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Service Design


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Service Design Concepts from ITIL V3, Six Sigma and other design disciplines.

Published in: Business, Design

Service Design

  1. 1. Service Design Service Design Concepts from ITIL V3, Six Sigma and other design disciplines.
  2. 2. Itil, six sigma, design Service design is a multi-disciplinary approach. statistics service management itil v3 six sigma service design design applied arts 2
  3. 3. Mindmap service design Concept Map Service Design. itil v3, csi, chapter 3.11.4, a2 continual six sigma service improvement service strategy dmaic itil v3, sd, chapter 8.5 itil v3 design for six sigma service operation service service transition dmadv design icra dmaov design pidov product idov design space design 3
  4. 4. 1 Itil v3 itil v3 4
  5. 5. - Service definition Service A means of delivering value to customers by facilitating outcomes customers want to achieve without the ownership of specific costs and risks. 5
  6. 6. - Process definition Process A structured set of activities designed to accomplish a specific objective. A process takes one or more defined inputs and turns them into defined outputs. A process may include any of the roles, responsibilities, tools and management controls required to reliably deliver the outputs. 6
  7. 7. - Service assets We need service assets for value creation. service assets capabilities resources management financial capital organization infrastructure processes applications knowledge information people 7
  8. 8. - Service life cycle #1 Service life cycle ITIL 8
  9. 9. - Service life cycle #2 SS SD ST SO CSI strategy design transition operation improvement Service Service Service Service Continual Strategy Design Transition Operation Service Improvement 9
  10. 10. 2 Design for six sigma design for six sigma 10
  11. 11. - Project life cycle #1 Project life cycles DFSS 11
  12. 12. - Project life cycle #2 D M A D V define measure analyze design verify Define design Measure and Analyze to Design details, Verify the goals that are identify develop and optimize the design, set up consistent characteristics design design, and plan pilot runs, with customer that are Critical alternatives, for design implement the demands and To Quality create a high- verification. This production the enterprise (CTQ), product level design and phase may process and strategy. capabilities, evaluate design require hand it over to production capability to simulations. the process process select the best owners. capability, and design. risks. 12
  13. 13. - Project life cycle #3 P I D O V plan identify design optimize verify Plan project. Identify Design Optimize Verify customer concepts for product, optimized requirements product, process or solution. and agree process or service. measurement service. system for requirements. 13
  14. 14. 3 Design design 14
  15. 15. - Service definition Service Any activity or benefit that one party can give to another, that is essentially intangible and does not result in the ownership of anything. Its production may or may not be tied to a physical product. Philip Kotler Professor of International Marketing 15
  16. 16. - Design definition Design A process to create value for people. 16
  17. 17. - Service design definition Service Design helps to innovate (create new) or improve (existing) services to make them more useful, usable, desirable for clients and efficcient as well as effektive for organisations. It is a new holistic, multi-disciplinary, integrative field. Stefan Moritz From Service Design – Practical access to an evolving field 17
  18. 18. - Service design definition Service Design Service Design is the application of established design process and skills to the development of services. It is a creative and practical way to improve existing services and innovate new ones. Stefan Moritz From Service Design – Practical access to an evolving field 18
  19. 19. Service Interface (Concept) 19
  20. 20. - Service Interface #1 Service Interface Customer Service Organization 20
  21. 21. Service Interface service organization Touchpoints Customer 21
  22. 22. Service Interface service organization Touchpoints Customer Journey Customer 22
  23. 23. Touchpoints ? Moments of Truth (Six Sigma Concept) 23
  24. 24. Customer Journey Map (Concept) 24
  25. 25. learn check buy ticket travel ticket bord enter arrive plan wait remember 25
  26. 26. Service Blueprint (Concept) 26
  27. 27. customer actions physical evidence / objects line of interaction interactions onstage line of visibility backstage actions line of internal interaction process support & IT 27
  28. 28. learn plan buy ticket enter wait customer actions physical different railway evidence portal services portal station / objects line of interaction interactions onstage show compare select schedule etc. alternatives ticket and prices line of visibility backstage actions query query server server line of internal interaction process select support select central central & IT ticket database system 28
  29. 29. - Service design tasks #1 Service design tasks 29
  30. 30. - Project life cycle #2 D C D B I discovering concepting designing building implementing Discovering Concepting by Designing touch Building all Implementation organizations developing ideas points, service touchpoints, and roll out of characteristics together with system, end-to- communication services, getting and goals, end-users and end processes strategy, testing users feedback existing clients processes and services, services KPI’s, customer journey, touchpoints 30
  31. 31. - Service design tasks #2 G E T U F R generating explaining thinking understanding filtering realising Finding out Giving Developing Selecting Enabling Making it and learning strategic concepts the best under- happen direction standing 31
  32. 32. 4 Links links 32
  33. 33. - Links ITIL V3 Design for Six Sigma (DFSS) Design 33
  34. 34. Thank You Thank You Edmund Gröpl, 34