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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
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
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
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
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 ...
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