Service Design

Service Design is about creating a desirable end to end experience for service-users. Participatory design involving service-users and stakeholders is an established paradigm in service design. There are constraints as well as opportunities while designing for organizational services. The Participatory design paradigm is appropriate in this context, however, the traditional participatory design methods have limitations and need to be adapted to overcome the constraints and leverage the enablers. The suggested approach comprises the aspects: a mix of tacit and explicit knowledge, synchronous and asynchronous working, full and partial participation, and a mix of ‘lite’ and in-depth application of design methods, and leveraging the knowledge externalization techniques. This service design case study is about high-touch hiring and joining experience of new entrants in a large IT organization. The outcomes confirm the benefits of the proposed approach suggesting its appropriateness for d...

Nothing stands still. Technology evolves dramatically, customer needs keep changing, and new industries emerge. To forge ahead in this highly competitive landscape, businesses increasingly rely on service and service products to create and capture value. The Essentials of Services Marketing, Second Edition is written in response to this global transformation of our economies to services.

The main aim of this thesis is to examine wicked problems (WPs) as service design challenges. There is an ongoing debate in the field about designers’ tendency to oversimplify WPs or complexities. Along with this is another question about the tools, methods and strategies for dealing with these problems as design tools and methods were created for relatively simple problems. According to some authors, WPs should be tamed with the tools designed for them, otherwise the process can be painful. Parallel to this, there seems to be lack of knowledge about WP theory within the design field.
Three sub-studies will answer different questions raised by the research gaps and problematisation exposed in the service design and design fields. Sub- study I seeks to fill the research gap of WPs in the service design field through a systematic literature review and by exploring how the two areas relate and what the role of service design in WPs is. Through a desktop literature review, sub-study II investigates the existing tools and strategies to deal with such problems and how service design can benefit from these tools and strategies. Sub-study III applies one of the selected tools (Mess MapTM) in a participatory action research case study by investigating the tool’s advantages and disadvantages in the service design context.
The three sub-studies further clarify the relationship to and role of service design in WPs. The sub-studies point to the research gaps and aim to fill them by providing not only theory, but also practice. The main contribution is the “Iceberg Model of Design Problems” from sub-study I, which was created to aid service designers and those from other design fields related to WPs, such as Transition Design, social design and design for sustainability, in comprehending different levels of complexities. The study also recognises how the borders between disciplines are becoming blurred. This model will aid in approaching each problem level with tools designed for them and help designers embrace the correct mindset or approach. The studies indicate that a collaborative strategy is a key element in dealing with WPs. This thesis argues that moving towards a worldview of complexities within an interpretive (constructivist) paradigm can be essential in dealing with wicked and more complex problems.
The thesis aims to stimulate change in how WPs are approached in the service design field in order to better embrace WPs. It also questions the current funding instruments for research because WPs require more extensive development, possibly lasting for decades, and thus can be difficult to handle simply as research projects. WP development in service design also needs long- term policy-making and collaborative strategies. Finally, the study continues the current academic conversation about how we need to give new students the capacities needed to tackle WPs in the design field.

* This paper is the result of a collective work, but for the purposes of this publication B. Villari has written the paragraphs I and II, M. Parente has written the paragraphs III and IV. (1) The theme of design for territorial valorization is the subject of a national research co-funded by MIUR in 2002-2004 (Scientific Officer G. Simonelli). This was followed by D. Cult, research cofunded by MIUR (Ministry of University and Research) and focused on the theme of territory and cultural heritage (Scientific Officer A. Seassaro).

In recent times, globalization has brought us not only new opportunities but also new challenges. The theme of innovation has become a mandatory topic for all industries—it has become a focal point for the enterprise, society, and the world. The goal of innovation is to create business value by developing worthwhile ideas into a customer-centric marketable reality. This, for most

Um dos grandes desafios da administração pública é a demanda crescente da população por intervenções e serviços cada vez mais eficazes e inovadores, buscando soluções para os problemas já existentes e antecipando respostas para problemas futuros. Embora avanços no âmbito da Política de Atendimento ao Cidadão tenham sido observados no Governo do Estado de Minas Gerais nas últimas décadas, muitos desafios ainda são impostos aos gestores para que sejam efetivamente oferecidos serviços de qualidade ao cidadão. Entre os vários métodos e técnicas disponíveis para se trabalhar com os problemas complexos do campo de públicas tem se destacado internacionalmente a abordagem do design de serviços, apontada como capaz de melhorar os serviços a partir do emprego de processos e técnicas que priorizam a cocriação e a perspectiva dos usuários. Nesse contexto, o presente trabalho buscou adaptar métodos e ferramentas do design de serviços à gestão pública estadual, aplicando-os por meio de estudo de caso nas Unidades de Atendimento Integrado e analisando a contribuição de tal abordagem para a inovação na oferta dos serviços públicos e consequente melhoria da qualidade de vida dos cidadãos mineiros. Para tal, adotou-se uma abordagem qualitativa aplicada composta por pesquisa bibliográfica e documental, observação participante e design participativo. Constatou-se que, a partir da aplicação dos conhecimentos, capacidades e habilidades do designer, desempenhando os papéis de pesquisador, facilitador e cocriador, foi possível identificar gargalos e deficiências na prestação dos serviços, bem como mapear as possibilidades de melhorias nos processos e nos pontos de contato. Ainda, a pesquisa ofereceu subsídios aos profissionais da administração pública no emprego do design de serviços para o (re)desenho de políticas públicas sob a perspectiva do usuário, notadamente aquelas de atendimento ao cidadão.

Technology is playing a significant role in shaping the future of design. We are moving fast into a digital era where Artificial Intelligence, Machine Learning, Deep Learning, Big Data, the Internet of Things, Blockchain, Spatial Computing, and several other technologies are becoming part of the designers' lexicon. The designers' roles are evolving, and the touchpoints they need to consider are growing in complexity. Integrating AI developments with User-centered Design and User Experience Design is becoming a challenging task. Motivated by this, we reviewed the literature to understand how AI is shaping the way designers think about their process and how they design for AI arti-facts. This research was important for evidencing how designers are adapting their mindsets, skills and knowledge to address these new technological possibilities. The overall search was conducted on ACM Digital Library, Google Scholar, and Springer, for publications about design and AI. The work identifies promising research clusters in the crossroads of Intelligent Systems, Human-Computer Interaction and Design, but few studies were found with concrete guidance on how to design for AI-driven services. By mapping the current literature on AI and Design, we contribute to a broad understanding of how current design methods need to adapt when interactions become living ecosystems and represent complex trade-offs to the designers. Therefore, new principles for human-AI interaction are becoming urgent to study.

This article addresses the new theories and concepts of design management: design thinking, user experience (UX) and service design. They consider people's experiences and focus on the characteristics of each one of them. From industrial design, the scope and relationships between these definitions-now better visible-were analyzed, which always belonged to the design field of the discipline, from which an attempt was made to identify how they influence innovation, design and development of new products. To account for the evolution that the design field has had, the most significant processes are contrasted to visualize the differences that make this change fundamental. Finally, it is concluded on its strategic relevance for the application in public and private organizations. Also taking into account how these theories are methodologically incorporated into the set of activities inherent to industrial design.

In recent years, the way corporates innovate has changed significantly. Going from 'behind closed doors' innovation to open innovation where collaboration with outsiders is encouraged, companies are in the pursuit of more effective ways to accelerate their innovation outcomes. As a result, many companies are investing to create more entrepreneurial environments, which not only empower employees to proactively propose and test new ideas, but also reach beyond company walls to involve many others in the co-creation of new solutions. In this paper, we outline the most notable benefits of hackathons from the perspective of large organizations, and present the benefits and a methodology for organizing hackathons, ie. competition-based events where participants work in small teams over a short period of time to ideate, design, rapidly prototype and test their ideas with a user-centric approach to solve a determined challenge. This paper also provides a brief insight into the CEMEX Hackathon, which was organized following the aforementioned methodology.

The Winning in Service Markets Series covers the key aspects of services marketing and management based on sound academic evidence and knowledge. The books in this series are written and/or edited by services marketing expert Jochen Wirtz, author of a globally leading textbook for Services Marketing. Each book in the series covers different themes in the study of services marketing and management, is accessible, practical and presented in an easy-to-read format for busy practitioners and EMBA students.

New volumes will be added to this series.  If you have an interesting topic that could be written up in an engaging booklet and managers would be excited to learn about, do contact me with your proposed topic at jochen@nus.edu.sg.  I'd love to hear from you.

Urban development has been studied in recent years, e.g. from the social, economic, ecological, and cultural point of view. However, little investigation has been targeted on citizen engagement with the co-design methods of urban development. Co-design methods can direct and cultivate habitants' interests and, as a result of these methods, more suitable places to live can be created. The co-design is a joint planning process between experts and users. The basic elements in co-design are: participators, purpose, methods, and aim to enable change. An important character of the engagement is the level of power that participants possess in the co-design intervention. Arnstein (1969) defined an eight-level typology to measure the degree of power that a citizen can acquire when participating in the co-design activity. With the research question " What kind of power citizens had in urban development projects when they were engaged with co-design methods? " in mind we analysed...

According to some reports, up to 70% of change initiatives fail in organizations, in part because there is a lack of knowledge about methods of service design and service implementation. Sustainable product-service system (S.PSS) designers also face particular problems during the implementation process. One of the reasons that cause this is because they spend more time planning and generating ideas, but devote little energy in the implementation phase. Some frameworks and concepts from other disciplines are at hand to help designers to increase the chances of success implementing S.PSS projects.

This paper describes work in progress for the development of a structured process that helps crossfunctional development teams to bridge the gap between a company’s brand strategy and experiences for customers. The process is aimed to assist and structure the very early stages of the service development process, the fuzzy front end. Further, it describes a tool that has been developed that can be used to assist this transformation, by scoping the ‘target experience’ for a proposed service. The tool uses role-playing, using professional actors to improvise upon key experience words such that behaviours and customer experiences are explored. The paper describes the theoretical basis for this work, the process and the tool itself, together with early reflections upon its use.

When thinking of attending a Higher Education Institution (HEI), a whole new experience comes to mind. Finding lodging, eating at the student restaurant, getting support during times where things get difficult, participating in fraternity life, and so much more, are all comprised in a term that we coin 'the student life experience' (SLX). This experience starts the moment you apply for an HEI and holds just as much value for your studies, as the actual studies themselves. At the University of Antwerp, auxiliary services provide necessary means for students and their experience in-and outside of the lecture hall. This wide range of services is essential to the quality of the university. Optimizing these services, makes a university stand out amongst others. Not only is it important to understand that balance and in particular to optimize the perception and interaction regarding the Student Information Point (STIP) that acts as a gateway to these services. The paper proposes a product-service design approach rooted in broad student involvement and open communication.

Purpose-Retailers are continuously seeking to improve upon the in-store shopping experience for their customers. The present research aims to examine consumers' responses to one such initiative-the shopper solution-that, despite its growing marketplace prominence, remains largely unexamined in academic literature. Design/methodology/approach-Two studies employed a 2(shopper solution: present vs. absent) between-subjects design. MANOVA and regression analyses were used to test hypothesized relationships. Findings-Findings across two studies reveal that the presence (vs absence) of solutions positively influenced shoppers' perceptions of shopping convenience, as well as their purchase intentions. These favorable effects also extended to the provider in higher word-of-mouth and loyalty intentions. Shopping convenience was identified as the mechanism underlying the impact of solutions, while "smart shopper" self-perceptions were shown to moderate these mediating effects. Practical implications-Shopper solutions represent a low-cost, in-store marketing tactic that enhances shopping convenience. They are easy to implement, result in little to no overhead costs and can benefit both shoppers and retailers. Originality/value-To the best of the authors' knowledge, this research represents the first academic examination of the impact of shopper solutions. The authors identify key mediating and moderating influences of the effects of solutions.

Exemplars play an important role in applied service design but are largely overlooked in academic literature. So far, most design research in other fields has concerned how surface properties of exemplars are incorporated in the current design, but services are different from most other design disciplines in regard to material. To expand the understanding of how exemplars matter to service design, material from recordings and observations of design meetings have been analysed. We observed a pattern that exemplars, in this case, were introduced in communication in the format of micro-narratives that express emotional impact of service elements. This study shows that exemplars in the form of micro-narratives are retrieved in design discourse primarily from gathered data, common reference points, and personal experiences. They contribute to the collective understanding of the service concept and support the alignment of the service offering with customer expectations.

Service design must negotiate the challenges of intangibility, co-production and temporality in the
design for experience. The field currently uses
tools and concepts such as customer journeys and
touchpoints to assist in this task. However, other
fields have the potential to inform the service
design process as it seeks to focus more and more
upon the customer experience.
Theory relating to the sacred speaks essentially
of the intangible where extraordinary experiences
are co-produced in communities through myths and
time based ritual structures.
This paper undertakes a theoretical comparison between
relevant theory from social science relating
to the discourse on the sacred and theory relating
to service design. The paper demonstrates the
potential for sacred theory to inform service design,
and presents some examples from contemporary
society in which the sacred is evident in service
provision. This shows that there is potential from
combining the two fields as part of the service design
process and delivery, and identifies a potential
to operationalize this theory into new service design
tools. Areas for further research are identified
that can help introduce theory on the sacred, myth
and ritual into service design in a more operational
way.

The service concept plays a key role in service design and development. But while the term is used frequently in the service design and new service development literature, surprisingly little has been written about the service concept itself and its important role in service design and development. The service concept defines the how and the what of service design, and helps mediate between customer needs and an organization's strategic intent. We define the service concept and describe how it can be used to enhance a variety of service design processes. As illustrations here, we apply the service concept to service design planning and service recovery design processes. Employing the service concept as an important driver of service design decisions raises a number of interesting questions for research which are discussed here.

Customer eXperience is a blue print of customer requirements. In this era of heightened competition and volatile global economy, delivering services originating from diverse sources, without satisfying thorough customer experience practices may increase ...

The Telecommunications Information Networking Architecture Consortium (TINA-C) is a worldwide consortium formed by network operators, and telecommunication and computer equipment suppliers. The consortium is aiming at defining and validating an "open" architecture for telecommunications services in the emerging broadband, multi-media and "information super-highway"/"information society" era. The architecture is based on distributed computing, object orientation, and other concepts and standards from the telecommunications and computing industries, e.g., Open Distributed Processing (ODP), Intelligent Networks (IN), Telecommunication Management Networks (TMN), Asynchronous Transfer Mode (ATM), and Common Object Request Broker Architecture (CORBA). The intention of this paper is to give an introduction to, and an overview of the TINA architecture. First, it presents an overall view of the TINA architecture, followed by a brief introduction to the main parts of the architecture, namely the computing, network, service, and management architectures of TINA. This is followed by a brief overview of interworking and migration scenarios for legacy systems. Finally, an overview of a tool-set to aid service specification and design is presented.

A deep understanding of the users’ needs is crucial for building a successful digital service. A website that does not meet the user’s needs orrequirements increases the frustration of the user and  the  difficulty  and  complexity  of  the  successful  completion  of  tasks.User  research  can  be used to understand how people live their lives, in order to more effectively respond to user needs with informed and inspired design solutions.User research plays a crucial role to ensure that the promise of technology is realised to its full potential.The focus of this paper is on user research conducted in rural areas in the Western Cape in order to build personas (typical user profiles) to inform the development of digital services. The  application  area  of  the  study  was  on  government  services;  however,  the  results  have implications for industry and academia.The focus of the study was on users in rural areas in the Western Cape visiting Cape Access e-centres. Cape Access is a programme that provides access to  information  and  communication  technologies  to  less  privileged  and  rural  communities  across the Western Cape.Interviews and focus groups were conducted with 72rural area participants at nine  e-centres  across  the  Western  Cape.  Workshops  were  conducted  with90Cape  Access  staff members. Results  provided  insights  into  user  demographics  and  user  needs. These  results  informed  the development  of  personas,  which  can  be  used  to  represent  the  user  when  developing digital services.  The  paper  also  demonstrates  how  personas  can  be  used  to  driveuser-centred  design. The recommendations  have  implications  for government  officials,businesseswith  rural  area users  as  their  target  market,information  technologists,  websitedesigners  and  user  experience professionals.

Keywords: User experience; User research; Personas; User-centred design; Service design.

Geisinger Health System is a physician-led, not-for-profit, integrated delivery system serving an area with approximately 2.6 million people in northeastern and central Pennsylvania with innovative products and services designed to drive higher performance. Geisinger's leaders believe that the organization can simultaneously improve quality, sat- isfaction, and efficiency only by redesigning and reengineering the delivery of care. This philosophy is epitomized by ProvenCare, a portfolio of products (many of which are package-priced) for which care processes have been redesigned to reliably administer a coordinated bundle of evidence-based best practices. Use of the ProvenCare model has improved clinical outcomes while decreasing resource utilization. Fundamental to Geisinger's success are its vision of becoming a national model for care delivery, the lead- ership to achieve that vision reinforced with a performance-based compensation system strategically aligned with specifi...

As Service Design navigates unchartered territory, maps of all kinds are becoming essential tools for the design process. Maps document the service offering in its current form, celebrating what works and identify challenges. They leverage the agency of visualisation and storytelling to educate, engage and guide internal and external stakeholders along the journey to service innovation. Maps as artefacts are becoming a disruptor for organisations that are accustomed to traditional ways of communicating and allow the voice of the customer to sing in the creation of future strategy and opportunities. Mapping, as a process, is an ideal way to foster co-design and collaboration across hierarchies and institutional sectors. In this way, it operates as a type of ontological design designing back on the organisation that creates it.

The role of innovation/new product/service development as a source of organisational growth and profitability is well recognised. Similarly, the need to build 'quality' into the design of new products/services is understood. Research focusing on the development of new financial services usually includes new product development models, emphasising the 'technical quality' of the service, whilst service design models emphasise process or 'functional quality'. Additionally, whilst the impact of staff on service delivery at the implementation stage and the need for interdepartmental cooperation is widely discussed, many studies do not focus on the range of stakeholder interests which affect the new product development/design process.

Purpose -Consumers increasingly experience multi-channel service and a significant challenge for the service organization is to ensure that the design of the multi-channel interface contributes to the service experience and helps to build bonds with customers. The purpose of this paper is to elucidate four features (i.e. problem-handling, record accuracy, usability, and scalability) used by customers to evaluate multi-channel service and investigates their impact on customer relationship and loyalty intentions. Design/methodology/approach -The study involves an online survey with customers selected randomly in two service industries. Empirical data are analyzed using structural equation models. Findings -Customer evaluations of the multi-channel service interface have a strong influence on customer trust in the organization but a negligible impact on customer commitment. Trust, however, has a positive effect on commitment, thus enhancing customer loyalty.

Template for strategic brand building
The Brand Model Canvas is the second version of a template that allows a holistic view of your brand strategy. Based on Human Centered Design concepts, it starts by analyzing the problems that the brand solves, and triangulates market, user and company data, with a multidisciplinary, collaborative and optimistic

Designing business models for mobile service bundles is a complex undertaking. Service bundling will be an important driver for the use of 3G+ services. These service bundles have to be supported by business models of multiple involved actors. These actors have to balance different design requirements, strategic interests and business logics to create a 'win-win' situation, in which each actor has incentives to co-operate in offering service bundles. Notwithstanding the wide application of bundling strategies still little is known about what constitutes a successful bundle. Clear guidelines neither for the design of service bundles, nor for the underlying business models are available. In this paper we discuss critical design issues for service bundling and their relation with customer value based on a literature review and a number of case studies of existing mobile service bundles.

Książka „Usługi profesjonalne – przez jakość do lojalności klientów” opisuje w sposób kompleksowy relacje osoby świadczącej usługę (profesjonalisty) z usługobiorcą (klientem). Marketing usług profesjonalnych tylko w wersji relacyjnej może znaleźć zastosowanie w usługach prawniczych, konsultingowych, biurach rachunkowych czy agencjach reklamowych. Książka pomaga znaleźć odpowiedzi na pytania: - Jak etycznie stosować marketing w usługach profesjonalnych? - Czym jest profesjonalizm, czym jakość, a czym satysfakcja klienta? - Jak pozyskać lojalność klientów? - Dlaczego klienci odchodzą? - Jak zagwarantować jakość usługi niematerialnej?

EAN: 9788374170086
ISBN: 83-7417-008-5

Many not-for-profit organizations rely on volunteers to help accomplish their service objectives. Although volunteers work alongside or in some cases replace employees in the delivery of service, incorporating volunteer labor into the service delivery system of the not-for-profit poses unique challenges. Understanding these challenges represents an important foundationbuilding step in understanding the implications for service design and service operations when using volunteers. This paper identifies and describes service design and operational factors relevant to volunteer satisfaction in not-for-profit organizations. Using data collected from 288 volunteers working in 43 not-for-profit agencies, the study explores the elements of service delivery that impact volunteer satisfaction, and further tests the relationship between volunteer satisfaction and loyalty to the not-for-profit organization. Findings include that satisfied volunteers are more likely to remain for longer periods of time with the same organization, are more likely to donate financially to the not-for-profit, and are more likely to recommend the volunteer experience to others. Each of these outcomes helps to ensure the continued sustainability of the not-for-profit organization. #

This paper explores the current state and the potential adoption of service automation and robots by tourist, travel and hospitality companies. Despite the huge advancements in social robotics, the research on robots in tourism has been extremely limited – a gap that is partially filled by this paper. Specifically the paper looks at service automation in hotels, restaurants, events, theme and amusement parks, airports, car rental companies, travel agencies and tourist information centres, museums and art galleries. The paper elaborates on the challenges that companies will face when adopting service automation and robots to serve tourists.

File system metadata management has become a bottleneck for many data-intensive applications that rely on high-performance file systems. Part of the bottleneck is due to the limitations of an almost 50 year old interface standard with metadata abstractions that were designed at a time when high-end file systems managed less than 100MB. Today's highperformance file systems store 7 to 9 orders of magnitude more data, resulting in numbers of data items for which these metadata abstractions are inadequate, such as directory hierarchies unable to handle complex relationships among data. Users of file systems have attempted to work around these inadequacies by moving application-specific metadata management to relational databases to make metadata searchable. Splitting file system metadata management into two separate systems introduces inefficiencies and systems management problems.