SlideShare a Scribd company logo
1 of 26
Download to read offline
Institute of Information Systems
@hevs.ch
Techno-Pôle 3 – CH-3960 Sierre
Putting the Customer Back in the Center of SOA
with Service Design and User-Centered Design
Arnita Saini, Benjamin Nanchen and Florian Evequoz
Benjamin Nanchen
benjamin.nanchen
Plan
• Context of work
• The project INFOPLACE
1. Data gathering through Ethnomethodology
2. Data Interpretation
3. Designing from Insights
4. Prototype Implementation and Usability Evaluation
• Discussion and conclusions
2
Context of work
An applied research project
• One company – One problem
– Krios: A ten-year old Swiss company active in the Cloud Computing
– The products portfolio and its organization
• Each particular product is organized as an independent silo
• A solution – INFOPLACE
– Adoption of a SOA framework to tackle the backend complexity
– Design of a web application (INFOPLACE) to reduce the frontend
complexity
• Our contribution
– Design of the INFOPLACE and its link to the SOA
• Development of a web customer service (ex. sales system)
4
• Team
– Prof. Florian Evéquoz: Project leader
– Arnita Saini: User-centered design
– François Morard: Software engineer
– Benjamin Nanchen: Service design
• Methodology
Compe tor
Analysis
Customer
interviews
Immersion
in company
Affinity
Diagrams
Service
Blueprint
Wireframing
Informa on
Architecture
Prototype
Usability
Evalua on
DATA
GATHERING
DATA
INTERPRETATION
DESIGN
FROM INSIGHTS
PROTOTYPE
AND EVALUATION
An applied research project
5
How to align user’s need with SOA?
• Initial goals
– Engineering an SOA and a web customer’s service
• Lack of the SOA
– Approaches for engineering an SOA do not typically include customers
• The concept of service
– Business service exposed to customers OR small software component
• An interdisciplinary methodology
– Originality of our work
• The mix of user-centered design and service design to explicitly
align the needs of customers with the SOA.
6
The project INFOPLACE
1. Data gathering through Ethnomethodology
Compe tor
Analysis
Customer
interviews
Immersion
in company
Affinity
Diagrams
Service
Blueprint
Wireframing
Informa on
Architecture
Prototype
Usability
Evalua on
DATA
GATHERING
DATA
INTERPRETATION
DESIGN
FROM INSIGHTS
PROTOTYPE
AND EVALUATION
Competitors Interface Analysis
• 4 competitors
– Amazon, Office 365, Swisscom, Infomaniak
• Protocol
– Visiting, purchasing and customizing
• Heuristic Evaluation
– Identify the usability strengths and weaknesses
• Results
– List of best practices in the domain
• Customer orientation (ex. sales)
• Usual places for standard actions (ex. logout)
8
Semi-Structured Interviews
• 8 participants
– 5 customers, 1 collaborators, 2 managers
• Topics
– General context of work
– Experience of Krios services
– Quality of services
– General questions
• Results
– Customer’s expectations
• Main requests (ex. purchase of a service)
• Quality of services (ex. helpdesk)
9
Immersion work at Krios
• Visit of Krios during working days
– 3 members of the project team
– Observation and film
• Topics
– Typical everyday work
• Results
– Back office’s constraints
• Support process (phone call or email)
• Lack of traceability
• Administrative work
10
The project INFOPLACE
2. Data Interpretation
Compe tor
Analysis
Customer
interviews
Immersion
in company
Affinity
Diagrams
Service
Blueprint
Wireframing
Informa on
Architecture
Prototype
Usability
Evalua on
DATA
GATHERING
DATA
INTERPRETATION
DESIGN
FROM INSIGHTS
PROTOTYPE
AND EVALUATION
Affinity Diagrams
• Goal
– Consolidation of raw data
• Technique
– Write each finding on a post-it
– Organize it in different categories during team session
Raw data Consolidation
12
Main outcomes
• Simplicity in design
– Implementation of wizards
• Assist customer in purchasing and consuming services
• Key functionalities for INFOPLACE
– Service purchase
– Account creation or removal
– Modify user data
– Permission change
• Clarification of Krios’s business
– Hosting
– Software as a Service
– Customer service (help desk)
13
The project INFOPLACE
3. Designing from Insights
Compe tor
Analysis
Customer
interviews
Immersion
in company
Affinity
Diagrams
Service
Blueprint
Wireframing
Informa on
Architecture
Prototype
Usability
Evalua on
DATA
GATHERING
DATA
INTERPRETATION
DESIGN
FROM INSIGHTS
PROTOTYPE
AND EVALUATION
Service Blueprint
• Goal (from the customer’s point of view)
– Capture the entire customer service experience
– Distinguish visible activities (onstage) from support activities (backstage)
• Five steps
– Customer actions
– Onstage/Visible Contact Employee Actions
– Backstage/Invisible Contact Employee Actions
– Support Processes
• Indicate the role of the underlying IT system
• A direct link between the needs of the customer and the SOA
– Physical Evidence
• The customer evaluates the quality of service
15
Service Blueprint
16
Wireframing
• Goal
– Drawing the application without programming
• Use of service blueprint’s results
– Physical evidences, Customer actions and On-stage features
• Creation of wizards
– Customer’s needs
17
Information Architecture
• Goal
– Organization of the content
• Use of service blueprint’s results
– Customer’s actions
• Task
– Support process
• Function
– Physical evidences
• Navigational path
• Navigational path for purchase
– Home screen > Purchase option > Wizard > Home screen
18
The project INFOPLACE
4. Prototype Implementation and Usability Evaluation
Compe tor
Analysis
Customer
interviews
Immersion
in company
Affinity
Diagrams
Service
Blueprint
Wireframing
Informa on
Architecture
Prototype
Usability
Evalua on
DATA
GATHERING
DATA
INTERPRETATION
DESIGN
FROM INSIGHTS
PROTOTYPE
AND EVALUATION
Prototype Implementation
• Visual design of INFOPLACE
– Based on wireframe
– Combination with the layout of Krios website in order to retain
consistency
20
Usability Evaluation
• Methodology
– Five usability experts
– Use of Nielsen’s heuristics
• Results
– Most severe problems
• Place of standards functionalities (ex. logout)
• Enlargement of the resolution
• Suppression of gridview
• Differentiation of services to buy and services to manage
• Conclusion
– Correction of the most severe problems prior to release of INFOPLACE
21
Next steps
• Krios
– Implementation of the solution
– Connected INFOPLACE with their SOA
• HES-SO Valais-Wallis
– Follow up study
• Iterative design process
22
Discussion and Conclusions
Taking the best of each methodology
• Service Oriented Architecture (SOA)
– Facilitation of scalability, availability and performance of service
• User Centered Design (UCD)
– Help to be aware of the desires and needs of users
• Ethnomethodology
– Organization of the content and prototype
• Wireframing, Information Architecture
• Service Design
– Customer-oriented focus
• Ethnomethodology
– Understanding customer-oriented processes and links to the underlying systems
• Service blueprint
24
An interdisciplinary methodology
• Strengths
– Participation among team members
– Dynamic process of work
– Inputs from the different skills and expertise within the team
Effects on business level
• Clarification of the Krios’s business
– 3 categories of services (hosting, SaaS, help desk)
• Simplifying their products portfolio
– Reducing their products list
– Providing pre-configured packages with appropriate pricing
– Hiding details of parameterization of services
25
Thank you for your attention!

More Related Content

Viewers also liked

Service Blueprint
Service BlueprintService Blueprint
Service BlueprintGul Mann
 
Flipkart Services marketing.
Flipkart Services marketing.Flipkart Services marketing.
Flipkart Services marketing.AnupPinge
 
Amazon Marketing Services
Amazon Marketing ServicesAmazon Marketing Services
Amazon Marketing ServicesTinuiti
 
Foodpanda - Order Food Online.
Foodpanda - Order Food Online.Foodpanda - Order Food Online.
Foodpanda - Order Food Online.Aftab Merchant
 
Services Marketing - Cinemax (Case Study)
Services Marketing - Cinemax (Case Study)Services Marketing - Cinemax (Case Study)
Services Marketing - Cinemax (Case Study)Ishan Parekh
 
Mcdonalds_Service Blueprint
Mcdonalds_Service BlueprintMcdonalds_Service Blueprint
Mcdonalds_Service BlueprintGaurav Dutta
 
Summer internship project report on online food app- TINYOWL
Summer internship project report on online food app- TINYOWLSummer internship project report on online food app- TINYOWL
Summer internship project report on online food app- TINYOWLSahil Jain
 
Online marketing strategy of Food Panda
Online marketing strategy of Food PandaOnline marketing strategy of Food Panda
Online marketing strategy of Food PandaRohit Kumar
 

Viewers also liked (13)

Service blueprint
Service blueprintService blueprint
Service blueprint
 
Service Blueprint
Service BlueprintService Blueprint
Service Blueprint
 
Flipkart Services marketing.
Flipkart Services marketing.Flipkart Services marketing.
Flipkart Services marketing.
 
Amazon Marketing Services
Amazon Marketing ServicesAmazon Marketing Services
Amazon Marketing Services
 
Foodpanda - Order Food Online.
Foodpanda - Order Food Online.Foodpanda - Order Food Online.
Foodpanda - Order Food Online.
 
Services Marketing - Cinemax (Case Study)
Services Marketing - Cinemax (Case Study)Services Marketing - Cinemax (Case Study)
Services Marketing - Cinemax (Case Study)
 
Blue print examples_f04
Blue print examples_f04Blue print examples_f04
Blue print examples_f04
 
Amazon
AmazonAmazon
Amazon
 
Foodpanda ppt
Foodpanda pptFoodpanda ppt
Foodpanda ppt
 
Mcdonalds_Service Blueprint
Mcdonalds_Service BlueprintMcdonalds_Service Blueprint
Mcdonalds_Service Blueprint
 
Summer internship project report on online food app- TINYOWL
Summer internship project report on online food app- TINYOWLSummer internship project report on online food app- TINYOWL
Summer internship project report on online food app- TINYOWL
 
Service Blueprint
Service BlueprintService Blueprint
Service Blueprint
 
Online marketing strategy of Food Panda
Online marketing strategy of Food PandaOnline marketing strategy of Food Panda
Online marketing strategy of Food Panda
 

Similar to Putting the Customer Back in the Center of SOA with Service Design and User-Centered Design

II-SDV 2015, 20 - 21 April, in Nice
II-SDV 2015, 20 - 21 April, in NiceII-SDV 2015, 20 - 21 April, in Nice
II-SDV 2015, 20 - 21 April, in NiceDr. Haxel Consult
 
How to Get Started with GxP Processes in Office 365 - The Discovery Phase
How to Get Started with GxP Processes in Office 365 - The Discovery PhaseHow to Get Started with GxP Processes in Office 365 - The Discovery Phase
How to Get Started with GxP Processes in Office 365 - The Discovery PhaseMontrium
 
Agile DevOps Transformation Strategy
Agile DevOps Transformation StrategyAgile DevOps Transformation Strategy
Agile DevOps Transformation StrategySatish Nath
 
Anatomy of an Intranet (Triangle SharePoint User Group) October 2016
Anatomy of an Intranet (Triangle SharePoint User Group) October 2016Anatomy of an Intranet (Triangle SharePoint User Group) October 2016
Anatomy of an Intranet (Triangle SharePoint User Group) October 2016Michael Greene
 
Identity Management: Tools, processes & services
Identity Management: Tools, processes & servicesIdentity Management: Tools, processes & services
Identity Management: Tools, processes & servicesJISC Netskills
 
Practical Tips for Migrating SharePoint Customizations to Office 365
Practical Tips for Migrating SharePoint Customizations to Office 365Practical Tips for Migrating SharePoint Customizations to Office 365
Practical Tips for Migrating SharePoint Customizations to Office 365Haniel Croitoru
 
Neo4j GraphTalk Düsseldorf - Building intelligent solutions with Graphs
Neo4j GraphTalk Düsseldorf - Building intelligent solutions with GraphsNeo4j GraphTalk Düsseldorf - Building intelligent solutions with Graphs
Neo4j GraphTalk Düsseldorf - Building intelligent solutions with GraphsNeo4j
 
PeopleSoft HCM 9.2 is here! A whole new user experience
PeopleSoft HCM 9.2 is here!  A whole new user experiencePeopleSoft HCM 9.2 is here!  A whole new user experience
PeopleSoft HCM 9.2 is here! A whole new user experienceEmtec Inc.
 
A Case of Fusion Middleware (IlOUG Tech Days, July 2013)
A Case of Fusion Middleware  (IlOUG Tech Days, July 2013)A Case of Fusion Middleware  (IlOUG Tech Days, July 2013)
A Case of Fusion Middleware (IlOUG Tech Days, July 2013)Lucas Jellema
 
SharePoint for Startups, Tales from the Trenches
SharePoint for Startups, Tales from the TrenchesSharePoint for Startups, Tales from the Trenches
SharePoint for Startups, Tales from the TrenchesDave Healey
 
GHD iConnect - our intranet for the future
GHD iConnect - our intranet for the futureGHD iConnect - our intranet for the future
GHD iConnect - our intranet for the futureMaree Courts
 
Cloud Readiness 101: Analyzing and Visualizing Your IT Infrastructure
Cloud Readiness 101: Analyzing and Visualizing Your IT InfrastructureCloud Readiness 101: Analyzing and Visualizing Your IT Infrastructure
Cloud Readiness 101: Analyzing and Visualizing Your IT Infrastructurepanagenda
 
[AIIM17] SharePoint Governance - Jed Cawthorne
[AIIM17] SharePoint Governance - Jed Cawthorne[AIIM17] SharePoint Governance - Jed Cawthorne
[AIIM17] SharePoint Governance - Jed CawthorneAIIM International
 
Webinar: Ten Ways to Enhance Your Salesforce.com Application in 2013
Webinar: Ten Ways to Enhance Your Salesforce.com Application in 2013Webinar: Ten Ways to Enhance Your Salesforce.com Application in 2013
Webinar: Ten Ways to Enhance Your Salesforce.com Application in 2013Emtec Inc.
 
Webinar: Leveraging New Technologies with Migration
Webinar: Leveraging New Technologies with MigrationWebinar: Leveraging New Technologies with Migration
Webinar: Leveraging New Technologies with Migrationpanagenda
 
Microsoft SharePoint Presentation from All Covered
Microsoft SharePoint Presentation from All CoveredMicrosoft SharePoint Presentation from All Covered
Microsoft SharePoint Presentation from All CoveredAll Covered
 
Overcoming Obstacles to Success with Microservices
Overcoming Obstacles to Success with MicroservicesOvercoming Obstacles to Success with Microservices
Overcoming Obstacles to Success with MicroservicesPerficient, Inc.
 

Similar to Putting the Customer Back in the Center of SOA with Service Design and User-Centered Design (20)

II-SDV 2015, 20 - 21 April, in Nice
II-SDV 2015, 20 - 21 April, in NiceII-SDV 2015, 20 - 21 April, in Nice
II-SDV 2015, 20 - 21 April, in Nice
 
How to Get Started with GxP Processes in Office 365 - The Discovery Phase
How to Get Started with GxP Processes in Office 365 - The Discovery PhaseHow to Get Started with GxP Processes in Office 365 - The Discovery Phase
How to Get Started with GxP Processes in Office 365 - The Discovery Phase
 
Agile DevOps Transformation Strategy
Agile DevOps Transformation StrategyAgile DevOps Transformation Strategy
Agile DevOps Transformation Strategy
 
PMO and Project Server 2013 main features
PMO and Project Server 2013 main features PMO and Project Server 2013 main features
PMO and Project Server 2013 main features
 
Anatomy of an Intranet (Triangle SharePoint User Group) October 2016
Anatomy of an Intranet (Triangle SharePoint User Group) October 2016Anatomy of an Intranet (Triangle SharePoint User Group) October 2016
Anatomy of an Intranet (Triangle SharePoint User Group) October 2016
 
Identity Management: Tools, processes & services
Identity Management: Tools, processes & servicesIdentity Management: Tools, processes & services
Identity Management: Tools, processes & services
 
Practical Tips for Migrating SharePoint Customizations to Office 365
Practical Tips for Migrating SharePoint Customizations to Office 365Practical Tips for Migrating SharePoint Customizations to Office 365
Practical Tips for Migrating SharePoint Customizations to Office 365
 
Neo4j GraphTalk Düsseldorf - Building intelligent solutions with Graphs
Neo4j GraphTalk Düsseldorf - Building intelligent solutions with GraphsNeo4j GraphTalk Düsseldorf - Building intelligent solutions with Graphs
Neo4j GraphTalk Düsseldorf - Building intelligent solutions with Graphs
 
PeopleSoft HCM 9.2 is here! A whole new user experience
PeopleSoft HCM 9.2 is here!  A whole new user experiencePeopleSoft HCM 9.2 is here!  A whole new user experience
PeopleSoft HCM 9.2 is here! A whole new user experience
 
A Case of Fusion Middleware (IlOUG Tech Days, July 2013)
A Case of Fusion Middleware  (IlOUG Tech Days, July 2013)A Case of Fusion Middleware  (IlOUG Tech Days, July 2013)
A Case of Fusion Middleware (IlOUG Tech Days, July 2013)
 
SharePoint for Startups, Tales from the Trenches
SharePoint for Startups, Tales from the TrenchesSharePoint for Startups, Tales from the Trenches
SharePoint for Startups, Tales from the Trenches
 
GHD iConnect - our intranet for the future
GHD iConnect - our intranet for the futureGHD iConnect - our intranet for the future
GHD iConnect - our intranet for the future
 
Cloud Readiness 101: Analyzing and Visualizing Your IT Infrastructure
Cloud Readiness 101: Analyzing and Visualizing Your IT InfrastructureCloud Readiness 101: Analyzing and Visualizing Your IT Infrastructure
Cloud Readiness 101: Analyzing and Visualizing Your IT Infrastructure
 
[AIIM17] SharePoint Governance - Jed Cawthorne
[AIIM17] SharePoint Governance - Jed Cawthorne[AIIM17] SharePoint Governance - Jed Cawthorne
[AIIM17] SharePoint Governance - Jed Cawthorne
 
Webinar: Ten Ways to Enhance Your Salesforce.com Application in 2013
Webinar: Ten Ways to Enhance Your Salesforce.com Application in 2013Webinar: Ten Ways to Enhance Your Salesforce.com Application in 2013
Webinar: Ten Ways to Enhance Your Salesforce.com Application in 2013
 
Webinar: Leveraging New Technologies with Migration
Webinar: Leveraging New Technologies with MigrationWebinar: Leveraging New Technologies with Migration
Webinar: Leveraging New Technologies with Migration
 
A case of Fusion Middleware - iLOUG 2013
A case of Fusion Middleware - iLOUG 2013A case of Fusion Middleware - iLOUG 2013
A case of Fusion Middleware - iLOUG 2013
 
Chapter01
Chapter01Chapter01
Chapter01
 
Microsoft SharePoint Presentation from All Covered
Microsoft SharePoint Presentation from All CoveredMicrosoft SharePoint Presentation from All Covered
Microsoft SharePoint Presentation from All Covered
 
Overcoming Obstacles to Success with Microservices
Overcoming Obstacles to Success with MicroservicesOvercoming Obstacles to Success with Microservices
Overcoming Obstacles to Success with Microservices
 

More from Institute of Information Systems (HES-SO)

Classification of noisy free-text prostate cancer pathology reports using nat...
Classification of noisy free-text prostate cancer pathology reports using nat...Classification of noisy free-text prostate cancer pathology reports using nat...
Classification of noisy free-text prostate cancer pathology reports using nat...Institute of Information Systems (HES-SO)
 
Machine learning assisted citation screening for Systematic Reviews - Anjani ...
Machine learning assisted citation screening for Systematic Reviews - Anjani ...Machine learning assisted citation screening for Systematic Reviews - Anjani ...
Machine learning assisted citation screening for Systematic Reviews - Anjani ...Institute of Information Systems (HES-SO)
 
Exploiting biomedical literature to mine out a large multimodal dataset of ra...
Exploiting biomedical literature to mine out a large multimodal dataset of ra...Exploiting biomedical literature to mine out a large multimodal dataset of ra...
Exploiting biomedical literature to mine out a large multimodal dataset of ra...Institute of Information Systems (HES-SO)
 
Studying Public Medical Images from Open Access Literature and Social Network...
Studying Public Medical Images from Open Access Literature and Social Network...Studying Public Medical Images from Open Access Literature and Social Network...
Studying Public Medical Images from Open Access Literature and Social Network...Institute of Information Systems (HES-SO)
 
Risques opérationnels et le système de contrôle interne : les limites d’un te...
Risques opérationnels et le système de contrôle interne : les limites d’un te...Risques opérationnels et le système de contrôle interne : les limites d’un te...
Risques opérationnels et le système de contrôle interne : les limites d’un te...Institute of Information Systems (HES-SO)
 
Le contrôle interne dans les administrations publiques tient-il toutes ses pr...
Le contrôle interne dans les administrations publiques tient-il toutes ses pr...Le contrôle interne dans les administrations publiques tient-il toutes ses pr...
Le contrôle interne dans les administrations publiques tient-il toutes ses pr...Institute of Information Systems (HES-SO)
 
Le système de contrôle interne : Présentation générale, enjeux et méthodes
Le système de contrôle interne : Présentation générale, enjeux et méthodesLe système de contrôle interne : Présentation générale, enjeux et méthodes
Le système de contrôle interne : Présentation générale, enjeux et méthodesInstitute of Information Systems (HES-SO)
 
A 3-D Riesz-Covariance Texture Model for the Prediction of Nodule Recurrence ...
A 3-D Riesz-Covariance Texture Model for the Prediction of Nodule Recurrence ...A 3-D Riesz-Covariance Texture Model for the Prediction of Nodule Recurrence ...
A 3-D Riesz-Covariance Texture Model for the Prediction of Nodule Recurrence ...Institute of Information Systems (HES-SO)
 
NOSE: une approche Smart-City pour les zones périphériques et extra-urbaines
NOSE: une approche Smart-City pour les zones périphériques et extra-urbainesNOSE: une approche Smart-City pour les zones périphériques et extra-urbaines
NOSE: une approche Smart-City pour les zones périphériques et extra-urbainesInstitute of Information Systems (HES-SO)
 

More from Institute of Information Systems (HES-SO) (20)

MIE20232.pptx
MIE20232.pptxMIE20232.pptx
MIE20232.pptx
 
Classification of noisy free-text prostate cancer pathology reports using nat...
Classification of noisy free-text prostate cancer pathology reports using nat...Classification of noisy free-text prostate cancer pathology reports using nat...
Classification of noisy free-text prostate cancer pathology reports using nat...
 
Machine learning assisted citation screening for Systematic Reviews - Anjani ...
Machine learning assisted citation screening for Systematic Reviews - Anjani ...Machine learning assisted citation screening for Systematic Reviews - Anjani ...
Machine learning assisted citation screening for Systematic Reviews - Anjani ...
 
Exploiting biomedical literature to mine out a large multimodal dataset of ra...
Exploiting biomedical literature to mine out a large multimodal dataset of ra...Exploiting biomedical literature to mine out a large multimodal dataset of ra...
Exploiting biomedical literature to mine out a large multimodal dataset of ra...
 
L'IoT dans les usines. Quels avantages ?
L'IoT dans les usines. Quels avantages ?L'IoT dans les usines. Quels avantages ?
L'IoT dans les usines. Quels avantages ?
 
Studying Public Medical Images from Open Access Literature and Social Network...
Studying Public Medical Images from Open Access Literature and Social Network...Studying Public Medical Images from Open Access Literature and Social Network...
Studying Public Medical Images from Open Access Literature and Social Network...
 
Risques opérationnels et le système de contrôle interne : les limites d’un te...
Risques opérationnels et le système de contrôle interne : les limites d’un te...Risques opérationnels et le système de contrôle interne : les limites d’un te...
Risques opérationnels et le système de contrôle interne : les limites d’un te...
 
Le contrôle interne dans les administrations publiques tient-il toutes ses pr...
Le contrôle interne dans les administrations publiques tient-il toutes ses pr...Le contrôle interne dans les administrations publiques tient-il toutes ses pr...
Le contrôle interne dans les administrations publiques tient-il toutes ses pr...
 
Le système de contrôle interne : Présentation générale, enjeux et méthodes
Le système de contrôle interne : Présentation générale, enjeux et méthodesLe système de contrôle interne : Présentation générale, enjeux et méthodes
Le système de contrôle interne : Présentation générale, enjeux et méthodes
 
Crowdsourcing-based Mobile Application for Wheelchair Accessibility
Crowdsourcing-based Mobile Application for Wheelchair AccessibilityCrowdsourcing-based Mobile Application for Wheelchair Accessibility
Crowdsourcing-based Mobile Application for Wheelchair Accessibility
 
Quelle(s) valeur(s) pour le leadership stratégique ?
Quelle(s) valeur(s) pour le leadership stratégique ?Quelle(s) valeur(s) pour le leadership stratégique ?
Quelle(s) valeur(s) pour le leadership stratégique ?
 
A 3-D Riesz-Covariance Texture Model for the Prediction of Nodule Recurrence ...
A 3-D Riesz-Covariance Texture Model for the Prediction of Nodule Recurrence ...A 3-D Riesz-Covariance Texture Model for the Prediction of Nodule Recurrence ...
A 3-D Riesz-Covariance Texture Model for the Prediction of Nodule Recurrence ...
 
Challenges in medical imaging and the VISCERAL model
Challenges in medical imaging and the VISCERAL modelChallenges in medical imaging and the VISCERAL model
Challenges in medical imaging and the VISCERAL model
 
NOSE: une approche Smart-City pour les zones périphériques et extra-urbaines
NOSE: une approche Smart-City pour les zones périphériques et extra-urbainesNOSE: une approche Smart-City pour les zones périphériques et extra-urbaines
NOSE: une approche Smart-City pour les zones périphériques et extra-urbaines
 
Medical image analysis and big data evaluation infrastructures
Medical image analysis and big data evaluation infrastructuresMedical image analysis and big data evaluation infrastructures
Medical image analysis and big data evaluation infrastructures
 
Medical image analysis, retrieval and evaluation infrastructures
Medical image analysis, retrieval and evaluation infrastructuresMedical image analysis, retrieval and evaluation infrastructures
Medical image analysis, retrieval and evaluation infrastructures
 
How to detect soft falls on devices
How to detect soft falls on devicesHow to detect soft falls on devices
How to detect soft falls on devices
 
FUNDAMENTALS OF TEXTURE PROCESSING FOR BIOMEDICAL IMAGE ANALYSIS
FUNDAMENTALS OF TEXTURE PROCESSING FOR BIOMEDICAL IMAGE ANALYSISFUNDAMENTALS OF TEXTURE PROCESSING FOR BIOMEDICAL IMAGE ANALYSIS
FUNDAMENTALS OF TEXTURE PROCESSING FOR BIOMEDICAL IMAGE ANALYSIS
 
MOBILE COLLECTION AND DISSEMINATION OF SENIORS’ SKILLS
MOBILE COLLECTION AND DISSEMINATION OF SENIORS’ SKILLSMOBILE COLLECTION AND DISSEMINATION OF SENIORS’ SKILLS
MOBILE COLLECTION AND DISSEMINATION OF SENIORS’ SKILLS
 
Enhanced Students Laboratory The GET project
Enhanced Students Laboratory The GET projectEnhanced Students Laboratory The GET project
Enhanced Students Laboratory The GET project
 

Recently uploaded

Potential of AI (Generative AI) in Business: Learnings and Insights
Potential of AI (Generative AI) in Business: Learnings and InsightsPotential of AI (Generative AI) in Business: Learnings and Insights
Potential of AI (Generative AI) in Business: Learnings and InsightsRavi Sanghani
 
Microservices, Docker deploy and Microservices source code in C#
Microservices, Docker deploy and Microservices source code in C#Microservices, Docker deploy and Microservices source code in C#
Microservices, Docker deploy and Microservices source code in C#Karmanjay Verma
 
Glenn Lazarus- Why Your Observability Strategy Needs Security Observability
Glenn Lazarus- Why Your Observability Strategy Needs Security ObservabilityGlenn Lazarus- Why Your Observability Strategy Needs Security Observability
Glenn Lazarus- Why Your Observability Strategy Needs Security Observabilityitnewsafrica
 
Design pattern talk by Kaya Weers - 2024 (v2)
Design pattern talk by Kaya Weers - 2024 (v2)Design pattern talk by Kaya Weers - 2024 (v2)
Design pattern talk by Kaya Weers - 2024 (v2)Kaya Weers
 
Top 10 Hubspot Development Companies in 2024
Top 10 Hubspot Development Companies in 2024Top 10 Hubspot Development Companies in 2024
Top 10 Hubspot Development Companies in 2024TopCSSGallery
 
React JS; all concepts. Contains React Features, JSX, functional & Class comp...
React JS; all concepts. Contains React Features, JSX, functional & Class comp...React JS; all concepts. Contains React Features, JSX, functional & Class comp...
React JS; all concepts. Contains React Features, JSX, functional & Class comp...Karmanjay Verma
 
Decarbonising Buildings: Making a net-zero built environment a reality
Decarbonising Buildings: Making a net-zero built environment a realityDecarbonising Buildings: Making a net-zero built environment a reality
Decarbonising Buildings: Making a net-zero built environment a realityIES VE
 
Unleashing Real-time Insights with ClickHouse_ Navigating the Landscape in 20...
Unleashing Real-time Insights with ClickHouse_ Navigating the Landscape in 20...Unleashing Real-time Insights with ClickHouse_ Navigating the Landscape in 20...
Unleashing Real-time Insights with ClickHouse_ Navigating the Landscape in 20...Alkin Tezuysal
 
4. Cobus Valentine- Cybersecurity Threats and Solutions for the Public Sector
4. Cobus Valentine- Cybersecurity Threats and Solutions for the Public Sector4. Cobus Valentine- Cybersecurity Threats and Solutions for the Public Sector
4. Cobus Valentine- Cybersecurity Threats and Solutions for the Public Sectoritnewsafrica
 
Time Series Foundation Models - current state and future directions
Time Series Foundation Models - current state and future directionsTime Series Foundation Models - current state and future directions
Time Series Foundation Models - current state and future directionsNathaniel Shimoni
 
Microsoft 365 Copilot: How to boost your productivity with AI – Part one: Ado...
Microsoft 365 Copilot: How to boost your productivity with AI – Part one: Ado...Microsoft 365 Copilot: How to boost your productivity with AI – Part one: Ado...
Microsoft 365 Copilot: How to boost your productivity with AI – Part one: Ado...Nikki Chapple
 
Transcript: New from BookNet Canada for 2024: BNC SalesData and LibraryData -...
Transcript: New from BookNet Canada for 2024: BNC SalesData and LibraryData -...Transcript: New from BookNet Canada for 2024: BNC SalesData and LibraryData -...
Transcript: New from BookNet Canada for 2024: BNC SalesData and LibraryData -...BookNet Canada
 
A Journey Into the Emotions of Software Developers
A Journey Into the Emotions of Software DevelopersA Journey Into the Emotions of Software Developers
A Journey Into the Emotions of Software DevelopersNicole Novielli
 
The Future Roadmap for the Composable Data Stack - Wes McKinney - Data Counci...
The Future Roadmap for the Composable Data Stack - Wes McKinney - Data Counci...The Future Roadmap for the Composable Data Stack - Wes McKinney - Data Counci...
The Future Roadmap for the Composable Data Stack - Wes McKinney - Data Counci...Wes McKinney
 
All These Sophisticated Attacks, Can We Really Detect Them - PDF
All These Sophisticated Attacks, Can We Really Detect Them - PDFAll These Sophisticated Attacks, Can We Really Detect Them - PDF
All These Sophisticated Attacks, Can We Really Detect Them - PDFMichael Gough
 
Modern Roaming for Notes and Nomad – Cheaper Faster Better Stronger
Modern Roaming for Notes and Nomad – Cheaper Faster Better StrongerModern Roaming for Notes and Nomad – Cheaper Faster Better Stronger
Modern Roaming for Notes and Nomad – Cheaper Faster Better Strongerpanagenda
 
Digital Tools & AI in Career Development
Digital Tools & AI in Career DevelopmentDigital Tools & AI in Career Development
Digital Tools & AI in Career DevelopmentMahmoud Rabie
 
A Framework for Development in the AI Age
A Framework for Development in the AI AgeA Framework for Development in the AI Age
A Framework for Development in the AI AgeCprime
 
Assure Ecommerce and Retail Operations Uptime with ThousandEyes
Assure Ecommerce and Retail Operations Uptime with ThousandEyesAssure Ecommerce and Retail Operations Uptime with ThousandEyes
Assure Ecommerce and Retail Operations Uptime with ThousandEyesThousandEyes
 
Emixa Mendix Meetup 11 April 2024 about Mendix Native development
Emixa Mendix Meetup 11 April 2024 about Mendix Native developmentEmixa Mendix Meetup 11 April 2024 about Mendix Native development
Emixa Mendix Meetup 11 April 2024 about Mendix Native developmentPim van der Noll
 

Recently uploaded (20)

Potential of AI (Generative AI) in Business: Learnings and Insights
Potential of AI (Generative AI) in Business: Learnings and InsightsPotential of AI (Generative AI) in Business: Learnings and Insights
Potential of AI (Generative AI) in Business: Learnings and Insights
 
Microservices, Docker deploy and Microservices source code in C#
Microservices, Docker deploy and Microservices source code in C#Microservices, Docker deploy and Microservices source code in C#
Microservices, Docker deploy and Microservices source code in C#
 
Glenn Lazarus- Why Your Observability Strategy Needs Security Observability
Glenn Lazarus- Why Your Observability Strategy Needs Security ObservabilityGlenn Lazarus- Why Your Observability Strategy Needs Security Observability
Glenn Lazarus- Why Your Observability Strategy Needs Security Observability
 
Design pattern talk by Kaya Weers - 2024 (v2)
Design pattern talk by Kaya Weers - 2024 (v2)Design pattern talk by Kaya Weers - 2024 (v2)
Design pattern talk by Kaya Weers - 2024 (v2)
 
Top 10 Hubspot Development Companies in 2024
Top 10 Hubspot Development Companies in 2024Top 10 Hubspot Development Companies in 2024
Top 10 Hubspot Development Companies in 2024
 
React JS; all concepts. Contains React Features, JSX, functional & Class comp...
React JS; all concepts. Contains React Features, JSX, functional & Class comp...React JS; all concepts. Contains React Features, JSX, functional & Class comp...
React JS; all concepts. Contains React Features, JSX, functional & Class comp...
 
Decarbonising Buildings: Making a net-zero built environment a reality
Decarbonising Buildings: Making a net-zero built environment a realityDecarbonising Buildings: Making a net-zero built environment a reality
Decarbonising Buildings: Making a net-zero built environment a reality
 
Unleashing Real-time Insights with ClickHouse_ Navigating the Landscape in 20...
Unleashing Real-time Insights with ClickHouse_ Navigating the Landscape in 20...Unleashing Real-time Insights with ClickHouse_ Navigating the Landscape in 20...
Unleashing Real-time Insights with ClickHouse_ Navigating the Landscape in 20...
 
4. Cobus Valentine- Cybersecurity Threats and Solutions for the Public Sector
4. Cobus Valentine- Cybersecurity Threats and Solutions for the Public Sector4. Cobus Valentine- Cybersecurity Threats and Solutions for the Public Sector
4. Cobus Valentine- Cybersecurity Threats and Solutions for the Public Sector
 
Time Series Foundation Models - current state and future directions
Time Series Foundation Models - current state and future directionsTime Series Foundation Models - current state and future directions
Time Series Foundation Models - current state and future directions
 
Microsoft 365 Copilot: How to boost your productivity with AI – Part one: Ado...
Microsoft 365 Copilot: How to boost your productivity with AI – Part one: Ado...Microsoft 365 Copilot: How to boost your productivity with AI – Part one: Ado...
Microsoft 365 Copilot: How to boost your productivity with AI – Part one: Ado...
 
Transcript: New from BookNet Canada for 2024: BNC SalesData and LibraryData -...
Transcript: New from BookNet Canada for 2024: BNC SalesData and LibraryData -...Transcript: New from BookNet Canada for 2024: BNC SalesData and LibraryData -...
Transcript: New from BookNet Canada for 2024: BNC SalesData and LibraryData -...
 
A Journey Into the Emotions of Software Developers
A Journey Into the Emotions of Software DevelopersA Journey Into the Emotions of Software Developers
A Journey Into the Emotions of Software Developers
 
The Future Roadmap for the Composable Data Stack - Wes McKinney - Data Counci...
The Future Roadmap for the Composable Data Stack - Wes McKinney - Data Counci...The Future Roadmap for the Composable Data Stack - Wes McKinney - Data Counci...
The Future Roadmap for the Composable Data Stack - Wes McKinney - Data Counci...
 
All These Sophisticated Attacks, Can We Really Detect Them - PDF
All These Sophisticated Attacks, Can We Really Detect Them - PDFAll These Sophisticated Attacks, Can We Really Detect Them - PDF
All These Sophisticated Attacks, Can We Really Detect Them - PDF
 
Modern Roaming for Notes and Nomad – Cheaper Faster Better Stronger
Modern Roaming for Notes and Nomad – Cheaper Faster Better StrongerModern Roaming for Notes and Nomad – Cheaper Faster Better Stronger
Modern Roaming for Notes and Nomad – Cheaper Faster Better Stronger
 
Digital Tools & AI in Career Development
Digital Tools & AI in Career DevelopmentDigital Tools & AI in Career Development
Digital Tools & AI in Career Development
 
A Framework for Development in the AI Age
A Framework for Development in the AI AgeA Framework for Development in the AI Age
A Framework for Development in the AI Age
 
Assure Ecommerce and Retail Operations Uptime with ThousandEyes
Assure Ecommerce and Retail Operations Uptime with ThousandEyesAssure Ecommerce and Retail Operations Uptime with ThousandEyes
Assure Ecommerce and Retail Operations Uptime with ThousandEyes
 
Emixa Mendix Meetup 11 April 2024 about Mendix Native development
Emixa Mendix Meetup 11 April 2024 about Mendix Native developmentEmixa Mendix Meetup 11 April 2024 about Mendix Native development
Emixa Mendix Meetup 11 April 2024 about Mendix Native development
 

Putting the Customer Back in the Center of SOA with Service Design and User-Centered Design

  • 1. Institute of Information Systems @hevs.ch Techno-Pôle 3 – CH-3960 Sierre Putting the Customer Back in the Center of SOA with Service Design and User-Centered Design Arnita Saini, Benjamin Nanchen and Florian Evequoz Benjamin Nanchen benjamin.nanchen
  • 2. Plan • Context of work • The project INFOPLACE 1. Data gathering through Ethnomethodology 2. Data Interpretation 3. Designing from Insights 4. Prototype Implementation and Usability Evaluation • Discussion and conclusions 2
  • 4. An applied research project • One company – One problem – Krios: A ten-year old Swiss company active in the Cloud Computing – The products portfolio and its organization • Each particular product is organized as an independent silo • A solution – INFOPLACE – Adoption of a SOA framework to tackle the backend complexity – Design of a web application (INFOPLACE) to reduce the frontend complexity • Our contribution – Design of the INFOPLACE and its link to the SOA • Development of a web customer service (ex. sales system) 4
  • 5. • Team – Prof. Florian Evéquoz: Project leader – Arnita Saini: User-centered design – François Morard: Software engineer – Benjamin Nanchen: Service design • Methodology Compe tor Analysis Customer interviews Immersion in company Affinity Diagrams Service Blueprint Wireframing Informa on Architecture Prototype Usability Evalua on DATA GATHERING DATA INTERPRETATION DESIGN FROM INSIGHTS PROTOTYPE AND EVALUATION An applied research project 5
  • 6. How to align user’s need with SOA? • Initial goals – Engineering an SOA and a web customer’s service • Lack of the SOA – Approaches for engineering an SOA do not typically include customers • The concept of service – Business service exposed to customers OR small software component • An interdisciplinary methodology – Originality of our work • The mix of user-centered design and service design to explicitly align the needs of customers with the SOA. 6
  • 7. The project INFOPLACE 1. Data gathering through Ethnomethodology Compe tor Analysis Customer interviews Immersion in company Affinity Diagrams Service Blueprint Wireframing Informa on Architecture Prototype Usability Evalua on DATA GATHERING DATA INTERPRETATION DESIGN FROM INSIGHTS PROTOTYPE AND EVALUATION
  • 8. Competitors Interface Analysis • 4 competitors – Amazon, Office 365, Swisscom, Infomaniak • Protocol – Visiting, purchasing and customizing • Heuristic Evaluation – Identify the usability strengths and weaknesses • Results – List of best practices in the domain • Customer orientation (ex. sales) • Usual places for standard actions (ex. logout) 8
  • 9. Semi-Structured Interviews • 8 participants – 5 customers, 1 collaborators, 2 managers • Topics – General context of work – Experience of Krios services – Quality of services – General questions • Results – Customer’s expectations • Main requests (ex. purchase of a service) • Quality of services (ex. helpdesk) 9
  • 10. Immersion work at Krios • Visit of Krios during working days – 3 members of the project team – Observation and film • Topics – Typical everyday work • Results – Back office’s constraints • Support process (phone call or email) • Lack of traceability • Administrative work 10
  • 11. The project INFOPLACE 2. Data Interpretation Compe tor Analysis Customer interviews Immersion in company Affinity Diagrams Service Blueprint Wireframing Informa on Architecture Prototype Usability Evalua on DATA GATHERING DATA INTERPRETATION DESIGN FROM INSIGHTS PROTOTYPE AND EVALUATION
  • 12. Affinity Diagrams • Goal – Consolidation of raw data • Technique – Write each finding on a post-it – Organize it in different categories during team session Raw data Consolidation 12
  • 13. Main outcomes • Simplicity in design – Implementation of wizards • Assist customer in purchasing and consuming services • Key functionalities for INFOPLACE – Service purchase – Account creation or removal – Modify user data – Permission change • Clarification of Krios’s business – Hosting – Software as a Service – Customer service (help desk) 13
  • 14. The project INFOPLACE 3. Designing from Insights Compe tor Analysis Customer interviews Immersion in company Affinity Diagrams Service Blueprint Wireframing Informa on Architecture Prototype Usability Evalua on DATA GATHERING DATA INTERPRETATION DESIGN FROM INSIGHTS PROTOTYPE AND EVALUATION
  • 15. Service Blueprint • Goal (from the customer’s point of view) – Capture the entire customer service experience – Distinguish visible activities (onstage) from support activities (backstage) • Five steps – Customer actions – Onstage/Visible Contact Employee Actions – Backstage/Invisible Contact Employee Actions – Support Processes • Indicate the role of the underlying IT system • A direct link between the needs of the customer and the SOA – Physical Evidence • The customer evaluates the quality of service 15
  • 17. Wireframing • Goal – Drawing the application without programming • Use of service blueprint’s results – Physical evidences, Customer actions and On-stage features • Creation of wizards – Customer’s needs 17
  • 18. Information Architecture • Goal – Organization of the content • Use of service blueprint’s results – Customer’s actions • Task – Support process • Function – Physical evidences • Navigational path • Navigational path for purchase – Home screen > Purchase option > Wizard > Home screen 18
  • 19. The project INFOPLACE 4. Prototype Implementation and Usability Evaluation Compe tor Analysis Customer interviews Immersion in company Affinity Diagrams Service Blueprint Wireframing Informa on Architecture Prototype Usability Evalua on DATA GATHERING DATA INTERPRETATION DESIGN FROM INSIGHTS PROTOTYPE AND EVALUATION
  • 20. Prototype Implementation • Visual design of INFOPLACE – Based on wireframe – Combination with the layout of Krios website in order to retain consistency 20
  • 21. Usability Evaluation • Methodology – Five usability experts – Use of Nielsen’s heuristics • Results – Most severe problems • Place of standards functionalities (ex. logout) • Enlargement of the resolution • Suppression of gridview • Differentiation of services to buy and services to manage • Conclusion – Correction of the most severe problems prior to release of INFOPLACE 21
  • 22. Next steps • Krios – Implementation of the solution – Connected INFOPLACE with their SOA • HES-SO Valais-Wallis – Follow up study • Iterative design process 22
  • 24. Taking the best of each methodology • Service Oriented Architecture (SOA) – Facilitation of scalability, availability and performance of service • User Centered Design (UCD) – Help to be aware of the desires and needs of users • Ethnomethodology – Organization of the content and prototype • Wireframing, Information Architecture • Service Design – Customer-oriented focus • Ethnomethodology – Understanding customer-oriented processes and links to the underlying systems • Service blueprint 24
  • 25. An interdisciplinary methodology • Strengths – Participation among team members – Dynamic process of work – Inputs from the different skills and expertise within the team Effects on business level • Clarification of the Krios’s business – 3 categories of services (hosting, SaaS, help desk) • Simplifying their products portfolio – Reducing their products list – Providing pre-configured packages with appropriate pricing – Hiding details of parameterization of services 25
  • 26. Thank you for your attention!