Service Concept & scenario
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This document provides an overview of key concepts in service design, including service concepts, value propositions, customer roles, performance attributes, cost, scenarios, stories, personas, and service visualization. It discusses these concepts across 3 sentences or less and defines some of the core elements of each concept.
![“ 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](https://image.slidesharecdn.com/serviceconceptpublic-1222293361078993-9/85/Service-Concept-scenario-6-320.jpg)
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
- 3. DESIGN
- 4. introduction s ^ igning ma naging as de
- 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
- 11. user-centered
- 12. creativity
- 13. interdisciplinary Le shampoing d'e au de mer aux st.Jacques et Wasabi
- 14. holistic
- 15. the desig ner’s toolk it ...
- 16. obse rving co -desig ning p rotot yping st oryte lling pa rticip ating ...
- 17. SERVICE
- 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
- 25. customer roles performance 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
- 29. STORYTELLING
- 30. ser ^ vice storytelling
- 31. books
- 32. storyteller
- 33. movie screenplay
- 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
- 41. I’D LIKE TO GET THE DOCUMENT ... OK, I’LL GIVE YOU THE DOCUMENT ...
- 43. I’D LIKE TO GET THE DOCUMENT ... SORRY, YOU ARE NOT ALLOWED TO GET IT
- 45. I’D LIKE TO GET THE DOCUMENT ... SORRY, IT IS ALREADY BORROWED FROM
- 47. VISUALIZATION
- 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
- 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