Reframing the relationship between service design and operations: a service engineering approach

The significance of services as business and human activities has increased dramatically throughout the world in the last three decades. Becoming a more and more competitive and efficient service provider while still being able to provide unique value opportunities for customers requires new knowledge and ideas. Part of this knowledge is created and utilized in daily activities in every service organization, but not all of it, and therefore an emerging phenomenon in the service context is information awareness. Terms like big data and Internet of things are not only modern buzz-words but they are also describing urgent requirements for a new type of competences and solutions. When the amount of information increases and the systems processing information become more efficient and intelligent, it is the human understanding and objectives that may get separated from the automated processes and technological innovations. This is an important challenge and the core driver for this dissertation: What kind of information is created, possessed and utilized in the service context, and even more importantly, what information exists but is not acknowledged or used? In this dissertation the focus is on the relationship between service design and service operations. Reframing this relationship refers to viewing the service system from the architectural perspective. The selected perspective allows analysing the relationship between design activities and operational activities as an information system while maintaining the tight connection to existing service research contributions and approaches. This type of an innovative approach is supported by research methodology that relies on design science theory. The methodological process supports the construction of a new design artifact based on existing theoretical knowledge, creation of new innovations and testing the design artifact components in real service contexts. The relationship between design and operations is analysed in the health care and social care service systems. The existing contributions in service research tend to abstract services and service systems as value creation, working or interactive systems. This dissertation adds an important information processing system perspective to the research. The main contribution focuses on the following argument: Only part of the service information system is automated and computerized, whereas a significant part of information processing is embedded in human activities, communication and ad-hoc reactions. The results indicate that the relationship between service design and service operations is more complex and dynamic than the existing scientific and managerial models tend to view it. Both activities create, utilize, mix and share information, making service information management a necessary but relatively unknown managerial task. On the architectural level, service system -specific elements seem to disappear, but access to more general information elements and processes can be found. While this dissertation focuses on conceptual-level design artifact construction, the results provide also very practical implications for service providers. Personal, visual and hidden activities of service, and more importantly all changes that take place in any service system have also an information dimension. Making this information dimension visual and prioritizing the processed information based on service dimensions is likely to provide new opportunities to increase activities and provide a new type of service potential for customers.

Creating better customer experiences: Service Design effects on customer experience

Pro gradu –tutkielman tavoitteena oli tutkia, kuinka palvelumuotoilua voidaan käyttää parempien asiakaskokemusten luomisessa. Tutkimuksen teoreettisessa osuudessa keskityttiin tutkimaan palvelumuotoilun ja asiakaskokemuksen käsitteitä. Tutkielman empiirinen osuus tehtiin laadullisena tutkimuksena, jossa vertailtiin asiakaskokemuksia kahdessa Espoon kaupungin yhteispalvelupisteessä: Leppävaarassa sijaitseva yhteispalvelupiste oli hiljattain suunniteltu uudelleen käyttäen palvelumuotoilun periaatteita; Matinkylän palvelupiste oli alkuperäisessä muodossaan tutkimuksen aikana. Tutkimuksen yhtenä tavoitteena oli myös selvittää, oliko palvelumuotoilun menetelmin tehty muotoiluprojekti Leppävaaran yhteispalvelupisteessä onnistunut, kun sitä arvioitiin asiakaskokemuksen näkökulmasta. Tutkielman aineisto kerättiin suoran havainnoinnin ja haastattelun keinoin. Yhteensä 33 yksittäistä asiakasta havannoitiin ja haastateltiin tutkimusta varten toukokuussa 2015. Vastaajat valikoituivat satunnaisesti havannointipäivien asiakkaista. Heitä havainnoitiin koko asiakaspolun ajan minkä jälkeen heitä haastateltiin. Tutkimuksen tulokset ovat kaksiosaiset. 1) Arvioitaessa asiakkaiden kokemuksia liittyen palvelutilan toimivuuteen ja aineelliseen ympäristöön todettiin, että palvelumuotoilulla saavuttettiin parempi asiakaskokemus, ja täten Leppävaaran muotoiluprojekti oli onnistunut tavoitteissaan. 2) Kun taas tuloksia tarkasteltiin asiakaspalvelutilanteiden näkökulmasta, projekti ei ollut päässyt tavoitteisiin ja palvelumuotoilun menetelmillä ei pystytty parantamaan asiakaskokemuksta. Espoon kaupungin muotoiluprojekti on vielä kesken, tulosten perusteella tutkija ehdotti jatkotoimenpiteenä muun muassa lisäkoulutusta palveluhenkilökunnalle.

Organisational purchasing of service design – Agency and client perspectives

There has been an increase in the interest in service design, as companies have become more customer-centric and their focus has shifted to customer experiences. The actual organisational purchasing of service design has been given little attention, until recent years. The purpose of this study is to explore the purchasing of service design from the perspectives of sellers (service design agencies) and buying clients (business organisations). In order to understand the phenomenon, also agencies and clients’ approaches to service design discipline, purchasing processes, challenges related to purchasing and ways of facilitating the purchasing are explored. The research follows qualitative research method and utilises abductive reasoning. A proposition framework was formed by combining services marketing, design and organisational buying behaviour literatures, and was tested against real-life business cases. Empirical data was gathered by interviewing eight service design agency representatives and five client representatives in Finland. The results of semi-structural interviews were analysed by finding repetitive themes. The proposition framework was updated according to interview findings. There were both similarities and differences in service design agencies and clients’ approaches to service design. Service design represents a strategic activity to both parties, and it helps in clients’ business development and in discovering opportunities. It is an ideology; a way of thinking and working. The driving force for purchasing service design seemed to be something else than service design itself. Projects have been bought for 1) change and innovation related development, 2) channel related development or for 3) customer experience related development. Seven purchasing challenge themes were recognised: 1) poor or differing service design understanding, 2) selling of service design, 3) varying expectations, 4) difficulty of pre-evaluation, 5) buyers and buying companies, 6) project process and nature and 7) unclear project results. These all can be considered to cause challenges in organisational service design purchasing. Challenges can be caused by either participant, the agency or the client, and take place at any point of the purchasing process. Some of the challenges could be considered as barriers to purchasing or they play a role in an unsuccessful service project – and therefore, result in an unsuccessful organisational purchase. Purchasing could be facilitated in various ways by either participant; some ways are more attitude based, others actionable improvements. Thesis’s theoretical and managerial findings can be utilised to both improve the selling and purchasing of service design services.

The SUMA Project: Integrating Observational Data Assessment into Space and Service Design

This presentation was offered as part of the CUNY Library Assessment Conference, Reinventing Libraries: Reinventing Assessment, held at the City University of New York in June 2014.

Designing motivation or motivating design? Exploring Service Design, motivation and behavioural change

Motivation researcher Edward Deci has suggested that if we want behavioural change to be sustainable, we have to move past thinking of motivation as something that we ‘do’ to other people and see it rather as something that we as Service Designers can enable service users to ‘do’ by themselves. In this article, Fergus Bisset explores the ways in which Service Designers can create more motivating services. Dan Lockton then looks at where motivating behaviour via Service Design often starts, with the basic ‘pinball’ and ‘shortcut’ approaches. We conclude by proposing that if services are to be sustainable in the long term, we as Service Designers need to strive to accommodate humans' differing levels of motivation and encourage and support service users' sense of autonomy within the services we design.

Solution Methods for Service Network Design with Resource Management Consideration

La gestion des ressources, équipements, équipes de travail, et autres, devrait être prise en compte lors de la conception de tout plan réalisable pour le problème de conception de réseaux de services. Cependant, les travaux de recherche portant sur la gestion des ressources et la conception de réseaux de services restent limités. La présente thèse a pour objectif de combler cette lacune en faisant l’examen de problèmes de conception de réseaux de services prenant en compte la gestion des ressources. Pour ce faire, cette thèse se décline en trois études portant sur la conception de réseaux. La première étude considère le problème de capacitated multi-commodity fixed cost network design with design-balance constraints(DBCMND). La structure multi-produits avec capacité sur les arcs du DBCMND, de même que ses contraintes design-balance, font qu’il apparaît comme sous-problème dans de nombreux problèmes reliés à la conception de réseaux de services, d’où l’intérêt d’étudier le DBCMND dans le contexte de cette thèse. Nous proposons une nouvelle approche pour résoudre ce problème combinant la recherche tabou, la recomposition de chemin, et une procédure d’intensification de la recherche dans une région particulière de l’espace de solutions. Dans un premier temps la recherche tabou identifie de bonnes solutions réalisables. Ensuite la recomposition de chemin est utilisée pour augmenter le nombre de solutions réalisables. Les solutions trouvées par ces deux méta-heuristiques permettent d’identifier un sous-ensemble d’arcs qui ont de bonnes chances d’avoir un statut ouvert ou fermé dans une solution optimale. Le statut de ces arcs est alors fixé selon la valeur qui prédomine dans les solutions trouvées préalablement. Enfin, nous utilisons la puissance d’un solveur de programmation mixte en nombres entiers pour intensifier la recherche sur le problème restreint par le statut fixé ouvert/fermé de certains arcs. Les tests montrent que cette approche est capable de trouver de bonnes solutions aux problèmes de grandes tailles dans des temps raisonnables. Cette recherche est publiée dans la revue scientifique Journal of heuristics. La deuxième étude introduit la gestion des ressources au niveau de la conception de réseaux de services en prenant en compte explicitement le nombre fini de véhicules utilisés à chaque terminal pour le transport de produits. Une approche de solution faisant appel au slope-scaling, la génération de colonnes et des heuristiques basées sur une formulation en cycles est ainsi proposée. La génération de colonnes résout une relaxation linéaire du problème de conception de réseaux, générant des colonnes qui sont ensuite utilisées par le slope-scaling. Le slope-scaling résout une approximation linéaire du problème de conception de réseaux, d’où l’utilisation d’une heuristique pour convertir les solutions obtenues par le slope-scaling en solutions réalisables pour le problème original. L’algorithme se termine avec une procédure de perturbation qui améliore les solutions réalisables. Les tests montrent que l’algorithme proposé est capable de trouver de bonnes solutions au problème de conception de réseaux de services avec un nombre fixe des ressources à chaque terminal. Les résultats de cette recherche seront publiés dans la revue scientifique Transportation Science. La troisième étude élargie nos considérations sur la gestion des ressources en prenant en compte l’achat ou la location de nouvelles ressources de même que le repositionnement de ressources existantes. Nous faisons les hypothèses suivantes: une unité de ressource est nécessaire pour faire fonctionner un service, chaque ressource doit retourner à son terminal d’origine, il existe un nombre fixe de ressources à chaque terminal, et la longueur du circuit des ressources est limitée. Nous considérons les alternatives suivantes dans la gestion des ressources: 1) repositionnement de ressources entre les terminaux pour tenir compte des changements de la demande, 2) achat et/ou location de nouvelles ressources et leur distribution à différents terminaux, 3) externalisation de certains services. Nous présentons une formulation intégrée combinant les décisions reliées à la gestion des ressources avec les décisions reliées à la conception des réseaux de services. Nous présentons également une méthode de résolution matheuristique combinant le slope-scaling et la génération de colonnes. Nous discutons des performances de cette méthode de résolution, et nous faisons une analyse de l’impact de différentes décisions de gestion des ressources dans le contexte de la conception de réseaux de services. Cette étude sera présentée au XII International Symposium On Locational Decision, en conjonction avec XXI Meeting of EURO Working Group on Locational Analysis, Naples/Capri (Italy), 2014. En résumé, trois études différentes sont considérées dans la présente thèse. La première porte sur une nouvelle méthode de solution pour le "capacitated multi-commodity fixed cost network design with design-balance constraints". Nous y proposons une matheuristique comprenant la recherche tabou, la recomposition de chemin, et l’optimisation exacte. Dans la deuxième étude, nous présentons un nouveau modèle de conception de réseaux de services prenant en compte un nombre fini de ressources à chaque terminal. Nous y proposons une matheuristique avancée basée sur la formulation en cycles comprenant le slope-scaling, la génération de colonnes, des heuristiques et l’optimisation exacte. Enfin, nous étudions l’allocation des ressources dans la conception de réseaux de services en introduisant des formulations qui modèlent le repositionnement, l’acquisition et la location de ressources, et l’externalisation de certains services. À cet égard, un cadre de solution slope-scaling développé à partir d’une formulation en cycles est proposé. Ce dernier comporte la génération de colonnes et une heuristique. Les méthodes proposées dans ces trois études ont montré leur capacité à trouver de bonnes solutions.

Contribution towards a reflection about methodological strategies in design education and the function of drawing in design

This work presents a reflection on Design education and specifically on the role of Drawing in this area. As a subject, Design has expanded its field of action expanding into new areas such as Experience Design or Service Design. It became necessary for the designer to have more than an education based on technological knowledge or know-how. Many authors like Meredith Davis, Don Norman or Jamie Hobson point out the urgency to review the curricula of Design courses because nowadays “… design is more than appearance, design is about interaction, about strategy and about services. Designers change social behavior” (Norman 2011). When shifting from a product-centered design to a person-centered design (in a structure, a service or in a relationship) what should the function of drawing in a design course be? What should its curriculum be? Our work methodology will be to confront today’s perspectives on design theory and practice in an attempt to add to the discussion on the methodological strategies in design teaching in the contemporary context.

Contribution towards a reflection about methodological strategies in Design Education and the function of Drawing in Design

This work presents a reflection on Design education and specifically on the role of Drawing in this area. As a subject, Design has expanded its field of action expanding into new areas such as Experience Design or Service Design. It became necessary for the designer to have more than an education based on technological knowledge or know-how. Many authors like Meredith Davis, Don Norman or Jamie Hobson point out the urgency to review the curricula of Design courses because nowadays “ … design is more than appearance, design is about interaction, about strategy and about services. Designers change social behavior” (Norman, 2011) When shifting from a product-centered design to a person-centered design (in a structure, a service or in a relationship) what should the function of drawing in a design course be? What should its curriculum be? Our work methodology will be to confront today’s perspectives on design theory and practice in an attempt to add to the discussion on the methodological strategies in design teaching in the contemporary context.

Exploring the interdisciplinary process in design education

The work presented herein follows an ongoing research that aims to analyze methodological practices to be applied in Design Education. A reflection about methodological strategies in Design Education and the function of drawing in Design represents the beginning of this study. Then, we developed an interdisciplinary pedagogical experience with the Graphic Design 1st grade students from our institution (IPCA). In the current academic year, 2013/2014, we continue to evolve this project, introducing changes in the initial proposal. Major alterations focused on the aspects that could be strengthened in terms of interdisciplinarity. In this article, the authors describe those changes and discuss the outcomes of the novel proposal. As we have already reported, this investigation follows a reflection about working methods to be adopted in Design Education. This is in accordance with other previously published works that purpose the enlargement of Design into new knowledge fields such as Experience or Service Design, changing not only the role of the graphic designer, but also the skills required to be a professional designer (Alain Findelli, 2001), (Brian Lawson, 2006), (Ciampa-Brewer, 2010). Furthermore, concepts such as cooperation or multidisciplinary design, amongst others, have been frequently debated as design teaching strategies (Heller and Talarico, 2011, pp. 82-85). These educational approaches also have an impact on our research. The analysis of all these authors’ contributions together with a reflection on our teaching practice allowed us to propose an improved interdisciplinary intervention.

Configuring Health Care Services - Service Control Improvement

The costs of health care are increasing, and at the same time, population is aging. This leads health care organizations to focus more on home based care services. This thesis focuses on the home care organization of the South Karelian District of Social and Health Services (Eksote), which was established in 2010; how its operation is organized and managed, and which problem types are faced in the daily operation of home care. This thesis examines home care services through an extensive interview study, process mapping and statistical data analysis. To be able to understand the nature of services and special environment theory models, such as service management and performance measurement, service processes and service design are introduced. This study is conducted from an external researcher‟s point of view and should be used as a discussion opener. The outcome of this thesis is an upper level development path for Eksote home care. The organization should evaluate and build a service offering, then productize home care services and modularize the products and identify similarities. Service processes should be mapped to generate efficiency for repeating tasks. Units should be reasonably sized and geographically located to facilitate management and operation. All this can be done by recognizing the different types of service products: runners repeaters and strangers. Furthermore, the organization should not hide behind medical issues and should understand the legislative, medical and operational frameworks in health care.