Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Yuan Ze University - Service Design Basics, 12/6/2012

2,469 views

Published on

  • Be the first to comment

  • Be the first to like this

Yuan Ze University - Service Design Basics, 12/6/2012

  1. 1. Service Design Basics –from System to Business Modeling Dr. Stephen K. Kwan Professor, Service Science Management Information Systems College of Business Administration San José State University, CA, USA http://www.sjsu.edu/ssme Contact: stephen.kwan@sjsu.edu Presented at Yuan Ze University December 6th, 2012, Taiwan Download these slides at: http://www.slideshare.net/StephenKwan Kwan 2012 1
  2. 2. Do you know the way to San José? Kwan 2012 2
  3. 3. Silicon Valley &Its Environs Kwan 2012 3
  4. 4. Kwan 2012 4
  5. 5. Kwan 2012 5
  6. 6. AbstractThis presentation looks at service design from amodeling perspective that incorporates servicethinking, system thinking, design thinking, andbusiness thinking. This approach provides an avenue ofintegration across different disciplines and roles in theservice design process. A desirable outcome of thisintegration would be more effective information andknowledge management from design to engineering ofservice systems. Kwan 2012 6
  7. 7. Some DefinitionsService Science is short for Service Science, Management,Engineering and Design (SSMED1).Service Science is concerned with the study of Service Systems. cf. Computer Science is concerned with the study of Computer Systems.Service Systems are man-made complex systems designed toimprove the quality of life by co-creating value through valuepropositions among the stake-holders. 1 Spohrer, J., Kwan, S.K. “Service Science, Management, Engineering, and Design (SSMED): An Emerging Discipline – Outline and References”, International Journal of Information Systems in the Service Sector, 1(3), 2009. Kwan 2012 7
  8. 8. Service System Worldview1 Service Customer Provider Service Experience A Service System and Its Entities1Kwan, S. K. & Min, J. H. (2008) “An Evolutionary Framework of Service Systems”.Presented at the International Conference on Service Science, Beijing, China, April 17-18. Kwan 2012 8
  9. 9. A Service System Network Service Service Interactions System A Service System B Service ServiceSystem E System C Service System D Service System F Kwan 2012 9
  10. 10. Service System Worldview Employees & Stockholders Community Service Customer Provider Service Partners Experience Service System CompetitionSociety Kwan 2012 10
  11. 11. Value Co-Creation Through Value Propositions Employees & Value Stockholders Community Value Service Value Customer Provider Value Service Partners Experience Service System Competition Society Kwan 2012 11
  12. 12. Service Systems, Computing, and IT Services1 Service Provider’s Back Stage Support Back Stage Processes Information Technology Platform Front StageFront Stage Processes ITSM – Management of the Processes Service Computing and Infrastructure of IT Services (e.g., SOA) 1 Kwan, S. K. & Hefley, B., “Service Systems”, 2008. Kwan 2012 12
  13. 13. Service System Design (1)From: To: Service Customer System Design Service System Engineering Kwan 2012 13
  14. 14. Service System Design (2) Service System Design Business Thinking Thinking Thinking Thinking A Multi-disciplinary Approach ServiceCustomer System Design Service System Engineering Knowledge Management – maintaining integrity of information and knowledge throughout the lifecycle Kwan 2012 14
  15. 15. What is Design (1) A conscious effort to create something that is artistic, purposeful, and better.Not casual, you have to work at it Creativity is needed here Object Product Service Kwan 2012 15
  16. 16. What is Design (2)A conscious effort to create something thatis artistic, purposeful, and better. Pure Art Kwan 2012 16
  17. 17. What is Design (3)A conscious effort to create something thatis artistic, purposeful, and better. Utilitarian, Commodity Kwan 2012 17
  18. 18. What is Design (4)A conscious effort to create something thatis artistic, purposeful, and better. Form Function Desirable State Not easily Can apply metrics measurable and measurements Connection to engineering Kwan 2012 18
  19. 19. Design and Innovation Design NewA conscious effort to create something that isartistic, purposeful, and better. ^ Unique Innovation Desirable 혁신 创新 Valuable… CREATING SOMETHING 創新 革新 NEW Kwan 2012 19
  20. 20. Service System Design aspart of the Service System Life Cycle Design is an important component in the study of Service Systems e.g., SSMED – D is for DesignDiscovery Conception Operation Design Development Engineering Kwan 2012 20
  21. 21. Incorporating Multiple Perspectives in Modeling CompetitionExternal or Internal Forces Strategy Customerscreate impetus for Change Regulations Discovery Conception Obsolescence Technology Design Innovation Operation Servitization .. Development Engineering J. Bradford Jensen Kwan 2012 21
  22. 22. Incorporating Multiple Perspectives in Modeling for example: Service Thinking Servitization PlatformtizationDiscovery Conception Open Service Innovation Operation Design Development Engineering (S-D) Logic - Service Dominant Logic Vargo & Lusch Kwan 2012 and many more! 22
  23. 23. Foundational Premises of Service Dominant Logic Kwan 2012 23
  24. 24. Incorporating Multiple Perspectives in Modeling for example: System Thinking Discovery Conception Operation Design C. West Churchman Russell L. Ackoff Development Engineering and many more! Herbert Simon’s The Sciences of the ArtificialKwan, S. K. & Min, J. H. (2008) “An Evolutionary Framework of Service Systems”.Presented at the International Conference on Service Science, Beijing, China, April 17-18. Kwan 2012 24
  25. 25. Incorporating Multiple Perspectives in ModelingDiscovery Conception Operation Design Design Thinking Development Engineering Kwan 2012 25
  26. 26. Design Thinking – some resources Emotional Innovation Business (Viability) Experience Innovation Design PeopleThinking (Desirability) Process Functional Innovation Technology Innovation (Feasibility) Kwan 2012 26
  27. 27. Design Thinking – some resources Peter G. RoweStickhorn &Schneider Thomas Lockwood Kwan 2012 27
  28. 28. Design Thinking – some resourcesDivergent ConvergeThinking nt Thinking © Cockayne and Carleton Kwan 2012 28
  29. 29. Incorporating Multiple Perspectives in ModelingDiscovery Conception Operation Design Business Thinking Development Engineering Kwan 2012 29
  30. 30. Business Thinking - Service System Worldview1 Employees & Stockholders Community Service Customer Provider Service Partners Experience Service System Competition Society 1Kwan, S. K. & Min, J. H. (2008) “An Evolutionary Framework of Service Systems”.Duplicate Presented at the International Conference on Service Science, Beijing, China, April 17-18. Slide Kwan 2012 30
  31. 31. Business Thinking -Value Co-Creation Through Value Propositions Employees & Value Stockholders Community Value Service Value Customer Provider Value Service Partners Experience Service System Competition SocietyDuplicate Slide Kwan 2012 31
  32. 32. Stages in Customer Empowerment in Value Co-Creation Stage 1: Value Chain Value Proposition Focal Service Customer Relationship Provider Service Experience5 Kwan, S. K. & Yuan, S. T. ”Customer-Driven Value Co-Creation in Service Networks”, to appear in Demirkan, H.,Spohrer, J.C. and Krishna, V. ed., The Science of Service Systems, volume in Service Science: Research and Innovation(SSRI) in the Service Economy series, Springer, 2010. Kwan 2012 32
  33. 33. Stage 2: Traditional Service Value Network Value Proposition Focal Service Customer Relationship Provider Provider Service Partner Experience Network Value Proposition cf. ICT-enabled service networks, mobile applications, etc. Kwan 2012 33
  34. 34. Stage 3 – Improved Value Chain Value Proposition Focal Service Customer Relationship Provider ValueProposition Service Customer’s Experience Social Network Kwan 2012 34
  35. 35. Stage 4: Customer Driven Service Value Network Value Proposition Focal Service Customer Relationship Provider Value Value PropositionProposition Provider Service Partner Customer’s Experience Social Network Network cf. “Resource Integrators” in Service Dominant Logic literature Kwan 2012 35
  36. 36. Variety of Value Propositions Maslow’s Hierarchy Of NeedsService Provider Society Hedonic Stakeholders Spiritual Community Cultural Corporal Employees Emotional Intellectual Stockholders Familial…. Partners A point in this 3-D space is a potential Customers Value Proposition e.g. Service Provider / Society / Environmental Kwan 2012 36
  37. 37. Disposable Income & Desire for Services Needs vs. WantsKwan 2012 37
  38. 38. Value Systems and Value Dimensions Provider’s Value System             Opportunities for   Value Co-Creation  Customer’s ★ Value System ★ ★ ★ ★ ★ ★ ★ Kwan, S.K., Hottom, P., Kieliszewski, C. “Moving from B2X to B2X2Y Value Propositions in Service System Networks”, 1st International Conference on Human Side of ServiceHis Customer’s Value System Engineering, HSSE 2012, San Francisco, 24 July, 2012. Kwan 2012 38
  39. 39. Constructing a Value Proposition ** Expected ** VPj = [SE,B,C,P,Q,Sc,R,M]j Service Performance Experience Metrics Benefits Stakeholder Roles Costs Quality The Customer will will will Probability Schema for Datahave a lot of VP’s do not do of Success to choose from for +$ do Exchange Kwan, S.K., Muller-Gorchs, M. (2011). "Constructing Effective Value Propositions for Stakeholders in Service System Networks," Proceedings > Proceedings of SIGSVC Workshop . Sprouts: Working Papers on Information Systems, 11(160). http://sprouts.aisnet.org/11-160 Kwan 2012 39
  40. 40. Business Thinking – some resourcesOsterwalder & Pigneur Kwan 2012 40
  41. 41. Service System Framework & Service System Networks Foresight and Innovation MethodBusiness Model, Value Propositions & Service Patterns © Cockayne and Carleton Kwan 2012 41
  42. 42. Foresight and Innovation Method © Cockayne and Carleton Process Chain Network Diagram UI Prototyping UML – Use Cases BPMN Work System Looking for the MANGA right tools to connect to the Story Service Blueprint next stage Boards Kwan & Müller-Gorchs 2011 Kwan 2012 42
  43. 43. From Design to EngineeringDiscovery Conception Operation Design Development Engineering Engineering Discipline & Methodology Service Design Engineer? Kwan 2012 43
  44. 44. Some aspects of Service System Engineering Service Provider’s Back Stage Support Back Stage Processes Information Technology Platform Front Stage Front Stage Processes ITSM – Management of the Processes Service Computing and Infrastructure of IT Services (e.g., SOA)Duplicate 1 Kwan, S. K. & Hefley, B., “Service Systems”, 2008. Slide Kwan 2012 44
  45. 45. Incorporating Multiple Perspectives in Modeling Discovery Conception Development Operation Design Discipline& Methodology Development Engineering and RAD, Agile, Extreme Programming, etc. Kwan 2012 45
  46. 46. Incorporating Multiple Perspectives in Modeling Discovery ConceptionOperations Design OperationManagement Development Engineering Kwan 2012 46
  47. 47. Service System Operational Worldview (1) Service Management Fitzsimmons & Fitzsimmons Employees & Capacity Stockholders & Manpower Planning, Community Training Service Customer Facility Location Provider & Design Service Partners Experience Social Networking Competition Competitive Market Customer Service Strategy Society Segmentation Flow & Concept Operating Service Realized Strategy DeliveryDuplicate Slide Kwan 2012 47
  48. 48. Service System Operational Worldview (2) Value Proposition Focal Service Customer Relationship Provider Value Value Proposition Proposition Provider Service Partner Customer’s Experience Social Network Network Information &Duplicate Knowledge Management Slide Kwan 2012 48
  49. 49. Information & Knowledge Management 2008 Olympic GamesBoth US teams dropped the baton Kwan 2012 49
  50. 50. Poor (Communication and) Information & Knowledge Management Kwan 2012 50
  51. 51. Information & Knowledge Management2012 Olympic GamesUS men‟s won silverUS women‟s won gold Kwan 2012 51
  52. 52. Information & Knowledge Management How can we effectively define, capture, share and maintain the information and knowledge from the different stages of the Service System Life Cycle?From: To: Kwan 2012 52
  53. 53. Information & Knowledge Management - Sharing the Canvas Customer Designer • Service Thinking • System Thinking • Design Thinking • Business Thinking Manager • Engineering Discipline Engineer • Development Discipline • Operations Management Operator Developer Who are these artists? Kwan 2012 53
  54. 54. T-shaped People (1) Industry says: “We need to hire more T-shaped people!” Across industries Complex Communications Across Fields Across cultures Across functions Across disciplines = More experienced Develop More adaptive New More collaborative Knowledge Broaden In-depth With With knowledge ResearchBased on slides by Global Jean Paul Jacob of IBM of a specific Educational discipline program Academia says: “We need to hire more T–shaped faculty!” Kwan 2012 54
  55. 55. T-shaped People (2)Paul Harris, “Help Wanted: „T-Shaped‟ Skills to meet 21st Century Needs”, T&D, September 2009 Kwan 2012 55
  56. 56. We need T-shaped People Who can work together as a TeamUsing Design Thinking as the basis of Project-based Team Building 56 Kwan 2012 56 Kwan 2012
  57. 57. Design Thinking for Managers Some Business Schools are teaching Design Thinking: Toronto Northwestern Maastricht Berkeley Virginia St. Gallen ………. Kwan 2012 57
  58. 58. T-shaped People (3) Kwan 2012 58
  59. 59. Service Design Basics –from System to Business Modeling Dr. Stephen K. Kwan Professor, Service Science Management Information Systems College of Business Administration San José State University, CA, USA http://www.sjsu.edu/ssme Contact: stephen.kwan@sjsu.edu Fin Presented at Yuan Ze University December 6th, 2012, Taiwan Download these slides at: http://www.slideshare.net/StephenKwan Kwan 2012 59
  60. 60. Value Proposition Model (VPM) Starting with the Service System Service Customer Provider Service Experience Kwan 2012 60
  61. 61. VPM – a common example Service Customer Value Proposition Provider Customer Service Experience ServiceCustomer Experience Service Experience Kwan 2012 61
  62. 62. VPM – individuals and community Service Customer Value Proposition Provider Community/ SocialCustomer Network A Shared Experience Service Experience Service ExperienceCustomer Service Experience Kwan 2012 62
  63. 63. VPM – individuals and Facebook community Service Customer Value Proposition Provider Community/ Social Customer Network A Shared Experience ServiceOver 1 Billion !! Experience Service Experience Customer Service Experience Kwan 2012 63
  64. 64. VPM – service provider partners Service Customer Provider Value PropositionCustomer Service Service Experience Experience Service Experience Service Experience Value Proposition Vendor Kwan 2012 64
  65. 65. VPM – partner‟s acquistion of customer Service Customer Provider Customer Service Service Experience Experience Service Experience Service Experience Service VendorExperience Kwan 2012 65
  66. 66. Example 1 of 4 Service Customer ProviderCustomer Service Service Experience Experience Service Experience Service Experience Vendor Kwan 2012 66
  67. 67. Example 2 of 4 Service Customer Provider Customer Service Service Experience Experience Service Service Experience ServiceExperience Experience Service Vendor Vendor Experience Kwan 2012 67
  68. 68. Example 3 of 4 Service Customer Provider Customer Service Service Experience Experience Service Service Experience ServiceExperience Experience Service Vendor Vendor Experience Kwan 2012 68
  69. 69. Example 4 of 4 Service Customer Provider Customer Service Service Experience Experience Service Experience Service Experience Service VendorExperience Kwan 2012 69
  70. 70. Example: E-CommerceCustomer Amazon.com Bookcloseout_us theBookGrinder nengland4 Kwan 2012 70
  71. 71. VP0 Se0 SE0 Amazon.com S0 SP0 Se1 Bookcloseout_us S1 SP1 S4 SP4Customer Se2 theBookGrinder S2 SP2 S5 Se3 negland4 S3 SP3 S6 Kwan 2012 71
  72. 72. Service Pattern 1 – Single Service Episode Customer Instantiation of the Service Experience at a particular point VP0 In time SE0 Focal Relationship Time SP0 SE0 = Service Experience provided by SP0 SP0 = Service Provider of the Focal Relationship (the basis of the Value Proposition from Kwan & Yuan 2011) VP0 = Value Proposition offered by SP0 to Customer for SE0 Kwan 2012 72
  73. 73. Pattern 2 – Continuous Service over a Period of Time Customer VP0 SE0 Time SP0 Kwan 2012 73
  74. 74. Service Pattern 3 – Service in Parallel Customer VP0 SE0 Se0 Se1 Se2 Time Instantiation of the ServiceSP0 SP1 SP2 Experience at a particular point In time Kwan 2012 74
  75. 75. Pattern 3 – Continuous Service with Occasional Service Episodes Customer VP0SE0 Se1 Se2 Se0 Time SP0 Kwan 2012 75
  76. 76. Pattern 4 – Service provided by more than one Partner Service ProvidersCustomer VP0 SE1 SE2 SE3 SE0 Time SP0 SP1 SP2 SP3 VP1 VP3 SE4 SE6 VP2 SE5 Kwan 2012 76

×