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Service Design & Innovation SIG workshop

Stephen K. KwanAssociate Dean (Interim)

Lucas Graduate School of BusinessSan José State UniversitySan José, CA, USA

stephen.kwan@sjsu.edu

Slides available at:http://www.slideshare.net/stephenkwan

Presented at1st International Conference on Serviceology (ICServ 2013)

October 16-18, 2013, Tokyo, Japan

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Abstract

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

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Sharing Contents & Methods:MBA Elective - Service Innovation

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 for innovative service systems.

ServiceExperience

ServiceProvider

Customer

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.

Service System Worldview1

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ServiceExperience

ServiceProvider

Customer

Society

Community

Competition

Partners

Service System

Employees &Stockholders

Service System Worldview

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ServiceExperience

ServiceProvider

Customer

Society

Community

Competition

Partners

Service System

Employees &Stockholders

Value

Value

Governance

Value

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Value

Value Co-Creation Through Value Propositions

ServiceExperience

ServiceProvider

Customer

Society

Community

Competition

Partners

Employees &Stockholders

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MarketSegmentation

ServiceConceptRealized

CustomerFlow &ServiceDelivery

OperatingStrategy

FacilityLocation& Design

Capacity& Manpower

Planning,Training

CompetitiveStrategy

SocialNetworking

Service ManagementFitzsimmons & Fitzsimmons

Service System Operational Worldview

Service System Design (1)

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CustomerServiceSystemDesign Service

SystemEngineering

From:

To:

Service System Design (2)

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CustomerServiceSystemDesign Service

SystemEngineering

SystemThinking

DesignThinking

BusinessThinking

A Multi-disciplinary Approach

Knowledge Management –maintaining integrity of information and

knowledge throughout the lifecycle

ServiceThinking

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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

ObjectProductService

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What is Design (2)

A conscious effort to create something that is artistic, purposeful, and better.

Pure Art

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What is Design (3)

A conscious effort to create something that is artistic, purposeful, and better.

Utilitarian,Commodity

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What is Design (4)

A conscious effort to create something that is artistic, purposeful, and better.

Form Function

Not easilymeasurable

Can apply metricsand measurements

Connection toengineering

Desirable State

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Design and Innovation

A conscious effort to create something that is artistic, purposeful, and better.

New

^

Design

CREATINGSOMETHING

NEW

혁신創新

创新革新

Innovation UniqueDesirable

Valuable…

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Service System Design aspart of the Service System Life Cycle

Design is an important component inthe study of Service Systems

e.g., SSMED – D is for Design

Conception

Design

EngineeringDevelopment

Operation

Discovery

Kwan 2013 16

Incorporating Multiple Perspectives in Modeling

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Conception

Design

EngineeringDevelopment

Operation

Discovery

External or Internal Forces create impetus for Change

CompetitionStrategy

CustomersRegulations

ObsolescenceTechnologyInnovation

Servitization ..

J. Bradford Jensen

Incorporating Multiple Perspectives in Modeling

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Conception

Design

EngineeringDevelopment

Operation

Discovery

Service Thinkingfor example:

ServitizationPlatformtization

Open Service Innovation

(S-D) Logic -Service Dominant Logic

Vargo & Lusch

and many more!

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Foundational Premises of Service Dominant Logic

MicroeconomicConsiderations

Incorporating Multiple Perspectives in Modeling

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Conception

Design

EngineeringDevelopment

Operation

Discovery

System Thinkingfor example:

C. West Churchman Russell L. Ackoff

and many more!

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.

Herbert Simon’s

The Sciencesof the Artificial

Incorporating Multiple Perspectives in Modeling

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Conception

Design

EngineeringDevelopment

Operation

Discovery

Design Thinking

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Design Thinking – some resources

Technology(Feasibility)

Business(Viability)

People(Desirability)

ProcessInnovationFunctional

Innovation

EmotionalInnovation

ExperienceInnovation

DesignThinking

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Design Thinking – some resources

Stickhorn & Schneider

Peter G. Rowe

Thomas Lockwood

Incorporating Multiple Perspectives in Modeling

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Conception

Design

EngineeringDevelopment

Operation

Discovery

Business Thinking

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Business Thinking – some resources

Osterwalder & Pigneur

From Design to Engineering

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Conception

Design

EngineeringDevelopment

Operation

Discovery

Engineering Discipline

& MethodologyService Design Engineer?

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InformationTechnology

Platform

Service Provider’s Back Stage Support

BackStage

Processes

FrontStage

ProcessesFront Stage

Service Computing(e.g., SOA)

Some aspects of Service System Engineering

1 Kwan, S. K. & Hefley, B., “Service Systems”, 2008.

ITSM – Management of the Processesand Infrastructure of IT Services

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Incorporating Multiple Perspectives in Modeling

Conception

Design

EngineeringDevelopment

Operation

Discovery

DevelopmentDiscipline

& Methodology

and RAD, Agile, Extreme Programming, etc.

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Incorporating Multiple Perspectives in Modeling

Conception

Design

EngineeringDevelopment

Operation

Discovery

OperationsManagement

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Using the Framework withthe Foresight Method applied to Services

© Cockayne and Carletonhttp://foresight.stanford.edu/playbook

New

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Using the Framework with the Foresight Method applied to Services

© Cockayne and Carleton

Service SystemThinking

Business Models &Value Propositions

DivergentThinking

Convergent

Thinking

31Kwan 2013 31Kwan & Müller-Gorchs 2011

Foresight and Innovation Method

BPMN

UML – Use Cases

Story Boards

UI Prototyping

Service Blueprint

MANGA

WorkSystem

© Cockayne and Carleton

ProcessChain

NetworkDiagram

Looking for the right tools to

connect to the next stage

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Using the Foresight Method

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Sample Project from SJSU MBA Students

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Teaching the method for “Exporting Services Made in Germany ”