This document discusses information and knowledge management for service systems design and engineering. It presents perspectives including service thinking, design thinking, business thinking, and engineering disciplines that can be incorporated into a service system's life cycle from discovery to engineering. These perspectives include concepts like value propositions, service blueprints, and information technology platforms that support service systems.

1. Information and Knowledge Management
for Service Systems Design and Engineering
Dr. Stephen K. Kwan
Professor, Service Science
Management Information Systems
College of Business Administration
San José State University, CA, USA
http://www.sjsu.edu/ssme
Contact: stephen.kwan@sjsu.edu
Presented at the International Symposium on Service Systems Science
Tokyo Institute of Technology
February 23rd, 2012
Download these slides at: http://www.slideshare.net/StephenKwan

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4. Service System Life Cycle
This presentation looks at effective Information and
Knowledge Management in the Life Cycle stages of a
Service System.
Discovery Conception
Operation Design
Development Engineering
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5. Incorporating Multiple
Perspectives in Modeling
Competition
External or Internal Forces Strategy
create impetus for Change Customers
Regulations
Discovery Conception Obsolescence
Technology
Operation Design Innovation
…….
Development Engineering
J. Bradford Jensen
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6. Incorporating Multiple
Perspectives in Modeling
for example:
Service Thinking Servitization
Platformitization
Discovery Conception Open Service Innovation
Operation Design
Development Engineering
(S-D) Logic -
Service Dominant Logic
Vargo & Lusch
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and many more! 6

7. Incorporating Multiple
Perspectives in Modeling
for example:
System Thinking
Discovery Conception
Operation Design
C. West Churchman Russell L. Ackoff
Development Engineering and many more!
Kwan, S. K. & Min, J. H. (2008) “An Evolutionary Framework of Service Systems”. Marcel D. Dekker
Presented at the International Conference on Service Science, Beijing, China, April 17-18. “Systems Thinking about the Society”
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8. Incorporating Multiple
Perspectives in Modeling
Design Thinking
Discovery Conception
“A human-centered innovation
Design process that emphasizes
Operation observation, collaboration, fast
learning, visualization of ideas,
Development Engineering rapid prototyping, and
concurrent business analysis,
which ultimately influences
innovation and business
strategy.” *
* Lockwood, T. (editor) Design Thinking – Integrating Innovation, Customer Experience
and Brand Value, Allworth Press, 2010.
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9. Design Thinking – some resources
Peter G. Rowe
Stickhorn &
Schneider
Thomas Lockwood
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10. Design Thinking – some resources
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11. Design Thinking – some resources
© Cockayne and Carleton
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12. Incorporating Multiple
Perspectives in Modeling
Discovery Conception
Operation Design Business Thinking
Development Engineering
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13. Business Thinking - Service System Worldview1
Employees &
Stockholders
Community
Service
Customer
Provider
Service
Partners
Experience
Service System Competition
Society
1Kwan, S. K. & Min, J. H. (2008) “An Evolutionary Framework of Service Systems”.
Presented at the International Conference on Service Science, Beijing, China, April 17-18.
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14. Value Co-Creation Through Value Propositions
Employees & Value
Stockholders
Community
Value Service
Value Customer
Provider
Value
Service
Partners
Experience
Service System Competition
Society
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15. Constructing a Value Proposition
The Customer
have a lot of VP’s
to choose from
Service Level Agreement?
Kwan, S.K., Muller-Gorchs, M. (2011). "Constructing Effective Value Propositions for Stakeholders in Service System Networks," Proceedings >
Proceedings of SIGSVC Workshop . Sprouts: Working Papers on Information Systems, 11(160). http://sprouts.aisnet.org/11-160
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16. Business Thinking – some resources
Osterwalder & Pigneur
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17. From Design to Engineering
Discovery Conception
Operation Design
UI Prototyping
Development Engineering
UML – Use Cases
Engineering Process
Chain
Discipline Service Blueprint Network
Diagram
& Methodology
Service Design Engineer? Story Boards
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18. Some aspects of Service System Engineering
Service Provider’s Back Stage Support
Back
Stage
Processes
Information
Technology
Platform
Front
Stage
Front Stage Processes
ITSM – Management of the Processes
Service Computing
and Infrastructure of IT Services
(e.g., SOA)
1 Kwan, S. K. & Hefley, B., “Service Systems”, 2008.
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19. Incorporating Multiple
Perspectives in Modeling
Discovery Conception
Development Operation Design
Discipline
& Methodology Development Engineering
and RAD, Agile, Extreme Programming, etc.
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20. Incorporating Multiple
Perspectives in Modeling
Discovery Conception
Operations Design
Operation
Management
Development Engineering
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21. Service System Operational Worldview (1)
Employees & Capacity
Stockholders & Manpower
Planning,
Community Training
Service
Customer Facility
Location
Provider
& Design
Service
Partners
Experience
Social
Networking Competition
Competitive
Market Customer Service Strategy
Society Segmentation Flow & Concept Operating
Service Realized Strategy
Delivery
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22. Service System Operational Worldview (2)
Value Proposition
Focal Service
Customer Relationship Provider
Value
Value
Proposition
Proposition
Provider
Service Partner
Customer’s Experience
Social Network
Network
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23. Information &
Knowledge Management
Discovery Conception
Operation Design
Development Engineering
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24. Information &
Knowledge Management
2008 Olympic Games
Both US teams dropped the baton
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25. Poor (Communication and) Information
& Knowledge Management
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26. Information &
Knowledge Management
How can we effectively define, capture, share
and maintain the information and knowledge
from the different stages of the Service
System Life Cycle?
From: To:
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27. Information & Knowledge Management
- Sharing the Canvas
Customer
• Service Thinking Designer
• System Thinking
• Design Thinking
• Business Thinking
• Engineering Discipline Manager
Engineer
• Development Discipline
• Operations Management
Operator
Developer
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28. Sharing the Canvas
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29. Who is this Artist anyway?
?
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30. Borrowing from a Study of Japanese Higher
Education IT Programs (Nomura Research)
Professional redesign Value-chain
with IT Usage=“Business Architect”?
Suit
Business World-class Geek-Suit
Management IT Entrepreneur
professional
US-style CIO
IT
Professionals Manager
with IT skills
Researcher
Geek
Students in Super Geek
IT departments
IT professional
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31. T-shaped People (1)
Industry says:
“We need to hire more T-shaped people!”
Across industries Complex Communications Across Fields
Across cultures
Across functions
Across disciplines
=
More experienced Develop
More adaptive
New
More collaborative
Knowledge
Broaden
In-depth With
With
knowledge Research
Based on slides by Global
Jean Paul Jacob
of IBM
of a specific Educational
discipline program
Academia says:
“We need to hire more T–shaped faculty!”
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32. T-shaped People (2)
Paul Harris, “Help Wanted: „T-Shaped‟ Skills to meet 21st Century
Needs”, T&D, September 2009
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33. We need T-shaped People
Who can work together as a Team
Using Design Thinking as the basis of Project-based Team Building
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34. Who is this Artist anyway?
?
End
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35. Trending – Design Thinking for Business
Some Business Schools
teaching Design Thinking:
Toronto
Northwestern
Maastricht
Berkeley
Virginia ……….
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36. FAST
How to Lead a Creative Life COMPANY
3/2012
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37. Design Thinking for Managers
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38. T-shaped People (3)
Download these slides at: http://www.slideshare.net/StephenKwan
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