주제 : 서비스 개발의 디자인적 접근으로서의 서비스 디자인 (해외 서비스 디자인 연구 동향을 중심으로)
일시 : 2014.10.22.
장소 : 이화여자대학교 ECC159호
발표자 : 류은 랭카스터 서비스디자인 박사과정 e.yu@lancaster.ac.uk
전 엔씨소프트, 안그라픽스 디자이너
6. Some critiques
“on the drawing board” “lack of attention to economics–ensuring that ideas are cost effective” “lack of attention to organizational issues and cultures” (Mulgan, 2014, p. 4)
7. Inter-disciplinary literature review
What is the status quo of Service Design research? How can Service Design research be understood in the wider context?
Questions…
8. Areas relating to service research
Image: http://vttserviceodyssey.com/2013/01/07/quest-for-service-science/
10. New Service Development (NSD)
New Service Development (NSD)
NSD refers to the overall process of developing new service offerings (Johnson et al., 2000)
11. Where? And How?
Service Design research
Service Design and NSD
New Service Development (NSD)
14. NSD research framework
3 Key dimensions: 1) What are the stages of the service development process?
1) Process
15. NSD research framework
3 Key dimensions: 1) What are the stages of the service development process? 2) What are the objects of activities of each stage?
1) Process
2) Objects
16. NSD research framework
3 Key dimensions: 1) What are the stages of the service development process? 2) What are the objects of activities of each stage? 3) What are the facilitators for the service development process?
1) Process
2) Objects
3) Facilitators
18. Process – NSD
Design
•Formulation of new services objectives/strategy
•Idea generation and screening
•Concept development and testing
•Full-scale launch
•Post-launch review
•Service design and testing
•Process & system design & testing
•Personnel training
•Service testing and pilot run
•Test marketing
•Business analysis
•Project authorization
Analysis
Full Launch
Development
(Johnson et al., 2000)
23. Object – NSD
1) Service concept
A whole picture
Value
Form/ function
Experience
Outcome
(Clark et al. 2000; Goldstein et al., 2002)
24. Process
A set of activities to deliver services
Infrastructure
- Employee - Customer - Organization
Structure
- Physical - Facilities - technology
Object – NSD
2) Service delivery system
(Goldstein et al., 2002; Roth & Menor 2003)
25. Service Concept
Service Delivery System
Object – NSD
Service Development Process
(Ponsignon et al., 2011)
26. Object – Service Design
1) Service interface, interaction and experience
(Clatworthy, 2011; Mager & Evenson, 2008; Meroni & Sangiorgi, 2011)
Image source http://customerexperienceplanning.com/2012/04/11/customer-journey-mapping-part-i-the-basics/
27. Image source (Clatworthy, 2011)
Object – Service Design
1) Service interface, interaction and experience
(Clatworthy, 2011; Mager & Evenson, 2008; Meroni & Sangiorgi, 2011)
28. Object – Service Design
2) Interpersonal relationships
Image source: Participle website http://www.participle.net/projects/view/5/101/
Image source: Social Innovation Lab for Kent (SILK)
(Baek, 2011; Boyle et al., 2010; Cipolla, 2007)
29. Object – Service Design
2) Interpersonal relationships
(Baek, 2011; Boyle et al., 2010; Cipolla, 2007)
Image source (Cipolla, 2007)
31. 3) Service contexts
Object – Service Design
Image source: Livework http://liveworkstudio.com/
(Maffei & Sangiorgi, 2006; Morelli, 2002)
32. Object – Service Design
3) Service contexts
(Maffei & Sangiorgi, 2006; Morelli, 2002)
Image source (Maffei & Sangiorgi, 2006)
33. 4) Service system
Object – Service Design
(Morelli, 2007)
Image source (Morelli, 2007)
34. Comparison
Service Concept
Service Delivery System
Service Development Process
Value, Form/function, Experience, Outcome
Structure, Infrastructure, Process
35. Comparison
Service Development Process
Service interface, interaction and experience
Interpersonal relationships
Service contexts
Service system
Service Concept
Service Delivery System
Value, Form/function, Experience, Outcome
Structure, Infrastructure, Process
38. Facilitator – NSD
1) Methods and tools
Benchmarking
Scenario Planning
Focus Group
Brainstorming
Concept Testing
Quality Function Deployment
Service Blueprint
SERVQUAL
Service Development Process
(Edvardsson et al., 2000; Jin et al., 2012)
39. 1) Methods and tools
Facilitator – Service Design
Image source: http://www.capetown.gov.za/en/WDC2014/Pages/Co- design-workshop.aspx
Image source (Visser et al., 2005)
Co-design
Cultural probes
Image source http://interactiondesign.se/meng/hobb.html
40. Image source (Macdonald & Teal, 2011)
1) Methods and tools
Facilitator – Service Design
Image source : Livework http://liveworkstudio.com/
41. 2) Staff and customer involvement
Facilitator – NSD
42. 2) Staff and customer involvement
Facilitator – NSD
Feedback
Criticizing existing service
Providing a wish list
Helping idea screening
Reviewing the blueprints
Participating in mock service delivery process
Word of mouth communication
Service Development Process
(Alam, I., 2002)
43. 2) Staff and customer involvement
Image source (Sustar, 2012)
Facilitator – Service Design
Service Development Process
Image source (Lin et al., 2011)
Idea generation
Transformation of service system
46. 3) Organizational dimensions
Facilitator – NSD
People
Structure
- Internal communication
(De Jong & Vermeulen, 2003)
47. 3) Organizational dimensions
Facilitator – NSD
People
Structure
- Internal communication - Organizational culture
(De Jong & Vermeulen, 2003)
48. 3) Organizational dimensions
Facilitator – NSD
People
Structure
- Internal communication - Organizational culture - service-customer culture
(De Jong & Vermeulen, 2003)
49. 3) Organizational dimensions
(Junginger & Sangiorgi, 2009)
Facilitator – Service Design
A potential driver for organizational change
Infuse Innovation culture In organization
Embed Human-centered mindset and practices
(Pinheiro et al., 2012)
(Bailey, 2012)
50. Image source (Junginger and Sangiorgi, 2009)
3) Organizational dimensions
Facilitator – Service Design
51. 3) Organizational dimensions
Facilitator – Service Design
Image source (Pinheiro et al., 2012)
Service Design creates breakthrough cultural change in the Brazilian financial industry by empowering business leaders and decision makers with the right and relevant knowledge and service design tools
53. Process
Synthesis & future research
Linking design phases to development/ implementation phases
54. Process
Objects
Service interactions and experiences as key object of design
Linking design phases to development/ implementation phases
Synthesis & future research
55. Process
Objects
Service interactions and experiences as key object of design
Facilitators
Lack of studies and understanding of organizational dimensions
Linking design phases to development/ implementation phases
Synthesis & future research
56. Johnson, S. P., Menor, L. J., Roth, A. V., & Chase, R. B. (2000). A critical evaluation of the new service development process. In J. Fitzsimmons & M. Fitzsimmons (Eds.), New service development: Creating memorable experiences (pp. 1- 32): SAGE Publications. Bitner, M. J., Ostrom, A. L., & Morgan, F. N. (2008). Service blueprinting: a practical technique for service innovation. California Management Review, 50(3), 66. Mulgan, G. (2014). Design in public and social innovation. London: NESTA. Clark, G., Johnston, R., & Shulver, M. (2000). Exploiting the service concept for service design and development. In J. Fitzsimmons & M. Fitzsimmons (Eds.), New service development: Creating memorable experiences (pp. 71-91): SAGE Publications. Goldstein, S. M., Johnston, R., Duffy, J., & Rao, J. (2002). The service concept: the missing link in service design research? Journal of Operations Management, 20(2), 121-134. Roth, A. V., & Menor, L. J. (2003). Insights into service operations management: a research agenda. Production and Operations management, 12(2), 145-164. Ponsignon, F., Smart, P., & Maull, R. (2011). Service delivery system design: characteristics and contingencies. International Journal of Operations & Production Management, 31(3), 324-349. Clatworthy, S. (2011). Service innovation through touch-points: Development of an innovation toolkit for the first stages of new service development. International Journal of Design, 5(2), 15-28. Mager, B., & Evenson, S. (2008). Art of Service: Drawing the arts to inform service design and specification. In B. Hefley & W. Murphy (Eds.), Service Science, Management and Engineering Education for the 21st Century (pp. 75-76). London: Springer. Meroni, A., & Sangiorgi, D. (2011). Design for services. Aldershot, UK: Gower Baek, J. S. (2011). A socio-technical framework for collaborative services: designing a platform for collaborative communities. (PhD), Politecnico di Milano, Milano. Boyle, D., Slay, J., & Stephens, L. (2010). Public services inside out: Putting Coproduction into Practice. London: nef & NESTA. Cipolla, C. (2007). Designing for interpersonal relational qualities in services: A model for service design theory and practice. (PhD), Politecnico di Milano, Milano. Maffei, S., & Sangiorgi, D. (2006). From communication design to activity design. In J. Frascara (Ed.), Designing Effective Communications: Creating Contexts for Clarity and Meaning. New York: Allworth Press.
Reference
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