Servicology 2013 workshop
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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.
Servicology 2013 workshop
- 1. Stephen K. Kwan Associate Dean (Interim) Lucas Graduate School of Business San José State University San José, CA, USA [email protected] 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. 4
- 5. Service System Worldview Employees & Stockholders Community Service Provider Customer Service Experience Service System Partners Competition Society 5
- 6. Value Co-Creation Through Value Propositions Employees & Value Stockholders Community Value Customer Value Service Provider Value Service Experience Service System Partners Competition Society 6
- 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 7
- 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 9
- 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 10
- 11. What is Design (2) A conscious effort to create something that is artistic, purposeful, and better. Pure Art Kwan 2013 11
- 12. What is Design (3) A conscious effort to create something that is artistic, purposeful, and better. Utilitarian, Commodity Kwan 2013 12
- 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 13
- 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 14
- 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 16 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 18
- 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 29
- 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 31 Looking for the right tools to connect to the next stage
- 32. Using the Foresight Method Kwan 2013 32
- 33. Sample Project from SJSU MBA Students Kwan 2013 33
- 34. Teaching the method for “Exporting Services Made in Germany ” 34