How can data collected from installed base generate valuable knowledge for the design process? How can design teams collaborate and share information, deliver insights, identify their interdependencies and how their decisions can affect the value creation process? How should data and information coming from specific product instances be accessed and visualised by designers?

1. IOT SUPPORTING SERVITIZATION BY TRANSFORMING DATA
INTO INFORMATION INTO KNOWLEDGE
Mario Rapaccini, Shaun West & Petra Müller-Csernetzky

2. The Spring Servitization Conference 2017 – TRANSFORMING DATA INTO INFORMATION INTO KNOWLEDGE – Rapaccini / West / Müller-Csernetzky
Context
-Servitization, provision of advanced services and PSSs (Baines et al. 2011)
-Digitisation of manufacturing firms, raise of industrial internet applications (Annunziata and Evans 2012)
-Smart connected products (Porter and Heppelman 2014)
-Installed based information management (Auramo & Ala-Risku 2005)
Data-driven decisions, design of complex PSSs

3. The Spring Servitization Conference 2017 – TRANSFORMING DATA INTO INFORMATION INTO KNOWLEDGE – Rapaccini / West / Müller-Csernetzky
The Problem
Technik & Architektur
Complex ecosystem with many actors and different needs,
perspectives and value expectations

4. The Spring Servitization Conference 2017 – TRANSFORMING DATA INTO INFORMATION INTO KNOWLEDGE – Rapaccini / West / Müller-Csernetzky
Objectives
How can data collected from installed base generate
valuable knowledge for the design process?
How can design teams collaborate and share information,
deliver insights, identify their interdependencies and how
their decisions can affect the value creation process?
How should data and information coming from specific
product instances be accessed and visualised by designers?

5. The Spring Servitization Conference 2017 – TRANSFORMING DATA INTO INFORMATION INTO KNOWLEDGE – Rapaccini / West / Müller-Csernetzky
Persona empathy maps
Customer journey
Situational analysis
Job-to-be-done
Ecosystem visualization
Dr Shaun West (HSLU)
Dr Meierhofer Jürg (ZHAW)
The Approach
Data-to-knowledge-to-action bases on the
Data-Information-Knowledge-Wisdom (DIKW) hierarchy (Rowley 2007).
Focus is on:
1) handling the right data;
2) elaborating and integrating these data to create information;
3) delivering the right information to the right actors at the right time and in the right form;
4) facilitate and support that each actor can produce insights that are relevant; and finally,
5) evaluate how the actions can affect value creation in the ecosystem’s processes.

6. The Spring Servitization Conference 2017 – TRANSFORMING DATA INTO INFORMATION INTO KNOWLEDGE – Rapaccini / West / Müller-Csernetzky
The Approach
Value creation dynamics and stakeholders’ analysis should be grounded on:
Service Science (Maglio & Spohrer 2008) and SDL (Vargo & Lusch 2004, 2008)
Using methods, such stakeholders’ maps and customer journey’s maps/service blueprints,
value creation can be visualized and understood as an interactive process.
An initial screening is necessary to:
1) identify all actors that participate in the value ecosystem;
2) analyse what they do and what they expect from the PSS.

7. The Spring Servitization Conference 2017 – TRANSFORMING DATA INTO INFORMATION INTO KNOWLEDGE – Rapaccini / West / Müller-Csernetzky
The Value of Visualization: personas model
We suggest – as our original contribution (1) – to integrate in the design process persona models
to have a virtual representation of the needs, characteristics and expectations (pains/gains) of
each actor (Hara et al. 2009, Pirola et al. 2014).
The benefits that persona-based models (personas) bring to the design process:
- facilitate needs-finding and user-centered design,
- avoid self-centeredness,
- embrace social implications,
- are basis for collaboration and co-design (collective personas).
Persona-based models can improve our ability to form a sound vision of people and needs.
This can lead to a greater sense of involvement and understanding of reality.

8. The Spring Servitization Conference 2017 – TRANSFORMING DATA INTO INFORMATION INTO KNOWLEDGE – Rapaccini / West / Müller-Csernetzky
Avatars can be employed to create a digital representation of resources that are input to and output
from value creation processes. Services should be viewed as value-oriented, resource integrating
interactive processes (comply with UST).
The Value of Visualization: avatars
We suggest – as our original contribution (2) – to use avatars to have a digital representation of the
PSS equipment, with the relevant status information (Wuest et al. 2015, Cassina et al. 2009).
The benefits that avatars bring to the design process:
- facilitate shared understanding of value creation as a resource-integrating process,
- focus on design-decision centered on usability (i.e. goods are mechanism for prividing services),
- show the “journeys” (i.e. changes to equipment and people status) of “operant” and “operand”
resources

9. The Spring Servitization Conference 2017 – TRANSFORMING DATA INTO INFORMATION INTO KNOWLEDGE – Rapaccini / West / Müller-Csernetzky
The Validation
Aviation Industry (Oliver Stoll, Anzai Kenji)
Position Number of interviews Topic
Aircraft mechanic 1 2 Process & equipment
Aircraft mechanic 2 3 Process & equipment
Head of Ops support / Pilot 1 Process & equipment
Head of centre of competence
excellence
5 Process & system
Head of system support services 1 Process & system
Services 1 Process & customer relations
Digitalization senior expert 2 Equipment & process
Lean manager 2 Process & System

10. The Spring Servitization Conference 2017 – TRANSFORMING DATA INTO INFORMATION INTO KNOWLEDGE – Rapaccini / West / Müller-Csernetzky
The Airline-Ecosystem

11. The Spring Servitization Conference 2017 – TRANSFORMING DATA INTO INFORMATION INTO KNOWLEDGE – Rapaccini / West / Müller-Csernetzky
The Validation

12. The Spring Servitization Conference 2017 – TRANSFORMING DATA INTO INFORMATION INTO KNOWLEDGE – Rapaccini / West / Müller-Csernetzky
The Key Discussion Points
Does the use of personas models (collective and individual)
facilitate data-driven design of PSSs?
Does the use of avatars help focusing on value-oriented
interactions and visualisation of the service system?
Could the proposed framework release opportunities for IoT-
enabled servitization of manufacturers, by transforming IB data
into information and knowledge?

13. The Spring Servitization Conference 2017 – TRANSFORMING DATA INTO INFORMATION INTO KNOWLEDGE – Rapaccini / West / Müller-Csernetzky
Create & test prototypes
value propositions
Persona empathy maps
Customer journey
Situational analysis
Job-to-be-done