MBA thesis presentation.

1. Service Systems Design –
Approaches for Human-centric
Systems Development
MIKAEL SEPPÄLÄ

2. THEORETICAL
BACKGROUND

3. Service
science
Enterprise
architecture
Service
design
Practice
Design
Investments
& Delivery
Theory The
Knowledge
Base

4. 4th order
Complex systems
and environments
3rd order
Activities and
organized services
2nd order
Material objects
1st order
Symbolic and
visual
communications
Richard Buchanan:
Four orders
of design

5. Service Systems Design?
What is and how could we do

6. Service refers to a dyadic (2-way) relationship

7. A service system has multiple relationships

8. Maglio, Vargo, Caswell and Spohrer:
Service Systems
Entities (people, orgs) and resources
(materials, information, tech)
connected to enable value propositions
Lusch and Vargo:
Service Ecosystems
Purposeful
institutional arrangements
institutions—humanly devised rules, norms, and beliefs that enable and
constrain action and make social life predictable and meaningful

9. Methods
for promoting
shared
understanding
Models
for visualizing
service
systems
Service
Systems
Design
Research
goals

10. Sasu, 41 v.
Johanna, 41 v.
Service concept
Business & customer case
Service architecture
Plan for service delivery
& required investments
Service experience
Think & feel (UX)
Patricio, Fisk,
Falcao e Cunha:
Multilevel
Service
Design

11. METHODOLOGY

12. De Zeeuw: Third Phase Science

13. Lewinian
interventionary
action research

14. Interventionary
Use-inspired
Multi-dimensional
Multi-disciplinary
Collaborative
Loosely coupled
Methodological
choices and
principles

15. RESEARCH QUESTION #1
FACILITATING THE DEVELOPMENT
OF A MYDATA-BASED
SERVICE SYSTEM

17. Hyper-Personalized Journeys in
Multi-Service Provider
Cross-Channel Ecosystems (Andrea Resmini)

18. Minunterveyteni.fi –
A Multi-Service Provider Ecosystem

19. Week 1
Monday 30.5. Tuesday 31.5. Wednesday 1.6. Thursday 2.6. Friday 3.6.
Team building Understanding
MyData and ideation
Field research,
Customer Insights
Customer insights,
Ecosystem
mapping
Customer concepts
Understanding the
stakeholders in the
ecosystem
Validate customer
needs
Value Flow
Modeling and
storyboards
Create posters and
pitch
Week 2
Monday 6.6. Tuesday 7.6. Wednesday 8.6. Thursday 9.6. Friday 10.6.
Prototyping three lo-
fi concepts,
mentoring
Functional prototype
(UI), Understanding
the concept
Business Model
Canvas & Marketing
Prepare for pitching Pitch

20. Service concept
Business & customer case
Service architecture
Service ecosystems and flows
Service experience
Think & feel (UX)

22. ANOTHER MYDATA
FOUNDATION:
DIGITAL LEGAL DESIGN

23. Legal
(contracts &
consent)
TechDesign
Enabling
human-centric
data sharing
with third parties in
ecosystems requires
the ability to
collaborate
between disciplines

24. Consent UI
Help customers understand
what they’re agreeing to
Contract Data Model
Break down content to enable distribution and partial consents/updates
Contract Content
All that boring legalese
nobody ever reads

25. RESEARCH QUESTION #3
SERVICE SYSTEMS DESIGN FOR
ENTERPRISE ARCHITECTURE:
EXPLORING APPROACHES TO
CUSTOMER-CENTRIC
ARCHIMATE MODELING AND
FACILITATING MODEL CREATION

26. YOU’VE GOT A BUNCH OF SERVICES...
... AND COMPLICATED ARCHITECTURES

27. AND THE TRADITIONAL IT MANAGEMENT APPROACHES
FALL SHORT ON CUSTOMER CENTRICITY

29. Things work better when they work
together, on purpose

30. ArchiMate Notation

31. Customer
outcomes
Required
capabilities
Business
outcomes
Models,
Roadmaps &
Support for
Enterprise Investment

32. Goal: Be customer driven at scale by
aligning service design and enterprise
architecture functions

33. Portfolio management (BIZ+IT):
Ability to prioritize and monitor
projects based on customer (end user)
outcomes delivery

34. Enterprise Architect: Understand which
requirements are priorities for
customers and how requirements are
cohesive to customer segments
Show how customer outcomes are delivered in roadmaps

35. Service Design:
Understand linkage of services to
capabilities and their development
Scale customer insights from project to enterprise level

36. Business Design
Business model canvas
Customer value model
Customer lifetime model
Customer segment to persona mapping
Customer insights
Customer outcomes
Jobs-to-be-done
Customer Motivation
Personas as Stakeholders
Customer Journey Mapping
Service blueprints
Customer process
Services
Channels
Touchpoints
Capabilities
People
Process
Technology
BDAT
WE NEED A CUSTOMER CENTRIC EA
META-METAMODEL TO PROMOTE
CUSTOMER-BUSINESS-IT ALIGNMENT

37. Discover Define Develop Deliver

38. BOOKS