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1. CMU Summer Academy
Embodied Futures and Service
Design
June 23-25
lpatric@fe.up.pt
1

2. Service System Design for value co-
y g co-
creation (Patrício, Fisk, Cunha, Constantine 2008)
• A interdisciplinary f
An i t di i li framework th t i t
k that integrates th
t the
design of various levels of the multi-interface
service system
system.
• SSD stages
1. Customer experience mapping
1 C t i i
2. Positioning the service system in the customer value
constellation of offerings
3. Designing the service system
• Service system architecture
• Service system navigation
4.
4 Designing the service interaction experience
2
Lia Patrício© 2009

3. Service design methods and
frameworks
• Service frameworks
– Service Theater (Grove and Fisk 2001); Servuction (Eiglier and
Langeard 1977); Service Marketing System (Lovelock 2001)
• Service design frameworks
– Service Blueprint (S ostac 1984, 1985): Integrative des g o
Se ce uep t (Shostack 98 , 985) teg at e design of
service experiences (Stuart and Tax 1997, 2004)
• Interaction design
– Usage-centered Design and Activity Modeling (Constantine
2006, Constantine and Lockwood 2002)
• Service Experience Blueprint
– (Patrício, Fisk and Cunha 2008)
3
© Lia Patrício, Raymond P. Fisk, João Falcão e Cunha

4. The different levels of Sevice
system design
Overall customer
Value constellation
experience
Overall Multi-interface
service experience Service system
Service interaction Service Experience
Experience
E i Blueprint
Bl i t
4
Lia Patrício© 2009

5. Customer value
constellation
Multi-Channel Service System
Customer
Service Interfaces
Service Interaction
Backstage
support
Customer swimlane
Service System Architecture Service System Navigation
stage
fronts
Technology enabled
system swimlane
backstage
Service Experience Blueprint
Lia Patrício© 2009

6. Positioning the service system in
the customer value constellation
• the firm must position its service offering within
the value-creating system, by positioning the
service system in the constellation of service
offerings.
• The core of a bank’s services is financial
services, but many banks have made
partnerships with other companies to enhance
their ability to add value to the overall customer
experience for a given activity, such as buying a
house.
6
Lia Patrício© 2009

7. Customer value constellation for
buying a car
car
information
services
i Car
dealer
Personal
recommen
dations
Buying a Car
car manufac
Registration
turer
office
Bank
Insurance
company
7
Lia Patrício© 2009

8. Design of the service system
• Having defined its value proposition in the value
constellation, the bank must design its multi-
interface service system to offer a valuable
mortgage experience across all stages of
service consumption and usage.
• These service systems are complex, involving
multiple interaction channels, which customers
can choose for different tasks along the overall
service experience.
8
Lia Patrício© 2009

9. Service system architecture
• The Service System Architecture defines,
for the different tasks along the service
g
experience, which channels and support
processes are responsible for the overall
service offering.
– Thi architecture therefore depicts the
This hit t th f d i t th
structure of the service system, providing an
integrated view of the multi-channel service
i t t d i f th lti h l i
offering.
9
Lia Patrício© 2009

10. 10
Lia Patrício© 2009

11. Service System Navigation
• The Service System Navigation maps the
alternative paths customers may take across the
different channels along the tasks of the service
experience.
• This view allows for better identification and design of
service interface links that enable customers to
smoothly move from one channel to another along the
thl f h lt th l th
service experience.
• The service system navigation therefore offers a
dynamic view of the service system.
11
Lia Patrício© 2009

13. Service Experience Blueprint
p p
(Patrício, Fisk, Cunha 2008)
• After the multi-interface level view of the
service system, the design can drill down
y , g
to each concrete channel, using the
Service Experience Blueprint (SEB)
diagram.
• The SSEB maps the interaction experience
for a given task in a concrete interface,
g
based on customer experience
requirements.
13
Lia Patrício© 2009

14. Service Experience Blueprint for loan information at Internet service
p p
[no schedule]
wimlane F
[telephone advice] Select
W
[schedule meeting] telephone
Customer sw
Login to Choose advice
Select loan info
service advice option
Select
schedule
meeting
Line of interaction
Present Inform customer
bled
Internet Send login Present Retrieve loan info he/she will be
ne
banking
system swimlan
information service options loan info and advice
Technology enab
interface contacted
options
Line of customer visibility
F
s
F
Validate login Retrieve Select Send schedule
Send loan
info additional appropriate request with
info
customer info advisor customer info
Backend system
W Waiting point Beginning of process
activity
Service interface li k
S i i t f link
Customer F Fail point End of process
decision 14

15. Service Experience Blueprint for schedule a meeting at branch banking
Custom swimlane
W
Check
Confirm meeting
avaliability
mer
Line of interaction
Employee
visible actions Call customer to
Bank employe swimlane
schedule meeting
Line of customer visibility
ee
F
Employee Analyze customer
invisible actions Prepare meeting
and loan info
Line f internal i t
Li of i t l interaction
ti
Show meeting
Technology enabled
request and
system swimlane
Intranet loan info
interface
e
Line of employee visibility
F
Send schedule
request with loan
q
information
15
Backend system

16. Service Experience Blueprint for loan telephone advice while using Internet banking
Service Experience Blueprint for Internet banking
ntstage
customer
Line of interaction
fron
Internet
banking
interface
Line of customer visibility
age
backsta
Backend
system
customer Service Experience Blueprint for telephone banking advice
tstage
front
customer
Internet Telephone banking
banking
Line of interaction
interface
interface
Line of customer visibility
Telephone banking
interface
i t f
Backend
system
Line of internal interaction
ackstage
Intranet
Line of employee visibility
ba
Backend 16
system
Lia Patrício© 2009

17. Technolog enabled
gy Bank employee swimlane Custom swimlane
mer
system swimlane
s
Lia Patrício© 2009
17

18. Value co-creation in complex
service systems
• Service value propositions become increasingly
complex, involving multiple offerings and multi-
channel service systems.
• Customers co-create their services through
multiple patterns of interaction with the different
elements of the service system.
• Service system design must accommodate and
enhance value co creation
co-creation.
18
Lia Patrício© 2009

19. Conclusion and future work for
service system design
• M lti h
Multi-channel service systems must b d i
l i t t be designed i a
d in
way that fosters modularity and flexibility to
accommodate multiple usage p
p g patterns of value co-
creation.
• Holistic perspectives on system architecture and
navigation are needed in service system design.
• Such perspectives are needed to design the service
system value proposition, from positioning the service
offering into the value constellation, to designing the
service system and each interaction experience.
Lia Patrício© 2009 19