서비스 개발의 디자인적 접근으로서의 서비스 디자인 (해외 서비스 디자인...
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주제 : 서비스 개발의 디자인적 접근으로서의 서비스 디자인 (해외 서비스 디자인 연구 동향을 중심으로) 일시 : 2014.10.22. 장소 : 이화여자대학교 ECC159호 발표자 : 류은 랭카스터 서비스디자인 박사과정 [email protected] 전 엔씨소프트, 안그라픽스 디자이너TRANSCRIPT
Service Design as an approach to service development
Eun Yu, Lancaster University, UK
Conceptualization of Service Design
Service design as a concept
Service design as activities
Service Design a discipline
Conceptualization of Service Design
Image source
(Johnson et al., 2000)
Service Development Process
Conceptualization of Service Design
Image source
(Bitner et al., 2008)
Service Development Process
Conceptualization of Service Design
Some critiques
“on the drawing board”
“lack of attention to economics–ensuring that ideas are cost effective”
“lack of attention to organizational issues and cultures”
(Mulgan, 2014, p. 4)
Inter-disciplinary literature review
What is the status quo of Service Design research?
How can Service Design research be understood in the wider context?
Questions…
Areas relating to service research
Image: http://vttserviceodyssey.com/2013/01/07/quest-for-service-science/
New Service Development (NSD)
New Service Development (NSD)
New Service Development (NSD)
NSD refers to the overall process of developing new service offerings
(Johnson et al., 2000)
Where? And How?
Service Design research
Service Design and NSD
New Service Development (NSD)
Theoretical Framework
Service Design research
New Service Development (NSD)
Service Design and NSD
NSD research framework
3 Key dimensions:
1st
2nd
3rd
NSD research framework
3 Key dimensions:
1) What are the stages of the service development process?
1) Process
NSD research framework
3 Key dimensions:
1) What are the stages of the service development process?
2) What are the objects of activities of each stage?
1) Process 2) Objects
NSD research framework
3 Key dimensions:
1) What are the stages of the service development process?
2) What are the objects of activities of each stage?
3) What are the facilitators for the service development process?
1) Process 2) Objects 3) Facilitators
Process
Process – NSD
Design
• Formulation of new services
objectives/strategy
• Idea generation and screening
• Concept development and
testing
• Full-scale launch
• Post-launch review
• Service design and testing
• Process & system design &
testing
• Personnel training
• Service testing and pilot run
• Test marketing
• Business analysis
• Project authorization Analysis
Full Launch
Development
(Johnson et al., 2000)
Process – Service Design
Image sources:
Design Council
?
Comparison
Review
Diagnosis
Analysis
Idea
Generation Synthesis
Plan Specification Testing Launch
Planning Phase Execution Phase
Object
Service Concept Service Delivery System
Object – NSD
Service Development Process
Object – NSD
1) Service concept
A whole picture
Value Form/
function
Experience Outcome
(Clark et al. 2000; Goldstein et al., 2002)
Process
A set of activities to deliver services
Infrastructure
- Employee - Customer - Organization
Structure
- Physical - Facilities - technology
Object – NSD
2) Service delivery system
(Goldstein et al., 2002; Roth & Menor 2003)
Service Concept Service Delivery System
Object – NSD
Service Development Process
(Ponsignon et al., 2011)
Object – Service Design
1) Service interface, interaction and experience
(Clatworthy, 2011; Mager & Evenson, 2008; Meroni & Sangiorgi, 2011)
Image source
http://customerexperienceplanning.com/2012/04/11/customer-journey-mapping-part-i-the-basics/
Image source (Clatworthy, 2011)
Object – Service Design
1) Service interface, interaction and experience
(Clatworthy, 2011; Mager & Evenson, 2008; Meroni & Sangiorgi, 2011)
Object – Service Design
2) Interpersonal relationships
Image source: Participle website
http://www.participle.net/projects/view/5/101/
Image source:
Social Innovation Lab for Kent
(SILK)
(Baek, 2011; Boyle et al., 2010; Cipolla, 2007)
Object – Service Design
2) Interpersonal relationships
(Baek, 2011; Boyle et al., 2010; Cipolla, 2007)
Image source
(Cipolla, 2007)
Object – Service Design
2) Interpersonal relationships
(Baek, 2011; Boyle et al., 2010; Cipolla, 2007)
(Cho, 2011)
Image source
(Baek & Cho, 2011)
3) Service contexts
Object – Service Design
Image source: Livework
http://liveworkstudio.com/
(Maffei & Sangiorgi, 2006; Morelli, 2002)
Object – Service Design
3) Service contexts
(Maffei & Sangiorgi, 2006; Morelli, 2002)
Image source
(Maffei & Sangiorgi, 2006)
4) Service system
Object – Service Design
(Morelli, 2007)
Image source
(Morelli, 2007)
Comparison
Service Concept Service Delivery System
Service Development Process
Value, Form/function, Experience, Outcome
Structure, Infrastructure, Process
Comparison
Service Development Process Service interface, interaction and experience
Interpersonal relationships
Service contexts Service system
Service Concept Service Delivery System Value, Form/function, Experience,
Outcome Structure, Infrastructure, Process
Facilitator
Facilitator – NSD
1) Methods and tools
Facilitator – NSD
1) Methods and tools
Benchmarking
Scenario Planning
Focus Group
Brainstorming
Concept Testing
Quality Function Deployment
Service Blueprint SERVQUAL
Service Development Process
(Edvardsson et al., 2000; Jin et al., 2012)
1) Methods and tools
Facilitator – Service Design
Image source: http://www.capetown.gov.za/en/WDC2014/Pages/Co-design-workshop.aspx
Image source (Visser et al., 2005)
Co-design Cultural probes
Image source http://interactiondesign.se/meng/hobb.html
Image source (Macdonald & Teal, 2011)
1) Methods and tools
Facilitator – Service Design
Image source : Livework http://liveworkstudio.com/
2) Staff and customer involvement
Facilitator – NSD
2) Staff and customer involvement
Facilitator – NSD
Feedback
Criticizing existing service
Providing a wish list
Helping idea screening
Reviewing the blueprints
Participating in mock service delivery process
Word of mouth communication
Service Development Process
(Alam, I., 2002)
2) Staff and customer involvement
Image source (Sustar, 2012)
Facilitator – Service Design
Service Development Process
Image source (Lin et al., 2011)
Idea generation Transformation of service system
3) Organizational dimensions
Facilitator – NSD
3) Organizational dimensions
Facilitator – NSD
People Structure
(De Jong & Vermeulen, 2003)
3) Organizational dimensions
Facilitator – NSD
People Structure
- Internal communication
(De Jong & Vermeulen, 2003)
3) Organizational dimensions
Facilitator – NSD
People Structure
- Internal communication - Organizational culture
(De Jong & Vermeulen, 2003)
3) Organizational dimensions
Facilitator – NSD
People Structure
- Internal communication - Organizational culture - service-customer culture
(De Jong & Vermeulen, 2003)
3) Organizational dimensions
(Junginger & Sangiorgi, 2009)
Facilitator – Service Design
A potential driver for organizational
change
Infuse Innovation culture
In organization Embed Human-centered
mindset and practices
(Pinheiro et al., 2012)
(Bailey, 2012)
Image source
(Junginger and Sangiorgi, 2009)
3) Organizational dimensions
Facilitator – Service Design
3) Organizational dimensions
Facilitator – Service Design
Image source
(Pinheiro et al., 2012)
Service Design creates breakthrough cultural change
in the Brazilian financial industry by empowering business
leaders and decision makers with the right and relevant
knowledge and service design tools
Synthesis
Process
Synthesis & future research
Linking design phases to development/ implementation phases
Process
Objects Service interactions and experiences as key object of design
Linking design phases to development/ implementation phases
Synthesis & future research
Process
Objects Service interactions and experiences as key object of design
Facilitators Lack of studies and understanding of organizational dimensions
Linking design phases to development/ implementation phases
Synthesis & future research
Johnson, S. P., Menor, L. J., Roth, A. V., & Chase, R. B. (2000). A critical evaluation of the new service development
process. In J. Fitzsimmons & M. Fitzsimmons (Eds.), New service development: Creating memorable experiences (pp. 1-
32): SAGE Publications.
Bitner, M. J., Ostrom, A. L., & Morgan, F. N. (2008). Service blueprinting: a practical technique for service innovation.
California Management Review, 50(3), 66.
Mulgan, G. (2014). Design in public and social innovation. London: NESTA.
Clark, G., Johnston, R., & Shulver, M. (2000). Exploiting the service concept for service design and development. In J.
Fitzsimmons & M. Fitzsimmons (Eds.), New service development: Creating memorable experiences (pp. 71-91): SAGE
Publications.
Goldstein, S. M., Johnston, R., Duffy, J., & Rao, J. (2002). The service concept: the missing link in service design research?
Journal of Operations Management, 20(2), 121-134.
Roth, A. V., & Menor, L. J. (2003). Insights into service operations management: a research agenda. Production and
Operations management, 12(2), 145-164.
Ponsignon, F., Smart, P., & Maull, R. (2011). Service delivery system design: characteristics and contingencies.
International Journal of Operations & Production Management, 31(3), 324-349.
Clatworthy, S. (2011). Service innovation through touch-points: Development of an innovation toolkit for the first stages of
new service development. International Journal of Design, 5(2), 15-28.
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Springer.
Meroni, A., & Sangiorgi, D. (2011). Design for services. Aldershot, UK: Gower
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Maffei, S., & Sangiorgi, D. (2006). From communication design to activity design. In J. Frascara (Ed.), Designing Effective
Communications: Creating Contexts for Clarity and Meaning. New York: Allworth Press.
Reference
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design_healthcare_services_with_young_people_with_type_1_diabetes_
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relevance. Paper presented at the 3rd IASDR Conference on Design Research, Seoul, Korea.
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Thank you.