Service Design as an approach to service development

Eun Yu, Lancaster University, UK

Conceptualization of Service Design

Service design as a concept

Service design as activities

Service Design a discipline

Conceptualization of Service Design

Image source

(Johnson et al., 2000)

Service Development Process

Conceptualization of Service Design

Image source

(Bitner et al., 2008)

Service Development Process

Conceptualization of Service Design

Some critiques

“on the drawing board”

“lack of attention to economics–ensuring that ideas are cost effective”

“lack of attention to organizational issues and cultures”

(Mulgan, 2014, p. 4)

Inter-disciplinary literature review

What is the status quo of Service Design research?

How can Service Design research be understood in the wider context?

Questions…

Areas relating to service research

Image: http://vttserviceodyssey.com/2013/01/07/quest-for-service-science/

New Service Development (NSD)

New Service Development (NSD)

New Service Development (NSD)

NSD refers to the overall process of developing new service offerings

(Johnson et al., 2000)

Where? And How?

Service Design research

Service Design and NSD

New Service Development (NSD)

Theoretical Framework

Service Design research

New Service Development (NSD)

Service Design and NSD

NSD research framework

3 Key dimensions:

1st

2nd

3rd

NSD research framework

3 Key dimensions:

1) What are the stages of the service development process?

1) Process

NSD research framework

3 Key dimensions:

1) What are the stages of the service development process?

2) What are the objects of activities of each stage?

1) Process 2) Objects

NSD research framework

3 Key dimensions:

1) What are the stages of the service development process?

2) What are the objects of activities of each stage?

3) What are the facilitators for the service development process?

1) Process 2) Objects 3) Facilitators

Process

Process – NSD

Design

• Formulation of new services

objectives/strategy

• Idea generation and screening

• Concept development and

testing

• Full-scale launch

• Post-launch review

• Service design and testing

• Process & system design &

testing

• Personnel training

• Service testing and pilot run

• Test marketing

• Business analysis

• Project authorization Analysis

Full Launch

Development

(Johnson et al., 2000)

Process – Service Design

Image sources:

Design Council

?

Comparison

Review

Diagnosis

Analysis

Idea

Generation Synthesis

Plan Specification Testing Launch

Planning Phase Execution Phase

Object

Service Concept Service Delivery System

Object – NSD

Service Development Process

Object – NSD

1) Service concept

A whole picture

Value Form/

function

Experience Outcome

(Clark et al. 2000; Goldstein et al., 2002)

Process

A set of activities to deliver services

Infrastructure

- Employee - Customer - Organization

Structure

- Physical - Facilities - technology

Object – NSD

2) Service delivery system

(Goldstein et al., 2002; Roth & Menor 2003)

Service Concept Service Delivery System

Object – NSD

Service Development Process

(Ponsignon et al., 2011)

Object – Service Design

1) Service interface, interaction and experience

(Clatworthy, 2011; Mager & Evenson, 2008; Meroni & Sangiorgi, 2011)

Image source

http://customerexperienceplanning.com/2012/04/11/customer-journey-mapping-part-i-the-basics/

Image source (Clatworthy, 2011)

Object – Service Design

1) Service interface, interaction and experience

(Clatworthy, 2011; Mager & Evenson, 2008; Meroni & Sangiorgi, 2011)

Object – Service Design

2) Interpersonal relationships

Image source: Participle website

http://www.participle.net/projects/view/5/101/

Image source:

Social Innovation Lab for Kent

(SILK)

(Baek, 2011; Boyle et al., 2010; Cipolla, 2007)

Object – Service Design

2) Interpersonal relationships

(Baek, 2011; Boyle et al., 2010; Cipolla, 2007)

Image source

(Cipolla, 2007)

Object – Service Design

2) Interpersonal relationships

(Baek, 2011; Boyle et al., 2010; Cipolla, 2007)

(Cho, 2011)

Image source

(Baek & Cho, 2011)

3) Service contexts

Object – Service Design

Image source: Livework

http://liveworkstudio.com/

(Maffei & Sangiorgi, 2006; Morelli, 2002)

Object – Service Design

3) Service contexts

(Maffei & Sangiorgi, 2006; Morelli, 2002)

Image source

(Maffei & Sangiorgi, 2006)

4) Service system

Object – Service Design

(Morelli, 2007)

Image source

(Morelli, 2007)

Comparison

Service Concept Service Delivery System

Service Development Process

Value, Form/function, Experience, Outcome

Structure, Infrastructure, Process

Comparison

Service Development Process Service interface, interaction and experience

Interpersonal relationships

Service contexts Service system

Service Concept Service Delivery System Value, Form/function, Experience,

Outcome Structure, Infrastructure, Process

Facilitator

Facilitator – NSD

1) Methods and tools

Facilitator – NSD

1) Methods and tools

Benchmarking

Scenario Planning

Focus Group

Brainstorming

Concept Testing

Quality Function Deployment

Service Blueprint SERVQUAL

Service Development Process

(Edvardsson et al., 2000; Jin et al., 2012)

1) Methods and tools

Facilitator – Service Design

Image source: http://www.capetown.gov.za/en/WDC2014/Pages/Co-design-workshop.aspx

Image source (Visser et al., 2005)

Co-design Cultural probes

Image source http://interactiondesign.se/meng/hobb.html

Image source (Macdonald & Teal, 2011)

1) Methods and tools

Facilitator – Service Design

Image source : Livework http://liveworkstudio.com/

2) Staff and customer involvement

Facilitator – NSD

2) Staff and customer involvement

Facilitator – NSD

Feedback

Criticizing existing service

Providing a wish list

Helping idea screening

Reviewing the blueprints

Participating in mock service delivery process

Word of mouth communication

Service Development Process

(Alam, I., 2002)

2) Staff and customer involvement

Image source (Sustar, 2012)

Facilitator – Service Design

Service Development Process

Image source (Lin et al., 2011)

Idea generation Transformation of service system

3) Organizational dimensions

Facilitator – NSD

3) Organizational dimensions

Facilitator – NSD

People Structure

(De Jong & Vermeulen, 2003)

3) Organizational dimensions

Facilitator – NSD

People Structure

- Internal communication

(De Jong & Vermeulen, 2003)

3) Organizational dimensions

Facilitator – NSD

People Structure

- Internal communication - Organizational culture

(De Jong & Vermeulen, 2003)

3) Organizational dimensions

Facilitator – NSD

People Structure

- Internal communication - Organizational culture - service-customer culture

(De Jong & Vermeulen, 2003)

3) Organizational dimensions

(Junginger & Sangiorgi, 2009)

Facilitator – Service Design

A potential driver for organizational

change

Infuse Innovation culture

In organization Embed Human-centered

mindset and practices

(Pinheiro et al., 2012)

(Bailey, 2012)

Image source

(Junginger and Sangiorgi, 2009)

3) Organizational dimensions

Facilitator – Service Design

3) Organizational dimensions

Facilitator – Service Design

Image source

(Pinheiro et al., 2012)

Service Design creates breakthrough cultural change

in the Brazilian financial industry by empowering business

leaders and decision makers with the right and relevant

knowledge and service design tools

Synthesis

Process

Synthesis & future research

Linking design phases to development/ implementation phases

Process

Objects Service interactions and experiences as key object of design

Linking design phases to development/ implementation phases

Synthesis & future research

Process

Objects Service interactions and experiences as key object of design

Facilitators Lack of studies and understanding of organizational dimensions

Linking design phases to development/ implementation phases

Synthesis & future research

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Reference

Thank you.

e.yu@lancaster.ac.uk