SlideShare une entreprise Scribd logo
1  sur  55
rmat ion sy stems
info         sign
servi ce de

a co urse prepared
               r
by yves pigneu


                                     spired
                     presentation in
                                    lds
                     by Garr Reyno
se rvice design
    cenario & s torytelling
‣s
ta  sk analysis
 prototype                  s process
   rom service   to busines
 f
 service    blueprint
  process m   anagement
  s imulation
       iness model  innovation
  bus
   busine  ss model
        ironment a ssessment
   env
   pattern
DESIGN
introduction
                  s
                         ^
                    igning
ma naging as de
“ The premise […] is that managers are
  designers as well as decision makers and
  that although the two are inextricably
  linked in management action, we have
  for too long emphasized the decision
  face of management over the design
  face. ”
    Richard Boland and Frank Collopy
    Managing as designing
“ architecture and painting are concerned
  Engineering, medicine, business,

  not with the necessary but with the
  contingent, not with how things are but
  with how they might be, in short, with
  design.
         ”
    Herbert Simon
“   Business people don’t just
    need to understand
    designers better; they need
    to become designers.
                           ”
      Roger Martin
      Dean Rotman School
cision att itude ...
The de
      to come    up with
easy
altern at ives, but            Manage

difficu lt to choose            inventory

am   ong them

         sign atti tude ...
 The de
 d ifficult to design,
               ood          Eliminate
 to  invent, g              inventory
 alt ernative  s
user-centered
creativity
interdisciplinary
             Le shampoing d'e au de mer aux st.Jacques
             et Wasabi
holistic
the desig   ner’s
toolk it ...
obse   rving
co  -desig  ning
p rotot  yping
st  oryte  lling
 pa  rticip ating
 ...
SERVICE
ser
^   vice
concept
“ (create new) or improve (existing)
  Service Design helps to innovate

  services to make them more useful,
  usable, desirable for clients and
  efficient as well as effective for
  organizations. It is a new holistic,
  multi-disciplinary, integrative field. ”
     Stefan Moritz
     Service Design - Practical access to an evolving field
“ intangible experience
  A service is a time-perishable,

  performed for a customer
  acting in the role of a
  coproducer. ”
    James Fitzsimmons
    Service Management: Operations, Strategy, and Information Technology
tz
according Stefan Mori
^
fr ont
s tage

         back
         s tage
A service concept defined as ...




“ actual service, and the value or
  A value proposition defines an

  benefits perceived by
  customers of the service.
                                  ”
The value proposition defines the
relationship between
                   ^according
                                to
                    Ajit Kamb
                              il et al.



 the fulfillment of needs
 across multiple customer roles
 the performance attributes of
 services
 the total cost
customer roles


performance
                   cost
customer roles & life cycle



                              post
      pre




                              use
     buy
performance & fulfillment of needs


              unanticipated
                            innovation
                 expected excelle
                                   nce
                    desired
                             imitative
                       basic m
                                e too
cost, risk & effort

                                     direct
                                    auxiliary

                          cost


                                             physical
                 effort          risk       financial
   acquisition                              selection
   operation                                  delay
 complementary                             functional
                                          psychological
STORYTELLING
ser
^   vice
storytelling
books
storyteller
movie screenplay
diary and handwriting
A scenario is ...
                      ^according
                                   to Ross
                                           on




 a story about people and their activities
 describing current practices or hypothetical
 futures, using artifacts,
 from the point of view of a specific persona
Artefact
          ^according
           Rosson
                     to




 is a (man-made or) designed entity
 reflects knowledge, roles, and procedures
 related to a task
 actual meaning apparent when observed in
 use
Persona




 archetype or stereotype of real users
 can serve as a focus in the design process
 with goals to achieve
I’D LIKE TO GET THE
DOCUMENT ...




                       OK, I’LL GIVE YOU
                      THE DOCUMENT ...
I’D LIKE TO GET THE
DOCUMENT ...




                      SORRY, YOU ARE NOT
                      ALLOWED TO GET IT
I’D LIKE TO GET THE
DOCUMENT ...




                         SORRY, IT IS
                      ALREADY BORROWED FROM
VISUALIZATION
er draw   ing to
   “I pref               aster,
        . Draw  ing is f
talking       less ro  om for
 and  leaves
             lies”

         Le Cor busier
Please draw me a sheep
according
                                                                                                          to
                                                                                                Chen Ch
                                                                                                        ang & co




http://vis.berkeley.edu/courses/cs160-fa06/wiki/index.php/InteractivePrototype-Group:4Corners
service concept
        value proposition

re view ✓ customer roles
        ✓ performance attributes
        ✓ cost
scenario
        stories

re view ✓ about people and
        ✓ their activities
        ✓ point of view of a persona
service
         visualization

re view ✓ visual thinking
         ✓ focusing questions
         ✓ problem types

Contenu connexe

Similaire à Service Concept & scenario

Service Thinking in Practice
Service Thinking in PracticeService Thinking in Practice
Service Thinking in Practice31Volts
 
UKUPA Feb 08 Flow Interactive Personas
UKUPA Feb 08 Flow Interactive PersonasUKUPA Feb 08 Flow Interactive Personas
UKUPA Feb 08 Flow Interactive PersonasUXPA UK
 
A design approach that fits on a slide.
A design approach that fits on a slide.A design approach that fits on a slide.
A design approach that fits on a slide.Caspar Siebel
 
More Elements of UX: real-world design deliverables
More Elements of UX: real-world design deliverablesMore Elements of UX: real-world design deliverables
More Elements of UX: real-world design deliverablesPeter Boersma
 
Reverse interaction modelling
Reverse interaction modellingReverse interaction modelling
Reverse interaction modellingMarc Buyens
 
e Service Prototype
e Service Prototypee Service Prototype
e Service PrototypeYves Pigneur
 
CXJourney Modeling
CXJourney ModelingCXJourney Modeling
CXJourney ModelingSøren Muus
 
Designing Big Data Interactions Using the Language of Discovery
Designing Big Data Interactions Using the Language of DiscoveryDesigning Big Data Interactions Using the Language of Discovery
Designing Big Data Interactions Using the Language of DiscoveryJoe Lamantia
 
The very basics of human-Centered Interaction Design (sigchi.be 11/2010)
The very basics of human-Centered Interaction Design (sigchi.be 11/2010)The very basics of human-Centered Interaction Design (sigchi.be 11/2010)
The very basics of human-Centered Interaction Design (sigchi.be 11/2010)Koen Peters
 
Proto Partners how to transform vision into value
Proto Partners how to transform vision into valueProto Partners how to transform vision into value
Proto Partners how to transform vision into valueDamian Kernahan
 
Focus on Experiences, not Products
Focus on Experiences, not ProductsFocus on Experiences, not Products
Focus on Experiences, not ProductsJoel Eden, PhD
 
500 Startups Lean UX Bootcamp
500 Startups Lean UX Bootcamp500 Startups Lean UX Bootcamp
500 Startups Lean UX BootcampEnrique Allen
 
Co-Creation : Consolidating the field and high-lighting new frontiers
Co-Creation : Consolidating the field and high-lighting new frontiersCo-Creation : Consolidating the field and high-lighting new frontiers
Co-Creation : Consolidating the field and high-lighting new frontiersRex Degnegaard
 
Bulletproof Communication Techniques; A UX Strategist's Guides
Bulletproof Communication Techniques; A UX Strategist's GuidesBulletproof Communication Techniques; A UX Strategist's Guides
Bulletproof Communication Techniques; A UX Strategist's GuidesSarah B. Nelson
 
We are all learner experience designers #VDCTLC16
We are all learner experience designers #VDCTLC16We are all learner experience designers #VDCTLC16
We are all learner experience designers #VDCTLC16Joyce Seitzinger
 

Similaire à Service Concept & scenario (20)

Service Design
Service DesignService Design
Service Design
 
Service Design
Service Design Service Design
Service Design
 
Cxjourney
CxjourneyCxjourney
Cxjourney
 
Service Thinking in Practice
Service Thinking in PracticeService Thinking in Practice
Service Thinking in Practice
 
UKUPA Feb 08 Flow Interactive Personas
UKUPA Feb 08 Flow Interactive PersonasUKUPA Feb 08 Flow Interactive Personas
UKUPA Feb 08 Flow Interactive Personas
 
A design approach that fits on a slide.
A design approach that fits on a slide.A design approach that fits on a slide.
A design approach that fits on a slide.
 
Deep Service Design
Deep Service DesignDeep Service Design
Deep Service Design
 
More Elements of UX: real-world design deliverables
More Elements of UX: real-world design deliverablesMore Elements of UX: real-world design deliverables
More Elements of UX: real-world design deliverables
 
Reverse interaction modelling
Reverse interaction modellingReverse interaction modelling
Reverse interaction modelling
 
e Service Prototype
e Service Prototypee Service Prototype
e Service Prototype
 
CXJourney Modeling
CXJourney ModelingCXJourney Modeling
CXJourney Modeling
 
Designing Big Data Interactions Using the Language of Discovery
Designing Big Data Interactions Using the Language of DiscoveryDesigning Big Data Interactions Using the Language of Discovery
Designing Big Data Interactions Using the Language of Discovery
 
The very basics of human-Centered Interaction Design (sigchi.be 11/2010)
The very basics of human-Centered Interaction Design (sigchi.be 11/2010)The very basics of human-Centered Interaction Design (sigchi.be 11/2010)
The very basics of human-Centered Interaction Design (sigchi.be 11/2010)
 
Proto Partners how to transform vision into value
Proto Partners how to transform vision into valueProto Partners how to transform vision into value
Proto Partners how to transform vision into value
 
Focus on Experiences, not Products
Focus on Experiences, not ProductsFocus on Experiences, not Products
Focus on Experiences, not Products
 
500 Startups Lean UX Bootcamp
500 Startups Lean UX Bootcamp500 Startups Lean UX Bootcamp
500 Startups Lean UX Bootcamp
 
Co-Creation : Consolidating the field and high-lighting new frontiers
Co-Creation : Consolidating the field and high-lighting new frontiersCo-Creation : Consolidating the field and high-lighting new frontiers
Co-Creation : Consolidating the field and high-lighting new frontiers
 
Bulletproof Communication Techniques; A UX Strategist's Guides
Bulletproof Communication Techniques; A UX Strategist's GuidesBulletproof Communication Techniques; A UX Strategist's Guides
Bulletproof Communication Techniques; A UX Strategist's Guides
 
We are all learner experience designers #VDCTLC16
We are all learner experience designers #VDCTLC16We are all learner experience designers #VDCTLC16
We are all learner experience designers #VDCTLC16
 
Severin the service designer
Severin the service designerSeverin the service designer
Severin the service designer
 

Plus de Yves Pigneur

L'entreprise invincible
L'entreprise invincibleL'entreprise invincible
L'entreprise invincibleYves Pigneur
 
The Invincible Company
The Invincible CompanyThe Invincible Company
The Invincible CompanyYves Pigneur
 
独自のビジネスモデルと顧客価値を創造する方法
独自のビジネスモデルと顧客価値を創造する方法独自のビジネスモデルと顧客価値を創造する方法
独自のビジネスモデルと顧客価値を創造する方法Yves Pigneur
 
Value Proposition Design
Value Proposition DesignValue Proposition Design
Value Proposition DesignYves Pigneur
 
Business Model Innovation and Design at Todai
Business Model Innovation and Design at TodaiBusiness Model Innovation and Design at Todai
Business Model Innovation and Design at TodaiYves Pigneur
 
BMGEN talk in Korea
BMGEN talk in KoreaBMGEN talk in Korea
BMGEN talk in KoreaYves Pigneur
 
Disruptive Business Model
Disruptive Business ModelDisruptive Business Model
Disruptive Business ModelYves Pigneur
 
Performance measure
Performance measurePerformance measure
Performance measureYves Pigneur
 
service quality & usability
service quality & usabilityservice quality & usability
service quality & usabilityYves Pigneur
 
Task analysis in service design
Task analysis in service designTask analysis in service design
Task analysis in service designYves Pigneur
 
Business/IT alignment engineering
Business/IT alignment engineeringBusiness/IT alignment engineering
Business/IT alignment engineeringYves Pigneur
 
Service design for business innovation
Service design for business innovationService design for business innovation
Service design for business innovationYves Pigneur
 
About Design June2008
About Design June2008About Design June2008
About Design June2008Yves Pigneur
 

Plus de Yves Pigneur (17)

IMD3.pdf
IMD3.pdfIMD3.pdf
IMD3.pdf
 
L'entreprise invincible
L'entreprise invincibleL'entreprise invincible
L'entreprise invincible
 
The Invincible Company
The Invincible CompanyThe Invincible Company
The Invincible Company
 
独自のビジネスモデルと顧客価値を創造する方法
独自のビジネスモデルと顧客価値を創造する方法独自のビジネスモデルと顧客価値を創造する方法
独自のビジネスモデルと顧客価値を創造する方法
 
Value Proposition Design
Value Proposition DesignValue Proposition Design
Value Proposition Design
 
Business Model Innovation and Design at Todai
Business Model Innovation and Design at TodaiBusiness Model Innovation and Design at Todai
Business Model Innovation and Design at Todai
 
BMGEN talk in Korea
BMGEN talk in KoreaBMGEN talk in Korea
BMGEN talk in Korea
 
BMGEN in Japan
BMGEN in JapanBMGEN in Japan
BMGEN in Japan
 
Disruptive Business Model
Disruptive Business ModelDisruptive Business Model
Disruptive Business Model
 
Performance measure
Performance measurePerformance measure
Performance measure
 
Business Process
Business ProcessBusiness Process
Business Process
 
Service Blueprint
Service BlueprintService Blueprint
Service Blueprint
 
service quality & usability
service quality & usabilityservice quality & usability
service quality & usability
 
Task analysis in service design
Task analysis in service designTask analysis in service design
Task analysis in service design
 
Business/IT alignment engineering
Business/IT alignment engineeringBusiness/IT alignment engineering
Business/IT alignment engineering
 
Service design for business innovation
Service design for business innovationService design for business innovation
Service design for business innovation
 
About Design June2008
About Design June2008About Design June2008
About Design June2008
 

Dernier

Earth Day Presentation wow hello nice great
Earth Day Presentation wow hello nice greatEarth Day Presentation wow hello nice great
Earth Day Presentation wow hello nice greatYousafMalik24
 
Student Profile Sample - We help schools to connect the data they have, with ...
Student Profile Sample - We help schools to connect the data they have, with ...Student Profile Sample - We help schools to connect the data they have, with ...
Student Profile Sample - We help schools to connect the data they have, with ...Seán Kennedy
 
Procuring digital preservation CAN be quick and painless with our new dynamic...
Procuring digital preservation CAN be quick and painless with our new dynamic...Procuring digital preservation CAN be quick and painless with our new dynamic...
Procuring digital preservation CAN be quick and painless with our new dynamic...Jisc
 
GRADE 4 - SUMMATIVE TEST QUARTER 4 ALL SUBJECTS
GRADE 4 - SUMMATIVE TEST QUARTER 4 ALL SUBJECTSGRADE 4 - SUMMATIVE TEST QUARTER 4 ALL SUBJECTS
GRADE 4 - SUMMATIVE TEST QUARTER 4 ALL SUBJECTSJoshuaGantuangco2
 
How to Add Barcode on PDF Report in Odoo 17
How to Add Barcode on PDF Report in Odoo 17How to Add Barcode on PDF Report in Odoo 17
How to Add Barcode on PDF Report in Odoo 17Celine George
 
ENGLISH 7_Q4_LESSON 2_ Employing a Variety of Strategies for Effective Interp...
ENGLISH 7_Q4_LESSON 2_ Employing a Variety of Strategies for Effective Interp...ENGLISH 7_Q4_LESSON 2_ Employing a Variety of Strategies for Effective Interp...
ENGLISH 7_Q4_LESSON 2_ Employing a Variety of Strategies for Effective Interp...JhezDiaz1
 
Difference Between Search & Browse Methods in Odoo 17
Difference Between Search & Browse Methods in Odoo 17Difference Between Search & Browse Methods in Odoo 17
Difference Between Search & Browse Methods in Odoo 17Celine George
 
Like-prefer-love -hate+verb+ing & silent letters & citizenship text.pdf
Like-prefer-love -hate+verb+ing & silent letters & citizenship text.pdfLike-prefer-love -hate+verb+ing & silent letters & citizenship text.pdf
Like-prefer-love -hate+verb+ing & silent letters & citizenship text.pdfMr Bounab Samir
 
Influencing policy (training slides from Fast Track Impact)
Influencing policy (training slides from Fast Track Impact)Influencing policy (training slides from Fast Track Impact)
Influencing policy (training slides from Fast Track Impact)Mark Reed
 
Virtual-Orientation-on-the-Administration-of-NATG12-NATG6-and-ELLNA.pdf
Virtual-Orientation-on-the-Administration-of-NATG12-NATG6-and-ELLNA.pdfVirtual-Orientation-on-the-Administration-of-NATG12-NATG6-and-ELLNA.pdf
Virtual-Orientation-on-the-Administration-of-NATG12-NATG6-and-ELLNA.pdfErwinPantujan2
 
HỌC TỐT TIẾNG ANH 11 THEO CHƯƠNG TRÌNH GLOBAL SUCCESS ĐÁP ÁN CHI TIẾT - CẢ NĂ...
HỌC TỐT TIẾNG ANH 11 THEO CHƯƠNG TRÌNH GLOBAL SUCCESS ĐÁP ÁN CHI TIẾT - CẢ NĂ...HỌC TỐT TIẾNG ANH 11 THEO CHƯƠNG TRÌNH GLOBAL SUCCESS ĐÁP ÁN CHI TIẾT - CẢ NĂ...
HỌC TỐT TIẾNG ANH 11 THEO CHƯƠNG TRÌNH GLOBAL SUCCESS ĐÁP ÁN CHI TIẾT - CẢ NĂ...Nguyen Thanh Tu Collection
 
4.16.24 21st Century Movements for Black Lives.pptx
4.16.24 21st Century Movements for Black Lives.pptx4.16.24 21st Century Movements for Black Lives.pptx
4.16.24 21st Century Movements for Black Lives.pptxmary850239
 
4.18.24 Movement Legacies, Reflection, and Review.pptx
4.18.24 Movement Legacies, Reflection, and Review.pptx4.18.24 Movement Legacies, Reflection, and Review.pptx
4.18.24 Movement Legacies, Reflection, and Review.pptxmary850239
 
ECONOMIC CONTEXT - PAPER 1 Q3: NEWSPAPERS.pptx
ECONOMIC CONTEXT - PAPER 1 Q3: NEWSPAPERS.pptxECONOMIC CONTEXT - PAPER 1 Q3: NEWSPAPERS.pptx
ECONOMIC CONTEXT - PAPER 1 Q3: NEWSPAPERS.pptxiammrhaywood
 
AUDIENCE THEORY -CULTIVATION THEORY - GERBNER.pptx
AUDIENCE THEORY -CULTIVATION THEORY -  GERBNER.pptxAUDIENCE THEORY -CULTIVATION THEORY -  GERBNER.pptx
AUDIENCE THEORY -CULTIVATION THEORY - GERBNER.pptxiammrhaywood
 
Culture Uniformity or Diversity IN SOCIOLOGY.pptx
Culture Uniformity or Diversity IN SOCIOLOGY.pptxCulture Uniformity or Diversity IN SOCIOLOGY.pptx
Culture Uniformity or Diversity IN SOCIOLOGY.pptxPoojaSen20
 
call girls in Kamla Market (DELHI) 🔝 >༒9953330565🔝 genuine Escort Service 🔝✔️✔️
call girls in Kamla Market (DELHI) 🔝 >༒9953330565🔝 genuine Escort Service 🔝✔️✔️call girls in Kamla Market (DELHI) 🔝 >༒9953330565🔝 genuine Escort Service 🔝✔️✔️
call girls in Kamla Market (DELHI) 🔝 >༒9953330565🔝 genuine Escort Service 🔝✔️✔️9953056974 Low Rate Call Girls In Saket, Delhi NCR
 
Field Attribute Index Feature in Odoo 17
Field Attribute Index Feature in Odoo 17Field Attribute Index Feature in Odoo 17
Field Attribute Index Feature in Odoo 17Celine George
 
Incoming and Outgoing Shipments in 3 STEPS Using Odoo 17
Incoming and Outgoing Shipments in 3 STEPS Using Odoo 17Incoming and Outgoing Shipments in 3 STEPS Using Odoo 17
Incoming and Outgoing Shipments in 3 STEPS Using Odoo 17Celine George
 

Dernier (20)

Earth Day Presentation wow hello nice great
Earth Day Presentation wow hello nice greatEarth Day Presentation wow hello nice great
Earth Day Presentation wow hello nice great
 
Model Call Girl in Tilak Nagar Delhi reach out to us at 🔝9953056974🔝
Model Call Girl in Tilak Nagar Delhi reach out to us at 🔝9953056974🔝Model Call Girl in Tilak Nagar Delhi reach out to us at 🔝9953056974🔝
Model Call Girl in Tilak Nagar Delhi reach out to us at 🔝9953056974🔝
 
Student Profile Sample - We help schools to connect the data they have, with ...
Student Profile Sample - We help schools to connect the data they have, with ...Student Profile Sample - We help schools to connect the data they have, with ...
Student Profile Sample - We help schools to connect the data they have, with ...
 
Procuring digital preservation CAN be quick and painless with our new dynamic...
Procuring digital preservation CAN be quick and painless with our new dynamic...Procuring digital preservation CAN be quick and painless with our new dynamic...
Procuring digital preservation CAN be quick and painless with our new dynamic...
 
GRADE 4 - SUMMATIVE TEST QUARTER 4 ALL SUBJECTS
GRADE 4 - SUMMATIVE TEST QUARTER 4 ALL SUBJECTSGRADE 4 - SUMMATIVE TEST QUARTER 4 ALL SUBJECTS
GRADE 4 - SUMMATIVE TEST QUARTER 4 ALL SUBJECTS
 
How to Add Barcode on PDF Report in Odoo 17
How to Add Barcode on PDF Report in Odoo 17How to Add Barcode on PDF Report in Odoo 17
How to Add Barcode on PDF Report in Odoo 17
 
ENGLISH 7_Q4_LESSON 2_ Employing a Variety of Strategies for Effective Interp...
ENGLISH 7_Q4_LESSON 2_ Employing a Variety of Strategies for Effective Interp...ENGLISH 7_Q4_LESSON 2_ Employing a Variety of Strategies for Effective Interp...
ENGLISH 7_Q4_LESSON 2_ Employing a Variety of Strategies for Effective Interp...
 
Difference Between Search & Browse Methods in Odoo 17
Difference Between Search & Browse Methods in Odoo 17Difference Between Search & Browse Methods in Odoo 17
Difference Between Search & Browse Methods in Odoo 17
 
Like-prefer-love -hate+verb+ing & silent letters & citizenship text.pdf
Like-prefer-love -hate+verb+ing & silent letters & citizenship text.pdfLike-prefer-love -hate+verb+ing & silent letters & citizenship text.pdf
Like-prefer-love -hate+verb+ing & silent letters & citizenship text.pdf
 
Influencing policy (training slides from Fast Track Impact)
Influencing policy (training slides from Fast Track Impact)Influencing policy (training slides from Fast Track Impact)
Influencing policy (training slides from Fast Track Impact)
 
Virtual-Orientation-on-the-Administration-of-NATG12-NATG6-and-ELLNA.pdf
Virtual-Orientation-on-the-Administration-of-NATG12-NATG6-and-ELLNA.pdfVirtual-Orientation-on-the-Administration-of-NATG12-NATG6-and-ELLNA.pdf
Virtual-Orientation-on-the-Administration-of-NATG12-NATG6-and-ELLNA.pdf
 
HỌC TỐT TIẾNG ANH 11 THEO CHƯƠNG TRÌNH GLOBAL SUCCESS ĐÁP ÁN CHI TIẾT - CẢ NĂ...
HỌC TỐT TIẾNG ANH 11 THEO CHƯƠNG TRÌNH GLOBAL SUCCESS ĐÁP ÁN CHI TIẾT - CẢ NĂ...HỌC TỐT TIẾNG ANH 11 THEO CHƯƠNG TRÌNH GLOBAL SUCCESS ĐÁP ÁN CHI TIẾT - CẢ NĂ...
HỌC TỐT TIẾNG ANH 11 THEO CHƯƠNG TRÌNH GLOBAL SUCCESS ĐÁP ÁN CHI TIẾT - CẢ NĂ...
 
4.16.24 21st Century Movements for Black Lives.pptx
4.16.24 21st Century Movements for Black Lives.pptx4.16.24 21st Century Movements for Black Lives.pptx
4.16.24 21st Century Movements for Black Lives.pptx
 
4.18.24 Movement Legacies, Reflection, and Review.pptx
4.18.24 Movement Legacies, Reflection, and Review.pptx4.18.24 Movement Legacies, Reflection, and Review.pptx
4.18.24 Movement Legacies, Reflection, and Review.pptx
 
ECONOMIC CONTEXT - PAPER 1 Q3: NEWSPAPERS.pptx
ECONOMIC CONTEXT - PAPER 1 Q3: NEWSPAPERS.pptxECONOMIC CONTEXT - PAPER 1 Q3: NEWSPAPERS.pptx
ECONOMIC CONTEXT - PAPER 1 Q3: NEWSPAPERS.pptx
 
AUDIENCE THEORY -CULTIVATION THEORY - GERBNER.pptx
AUDIENCE THEORY -CULTIVATION THEORY -  GERBNER.pptxAUDIENCE THEORY -CULTIVATION THEORY -  GERBNER.pptx
AUDIENCE THEORY -CULTIVATION THEORY - GERBNER.pptx
 
Culture Uniformity or Diversity IN SOCIOLOGY.pptx
Culture Uniformity or Diversity IN SOCIOLOGY.pptxCulture Uniformity or Diversity IN SOCIOLOGY.pptx
Culture Uniformity or Diversity IN SOCIOLOGY.pptx
 
call girls in Kamla Market (DELHI) 🔝 >༒9953330565🔝 genuine Escort Service 🔝✔️✔️
call girls in Kamla Market (DELHI) 🔝 >༒9953330565🔝 genuine Escort Service 🔝✔️✔️call girls in Kamla Market (DELHI) 🔝 >༒9953330565🔝 genuine Escort Service 🔝✔️✔️
call girls in Kamla Market (DELHI) 🔝 >༒9953330565🔝 genuine Escort Service 🔝✔️✔️
 
Field Attribute Index Feature in Odoo 17
Field Attribute Index Feature in Odoo 17Field Attribute Index Feature in Odoo 17
Field Attribute Index Feature in Odoo 17
 
Incoming and Outgoing Shipments in 3 STEPS Using Odoo 17
Incoming and Outgoing Shipments in 3 STEPS Using Odoo 17Incoming and Outgoing Shipments in 3 STEPS Using Odoo 17
Incoming and Outgoing Shipments in 3 STEPS Using Odoo 17
 

Service Concept & scenario

  • 1. rmat ion sy stems info sign servi ce de a co urse prepared r by yves pigneu spired presentation in lds by Garr Reyno
  • 2. se rvice design cenario & s torytelling ‣s ta sk analysis prototype s process rom service to busines f service blueprint process m anagement s imulation iness model innovation bus busine ss model ironment a ssessment env pattern
  • 4. introduction s ^ igning ma naging as de
  • 5.
  • 6. “ The premise […] is that managers are designers as well as decision makers and that although the two are inextricably linked in management action, we have for too long emphasized the decision face of management over the design face. ” Richard Boland and Frank Collopy Managing as designing
  • 7. “ architecture and painting are concerned Engineering, medicine, business, not with the necessary but with the contingent, not with how things are but with how they might be, in short, with design. ” Herbert Simon
  • 8. Business people don’t just need to understand designers better; they need to become designers. ” Roger Martin Dean Rotman School
  • 9. cision att itude ... The de to come up with easy altern at ives, but Manage difficu lt to choose inventory am ong them sign atti tude ... The de d ifficult to design, ood Eliminate to invent, g inventory alt ernative s
  • 10.
  • 13. interdisciplinary Le shampoing d'e au de mer aux st.Jacques et Wasabi
  • 15. the desig ner’s toolk it ...
  • 16. obse rving co -desig ning p rotot yping st oryte lling pa rticip ating ...
  • 18. ser ^ vice concept
  • 19. “ (create new) or improve (existing) Service Design helps to innovate services to make them more useful, usable, desirable for clients and efficient as well as effective for organizations. It is a new holistic, multi-disciplinary, integrative field. ” Stefan Moritz Service Design - Practical access to an evolving field
  • 20. “ intangible experience A service is a time-perishable, performed for a customer acting in the role of a coproducer. ” James Fitzsimmons Service Management: Operations, Strategy, and Information Technology
  • 22. fr ont s tage back s tage
  • 23. A service concept defined as ... “ actual service, and the value or A value proposition defines an benefits perceived by customers of the service. ”
  • 24. The value proposition defines the relationship between ^according to Ajit Kamb il et al. the fulfillment of needs across multiple customer roles the performance attributes of services the total cost
  • 26. customer roles & life cycle post pre use buy
  • 27. performance & fulfillment of needs unanticipated innovation expected excelle nce desired imitative basic m e too
  • 28. cost, risk & effort direct auxiliary cost physical effort risk financial acquisition selection operation delay complementary functional psychological
  • 30. ser ^ vice storytelling
  • 31. books
  • 35. A scenario is ... ^according to Ross on a story about people and their activities describing current practices or hypothetical futures, using artifacts, from the point of view of a specific persona
  • 36. Artefact ^according Rosson to is a (man-made or) designed entity reflects knowledge, roles, and procedures related to a task actual meaning apparent when observed in use
  • 37. Persona archetype or stereotype of real users can serve as a focus in the design process with goals to achieve
  • 38.
  • 39.
  • 40.
  • 41. I’D LIKE TO GET THE DOCUMENT ... OK, I’LL GIVE YOU THE DOCUMENT ...
  • 42.
  • 43. I’D LIKE TO GET THE DOCUMENT ... SORRY, YOU ARE NOT ALLOWED TO GET IT
  • 44.
  • 45. I’D LIKE TO GET THE DOCUMENT ... SORRY, IT IS ALREADY BORROWED FROM
  • 46.
  • 48. er draw ing to “I pref aster, . Draw ing is f talking less ro om for and leaves lies” Le Cor busier
  • 49. Please draw me a sheep
  • 50. according to Chen Ch ang & co http://vis.berkeley.edu/courses/cs160-fa06/wiki/index.php/InteractivePrototype-Group:4Corners
  • 51.
  • 52.
  • 53. service concept value proposition re view ✓ customer roles ✓ performance attributes ✓ cost
  • 54. scenario stories re view ✓ about people and ✓ their activities ✓ point of view of a persona
  • 55. service visualization re view ✓ visual thinking ✓ focusing questions ✓ problem types