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ServiceDesignThinking– ApplyingtheDatatoActionModelincomplicatedsystems
Industrie2025,F&E-KonferenzzurIndustrie4.015January2018
OliverStoll(HSLU)DrShaunWest(HSLU)
Industrie 2025,F&E-KonferenzzurIndustrie4.0|January2018|OliverStoll
IntroductionIndustry4.0meanswehavetounderstandthecustomer’sbusinessesbetter
Contextofdigitalization:youallknowthat…
Whendoesdatabecomevaluable?
HowtheDatatoActionModelfacesthechallenges?
Howdohackathonsapproachthechallenges?
Tocreatedigitalservicesitrequiresamethodologythatdelivers:- therightinformation- attherighttime- intherightform- totherightperson(to
taketherightaction)
Industrie 2025,F&E-KonferenzzurIndustrie4.0|January2018|OliverStoll
Valueisbuiltonthestrategyofacompanyanddatacanbetheenabler
WhatiscustomervalueWhendoesdatabecomevaluable?
Whoisresponsibletodefineandasses
thevalue ofdata?
Valueis…• …defined bythe’customer’• …linkedtoaspecificbusinesscase• …dynamic andfuture oriented
Industrie 2025,F&E-KonferenzzurIndustrie4.0|January2018|OliverStoll
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WhatdoesourDatatoActionModeldo?Whatistheright…?
RightinformationRighttimeRightformRightperson
Rightaction
Valueisbasedon:• Thecustomer• Thespecific
case• Thetime
Onlywhenactionistakenvalueiscreated
Rightdata
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Industrie 2025,F&E-KonferenzzurIndustrie4.0|January2018|OliverStoll
HowdoesDatatoActionModeldoit?ThemodelusestheServiceDesignThinkingapproach
Howcanwedoitmore
effectively?
Understandtheactorsandavatarsaroundthebusiness
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Create&testprototypesvaluepropositionsForeachpersona testanditerate
PersonaempathymapsDescriberelationshipsbetweentheactors
Customer journeyUnderstandthestepsofthejourney
SituationalanalysisUnderstandvalueintheecosystem
Job-to-be-doneWhatisthepersonsjob-to-be-done?Whatistheirdesiredoutcome?Ecosystem visualization
Analysistoidentifykeyactors
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Rightperson
Rightaction
Rightinformation,time,form
Industrie 2025,F&E-KonferenzzurIndustrie4.0|January2018|OliverStoll
HowcanthemodelbeimprovedLearningfromthegeeksatthe2017OSIsoftprogrammingHackathon
Whatcangeeks doin24hours?
Workingprototypeswherebuildwithin24hoursusingagivendata-set
Mining Bottlemanufacturing Aviation Hackathon
Type Observation Project Project Observation
Cashcycle X
KPIs X X X
Actors X X X X
Personas X X X
JobtobeDone X X X
Equipmentavatars X X
Business context X X
Push/Pull X
Industrie 2025,F&E-KonferenzzurIndustrie4.0|January2018|OliverStoll
HowdoestheHackathonworkHowshoulditwork?
introduction
development
presentationcode(ideate) close
Geeks
Aregeeksgoodincreatingbusinesscases?
Howitworked
introduction
development
presentationcodeideate close
Geeks
Businessguys
prototype test
Howitsh
ouldworked
Industrie 2025,F&E-KonferenzzurIndustrie4.0|January2018|OliverStoll
ClosingConclusions
Dataalonehasnovalue!…it mustbe analyzedandplacedwithinabusinesscontext.
Digitalizationprovidesopportunitiesbut…
Thebusinessguysandthegeeksneedtocollaborate
Itisnotaboutbigdata.Itistherightdata
Digitaltransformationisaboutstrategy
Industrie 2025,F&E-KonferenzzurIndustrie4.0|January2018|OliverStoll
Whoweare…DevelopersoftheDatatoActionModel
Formoreinformationpleasevisitslideshare.net/ShaunWest
OliverStollMasterStudentatHSLU
Dr.ShaunWestLecturerProduct-ServiceSystemsatHSLU
MarioRapacciniPresidentandfounderofSmartOperations- aFlorenceUniversityspin-offcompany
PetraMuellerProf.fürMarkenkommunikationundDesign
[email protected]@stud.hslu.ch [email protected] [email protected]
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Industrie 2025,F&E-KonferenzzurIndustrie4.0|January2018|OliverStoll
Thanksforyourtime!Questionsovercoffeeattheposter… SlidespostedonSlideShare.com
