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1 of 38 22 Service Design Delivery 2 INFO 210 14 November 2007 Bob Glushko 2 of 38 Plan for Today s Lecture Contrasting Approches to Service Design A Design Methodology Metamodel that Bridges the Front and Back Stage Technology Infusion in Service Encounters Personalization and or vs Customization 3 of 38 The Context of Design The design of any service whether it will be performed by people or by information systems takes place in a context of Current and potential customers Current and potential technologies Current and potential competitors Existing services or systems Existing user or application interfaces Legal regulatory cultural systems and constraints These factors or constraints can never be equally important how they are weighted determines the appropriate design methodology and the key characteristics of the design 4 of 38 Blueprinting and or vs Document Engineering Agreement Important to depict a service at multiple levels of analysis Need an end to end process description Disagreement DE treats documents and processes as yin and yang and designs the reusable information components that documents use to glue processes together Not much focus on customer experience in DE and no customer segmentation 5 of 38 Contrasting Design Goals for Methodologies 6 of 38 Resolving the Tension Bridging the Back Stage and Front Stage These tensions between the back stage front stage are not intrinsic and unavoidable they are just a consequence of too narrow a design perspective Merging the mindsets with multidisciplinary design teams is an obvious and necessary correction but it is not sufficient We need a methodology for designing service systems that cuts through these mindsets i e we need to design an appropriate methodology based on the design context drawing on activities from various approaches 7 of 38 A Design Methodology Metamodel that Bridges the Front and Back Stage Develop the service concept s Scope the service system Analyze current competitive and potential



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