired
outcome?
Ecosystem visualization
Analysis to identify
key actors
Right person
Right action
Right information,
time, form

6. Industrie 2025, F&E-Konferenz zur Industrie 4.0| January 2018| Oliver Stoll
How can the model be improved
Learning from the geeks at the 2017 OSIsoft programming Hackathon
What can
geeks do in
24 hours?
Working prototypes where build within 24 hours using a given data-set
Mining Bottle manufacturing Aviation Hackathon
Type Observation Project Project Observation
Cash cycle X
KPIs X X X
Actors X X X X
Personas X X X
Job to be Done X X X
Equipment avatars X X
Business context X X
Push / Pull X

7. Industrie 2025, F&E-Konferenz zur Industrie 4.0| January 2018| Oliver Stoll
How does the Hackathon work
How should it work?
introduction
development
presentationcode(ideate) close
Geeks
Are geeks good in creating business cases?
How it worked
introduction
development
presentationcodeideate close
Geeks
Business guys
prototype test
How it shouldworked

8. Industrie 2025, F&E-Konferenz zur Industrie 4.0| January 2018| Oliver Stoll
Closing
Conclusions
Data alone has no value!
…it must be analyzed and
placed within a business
context.
Digitalization provides opportunities but…
The business guys and the geeks need to collaborate
It is not about big data. It is the right data
Digital transformation is about strategy

9. Industrie 2025, F&E-Konferenz zur Industrie 4.0| January 2018| Oliver Stoll
Who we are…
Developers of the Data to Action Model
For more information please visit slideshare.net/ShaunWest
Oliver Stoll
Master Student at HSLU
Dr. Shaun West
Lecturer Product-Service
Systems at HSLU
Mario Rapaccini
President and founder of
SmartOperations - a
Florence University spin-off
company
Petra Mueller
Prof. für
Markenkommunikation und
Design
shaun.west@hslu.choliver.brendel@stud.hslu.ch mario.rapaccini@unifi.it petra.mueller-
csernetzky@hslu.ch
2

10. Industrie 2025, F&E-Konferenz zur Industrie 4.0| January 2018| Oliver Stoll
Thanks for your time!
Questions over coffee at the poster… Slides posted on SlideShare.com