Slides from my presentation at Nordic Academy of Management conference, NFF, 2011 in Stockholm, Sweden. The paper can be seen here: http://www.ida.liu.se/~johbl/PrototypingServiceLogicFinal.pdf

1. Service Prototyping
And the Service Logic Perspective
Johan Blomkvist
Stefan Holmlid, Fabian Segelström
Linköpings universitet
IDA – HCS – IxS

2. …this paper examines
some of the ways
prototyping can support
the understanding and
development of value
propositions.
2

3. Service logic
… the value services provide for
customers.
4

4. Service logic
“Value is always uniquely
and phenomenologically
determined by the
beneficiary.”*
… the value services provide for
customers.
* Vargo & Lusch (2008),
foundational premise no. 10
5

5. Service logic
“suggested that service is
a perspective on value
creation and that value
creation is best understood
from the lens of the
customer based on value
in use”*
… the value services provide for
customers.
* Edvardsson, Gustafsson & Roos
(2005, p. 107)
6

6. Service logic
How can we understand
that value?
… the value services provide for
customers.
7

7. Participatory design
• Also called cooperative
design
An approach to system
development
9

8. Participatory design
• Partly politically
motivated
• Users (customers) seen
as partners, not as
subjects.*
• Long tradition of working
with collaborative
techniques and methods
• ”Scandinavian” methods
An approach to system
development
* Sanders, 2008
10

9. • Future workshops
• Prototypes that facilitate
collaboration An approach to system
Participatory design
development
11

10. Service design
• Claims (and attempts) to
include many
stakeholders
• Intersection between
design and
management/
marketing
• Research approaches
differed
13

11. Service design
• Understand and describe
customer journeys
• … and then design them
• Customer research
important
• … but also prototyping
14

12. Service design
• Prototyping approach
can also be applied to
Prototyping services… services.*
* Hollins & Hollins, 1991; von
Stamm, 2008
15

13. Service design
• Methods
Prototyping services…
Workshop methods Visualisations Other Technology interfaces
card sorts storyboards personas wireframes
create storyboard customer journey narratives mock-ups
future exercises movies photos
envisioning exercises scenarios interviews
paint the picture in words user journey maps
games service blueprint
role playing sketches
bodystorming visualisations
Blomkvist, 2011
16
customer
journey lab
touchpoint sketches
Table 3: Techniques used by service designers in later stages of the design process

14. Service design
• and the field of service
prototyping is highlighted
as a field which needs
more research in the
overview on research
priorities for service by a
large group of Arizona
State University
scholars*
Prototyping services…
* Ostrom et al., 2010
17

15. Analysis
FP 4 Goods are a distribution mechanism for
service provision
FP 6 The customer is always a co-creator of value
FP 7 The enterprise cannot deliver value, but only
offer value propositions
FP 8 A service-centred view is inherently customer
oriented and relational
(Vargo & Lusch, 2008)
18

16. Analysis
• The mediating function of
goods are seen as an
integrated part of the
service systems service
designers represent in
prototypes.
• Long tradition of
protoyping products.
Service design builds on
that knowledge.
FP 4.
Goods are a distribution
mechanism for service provision
19

17. Analysis
• The customer is a part of
the prototype in service
design.
• Inclusion of actual
people co-creating value
allow designers to
understand how the
service is percieved by
customers.
FP 6.
The customer is always a co-creator
of value
20

18. Analysis
• Prototyping drives the
design of the value
proposition iteratively.
• The expressed value will
be continuously updated
during prototyping
activities.
• Prototypes reveal
problems or issues early.
FP 7.
The enterprise cannot deliver
value, but only offer value
propositions
21

19. Analysis
• Customer journeys
visualise relations from
the customer’s point of
view.
• Prototyping makes
services more attuned to
customer needs and
helps build a positive
relation between
customers and
companies.
FP 8.
A service-centred view is inherently
customer oriented and relational
22

20. Conclusions
• What can prototyping
contribute to service
dominant logic?
23

21. Conclusions
• It can help understand
value (propositions)
• It can help understand
customers’ perceived
value-in-use
• Predict perceived value
24

22. Conclusions
• Inclusion
• Starting small and
expanding
• By evaluating
performance
• Seeing customers as
partners
25

23. Blomkvist, J. (2011). Conceptualising Prototypes in Service Design. Linköping, Sweden: Liu-
Tryck.
Edvardsson, B., Gustafsson, A., & Roos, I. (2005). Service portraits in service research: a
critical review. International Journal of Service Industry Management, 16(1), 107-120.
Hollins, G., & Hollins, B. (1991). Total Design: Managing the Design Process in the Service
Sector. London, UK: Pitman.
Ostrom, A. L., Bitner, M. J., Brown, S. W., Burkhard, K. A., Goul, M., Smith-Daniels, V., et al.
(2010). Moving Forward and Making a Difference: Research Priorities for the Science of
Service. Journal of Service Research, 13(1), 4-36.
Sanders, E. (2008). An evolving map of design practice and design research. interactions,
15(6), 13-17.
Vargo, S., & Lusch, R. (2008). Service-dominant logic: Continuing the evolution. Journal of
the Academy of Marketing Science(36), 1-10.
von Stamm, B. (2008). Managing Innovation, Design and Creativity (2nd Edition ed.).
Chichester, United Kingdom: John Wiley & Spns, Ltd.
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Twitter: @Hellibop
Email: johan.blomkvist@liu.se