SINTEFICT 1

EunjiLee

PhDresearchfellowSINTEFICTNorway

ServiceDesignChallenge:Transi?oningFromConcepttoImplementa?on

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Servicedesignisanitera?veprocess

[S?ckdorn,M.&Schneider,J.,2010]

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•  Explora?onphase-makingadecisionontheneedofanewserviceandwhatisgoingtobedeveloped

•  Crea?onphase-crea?ngimagesforthenewservicetoar?culatethegoalsandobjec?vesforthedevelopment

•  Reflec?onphase-specifyinghowtheimplementa?onofthenewserviceshallbedone

•  Implementa?onphase-implemen?ngthenewservicebyfollowingthespecifica?on

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Maineventsinthefourphases

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•  Serviceconcept:adetaileddescrip?onofwhatistobedoneforthecustomerandhowthisistobeachieved(EdvardssonandOlsson,1996;Goldsteinetal.,2002).

•  ‘servicedesignleadership’>‘servicedesignmanagement’(howservicesaredesigned)(howservicesarespecifiedandimplemented)

“Howdothetransi6onsfromserviceconceptsthroughspecifica6ontoimplementa6onoccurinservicedevelopmentprojects?”

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Serviceconcepts–specifica?on-implementa?on

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•  Datacollec?on•  Methodology:amul?plecasestudy•  Method:semi-structuredinterviews•  Par?cipants:peopleworkinginservicedevelopmentinNorway•  Period:October-December2013

•  Dataanalysis•  Verba?mtranscrip?on•  Codingandanalysingtranscrip?onusingNVivo10•  Thema?ccodingtofine-tunetheanalysis

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Aqualita?veresearchapproach

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Interviewpar6cipantiden6fier

Organisa6ontype

Numberofemployees

Rolesoftheinterviewees

Numberofservicedevelopmentayear

Providingservicetype

P1Publicorganisa?on

900Businessdeveloper/Senioradvisor

150(thewholeorganisa?on)

Taxadministra?onservice

P2 Privatecompany 190 Productowner 2-3 E-healthservices

P3 Privatecompany 900 Businessdeveloper 3 Electricityservice

P4 Privatecompany 350 Productchief 2 eMarketservice

P5Publiceduca?onalins?tu?on

120Professorandresponsibleforservicedesign

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P6Privatedesignagency

45

Servicedesigner 1per0.5year P7 Servicedesigner N/A P8 Studiomanager 1-2 P9 Projectmanager 2-3

P10Privateservicedesignagency

8Servicedesigner/Managingdirector

20-30(thewholecompany)

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Backgroundinforma?onoftheinformants

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EventsInvolvement Decisionmaking Imagecrea?ng Specifying

serviceImplemen?ngservice

Servicedevelopmentteam O O O O(External)Servicedesigner O O Enduser O O OServiceworker O O O

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Finding1-Stakeholders:Whoareinvolvedinservicedevelopmentprojects,andwhattheydo?

Stakeholdersandtheirinvolvementareasinservicedevelopment

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•  Makingdecision:Collec?ngideas→Anchoringdecisionsinsideserviceorganisa?ons•  Crea6ngimage:Crea?ngandpresen?ngimagesintheformofdrawings/sketches/

modelswithtextinmee?ngs.•  Specifyingservice:Genera?ngandverifyingideasbasedontheneeds→Tes?ngthe

ideasbeforedevelopingtheservice•  Implemen6ngservice:Adecisionontheimplementa?onstartsformallyorinan

emergentmanner•  Followingupchanges:

•  Serviceorganisa?on:Qualityassurance-documenta?on-applying-measuringtheeffectsofthechanges

•  Designagencies:Setsome?metofollowuptheservicesanerimplementa?on

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Finding2-Process:Howtheservicedevelopmentprocesseslooklike?

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•  Makingdecision:Visualisa?ontools(e.g.,MsPowerPoint)anddocumenta?ontools(e.g.,MsWord)

•  Crea6ngimage:Processmodellingmethods(e.g.,storyboards,flowchart,customer/userjourneymaps,andserviceblueprints),text-basedrequirementspecifica?onmethods(e.g.,scenario),andsketch.

•  Specifyingservice:Specificrequirementsonhowtheimplementa?onofaneworchangedserviceshouldbedocumented(e.g.MandateandMsSharePointtemplate)

•  →Aneedtohaveacommonframework,methodsandtoolsforbeperdocumenta?onfordevelopers

•  Implemen6ngservice:Visualisa?onofrou?nesabouttheservicedevelopment/improvement.

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Finding3-Methodsandtools:Whatkindsofmethodsortoolsareusedinservicedevelopmentprojects?

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•  Makingdecision:Theendusersandserviceworkerstestedorevaluatedideasofaneworimprovedservicebasedonneedsandfeasibilitythroughusertest,mee?ng,workshop,etc.

•  Crea6ngimage:Theserviceorganisa?onsorenduserstestedorevaluatedthecreatedimages(concepts,stories,scenarios,sketches,imagesoractualdesigns)viausertest,interview,observa?on,workshopormee?ngs.Specifyingservice:Theenduserstestedorevaluatedtheservices'specifica?ons.

•  Implemen6ngservice:Focusgroupstestedorevaluatedprototypesordemosthroughuser(usability)test.Smallservicesaresome?mesreleasedfirstandtheeffectsaremeasuredlater.

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Finding4-Testsandevalua?ons:Howtheresultsfromeachphasearetestedorevaluated?

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Finding5-Communica?on:Howpeoplecommunicateeachotherinservicedevelopmentprojects? Communicatemainlyviamee?ngsorworkshopsusingvisualisa?ontools

Ensuringthecommunica6onandmutualunderstanding

Businessdeveloper:“Isaidsomethingandthenthereceiverhasbelievedthathe/shehasunderstooditinhis/herownway,butwehaveactuallynotunderstoodeachotheratall.”

Servicedesigner:“Designerssome?messeetheimplementedserviceisterriblebecauseitseemslikethedevelopersdidn’tunderstand.”

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•  Servicedesigners•  Noin-houseservicedesignerintheserviceorganisa?ons•  Non-designersinserviceorganisa?onsconductmuchofservicedesignand

development(Tether,2008)•  Servicedesignersfocusondesigningserviceconceptsandarenotinvolvedwhen

implemen?ngservice(Goldsteinetal.,2002;Blomkvist,2010)•  Endusers

•  Testorevaluateideasonneworimprovedservices,createdimagesforfutureservices,andprototypesand/orpilotservices

•  Serviceworkers•  normallyinvolvedingoalapprovalsandfeasibilitychecking

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Keyplayersinservicedesignanddevelopment

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•  Needsforbeperprocesses,methods,tools,skills,exper?se,andcompetencesindecision-making,image-crea?onandspecifica?onforneworimprovedservices

•  Abigcommunica?ongapbetweenserviceconceptsandimplementa?onespeciallyinsidetheserviceorganisa?ons•  Theserviceorganisa?onsonenfaceproblemsincommunica?ng,understandingandupda?ngpeopleinside.

•  Thedesignagenciescomplainedthatmanythingsgetlostwhenspecifyingandimplemen?ngservicesanertheserviceconceptsandimagesarehandedover.

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Challengesinservicedesignanddevelopment

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•  Thedifferentwaysofthinking

•  Solu?on1:Strengtheningservicedesignthinkinginsidetheserviceorganisa?ons•  Educa?ngstaffaboutservicedesignthinking•  Directcommunica?onbetweenservicedesignersanddevelopers

•  Involvingexternalservicedesignersfurthertospecifica?onandimplementa?on

•  Hiringin-houseservicedesigners•  Solu?on2:Havinggoodmethodsandtoolssuppor?ngrigorousspecifica?onof

services•  Discussopera?onalandtechnicalfeasibility/limita?onswithhelpofmethodsand

toolswhencrea?ngimagesorspecifyingservice→Reducetheriskoflosing?meandresourcesandofredoingallthework

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Bridgingthecommunica?ongap

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•  Observa?onalstudiesonhowservicesareactuallyspecifiedandimplementedinsideserviceorganisa?onsanerthefutureserviceimagehasbeencreated

•  Ac?onresearchstudiesthatexamineservicedesigner'sfurtherinvolvement

•  Compara?vestudiesthatexaminethecapacityofexpressivenessofdifferentmethodsortoolsforservicespecifica?on

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Futureresearch

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hpp://www.visualproject.org/

•  ThisresearchhasbeenconductedwithintheVISUALproject(projectnumber219606),fundedbytheResearchCouncilofNorway.

eunji.lee@sintef.no

Ques?ons?

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Thanksforyourapen?on!