Service Innovation and Design - Panel discussion

ICServ 2014

Theme: Service design: Challenges and Future Research

Moderator: Prof. Yuriko Sawatani

Panelist:

• Prof. Takashi Maeno

• Prof. Birgit Mager

• Prof. Nasanao Takeyama

• Dr. Yutaka Yamauchi

Innovation and Design focus: co-creation and service system

　 1950  -­‐ 1970  -­‐ 1980  -­‐ 1990  -­‐ 2000  -­‐

Source  of  innovation

Technology

Technology  push  model  (Bush  1945),  Dosi  1982),  Rothwell  1992,1994)

Chain-­‐linked  model  (1970-­‐  Kline  and  Rosenberg  1986),  Gate  keeper  (Allen  1977)

　Mode  1  &  Mode  2(Gibbons,  et  al.  1994), Service  innovation  (Sundbo  1994,  Edvardssin  and  Olsson  1996,  Gallouj  1998)

Open  Innovation  (Chesbrough  2003),Service  Science,  Management,  Engineering  and  Design  (2004-­‐)Non-­‐

technology  (market)

Market  pull  model  (Schmookler  1966,  Scherer  1982)

User  innovation von  Hippel  (1988)

Design  focus

Industrial  products  (William  Morris,  Bauhaus,  Post  modern,  IDEO,  d.school)

　

Service  products  (Shostack  1984,  Bitner  1992,  Erlhoff,  Merger,  Manzini  1997),  Interaction  (Holmlid  2007)

　

Service  Systems  PSS  (Morelli  2002),  Service  system  (The  Science  of  Service  Systems  2011)

Service Design Focus: Business × Human centered service system

1. Research on integration of business and human centered service system

2. Research on service design methodologies to integrate various viewpoints

3. Research on how we could increase service innovation idea creation by a team

　 What Methods

Scope

Micro: People

Customer experience, interface, interaction

Persona, Empathy map, Customer journey map, etc…

Meso: Organization

Concept, business strategy, organization, service delivery

system

Service blue print, desktop walkthrough, use cases, business model canvas, etc…

Macro: Social system

Concept, stakeholders, etc…

Service system model, stakeholder map, etc…

Interac\ons（Ref:  Spohrer  and  Maglio  2009）  

Ecology

Elements Interaction  (Network)

Value  proposition  based  interactions

Stakeholders

Metrics

Resources

Access  rights

Governance  mechanism  based  

interactions

Outcomes

Win-­‐Win

Win-­‐Lose

Lose-­‐Win

Lose-­‐Lose

agenda

Q1. To attack those research challenges, how could we approach? What kinds of decline, skills, are required? Where should we start?

Q2. open question

Service design challenges

Service design theory and business model

Reverse

• Good design vs. bad design

Service design future development

• Knowledge (Theory, practice)

• Education

• Platform

Service design and IT

• IT connect research areas