Nina Costa (ninacostandc@gmail.com), FEUP; Lia Patrício, FEUP; Nicola Morelli, Aalborg university

Revisiting PSS and Service design in the light of the SD-logic

1ServDes16

Buchanan, R. (2001)2

contextualization

Industrial design•products

graphic design•signs

interaction design•actions

service design•value

changing socio-technological context

need for new integrated solutions

manufacturing evolve towards servitization

design integrated offers

from transactions to relationships

understand overall customer experience

3

product-service system approach

Product service product service

goods-dominant logic PSS approach

value is embedded throughout the production chain in the product

products are sold

transactional interaction with customers

customers consume the value through consumption

after-sales services (e.g. maintenance and repair)

ownership of product stays with the manufacturer

aims to deliver required functionality or performance (e.g. leasing, pay power-per-hour)

long-term contracts with customers

product-service system examples

Home delivery distribution of detergentsOptimization of the delivery processPackaging re-use

Pay pour by the hourPay an agreed amouth, for the performance of the engine

producing-selling a printer to selling a copying management service offering

Baines et al., 2007 | Manzini and Vezzoli 20034

“less responsible behaviours””resistance to change because of consumerism culture”“(...) organizations should better understand value from their customers’ point-of-view; and further engagewith them”

design approaches

Design as creative and exploratory inquiry

Design as problem-solving activity

Vargo and Lush 2004

5

Service design PSS approach

slomewhat overlap

slomewhat overlap

slightly overlap

service design and PSS differences and similarities

create memorable service experiences to customers

value is defined in terms of value-in-use, the function of the system is the priority

customers actively participatein the design process

co-creation occurs within organizational value networks; and may or may not include customers

encourages customers to reflect upon, develop and use their own activities, knowledge and skills;

and enable them to act in-context

acknowledges the competencies of the value network from an organizational perspective

attempts to empowercustomers and develop more

active roles

provide offers that may or may not require customers to be more active

VALUE

CO CREATION

RESOURCE INTEGRATION

ACTORS & ROLES

slightly overlap

SD-logicas a perspective;

PSSto operationalize

and implement

requires to be operationalized

Axioms provide a high-levelperspective of value co-creation, resource integration, actors’ role

Organizational innovation approach, that acknowledges the importance of service; and is well-know in industry

summary and contribution

organizations should better understand value from customers’ point-of-view; and further engage with them

Service designapproach to understand,

visualize and engage;partial approach, needs to be integrated with current organizational approaches

Human-centred and participatory approach to design serviceHas been recently integrated with SD-logic

7

+ -

organizational resources and competencies

customer experienceand socio-technological context

PSS resource constellation

organizational network and competitive environment

customer value constellation

product-service offering integrated level; business direction

SD dimensions

PSSdimensions

SD-logic

organizations and networks’ roles

PSS value matrix

integrating perspectives

actors goals activities & resources

value co-creation possibilities

resource integration

service system

PSS strategic thinking tool

participation customer resources and competencies;

customer role in-context and expected benefits

vision

value proposition for value cocreation

Product service product service productvalue

servicevalue

from to

good-dominant logic PSS approach Service logic, service design

organization

customer

organization

customer

organization

customer

other organizations and customers

customer as consumers customer as providers of insights/ co-designers

customer as co-creators

for theory

COMPARED PSS and Service design in the light of the

SD-logic concepts

INTEGRATEDService design perspective on customer

involvment and co-creationexperiences

PSS systemic perspectiveSD-logic of value-cocreation between

different actors

for practice

CREATEDnew integrated value propositions

IMPROVED existent offerings of the company

EXPLOREDlong-term business strategies

10

conclusions

11

acknowledgments

This work is financed by the ERDF – European Regional Development Fund through the Operational Programme for Competitiveness and Internationalisation - COMPETE 2020 Programme within project «POCI-01-0145-FEDER-006961», and by National Funds through the Portuguese funding agency, FCT - Fundação para a Ciência e a Tecnologia as part of project «UID/EEA/50014/2013»

Nina Costa (ninacostandc@gmail.com), FEUP; Lia Patrício, FEUP; Nicola Morelli, Aalborg university

Revisiting PSS and Service design in the light of the SD-logic

12ServDes16

Thank you! Obrigada! Tak!