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

1. Service Design as an approach to service development
Eun Yu, Lancaster University, UK

2. Conceptualization of Service Design
Service design as a concept
Service design as activities
Service Design a discipline

3. Conceptualization of Service Design
Image source (Johnson et al., 2000)

4. Service Development Process
Conceptualization of Service Design
Image source (Bitner et al., 2008)

5. Service Development Process
Conceptualization of Service Design

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/

9. New Service Development (NSD)

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)

12. Theoretical Framework
Service Design research
New Service Development (NSD)
Service Design and NSD

13. NSD research framework
3 Key dimensions:
1st
2nd
3rd

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

17. Process

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)

19. Process – Service Design
Image sources: Design Council

20. ?
Comparison
Review
Diagnosis Analysis
Idea Generation
Synthesis Plan
Specification
Testing
Launch
Planning Phase
Execution Phase

21. Object

22. Service Concept
Service Delivery System
Object – NSD
Service Development Process

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)

30. Object – Service Design
2) Interpersonal relationships
(Baek, 2011; Boyle et al., 2010; Cipolla, 2007)
(Cho, 2011)
Image source (Baek & Cho, 2011)

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

36. Facilitator

37. Facilitator – NSD
1) Methods and tools

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

44. 3) Organizational dimensions
Facilitator – NSD

45. 3) Organizational dimensions
Facilitator – NSD
People
Structure
(De Jong & Vermeulen, 2003)

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

52. Synthesis

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

57. Morelli, N. (2002). Designing product/service systems: a methodological exploration 1. Design Issues, 18(3), 3-17. Morelli, N., & Tollestrup, C. (2007). New representation techniques for designing in a systemic perspective. Paper presented at the Engineering & Product Design Education Conference, Newcastle upon Tyne, UK. Edvardsson, B., Gustafsson, A., Johnson, M. D., & Sandén, B. (2000). New service development and innovation in the new economy. Lund, Sweden: Studentlitteratur. Jin, D., Chai, K.-H., & Tan, K.-C. (2012). Organizational adoption of new service development tools. Managing Service Quality, 22(3), 233-259. Visser, F. S., Stappers, P. J., van der Lugt, R., & Sanders, E. B. N. (2005). Contextmapping: experiences from practice. CoDesign, 1(2), 119-149. doi: 10.1080/15710880500135987 Macdonald, A. S., & Teal, G. (2011). Inspiring service innovation through co-design in public sector healthcare. Proceedings of Include, 18-21. Alam, I. (2002). An exploratory investigation of user involvement in new service development. Journal of the Academy of Marketing Science, 30(3), 250-261. Sustar, H. (2012). Using Creative methods to co-design healthcare services with young people. from http://www.academia.edu/1763686/Using_creative_methods_to_co- design_healthcare_services_with_young_people_with_type_1_diabetes_ Lin, M., Hughes, B., Katica, M., Dining-Zuber, C., & Plsek, P. (2011). Service design and change of systems: Human- centered approaches to implementing and spreading service design. International Journal of Design, 5(2), 73-86. De Jong, J. P., & Vermeulen, P. A. (2003). Organizing successful new service development: a literature review. Management decision, 41(9), 844-858. Junginger, S., & Sangiorgi, D. (2009). Service design and organizational change: Bridging the gap between rigour and relevance. Paper presented at the 3rd IASDR Conference on Design Research, Seoul, Korea. Pinheiro, T., Alt, L., & Mello, J. (2012). Service Design Creates Breakthrough Cultural Change in the Brazilian Financial Industry Touchpoint: the journal of service design, 3(3). Bailey, S. G. (2012). Embedding service design: the long and the short of it. Paper presented at the 3rd ServDes. Conference on Service Design and Service Innovation, Helsinki, Finland.
Reference

58. Thank you.
e.yu@lancaster.ac.uk