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Slides from my presentation at Nordic Academy of Management conference, NFF, 2011 in Stockholm, Sweden. The paper can be seen here: http://www.ida.liu.se/~johbl/PrototypingServiceLogicFinal.pdf
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And the Service Logic Perspective
Service Prototyping
Johan Blomkvist
Stefan Holmlid, Fabian Segelström
Linköpings universitet
IDA – HCS – IxS
…this paper examines some of the ways prototyping can support the understanding and development of value propositions.
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Service logic… the value services provide for customers.
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Service logic
“Value is always uniquely and phenomenologically determined by the beneficiary.”*
… the value services provide for customers.
* Vargo & Lusch (2008), foundational premise no. 10
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Service logic
“suggested that service is a perspective on value creation and that value creation is best understood from the lens of the customer based on value in use”*
… the value services provide for customers.
* Edvardsson, Gustafsson & Roos (2005, p. 107)
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Service logic
How can we understand that value?
… the value services provide for customers.
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Participatory design
• Also called cooperative design
An approach to system development
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Participatory design
• Partly politically motivated
• Users (customers) seen as partners, not as subjects.*
• Long tradition of working with collaborative techniques and methods
• ”Scandinavian” methods
An approach to system development
* Sanders, 2008
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Participatory design
• Future workshops
• Prototypes that facilitate collaboration
An approach to system development
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Service design
• Claims (and attempts) to include many stakeholders
• Intersection between design and management/marketing
• Research approaches differed
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Service design
• Understand and describe customer journeys
• … and then design them
• Customer research important
• … but also prototyping
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Service design
• Prototyping approach can also be applied to services.*Prototyping services…
* Hollins & Hollins, 1991; von Stamm, 2008
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Service design
• Methods
Prototyping services…
Blomkvist, 2011
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Table 3: Techniques used by service designers in later stages of the design process
Workshop methods Visualisations Other Technology interfacescard sorts storyboards personas wireframescreate storyboard customer journey narratives mock-upsfuture exercises movies photosenvisioning exercises scenarios interviews
paint the picture in words user journey mapscustomer journey lab
games service blueprintrole playing sketchesbodystorming visualisations
touchpoint sketches
Service design
• and the field of service prototyping is highlighted as a field which needs more research in the overview on research priorities for service by a large group of Arizona State University scholars*
Prototyping services…
* Ostrom et al., 2010
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Analysis
FP 4 Goods are a distribution mechanism for service provision
FP 6 The customer is always a co-creator of value
FP 7 The enterprise cannot deliver value, but only offer value propositions
FP 8 A service-centred view is inherently customer oriented and relational
(Vargo & Lusch, 2008)
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Analysis
• The mediating function of goods are seen as an integrated part of the service systems service designers represent in prototypes.
• Long tradition of protoyping products. Service design builds on that knowledge.
FP 4.
Goods are a distribution mechanism for service provision
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Analysis
• The customer is a part of the prototype in service design.
• Inclusion of actual people co-creating value allow designers to understand how the service is percieved by customers.
FP 6.
The customer is always a co-creator of value
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Analysis
• Prototyping drives the design of the value proposition iteratively.
• The expressed value will be continuously updated during prototyping activities.
• Prototypes reveal problems or issues early.
FP 7.
The enterprise cannot deliver value, but only offer value propositions
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Analysis
• Customer journeys visualise relations from the customer’s point of view.
• Prototyping makes services more attuned to customer needs and helps build a positive relation between customers and companies.
FP 8.
A service-centred view is inherently customer oriented and relational
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Conclusions
• What can prototyping contribute to service dominant logic?
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Conclusions
• It can help understand value (propositions)
• It can help understand customers’ perceived value-in-use
• Predict perceived value
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Conclusions
• Inclusion
• Starting small and expanding
• By evaluating performance
• Seeing customers as partners
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Twitter: @HellibopEmail: [email protected]
Blomkvist, J. (2011). Conceptualising Prototypes in Service Design. Linköping, Sweden: Liu-Tryck.
Edvardsson, B., Gustafsson, A., & Roos, I. (2005). Service portraits in service research: a critical review. International Journal of Service Industry Management, 16(1), 107-120.
Hollins, G., & Hollins, B. (1991). Total Design: Managing the Design Process in the Service Sector. London, UK: Pitman.
Ostrom, A. L., Bitner, M. J., Brown, S. W., Burkhard, K. A., Goul, M., Smith-Daniels, V., et al. (2010). Moving Forward and Making a Difference: Research Priorities for the Science of Service. Journal of Service Research, 13(1), 4-36.
Sanders, E. (2008). An evolving map of design practice and design research. interactions, 15(6), 13-17.
Vargo, S., & Lusch, R. (2008). Service-dominant logic: Continuing the evolution. Journal of the Academy of Marketing Science(36), 1-10.
von Stamm, B. (2008). Managing Innovation, Design and Creativity (2nd Edition ed.). Chichester, United Kingdom: John Wiley & Spns, Ltd.
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