Service Design

Service DesignConcepts from ITIL V3, Six Sigmaand other design disciplines.

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Itil, six sigma, design

six sigmaitil v3

design servicedesign

Service design is a multi-disciplinary approach.

statisticsservice management

applied arts

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servicestrategy

itil v3

servicedesign

productdesign

design

design forsix sigma

spacedesign

dmadv

dmaov

idovpidov

servicetransition

serviceoperation

continualservice

improvement

icra

six sigma

Mindmap service design

dmaic

Concept Map Service Design.

itil v3, sd, chapter 8.5

itil v3, csi, chapter 3.11.4, a2

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1 Itil v3

itil v3

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- Service definitionService

A means of delivering value to customers by facilitating outcomes customers want to achievewithout the ownership of specific costs and risks.

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- Process definitionProcess

A structured set of activities designed to accomplish a specific objective.

A process takes one or more defined inputs and turns them into defined outputs. A process may include any of the roles, responsibilities, tools and management controls required to reliably deliver the outputs.

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serviceassets

management

resources

financial capital

infrastructure

applications

information

- Service assets

organization

processes

knowledge

people

capabilities

We need service assets for value creation.

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- Service life cycle #1

Service life cycle ITIL

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- Service life cycle #2

Service Strategy

Service Design

Service Transition

ServiceOperation

CSIimprovement

ContinualService Improvement

SOoperation

STtransition

SDdesign

SSstrategy

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2 Design for six sigma

design forsix sigma

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- Project life cycle #1

Project life cycles DFSS

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- Project life cycle #2

Define design goals that are consistent with customer demands and the enterprise strategy.

Measure and identify characteristics that are Critical To Quality (CTQ), product capabilities, production process capability, and risks.

Analyze to develop and design alternatives, create a high-level design and evaluate design capability to select the best design.

Design details, optimize the design, and plan for design verification. This phase may require simulations.

Vverify

Verify the design, set up pilot runs, implement the production process and hand it over to the process owners.

Ddesign

Aanalyze

Mmeasure

Ddefine

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- Project life cycle #3

Plan project. Identify customer requirements and agree measurement system for requirements.

Design concepts for product, process or service.

Optimize product, process or service.

Vverify

Verify optimized solution.

Ooptimize

Ddesign

Iidentify

Pplan

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3 Design

design

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- Service definitionServiceAny activity or benefit that one party can give to another, that is essentially intangible and does not result in the ownership of anything. Its production may or may not be tied to a physical product.

Philip KotlerProfessor of International Marketing

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- Design definitionDesignA process to create value for people.

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- Service design definitionService Designhelps to innovate (create new) or improve (existing) services to make them more useful, usable, desirable for clients and efficcient as well as effektive for organisations. It is a new holistic, multi-disciplinary, integrative field.

Stefan MoritzFrom Service Design – Practical access to an evolving field

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- Service design definitionService DesignService Design is the application of established design process and skills to the development of services. It is a creative and practical way to improve existing services and innovate new ones.

Stefan MoritzFrom Service Design – Practical access to an evolving field

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Service Interface(Concept)

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- Service Interface #1

Service OrganizationCustomer

Service Interface

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service organization

Service Interface

Touchpoints

Customer

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service organization

Service Interface

Customer

Touchpoints

Customer Journey

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Touchpoints ?

Moments of Truth(Six Sigma Concept)

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Customer Journey Map(Concept)

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learn

plan

buy ticket

enter

wait

bord

travel

arrive

remember

check ticket

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Service Blueprint(Concept)

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line of interaction

cust

omer

ac

tions

physical evidence/ objects

onst

age

inte

ract

ions

back

stag

e ac

tions

supp

ort

proc

ess

& IT

line of internal interaction

line of visibility

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line of interaction

cust

omer

ac

tions

physical evidence/ objects

onst

age

inte

ract

ions

back

stag

e ac

tions

supp

ort

proc

ess

& IT

line of internal interaction

line of visibility

learn plan buy ticket enter wait

show schedule and prices

querybahn.de server

selectcentraldatabase

bahn.deportal

compare alternatives

different services

select ticket

querybahn.de server

selectcentralticket system

bahn.deportal

railway station

etc.

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- Service design tasks #1

Service design tasks

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- Project life cycle #2

Discovering organizations characteristics and goals, existing services, KPI’s, customer journey, touchpoints

Concepting by developing ideas together with end-users and clients

Designing touch points, service system, end-to-end processes

Building all touchpoints, communication strategy, testing processes and services

Iimplementing

Implementation and roll out of services, getting users feedback

Bbuilding

Ddesigning

Cconcepting

Ddiscovering

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- Service design tasks #2

Rrealising

Finding out and learning

Giving strategic direction

Developing concepts

Selecting the best

Eexplaining

Enabling under-standing

Ffiltering

Ggenerating

Tthinking

Uunderstanding

Making it happen

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4 Links

links

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- LinksITIL V3itil.org

Design for Six Sigma (DFSS)isixsigma.org

Designservice-design.de

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Thank You

Thank YouEdmund Gröpl, www.team-kompetenz.de