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Service Prototyping from a Service Logic Perspective
- 1. Service Prototyping And the Service Logic Perspective Johan Blomkvist Stefan Holmlid, Fabian Segelstr旦m Link旦pings universitet IDA HCS IxS
- 2. this paper examines some of the ways prototyping can support the understanding and development of value propositions. 2
- 3. Service logic the value services provide for customers. 4
- 4. Service logic Value is always uniquely and phenomenologically determined by the beneficiary.* the value services provide for customers. * Vargo & Lusch (2008), foundational premise no. 10 5
- 5. Service logic suggested that service is a perspective on value creation and that value creation is best understood from the lens of the customer based on value in use* the value services provide for customers. * Edvardsson, Gustafsson & Roos (2005, p. 107) 6
- 6. Service logic How can we understand that value? the value services provide for customers. 7
- 7. Participatory design Also called cooperative design An approach to system development 9
- 8. Participatory design Partly politically motivated Users (customers) seen as partners, not as subjects.* Long tradition of working with collaborative techniques and methods Scandinavian methods An approach to system development * Sanders, 2008 10
- 9. Future workshops Prototypes that facilitate collaboration An approach to system Participatory design development 11
- 10. Service design Claims (and attempts) to include many stakeholders Intersection between design and management/ marketing Research approaches differed 13
- 11. Service design Understand and describe customer journeys and then design them Customer research important but also prototyping 14
- 12. Service design Prototyping approach can also be applied to Prototyping services services.* * Hollins & Hollins, 1991; von Stamm, 2008 15
- 13. Service design Methods Prototyping services Workshop methods Visualisations Other Technology interfaces card sorts storyboards personas wireframes create storyboard customer journey narratives mock-ups future exercises movies photos envisioning exercises scenarios interviews paint the picture in words user journey maps games service blueprint role playing sketches bodystorming visualisations Blomkvist, 2011 16 customer journey lab touchpoint sketches Table 3: Techniques used by service designers in later stages of the design process
- 14. Service design and the field of service prototyping is highlighted as a field which needs more research in the overview on research priorities for service by a large group of Arizona State University scholars* Prototyping services * Ostrom et al., 2010 17
- 15. Analysis FP 4 Goods are a distribution mechanism for service provision FP 6 The customer is always a co-creator of value FP 7 The enterprise cannot deliver value, but only offer value propositions FP 8 A service-centred view is inherently customer oriented and relational (Vargo & Lusch, 2008) 18
- 16. Analysis The mediating function of goods are seen as an integrated part of the service systems service designers represent in prototypes. Long tradition of protoyping products. Service design builds on that knowledge. FP 4. Goods are a distribution mechanism for service provision 19
- 17. Analysis The customer is a part of the prototype in service design. Inclusion of actual people co-creating value allow designers to understand how the service is percieved by customers. FP 6. The customer is always a co-creator of value 20
- 18. Analysis Prototyping drives the design of the value proposition iteratively. The expressed value will be continuously updated during prototyping activities. Prototypes reveal problems or issues early. FP 7. The enterprise cannot deliver value, but only offer value propositions 21
- 19. Analysis Customer journeys visualise relations from the customers point of view. Prototyping makes services more attuned to customer needs and helps build a positive relation between customers and companies. FP 8. A service-centred view is inherently customer oriented and relational 22
- 20. Conclusions What can prototyping contribute to service dominant logic? 23
- 21. Conclusions It can help understand value (propositions) It can help understand customers perceived value-in-use Predict perceived value 24
- 22. Conclusions Inclusion Starting small and expanding By evaluating performance Seeing customers as partners 25
- 23. Blomkvist, J. (2011). Conceptualising Prototypes in Service Design. Link旦ping, Sweden: Liu- Tryck. Edvardsson, B., Gustafsson, A., & Roos, I. (2005). Service portraits in service research: a critical review. International Journal of Service Industry Management, 16(1), 107-120. Hollins, G., & Hollins, B. (1991). Total Design: Managing the Design Process in the Service Sector. London, UK: Pitman. Ostrom, A. L., Bitner, M. J., Brown, S. W., Burkhard, K. A., Goul, M., Smith-Daniels, V., et al. (2010). Moving Forward and Making a Difference: Research Priorities for the Science of Service. Journal of Service Research, 13(1), 4-36. Sanders, E. (2008). An evolving map of design practice and design research. interactions, 15(6), 13-17. Vargo, S., & Lusch, R. (2008). Service-dominant logic: Continuing the evolution. Journal of the Academy of Marketing Science(36), 1-10. von Stamm, B. (2008). Managing Innovation, Design and Creativity (2nd Edition ed.). Chichester, United Kingdom: John Wiley & Spns, Ltd. 26 Twitter: @Hellibop Email: johan.blomkvist@liu.se