The document discusses how to design services using the Unified Modeling Language (UML) and the modeling tool Enterprise Architect. It introduces key concepts in service design like service interfaces, customer journeys, and service blueprints that can be modeled with UML. Links are provided to learn more about service design, UML, and the Enterprise Architect tool for creating UML models.

1. How to Design Services
(R)
Using UML and Enterprise Architect

2. Improve or innovate Services
Graphical
Language
UML Tool

3. 4 Links
Service
Design

4. - 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

5. - Design definition
Design
A process to create value for people.

6. - 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
field”
from “Service Design – Practical access to an evolving field”

7. e
ervicce
1. S r f a
Inte
2. T imeline
3. UM L Model

8. 1. Service Interface
(Concept)

9. - Service Interface #1
Service Interface
Customer Service Organization

10. ents
M om t h
o f Tr u
Touchpoints
(Concept)

11. Service Interface
Service Organization
Touchpoints
Customer

12. Service Interface
Service Organization
Touchpoints
Customer Journey
Customer

13. 2. Customer Journey
(Concept)

14. learn check
buy travel ticket
ticket
bord
enter arrive
plan
wait
remember

15. 3. Service Blueprint
(Concept)

16. actions
customer
physical
evidence
/ objects
line of interaction
interactions
onstage
Line of Visibility
backstage
actions
line of internal interaction
process
support
& IT

17. learn plan buy ticket enter wait
actions
customer
physical bahn.de different bahn.de 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
bahn.de bahn.de
server server
line of internal interaction
process
select
support
select
central
central
& IT
ticket
database
system

18. 4 Links
Unified
Modeling
Language

19. Graphical
Language

20. - Service design definition
UML
The vocabulary and rules of a language such as
the UML tell you how to create and read well-
formed models,
but they don't tell you what models you should
create and when you should create them.
Grady Booch
Guide“
from „The Unified Modeling Language Users Guide“, 1998

21. UML Use Case Diagram

22. UML Use Case Diagram Object Customer
Business Use Case
Touch Point
Onstage
System Use Cases
Backstage Line of
Visibility

23. Business
Processes
Support
Process

25. 4 Links
Enterprise
Architect

26. UML Tool

27. sparxsystems.com

29. Thank You
Thank You
Edmund Gröpl, www.team-kompetenz.de

30. Service Design - Links
service-design-network.org
Unified Modeling Language
uml.org
Enterprise Architect
sparxsystems.com