ServDes 2016

1. Service Dominant Logic. Changing
perspec5ve, revising the toolbox
Nicola Morelli & Amalia De Götzen
@ServDes2016

2. Service ≠ Product
PRODUCT
DOMINANT
ENTITIES
SERVICE
DOMINANT
ENTITIES

3. Value co-producion
(Norman – Ramirez)
Interaction
(Pacenti, Sangiorgi,
Parker-Heapy)
Social construction of
services (Morelli)

4. value is defined by and co-created
with the consumer, rather than embedded in output
Vargo & Lusch, 2004
The enterprise cannot deliver value, but only offer value
proposi:ons, … it cannot create and/or deliver value
independently
Vargo & Lusch, 2004

5. Designing FOR Services (Kimbell, Sangiorgi)
Creating frameworks for value co-creation
(Secomandi and Snelders)
Activating citizens for value-creation (Bason)
Shifting from ownership to access (Rifkin 2000)

6. Product dominant
Service as a process => Prescriptive strategies
Server(active) VS Client(passive)
Solution holders VS Problem Holders

7. Service Dominant Logic. Service as:
Interaction
A social construction
Access to resources

8. Producer (Designer) Producer/user User InnovaJon ecosystem
Control
Product
Dominant
Fast food
IKEA
Education
AirB&B
Social networks

9. • Prescripions
• Expert Design
• Relational qualities
• Opportunities for
collaboration
• Diffuse Design

10. Producer (Designer) Producer/user User InnovaJon ecosystem
Control
Product
Dominant
Fast food
IKEA
Education
AirB&B
Social nework
EXPERT DESIGN DIFFUSE DESIGN

11. 3 LEVELS of acJon for design
• Value in use. The ground for the
interaction and value coproduction
• Infrastructure. Processes and
organisation of the ground for interaction
• Governance. Policies and scale-up
processes

12. • WHAT ARE THE IMPLICATION OF THIS
NEW APPROACH?
• DO WE NEED NEW TOOLS/METHODS?

13. Value in use
• Tools for conversation
• Prototypes
• (Video) Sketches
• Narrative tools (Storyboards, journeys…)
Experience prototypes
Video Skeching

14. Infrastructure
• Processes
• Organisation
• Technical infrastructure
Mediaion/interpretation tools

15. Governance
• Building capacities
• Replicability
• Scalability

16. Governance
• Service Architecture
• Replicability
• Scalability
Mapping the actors
Mapping value creaiton

17. Governance
• Mapping capabilities
• Mapping value
creation
Actor Type of knowledge Value Added
User Personal/Tacit AQenJon/Relevant
content
Community Provider Social/AggregaJve AggregaJon
AssociaJons Content Related Event/Relevant content
Technical Brocker Technical Technical soluJons
Local Business Service/Business related Personal/Locally relevant/
Financial support
Municipality ConnecJve Financial Support

18. Product Dominant Service Dominant
Value co-creation
Systemic view
Social constructionapproach
Interaction tools
EXPERT DESIGN
DIFFUSE DESIGN

19. DIFFUSE DESIGN
EXPERT DESIGN
SRATEGIC DESIGN
GovernanceInfrasrtuctureValueinuse
Tools for conversaJon
Prototypes
NarraJve
Blueprinting
Interpretation tools
Actor mapping
Service architectures

20. Thank you
Nicola Morelli nmor@create.aau.dk
Amalia de Götzen ago@create.aau.dk