v 1 arash golnam iess presentation
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Systemic Service Design: Aligning Value and ImplementationArash Golnam, Gil Regev, Julien Ramboz, Philippe Laprade and Alain Wegmann EPFLTRANSCRIPT
Systemic Service Design: Aligning Value and Implementation
Arash Golnam, Gil Regev, Julien Ramboz, Philippe Laprade and Alain Wegmann
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Service is “a means of delivering value to customers by facilitating outcomes customers want to achieve without the ownership of specific costs and risks”.
ITIL V3
Service Offering Service Implementation
The service relieves the customers from dealing with the cost and risks associated with the outcomes they desire.
A service delivers value to customers by providing them with the outcomes that they desire.
Service Design
Supplier Value Customer Value
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The Design Process
Analyzing service offering and implementation as-is
Identifying service improvement opportunities
Designing service offering and implementation to-be
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A Model Based Approach
• System Diagrams – Hierarchy of systems – Representing service properties:
• Service Building blocks • Service Features • Service Value
• Supplier Adopter Relationship (SAR) Diagrams – The relationship (mapping) between the
service properties – Reasoning about the alignment and service
strategic value
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Service Offering to Service Implementation
Functional Hierarchy
Org
ani
zatio
nal H
iera
rchy
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Service Design in
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The Design Process-Step 1
Analyzing service offering and implementation as-is
Identifying service improvement opportunities
Designing service offering and implementation to-be
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Amazon.com Value Network [w]
Service Offering
Amazon.com Value Network [c]
Service Implementation Process [w]
Service Features e.g.
Book Reviews Online Payment
Credit Card Clearing Co. [w]
Amazon.com [w]
SciFi Book Reader Value Network[c]
Service Features e.g.
Selecting the right book Ease of payment
Credit Card Processing
Book Review Submission Function
Adopter Partners
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Service Building Blocks
Service Features
Adopter Value Strategic Value
Supplier Value Network Adopter Value Network
Supplier Adopter Relationship (SAR)
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The Design Process-Step 2
Analyzing service offering and implementation as-is
Identifying service improvement opportunities
Designing service offering and implementation to-be
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‐ ‐
2.1 Issue Identification
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2.2.Alternatives Analysis 2.3 Solution Selection
…
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The Design Process-Step 3
Analyzing service offering and implementation as-is
Identifying service improvement opportunities
Designing service offering and implementation to-be
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New Service Features Multiple Book Sellers Used Books Available
New Service Values Available out of print book
Large choice of books Low price of used books
Powell Books [w]
Used books
Powell Books Bank [w]
Funds Transfer
Amazon.com Value Network [w]
Amazon.com Value Network [c]
SciFi Book Reader Value Network[w]
New Actors in the VN New Building Blocks
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Detailed Design
Service Implementation Process [c] Details of the process and the
interactions in the value network
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The New SAR
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• An integration of generic systems thinking principles into discipline-specific methods.
• A methodology for business - IT alignment. What is SEAM?
• Developed in LAMS, EPFL. • Applied for teaching and consulting since 2001 History
• General Systems Theory • RM-ODP (A software engineering ISO standard) Foundations
• SEAM for Business • SEAM for Enterprise Architecture • SEAM for Software Engineering
Applications
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Related Work • ITIL (Information Technology Infrastructure Library)
a set of best practices in IT service management • E3 Service
a method for reasoning about matching service offerings with customer needs. • I* (I Star)
a modeling method used in the requirements engineering • House of Quality
derived from Quality Function Deployment (QFD)
Future Work • Validating our approach using action research • Integrating our approach with system dynamics (SD) simulation to formalize the
design process
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THANK YOU
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