views on implementation and how they could be used in service design - tim overkamp, stefan holmlid
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ViewsonImplementationandHowTheyCouldBeUsedinServiceDesign
TimOverkamp andStefanHolmlid
Whyserviceimplementation?Not much discussion about service implementation in Service Design.
But implementation is an important topic for Service Design.
Service design(ers) do not seem good at being part of implementation or considering implementation during design (Mulgan, 2014).
How can service design relate to implementation?
Whatisserviceimplementation?Different definitions of service implementation.
The process of moving from a well-designed service concept and service delivery process to a situation where delivery of the intended service experience is repeatable and constant.
Perspectivesonimplementation
Implementation as part of the development process
Implementation as strategy
Implementation as design after design
Implementation as change of practices
Successful service implementation requires an understanding of all these perspectives. And more.
Partofthedevelopmentprocess
From concept to final product
Design drift
From prototype to production to launch
Ramp upx n
Implicationsforserviceimplementation
Learning launches (Liedtka and Ogilvie, 2011) and beta launches for services.
Design drift can point to the changeable and the unchangeable.
StrategyDecisions and activities needed to present a product to the target market (Hultink et al., 1997).
Ideally stakeholders of implementation are part of the team planning the implementation (e.g. Kou and Lee, 2015).
Should be adjustable based on feedback from reality (Cui et al., 2011).
ImplicationsforserviceimplementationSuccessful strategies for service implementation.
Temporal relationship between development and implementation.
Ways of involving stakeholders in implementation.
Development
Implementation
Designafterdesign
The adaptation of technology to fit an organisation’s structure.
The process of mutual adaptation of organisation and innovation (Leonard-Barton, 1988; Rogers, 2003)
ImplicationsforserviceimplementationHow to safeguard a well-designed service during implementation?
Where can the technology adapt and where should the organisation adapt?
What is the responsibility of the designer?
ChangesofpracticesUnfreezing, changing and freezing the practices (Fixenet al., 2005; Aken, 2007).
From vision to new practice, top-down and bottom-up.
If the vision is known, the form of the new practice can be designed to fit a local site (Fixen et al., 2005)
ImplicationsforserviceimplementationResponsibility for implementing changes in practices.
Skills needed in order to facilitate implementation of new practices.
Transfer of ownership of the change of practices to an organisation.
D O
Overview
Partofdevelopment Design driftfromconcepttooperationalserviceduringimplementation
Strategy Stakeholderinvolvementwhenmovingtowardsimplementation
Designafterdesign Safeguardingwell-designedserviceduringimplementation
Changeof practices Anticipate andaccommodatefororganisational development
What’sthe“andmore”?
Adaptation of generic service resources that are the outcome of a design process.
Understanding and adaptation of generic service processes models to be able to make deviations during service delivery.
ConclusionsResearch on implementation in Service Design research is still patchy.
Identified four perspectives on implementation that need to be understood for service implementation.
Adaptation of generic service resources and process models also needs to be taken into account.
The four identified perspectives can serve as inspiration for service implementation, but cannot be taken as-is.
