This project received funding from the European Union to apply a service design approach to innovation in utility service ecosystems. Service design was used to understand stakeholders in the current utility ecosystem and develop ideas to address transformation forces. Interviews and modeling provided insight into customer and partner experiences. Ideation workshops generated concepts for a service platform to help the utility become a keystone player by integrating partner contributions into coherent service solutions. The project concluded service design is well-suited to address the complex challenges of transforming utility ecosystems.

1. This project has received funding from the European Union's Horizon 2020 research and
innovation programme under the Marie Sklodowska-Curie grant agreement Nº 642116
This project has received funding from the European Union's Horizon 2020 research and
innovation programme under the Marie Sklodowska-Curie grant agreement Nº 642116
ISSIP Service Design Series:
Designing Services for the Future of
Utility Service Ecosystems
March 4th, 2020
Dr. Lia Patrício Dr. Jorge Teixeira Luisa Gonçalves Dr. Nina Costa Nabila As’ad

2. This project has received funding from the European Union's Horizon 2020 research and
innovation programme under the Marie Sklodowska-Curie grant agreement Nº 642116
This project has received funding from the European Union's Horizon 2020 research and
innovation programme under the Marie Sklodowska-Curie grant agreement Nº 642116
• Funded by the European Union's Horizon 2020 research
and innovation program under the Marie Sklodowska-
Curie grant agreement Nº 642116
• January 2015 – December 2018
• A set of nine research projects within three main themes
Theme #1: Service
design for innovation
frameworks and
methods
Theme #2: Design for
increasing stakeholder
participation
Theme #3: Design of
complex service systems
and value networks
Service Design for Innovation (SDIN)

3. This project has received funding from the European Union's Horizon 2020 research and
innovation programme under the Marie Sklodowska-Curie grant agreement Nº 642116
This project has received funding from the European Union's Horizon 2020 research and
innovation programme under the Marie Sklodowska-Curie grant agreement Nº 642116
Outline
1. The utility service ecosystem’ transformation forces
2. Service design approach to service innovation
3. Implementation of service design to the utility service ecosystems
• Exploration
• Ideation

4. This project has received funding from the European Union's Horizon 2020 research and
innovation programme under the Marie Sklodowska-Curie grant agreement Nº 642116
This project has received funding from the European Union's Horizon 2020 research and
innovation programme under the Marie Sklodowska-Curie grant agreement Nº 642116
The utility service ecosystem’s
transformation forces
(https://www.daiwahouse.com/English/sustainable/eco/products/2015_8.html)

5. This project has received funding from the European Union's Horizon 2020 research and
innovation programme under the Marie Sklodowska-Curie grant agreement Nº 642116
This project has received funding from the European Union's Horizon 2020 research and
innovation programme under the Marie Sklodowska-Curie grant agreement Nº 642116
Service design approach to service
innovation

6. This project has received funding from the European Union's Horizon 2020 research and
innovation programme under the Marie Sklodowska-Curie grant agreement Nº 642116
This project has received funding from the European Union's Horizon 2020 research and
innovation programme under the Marie Sklodowska-Curie grant agreement Nº 642116
Service Logic
Service – as a Logic – is the application of specialized skills and knowledge for
the benefit of oneself and others
(Vargo & Lusch 2004, 2008, 2016)
Products/outputs
focused
Value co-creation
focused
Service as a logic

7. This project has received funding from the European Union's Horizon 2020 research and
innovation programme under the Marie Sklodowska-Curie grant agreement Nº 642116
This project has received funding from the European Union's Horizon 2020 research and
innovation programme under the Marie Sklodowska-Curie grant agreement Nº 642116
The complexity of service context:
beyond the dyadic
(Ostrom et. al., 2015)

8. This project has received funding from the European Union's Horizon 2020 research and
innovation programme under the Marie Sklodowska-Curie grant agreement Nº 642116
This project has received funding from the European Union's Horizon 2020 research and
innovation programme under the Marie Sklodowska-Curie grant agreement Nº 642116
Service Ecosystem & Value co-creation
(Vargo & Lusch, 2016)
• Service ecosystem: “a relatively self-contained, self-adjusting
system of resource-integrating actors connected by shared
institutional arrangements and mutual value creation through
service exchange (Vargo and Lusch, 2016, p. 10)”
• In the light of Service-Dominant Logic, value co-creation unfold
within networks of actors

9. This project has received funding from the European Union's Horizon 2020 research and
innovation programme under the Marie Sklodowska-Curie grant agreement Nº 642116
This project has received funding from the European Union's Horizon 2020 research and
innovation programme under the Marie Sklodowska-Curie grant agreement Nº 642116
Service Design
• Service design: a human-centered, creative, holistic, and iterative approach to
develop ideas that may lead to real-world service solutions (Blomkvist et al.,
2010; Meroni and Sangiorgi, 2011)
• Service design as multi-disciplinary approach for service innovation (Joly et al.,
2019; Patrício et al., 2018; Yu and Sangiorgi, 2014)
Designing service
offerings
Designing value co-
creation solutions
in complex systems
9
Service as a logic

10. This project has received funding from the European Union's Horizon 2020 research and
innovation programme under the Marie Sklodowska-Curie grant agreement Nº 642116
This project has received funding from the European Union's Horizon 2020 research and
innovation programme under the Marie Sklodowska-Curie grant agreement Nº 642116
Service Design Processes
Ideation
Reflection
Implemen-
tation
Exploration
(Brown, 2008; Patrício and Fisk, 2013)

11. This project has received funding from the European Union's Horizon 2020 research and
innovation programme under the Marie Sklodowska-Curie grant agreement Nº 642116
This project has received funding from the European Union's Horizon 2020 research and
innovation programme under the Marie Sklodowska-Curie grant agreement Nº 642116
The project with EDP Comercial
• A collaboration project between EDP Comercial and
Faculty of Engineering, University of Porto – as part of
SDIN
• The challenges: transformation of the utility service
ecosystem, the emergence of new players (e.g., utility
startups, IT players, smart home users, among others)
• The objectives: to design future services within the
context of the changing utility service ecosystem

12. This project has received funding from the European Union's Horizon 2020 research and
innovation programme under the Marie Sklodowska-Curie grant agreement Nº 642116
This project has received funding from the European Union's Horizon 2020 research and
innovation programme under the Marie Sklodowska-Curie grant agreement Nº 642116
Exploration Stage
Understanding the experience of the different stakeholders and developing an
integrated view of the utility service ecosystem

13. This project has received funding from the European Union's Horizon 2020 research and
innovation programme under the Marie Sklodowska-Curie grant agreement Nº 642116
High consumption
customers
Smart-system
customers
External actors
(partners)
EV customers
EDP internal actors
#7
#8
#11
#10
#10
46
interviews

14. This project has received funding from the European Union's Horizon 2020 research and
innovation programme under the Marie Sklodowska-Curie grant agreement Nº 642116
This project has received funding from the European Union's Horizon 2020 research and
innovation programme under the Marie Sklodowska-Curie grant agreement Nº 642116
Understanding
the Present
Customer Experience Modeling
(Teixeira et al., 2012)

15. This project has received funding from the European Union's Horizon 2020 research and
innovation programme under the Marie Sklodowska-Curie grant agreement Nº 642116
Partners’ Experience

16. This project has received funding from the European Union's Horizon 2020 research and
innovation programme under the Marie Sklodowska-Curie grant agreement Nº 642116
This project has received funding from the European Union's Horizon 2020 research and
innovation programme under the Marie Sklodowska-Curie grant agreement Nº 642116
Ecosystems View:
Current Situations and Future Scenarios

17. This project has received funding from the European Union's Horizon 2020 research and
innovation programme under the Marie Sklodowska-Curie grant agreement Nº 642116
This project has received funding from the European Union's Horizon 2020 research and
innovation programme under the Marie Sklodowska-Curie grant agreement Nº 642116
Ideation Stage
Generating and developing ideas of value co-creation solutions

18. This project has received funding from the European Union's Horizon 2020 research and
innovation programme under the Marie Sklodowska-Curie grant agreement Nº 642116
This project has received funding from the European Union's Horizon 2020 research and
innovation programme under the Marie Sklodowska-Curie grant agreement Nº 642116
Envisioning the
future of utility
services
Customer Value Constellation
(Patrício et al., 2011)

19. This project has received funding from the European Union's Horizon 2020 research and
innovation programme under the Marie Sklodowska-Curie grant agreement Nº 642116
This project has received funding from the European Union's Horizon 2020 research and
innovation programme under the Marie Sklodowska-Curie grant agreement Nº 642116
Customer
Value
Constellation
Before the workshop with EDP internal stakeholders

20. This project has received funding from the European Union's Horizon 2020 research and
innovation programme under the Marie Sklodowska-Curie grant agreement Nº 642116
This project has received funding from the European Union's Horizon 2020 research and
innovation programme under the Marie Sklodowska-Curie grant agreement Nº 642116
Customer
Value
Constellation
After the workshop with EDP internal stakeholders

21. This project has received funding from the European Union's Horizon 2020 research and
innovation programme under the Marie Sklodowska-Curie grant agreement Nº 642116
This project has received funding from the European Union's Horizon 2020 research and
innovation programme under the Marie Sklodowska-Curie grant agreement Nº 642116
Conclusions
• Designing for this level of complexity, should take
into account the multiple objectives of actors and
the service ecosystems
• To become a keystone player, EDP should develop a
service platform that leverages partners’
contributions
• As such, EDP could build upon this platforms to offer
a set of coherent and integrated service solutions to
different types of customers

22. This project has received funding from the European Union's Horizon 2020 research and
innovation programme under the Marie Sklodowska-Curie grant agreement Nº 642116
This project has received funding from the European Union's Horizon 2020 research and
innovation programme under the Marie Sklodowska-Curie grant agreement Nº 642116
ISSIP Service Design Series:
Designing Services for the Future of
Utility Service Ecosystems
March 4th, 2020
Dr. Lia Patrício Dr. Jorge Teixeira Luisa Gonçalves Dr. Nina Costa Nabila As’ad