Service Design Challenge: Transitioning from Concept to Implementation Innovation Tools - Eunji Lee
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This document summarizes the findings of a qualitative research study into the process of transitioning from service concepts to implementation. The study involved interviews with people working in service development in Norway. Key findings include: the stakeholders involved in each phase and their roles; the iterative nature of the service design process; the methods and tools used in each phase; how results are tested and evaluated; and challenges around communication and ensuring mutual understanding between parties. The document concludes with suggestions for further research.
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Service design is an itera?ve process
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Service Design Challenge: Transitioning from Concept to Implementation Innovation Tools - Eunji Lee
- 3. SINTEF ICT • Explora?on phase - making a decision on the need of a new service and what is going to be developed • Crea?on phase - crea?ng images for the new service to ar?culate the goals and objec?ves for the development • Reflec?on phase - specifying how the implementa?on of the new service shall be done • Implementa?on phase - implemen?ng the new service by following the specifica?on 3 Main events in the four phases
- 5. SINTEF ICT • Data collec?on • Methodology: a mul?ple case study • Method: semi-structured interviews • Par?cipants: people working in service development in Norway • Period: October-December 2013 • Data analysis • Verba?m transcrip?on • Coding and analysing transcrip?on using NVivo10 • Thema?c coding to fine-tune the analysis 5 A qualita?ve research approach
- 6. SINTEF ICT Interview par6cipant iden6fier Organisa6on type Number of employees Roles of the interviewees Number of service development a year Providing service type P1 Public organisa?on 900 Business developer/ Senior advisor 150 (the whole organisa?on) Tax administra?on service P2 Private company 190 Product owner 2-3 E-health services P3 Private company 900 Business developer 3 Electricity service P4 Private company 350 Product chief 2 eMarket service P5 Public educa?onal ins?tu?on 120 Professor and responsible for service design 4 P6 Private design agency 45 Service designer 1 per 0.5 year P7 Service designer N/A P8 Studio manager 1-2 P9 Project manager 2-3 P10 Private service design agency 8 Service designer/ Managing director 20-30 (the whole company) 6 Background informa?on of the informants
- 7. SINTEF ICT Events Involvement Decision making Image crea?ng Specifying service Implemen?ng service Service development team O O O O (External) Service designer O O End user O O O Service worker O O O 7 Finding 1 - Stakeholders: Who are involved in service development projects, and what they do? Stakeholders and their involvement areas in service development
- 8. SINTEF ICT • Making decision: Collec?ng ideas → Anchoring decisions inside service organisa?ons • Crea6ng image: Crea?ng and presen?ng images in the form of drawings/sketches/ models with text in mee?ngs. • Specifying service: Genera?ng and verifying ideas based on the needs → Tes?ng the ideas before developing the service • Implemen6ng service: A decision on the implementa?on starts formally or in an emergent manner • Following up changes: • Service organisa?on: Quality assurance-documenta?on-applying-measuring the effects of the changes • Design agencies: Set some ?me to follow up the services aner implementa?on 8 Finding 2 - Process: How the service development processes look like?
- 9. SINTEF ICT • Making decision: Visualisa?on tools (e.g., Ms PowerPoint) and documenta?on tools (e.g., Ms Word) • Crea6ng image: Process modelling methods (e.g., storyboards, flowchart, customer/user journey maps, and service blueprints), text-based requirement specifica?on methods (e.g., scenario), and sketch. • Specifying service: Specific requirements on how the implementa?on of a new or changed service should be documented (e.g. Mandate and Ms SharePoint template) • → A need to have a common framework, methods and tools for beper documenta?on for developers • Implemen6ng service: Visualisa?on of rou?nes about the service development/improvement. 9 Finding 3 - Methods and tools: What kinds of methods or tools are used in service development projects?
- 10. SINTEF ICT • Making decision: The end users and service workers tested or evaluated ideas of a new or improved service based on needs and feasibility through user test, mee?ng, workshop, etc. • Crea6ng image: The service organisa?ons or end users tested or evaluated the created images (concepts, stories, scenarios, sketches, images or actual designs) via user test, interview, observa?on, workshop or mee?ngs. Specifying service: The end users tested or evaluated the services' specifica?ons. • Implemen6ng service: Focus groups tested or evaluated prototypes or demos through user (usability) test . Small services are some?mes released first and the effects are measured later. 10 Finding 4 - Tests and evalua?ons: How the results from each phase are tested or evaluated?
- 12. SINTEF ICT • Service designers • No in-house service designer in the service organisa?ons • Non-designers in service organisa?ons conduct much of service design and development (Tether, 2008) • Service designers focus on designing service concepts and are not involved when implemen?ng service (Goldstein et al., 2002; Blomkvist, 2010) • End users • Test or evaluate ideas on new or improved services, created images for future services, and prototypes and/or pilot services • Service workers • normally involved in goal approvals and feasibility checking 12 Key players in service design and development
- 13. SINTEF ICT • Needs for beper processes, methods, tools, skills, exper?se, and competences in decision-making, image-crea?on and specifica?on for new or improved services • A big communica?on gap between service concepts and implementa?on especially inside the service organisa?ons • The service organisa?ons onen face problems in communica?ng, understanding and upda?ng people inside. • The design agencies complained that many things get lost when specifying and implemen?ng services aner the service concepts and images are handed over. 13 Challenges in service design and development
- 14. SINTEF ICT • The different ways of thinking • Solu?on 1: Strengthening service design thinking inside the service organisa?ons • Educa?ng staff about service design thinking • Direct communica?on between service designers and developers • Involving external service designers further to specifica?on and implementa?on • Hiring in-house service designers • Solu?on 2: Having good methods and tools suppor?ng rigorous specifica?on of services • Discuss opera?onal and technical feasibility/limita?ons with help of methods and tools when crea?ng images or specifying service → Reduce the risk of losing ?me and resources and of redoing all the work 14 Bridging the communica?on gap
- 15. SINTEF ICT • Observa?onal studies on how services are actually specified and implemented inside service organisa?ons aner the future service image has been created • Ac?on research studies that examine service designer's further involvement • Compara?ve studies that examine the capacity of expressiveness of different methods or tools for service specifica?on 15 Future research