Teaching Holistic Service Design

Alan Hartman

April 30 2014

ISSIP Call

My Background

• Professional Identity

– Mathematician (?-1990)

– Computer Scientist/Engineer (1990-2007)

– Service Scientist/Engineer (2008-

• Work

– Industrial Research (IBM Haifa, Bangalore, Telstra)

– Academic (U of Waterloo, U of Toronto, SPJIMR)

Service Design Course

• Elective course

• Part of MBA in Marketing at Bar Ilan University School of Economics and Management

• 14 meetings of 2 hours

• Enrolment in October 2013 – 39 students

• Completed the course in January 2014 – 23 students

Structure of the course

• Introduction to Service Science, Design, and Service Theories

• Methodologies and Tools for Service Design

• Service Business Modeling

• Service Delivery Modeling

• Customer Experience Modeling

Applying Holistic Design Principles

Delivery

Business Customer

Society

Introduction to Service Science, Design, and Service Theories• Lectures based on:

– Alter, Steven. "Service system fundamentals: Work system, value chain, and life cycle." IBM Systems Journal 47.1 (2008): 71-85.

– Baty, S. Approaching Service Design – Holistic, Systems Thinking, Meld Studios website, http://www.meldstudios.com.au/2012/09/20/service-design-holistic-systemic/

– Blank, Steve. "Why the Lean Start-Up Changes Everything." HARVARD BUSINESS REVIEW 91.5 (2013)

– Spohrer, J, P. P. Maglio, J. Bailey, D. Gruhl (2007) “Towards a Science of Service Systems”. Computer, 40(1), pp. 71-77.

– Vargo, Stephen L., and Robert F. Lusch. "Evolving to a new dominant logic for marketing." Journal of marketing (2004): 1-17.

Methodologies and Tools for Service Design

• Bitner, Mary Jo, Amy L. Ostrom, and Felicia N. Morgan. "Service blueprinting: a practical technique for service innovation." California Management Review 50.3 (2008): 66.

• Jakob Schneider & Marc Stickdorn, This is Service Design Thinking thisisservicedesignthinking.com/

• IBM Blueworks Live https://www.blueworkslive.com/

• Ramdas, Kamalini, Elizabeth Teisberg, and Amy Tucker. "Four ways to reinvent service delivery." Harvard Business Review, December (2012).

Service Business Modeling

• Osterwalder, A., Pigneur, Y., Business Model Generation, New York, Wiley 2010.

• Anderson, James C., James A. Narus, and Woutr van Rossu (2006) Customer Value Propositions in Business Markets. Harvard Business Review. Pp. 90-99.

Service Delivery Modeling

• Banavar, G., Hartman, A., Ramaswamy, L.. Zherebtsov, A., A formal model for service delivery, Chapter in Service Science Handbook

• Dhanesha, K. A., Hartman, A. and Jain, A.N. "A model for designing generic services." Services Computing, 2009. SCC'09. IEEE International Conference on. IEEE, 2009.

Customer Experience Modeling

• R. Glushko, Seven Contexts for Service System Design Chapter in Service Science Handbook (Editors P. Maglio, C. Kieleszewski, J. Spohrer), Springer 2010.

• Guest Lecture by a Design Specialist from the School of Industrial Design in Jerusalem

• Guest Lecture by the manager of El-Al call center

Student Projects

• After 4 weeks:– Names and Roles of team members– Business Model Canvas – defining the service overview

• After 8 weeks– Financial and Business Plan– Implementation Plan

• After 12 weeks– Service Blueprint– Customer Experience Design– VC Presentation

Services Designed in Fall 2013

• A maintenance and repair service for small coffee shops• A product exchange service, offering to pick up unwanted purchases and return

them within the legal time limit to obtain cash refunds.• An interior design service, offering periodic renovations and changes of décor for

offices, shops, and other businesses.• A parking advisor service, delivered as a mobile application helping drivers to

locate parking spaces in the Tel Aviv area.• An employment exchange portal, offering to match job seekers with job offers,

and also offering assistance with the preparation of CVs and career advice.• A portal offering a range of services to dog owners, ranging from pet food

delivery, dog-sitting, dog walking, obedience training and other similar services.

Questions

• Thank you