This presentation summarizes the paper about the application of the Data2Action (D2A) framework for the development of Smart Print Services.

1. Upgrading the Data2Action framework:
results deriving from its application in the
printing industry
Oliver Stoll, Shaun West, Mario Rapaccini, Cosimo Barbieri, Andrea Bonfanti, Andrea Gombac
10th International Conference on Exploring Service Science, Porto, Portugal
5-7 February 2020

2. 10th International Conference on Exploring Service Science, Porto 2020 | Stoll, West, Rapaccini, Barbieri, Bonfanti, Gombac
Introduction
Problem and purpose of this presentation
… the development of data-driven Smart Services in complex
Product Service Systems can be challenging.
… describe how the Data2Action framework can be applied to
support the development of Smart Services.
… show the results and analysis of the D2A application at Ricoh
Italy.
This presentation
summarizes the paper
about the application of
the Data2Action (D2A)
framework for the
development of Smart
Print Services.
Problem
Purpose of this presentation is to …

3. 10th International Conference on Exploring Service Science, Porto 2020 | Stoll, West, Rapaccini, Barbieri, Bonfanti, Gombac
Introduction
Ricoh case: printing as a service and the challenges
-Use digital to improve the
customer experience and
increase cash utility Pages
Meter Reading
Spare Parts
Supplies or
Consumables
Machines are connected
$
$
$
$
$
$$ $
Resources
$
Data can be used to create services that meet the challenges and goals of an organisation
Customer Experience
Reduce waste

4. 10th International Conference on Exploring Service Science, Porto 2020 | Stoll, West, Rapaccini, Barbieri, Bonfanti, Gombac
Introduction
Overview of the Data2Action framework
Understand the actors, avatars and interactions in the system
Right information
Right time
Right form
Right person
Right action
Right data

5. 10th International Conference on Exploring Service Science, Porto 2020 | Stoll, West, Rapaccini, Barbieri, Bonfanti, Gombac
Methodology
The application and improvement of the D2A based on action research
The methodology was design to capture the learnings during a dynamic application of the framework
Apply the Data2Action
framework to the Ricoh case
Reflect on what worked
and what did not
Document what worked
and what did not
Plan the application of the
Data2Action framework

6. 10th International Conference on Exploring Service Science, Porto 2020 | Stoll, West, Rapaccini, Barbieri, Bonfanti, Gombac10th International Conference on Exploring Service Science, Porto 2020 | Stoll, West, Rapaccini, Barbieri, Bonfanti, Gombac
Results
Defining the problem space to reduce complexity
Service is about people and helping them to do their jobs – think customer outcomes
Complex problems
can be tackled
once the system is
understood.

7. 10th International Conference on Exploring Service Science, Porto 2020 | Stoll, West, Rapaccini, Barbieri, Bonfanti, Gombac10th International Conference on Exploring Service Science, Porto 2020 | Stoll, West, Rapaccini, Barbieri, Bonfanti, Gombac
Results
Understanding the problem and development of decision-supporting
Proof of concept… reduced inventory (cash saving) and improved experience (less ”out of service”)
Scenario 2
small customer
Customer
goods receipt
point
Printer!
Different scenarios
depending on the
customers and the
life-cycle of the
service.
Scenario 2.2 (isolated customer)
The boundary conditions of this scenario are: machine connected to @remote with the reordering toner system active (LT).
This other scenario represent all the customers that are placed in particular location: too far from the warehouse or on an island e.g.
(Sicilia, Sardegna).
Potential failures:
At 10% of toner remaining @remote starts the automatic reordering process. For these particular types of customers the delivery
time set by the courier is too long and the supply arrives too late. The machine has a downtime, due to the fact that the customer in
not easily reachable from UPS and the 10% threshold is too low for them.
PrinterUser
Toner order needs
to be on time
User
Ricoh
Delivery
truck
Ricoh IT
Warehouse
Customer goods
receipt point
!
Delivery times
can vary
!
Order triggered at
the wrong time
Deliver at the
right time
i)
ii)
!
Increased buffer
stock at customer
site.
iii)
!
Customer runs out
of toner
Deliver the
amount needed iv)

8. 10th International Conference on Exploring Service Science, Porto 2020 | Stoll, West, Rapaccini, Barbieri, Bonfanti, Gombac
Results
Lessons from the analysis of the development process
These are the key learnings of each phase, in the paper all the lessons are found
D2A Phase What worked… What did not work…
Understanding …The theoretical frameworks such as the
three dimensions SD logic and Service
Design Thinking.
… Lack of understanding of data science and
advanced analytics by business-people.
Ideation … New ideas and problem understanding
through co-ideation
… Too many ideas to choose from for the
prototyping phase; what to do first?
Prototyping … Co-development increased the quality and
variety of the conceptual prototypes.
… Handover of the conceptual prototypes to the
data analysts and coders.
Testing … The actor for whom the solutions were
targeted provided valuable feedback to
improve or redesign both the conceptual
and the working prototypes.
… The developers lost focus of the value and
analysis direction due to new exciting things
that were not yet valuable to the actors

9. 10th International Conference on Exploring Service Science, Porto 2020 | Stoll, West, Rapaccini, Barbieri, Bonfanti, Gombac
What did not work… D2A Framework upgrade
… Lack of understanding of data science
and advanced analytics by business-
people.
… Presentation by Smart Operations on data
science and data analysis methods.
… Too many ideas to choose from for
the prototyping phase; what to do
first?
… Rating the ideas based on a rating matrix
… Handover of the conceptual
prototypes to the data analysts and
coders.
… Development of the Source Target Link matrix
… The developers lost focus of the
value and analysis direction due to
new exciting things that were not yet
valuable to the actors
… More frequent testing sprints between
prototypes
Discussion
Summary of the upgrades based on the action research results
The D2A framework was updated based on what did not work

10. 10th International Conference on Exploring Service Science, Porto 2020 | Stoll, West, Rapaccini, Barbieri, Bonfanti, Gombac
Discussion
How the D2A supported the problem description and solution development
This framework provide structure, allowing us to focus on value co-creation

11. 10th International Conference on Exploring Service Science, Porto 2020 | Stoll, West, Rapaccini, Barbieri, Bonfanti, Gombac
Conclusions
What have we learned from the project?
Digitalization provides opportunities for Smart Services
Collaboration was supported by the framework
Waste reduction does not have to effect customer expirience
How can structured
frameworks - such as
D2A –support the
development of data-
driven Smart Services?
The D2A framework improved the development process

12. 10th International Conference on Exploring Service Science, Porto 2020 | Stoll, West, Rapaccini, Barbieri, Bonfanti, Gombac
Recommendations / closing
How can we further improve Smart Service development?
Find new projects to further apply the D2A framework
Create a cookbook for data scientists
Further integrate Service Dominant Logic
It is recommended that the
updated D2A framework is
applied to new use cases to
determine its applicability,
and that the testing phase
is further improved.
Improve the applicability for the development phase

13. 10th International Conference on Exploring Service Science, Porto 2020 | Stoll, West, Rapaccini, Barbieri, Bonfanti, Gombac
Who we are…
The people behind the work
For more information please visit slideshare.net/ShaunWest
Projekt4 2.8.2007 19:17 Uhr Seite 1
Senior Lecturer
Industry 4.0
Coordinator Platform
Executive MBA
Dr. sc. techn. ETH (PhD)
Jürg Meierhofer
8401 Winterthur, Switzerland
Rosenstrasse 3, P.O. Box
www.zhaw.ch/idp
www.zhaw.ch/=meeo
juerg.meierhofer@zhaw.ch
Phone direct: +41 58 934 40 52
School of
Engineering
IDP Institute of Data Analysis
and Process Design
Zurich University
of Applied Sciences
Jürg Meierhofer
Expert Smart Service Engineering