This document provides an overview of a workshop on service design for new faculty and PhD students. The workshop introduces participants to key concepts in service design, including what constitutes a service system, factors to consider when designing services, and various design methods. The workshop also discusses teaching service design and potential areas for future research. The target audience is new faculty, PhD students, and faculty teaching service science and design courses.

1. Stephen K. Kwan
Associate Dean (Interim)
Lucas Graduate School of Business
San José State University
San José, CA, USA
stephen.kwan@sjsu.edu
Slides available at:
http://www.slideshare.net/stephenkwan
Presented at
1st International Conference on Serviceology (ICServ 2013)
October 16-18, 2013, Tokyo, Japan
1

2. Service design is an emerging research area in SSMED.
Some leading universities started service design course
combining
design-thinking,
engineering,
management
approaches, etc. This workshop provides a real workshop on
service design. By joining this workshop, new faculty and
Ph.D students understand what is a service system, what
needs to be considered, and various methods to design a
service system, and discuss teaching methods of service
design and the future research areas.
Target: New faculty and Ph.D students, faculties who are
teaching service science and service design
2

3. http://www.cob.sjsu.edu/kwan_s/297d/245s13.htm
The course is designed to introduce students to service systems (customer,
service provider, service experience) in a variety of enterprise and service industry
settings. The economics of service systems in the context of innovation, the firm,
industry & sector, US and world economy will be discussed. Students will learn
about service innovation and the design, management, operations, information
technology, performance measurement, marketing, service network, and quality
assurance of service systems.They will also be exposed to design methods
forinnovative service systems.
3

4. Service System Worldview1
Service
Provider
Customer
Service
Experience
A Service System and Its Entities
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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5. Service System Worldview
Employees &
Stockholders
Community
Service
Provider
Customer
Service
Experience
Service System
Partners
Competition
Society
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6. Value Co-Creation Through Value Propositions
Employees & Value
Stockholders
Community
Value
Customer
Value
Service
Provider
Value
Service
Experience
Service System
Partners
Competition
Society
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7. Service System Operational Worldview
Service Management
Fitzsimmons & Fitzsimmons
Employees &
Stockholders
Capacity
& Manpower
Planning,
Training
Community
Customer
Service
Provider
Facility
Location
& Design
Service
Experience
Social
Networking
Society
Partners
Competition
Market
Segmentation
Customer
Flow &
Service
Delivery
Service
Concept
Realized
Competitive
Strategy
Operating
Strategy
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8. Service System Design (1)
From:
To:
Customer
Kwan 2013
Service
System
Design
Service
System
Engineering
8

9. Service System Design (2)
Service
Thinking
System
Thinking
Design
Thinking
Business
Thinking
A Multi-disciplinary Approach
Customer
Service
System
Design
Service
System
Engineering
Knowledge Management –
maintaining integrity of information and
knowledge throughout the lifecycle
Kwan 2013
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10. What is Design (1)
A conscious effort to create something that
is artistic, purposeful, and better.
Not casual, you have to work at it
Creativity is needed here
Object
Product
Service
Kwan 2013
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11. What is Design (2)
A conscious effort to create something that
is artistic, purposeful, and better.
Pure Art
Kwan 2013
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12. What is Design (3)
A conscious effort to create something that
is artistic, purposeful, and better.
Utilitarian,
Commodity
Kwan 2013
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13. What is Design (4)
A conscious effort to create something that
is artistic, purposeful, and better.
Form
Function
Not easily
measurable
Desirable
State
Can apply metrics
and measurements
Connection to
engineering
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14. Design and Innovation
Design
New
A conscious effort to create something that is
^
artistic, purposeful, and better.
Unique
Innovation
혁신 创新
創新 革新
Desirable
Valuable…
CREATING
SOMETHING
NEW
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15. Service System Design as
part of the Service System Life Cycle
Design is an important component in
the study of Service Systems
e.g., SSMED – D is for Design
Discovery
Conception
Operation
Development
Design
Engineering
15

16. Incorporating Multiple
Perspectives in Modeling
External or Internal Forces
create impetus for Change
Discovery
Conception
Operation
Development
Design
Competition
Strategy
Customers
Regulations
Obsolescence
Technology
Innovation
Servitization ..
Engineering
J. Bradford Jensen
Kwan 2013
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16

17. Incorporating Multiple
Perspectives in Modeling
for example:
Service Thinking
Discovery
Conception
Operation
Development
Servitization
Platformtization
Open Service Innovation
Design
Engineering
(S-D) Logic Service Dominant Logic
Vargo & Lusch
and many more!
17

18. Foundational Premises of Service Dominant Logic
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19. Incorporating Multiple
Perspectives in Modeling
for example:
System Thinking
Discovery
Conception
Operation
Design
C. West Churchman Russell L. Ackoff
Development
Engineering
and many more!
Herbert Simon’s
The Sciences
of the Artificial
Kwan, 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.
19

20. Incorporating Multiple
Perspectives in Modeling
Discovery
Conception
Operation
Development
Design
Design Thinking
Engineering
20

21. Design Thinking – some resources
Emotional
Innovation
Business
(Viability)
Design
Thinking
Functional
Innovation
People
(Desirability)
Technology
(Feasibility)
Experience
Innovation
Process
Innovation
21

22. Design Thinking – some resources
Peter G. Rowe
Stickhorn &
Schneider
Thomas Lockwood
22

23. Incorporating Multiple
Perspectives in Modeling
Discovery
Conception
Operation
Development
Design
Business Thinking
Engineering
23

24. Business Thinking – some resources
Osterwalder & Pigneur
24

25. From Design to Engineering
Discovery
Conception
Operation
Development
Design
Engineering
Engineering
Discipline
& Methodology
Service Design Engineer?
25

26. Some aspects of Service System Engineering
Service Provider’s Back Stage Support
Back
Stage
Processes
Information
Technology
Platform
Front
Stage
Processes
Front Stage
Service Computing
(e.g., SOA)
1 Kwan,
ITSM – Management of the Processes
and Infrastructure of IT Services
S. K. & Hefley, B., “Service Systems”, 2008.
26

27. Incorporating Multiple
Perspectives in Modeling
Discovery
Development
Discipline
& Methodology
Conception
Operation
Development
Design
Engineering
and RAD, Agile, Extreme Programming, etc.
27

28. Incorporating Multiple
Perspectives in Modeling
Discovery
Operations
Management
Conception
Operation
Development
Design
Engineering
28

29. Using the Framework with
the Foresight Method applied to Services
New
http://foresight.stanford.edu/playbook
© Cockayne and Carleton
Kwan 2013
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30. Using the Framework with
the Foresight Method applied to Services
Business Models &
Value Propositions
Service System
Thinking
© Cockayne and Carleton
Divergent
Thinking
Kwan 2013
Converge
nt
Thinking 30

31. Foresight and Innovation Method
© Cockayne and Carleton
Process
Chain
Network
Diagram
UI Prototyping
UML – Use Cases
BPMN
Work
System
MANGA
Story
Boards
Kwan & Müller-Gorchs 2011
Service Blueprint
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Looking for the
right tools to
connect to the
next stage

32. Using the Foresight Method
Kwan 2013
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33. Sample Project from SJSU MBA Students
Kwan 2013
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34. Teaching the method for
“Exporting Services Made in Germany ”
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