Revisiting PSS and Service Design in the Light of SD-Logic - Nina Costa, Lia Patrício, Nicola...
Transcript of Revisiting PSS and Service Design in the Light of SD-Logic - Nina Costa, Lia Patrício, Nicola...
Nina Costa ([email protected]), FEUP; Lia Patrício, FEUP; Nicola Morelli, Aalborg university
Revisiting PSS and Service design in the light of the SD-logic
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Buchanan, R. (2001)2
contextualization
Industrial design•products
graphic design•signs
interaction design•actions
service design•value
changing socio-technological context
need for new integrated solutions
manufacturing evolve towards servitization
design integrated offers
from transactions to relationships
understand overall customer experience
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product-service system approach
Product service product service
goods-dominant logic PSS approach
value is embedded throughout the production chain in the product
products are sold
transactional interaction with customers
customers consume the value through consumption
after-sales services (e.g. maintenance and repair)
ownership of product stays with the manufacturer
aims to deliver required functionality or performance (e.g. leasing, pay power-per-hour)
long-term contracts with customers
product-service system examples
Home delivery distribution of detergentsOptimization of the delivery processPackaging re-use
Pay pour by the hourPay an agreed amouth, for the performance of the engine
producing-selling a printer to selling a copying management service offering
Baines et al., 2007 | Manzini and Vezzoli 20034
“less responsible behaviours””resistance to change because of consumerism culture”“(...) organizations should better understand value from their customers’ point-of-view; and further engagewith them”
design approaches
Design as creative and exploratory inquiry
Design as problem-solving activity
Vargo and Lush 2004
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Service design PSS approach
slomewhat overlap
slomewhat overlap
slightly overlap
service design and PSS differences and similarities
create memorable service experiences to customers
value is defined in terms of value-in-use, the function of the system is the priority
customers actively participatein the design process
co-creation occurs within organizational value networks; and may or may not include customers
encourages customers to reflect upon, develop and use their own activities, knowledge and skills;
and enable them to act in-context
acknowledges the competencies of the value network from an organizational perspective
attempts to empowercustomers and develop more
active roles
provide offers that may or may not require customers to be more active
VALUE
CO CREATION
RESOURCE INTEGRATION
ACTORS & ROLES
slightly overlap
SD-logicas a perspective;
PSSto operationalize
and implement
requires to be operationalized
Axioms provide a high-levelperspective of value co-creation, resource integration, actors’ role
Organizational innovation approach, that acknowledges the importance of service; and is well-know in industry
summary and contribution
organizations should better understand value from customers’ point-of-view; and further engage with them
Service designapproach to understand,
visualize and engage;partial approach, needs to be integrated with current organizational approaches
Human-centred and participatory approach to design serviceHas been recently integrated with SD-logic
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organizational resources and competencies
customer experienceand socio-technological context
PSS resource constellation
organizational network and competitive environment
customer value constellation
product-service offering integrated level; business direction
SD dimensions
PSSdimensions
SD-logic
organizations and networks’ roles
PSS value matrix
integrating perspectives
actors goals activities & resources
value co-creation possibilities
resource integration
service system
PSS strategic thinking tool
participation customer resources and competencies;
customer role in-context and expected benefits
vision
value proposition for value cocreation
Product service product service productvalue
servicevalue
from to
good-dominant logic PSS approach Service logic, service design
organization
customer
organization
customer
organization
customer
other organizations and customers
customer as consumers customer as providers of insights/ co-designers
customer as co-creators
for theory
COMPARED PSS and Service design in the light of the
SD-logic concepts
INTEGRATEDService design perspective on customer
involvment and co-creationexperiences
PSS systemic perspectiveSD-logic of value-cocreation between
different actors
for practice
CREATEDnew integrated value propositions
IMPROVED existent offerings of the company
EXPLOREDlong-term business strategies
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conclusions
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acknowledgments
This work is financed by the ERDF – European Regional Development Fund through the Operational Programme for Competitiveness and Internationalisation - COMPETE 2020 Programme within project «POCI-01-0145-FEDER-006961», and by National Funds through the Portuguese funding agency, FCT - Fundação para a Ciência e a Tecnologia as part of project «UID/EEA/50014/2013»
Nina Costa ([email protected]), FEUP; Lia Patrício, FEUP; Nicola Morelli, Aalborg university
Revisiting PSS and Service design in the light of the SD-logic
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Thank you! Obrigada! Tak!