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Service Design for Emerging Technologies Product Development

Bridging the Interdisciplinary Knowledge Gap

herausgegeben von: Umar Zakir Abdul Hamid, Mari Suoheimo

Verlag: Springer International Publishing

Buchreihe : Springer Series in Design and Innovation

Enthalten in: Springer Professional "Wirtschaft+Technik" , Springer Professional "Technik" , Springer Professional "Wirtschaft"

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Über dieses Buch

The productization of emerging technologies related to the Fourth Industrial Revolution (FIR) is now getting more attention across different industries. Compared to the previous industrial transformations that the world has seen which relied on mechanical innovations, the ongoing FIR is seeing software and data-driven products as the foundation. Apart from that, topics such as circular and sustainable economy as well as climate change are also disrupting the industrial ecosystem. For a viable and successful productization of emerging technologies, collaborations between interdisciplinary stakeholders are a necessity. One of the elements that has been identified to facilitate this collaboration is service design.

This book aimed to provide comprehensive service design discussions for practitioners in different fields and sectors. The aim is to bridge the knowledge gap between experts in academia, business and product development, among many others, to provide a unified understanding of the importance of service design for the productization of emerging technologies. The book consists of an overview of emerging technologies product development and service design, as well as perspectives from different sectors of the industry. The book is expected to benefit multi-disciplinary researchers, practitioners and general audiences with interests in Service Design for Emerging Technologies.

Inhaltsverzeichnis

Frontmatter

Introduction

Frontmatter

Chapter 1. Introductory Chapter: Service Design for Emerging Technologies Product Development

Abstract

This book was born from the idea of taking a comprehensive look at the current state of service design for product development in relation to emerging technologies. Such work requires holistic, multidisciplinary collaboration, particularly between service designers, marketers, businesspeople, managers, and engineers. New technologies trigger innovation and they have and will continue to shape our daily lives.

Umar Zakir Abdul Hamid, Mari Suoheimo

Chapter 2. Product Development Challenges for Emerging Technologies and Service Design Roles in Addressing the Issues

Abstract

Sustainable and consistent profitability of the organizations is among the main concerns for product development. In recent years, the arrival of emerging technologies has disrupted the value-adding activity in firms across different sectors due to the need to develop and industrialize the new technology. These alter not only the productization process but also the whole end-to-end development structures. Service design is identified as one of the areas with the potential to address these challenges. However, there is still a lack of awareness of the said topic in different industries. In this publication, the overview of emerging technologies and product development challenges are written, with the perspectives of service design. The authors provide a summary of the emerging technologies and service design, and the correlation between the two items to output a good emerging technologies-related product while facilitating feasible and scalable profitability for the companies. The aim is to bridge the knowledge gap between cross-disciplinary practitioners in different fields about the importance of service design for emerging technologies and product development. The authors believe the work will provide a good overview of the topic for cross-disciplinary book readers.

Umar Zakir Abdul Hamid, Mari Suoheimo

Frameworks and Research Lenses forService Design in Emerging Technologies Product Development

Frontmatter

Chapter 3. Historical Perspectives on Service Design and Technology

Abstract

Currently, there are several ways of viewing and approaching service design. These differences can sometimes create confusion regarding what service design is and does as a field of practice and research. Against this backdrop, this chapter discusses the existing service design perspectives that can be employed when practising and researching service design. These perspectives include ‘service design’, ‘product-service system design (PSSD)’, ‘design for service’ and ‘service ecosystem design’. This chapter takes a historical perspective on service design as a discipline and then widens the discussion to trace the influence of service-dominant logic which shifts the understanding of service and how it can be designed. This chapter introduces these different perspectives and discusses implications for service design relating to different and even emerging technologies.

Mari Suoheimo, Paola Trapani, Satu Miettinen

Chapter 4. Macro-Trend Study Under Service System: Preliminary Research in Service Innovation and Emerging Technology

Abstract

The purpose of the preliminary experimental research is to study the following two research questions to investigate service innovation: (1) We study the concept of service design from its overview history, definition, and evaluation in response to the question: What is service design by definition from academia and industry? (2) How do we apply three different service system lenses—product, service, and experience design—to analyze three macro-trend models: the people-centered model, the technology-centered model, and the hybrid model to help us better understand the relationship, value, and perspectives between service innovation and the social-technological challenges. We focus on identifying the selected 30 leading academic articles and materials by using specific keyword searches and relevant content studies. The study suggests three critical takeaways: (1) high-touch is a critical catalyst in service and experience design, (2) technology is viewed as a vehicle to deliver value to people, and (3) sophisticated considerations for users are a key to creating service innovation and provide suggested research questions for further studies.

Sheng-Hung Lee, Maria C. Yang, Olivier L. de Weck, Chaiwoo Lee, Joseph F. Coughlin, Eric Klopfer

Chapter 5. A Proposed Transformation Service Design Research Framework for Underserved Settings

Abstract

Service forms one of the major interventions to maintain and positively transform populations or an individual’s well-being. Yet, there is a limited access to essential services such as clean drinking water, food security, safe healthcare, stable electricity, and education, in underserved settings of sub-Saharan Africa. The current situation defeats the efforts toward realizing the sustainable development goals. We argue that this gap can be addressed with a transformation service design framework which sets a guideline on how to understand the issues that inhibit services or technology products required to transform people’s lives positively. We propose the addition of an introductory diamond to the original service design Double Diamond framework by the UK design council. The findings of the work are expected to improve how service designers and policy makers focus on situational inquiry process unique to the nature of service and relevant stakeholders in underserved settings of sub-Saharan Africa. The proposed framework with suggested methods is specific to underserved settings and informed by existing studies; hence, it needs to be evaluated deductively through other case studies in sub-Saharan Africa.

Retha de la Harpe, Oluwamayowa Ogundaini

Chapter 6. Service Prototypes as the Setting for Product Innovation Agenda

Abstract

Service design prototypes can be a key source of requirements for product development and product innovation agenda. Indeed, service prototyping yields not only knowledge and creativity insights at the service level but also on the level of product design. Such contribution is relevant in a world where sustainable solutions often entails the development of an integrated and mutually synergetic system of products and services. Under such context, the emerging digital technologies have increased the possibilities of enhancing such service-product synergies and, also, enabling completely new ways of understanding user demands. In this chapter, we introduce and describe how different approaches to service prototyping can be useful in setting the agenda for product development and innovation, discussing possibilities provided by some of the main digital technologies available nowadays.

Aguinaldo dos Santos, Johan Blomkvist, Alessandra Caroline Canfield Petrecca

Chapter 7. Service Design for Medical Devices

How the Service Design Approach Can Empower Medical Device Development to Reach Its User-Centered Goals

Abstract

Modern medical devices have evolved through centuries of medical practice from simple bandages and surgical instruments to programmable electronic devices and, most recently, devices approaching a level of artificial intelligence. Medical devices have always acted as an extension to the limbs of the physician, enabling the experts to have an extra pair of hands, extra time, or just the right instrument to treat patients. The present-day interest in leveraging artificial intelligence in healthcare is just the most recent step on this evolutionary path. The increased complexity of such devices also underscores the importance of design, usability, and understanding not just the disease and the patient but also the medical professional as a user. In this chapter, we will discuss medical device development, the role artificial intelligence may have in it, and the standards and regulations that govern such work. We then look at how service design fits together with the expectations placed on medical devices and how the discipline may provide welcome structure and assistance to meeting the key medical device requirements.

Ilkka Juuso, Tapio Seppänen

Chapter 8. AI Service Model for an Airline Ecosystem: A Systemic Design and Thematic Approach to Service-Dominant Logic: Examining State-of-the-Art Technologies for Service Centricity

Abstract

This chapter investigates the latest state-of-the-art digital service and high-tech products available for the airline cabin experience. Future artificial intelligence augmented services (AIAS) may be utilised within such emerging services to co-create values. Here, the user is regarded as the passenger and cabin crew. AIAS is an approach to digital services where AI is seen through the lens of service design thinking, that is, service centricity. AI computation and machine learning is synchronised to give more user control, quicker solutions and personalisation within cabin services. Nine representatives have been interviewed through contextual interviews. To generate contextual themes, research design allows experts to demonstrate and use the actual service or product in question, whilst the interview is being conducted in real-time. Hence, interviewees represent companies that have booths at a major expo for airline cabin interior and services. Wi-Fi connectivity, inflight digital communication platforms, AI-enabled inflight development, lighting environment and aesthetics are the major technologies at offer. Findings reveal a rather mechanistic relationship throughout the airline service ecosystem. These findings are analysed through service-dominant (SD) logic implementations at which service (human) centricity is emphasised. The technical foundations of AIAS have previously been adopted by AI advancements in the automotive industry. Thus, this study benefits any mobility sector that regard mobility as service rather than a good and aims to integrate AI technology for service centricity.

Vássil Rjsé, Taiba Sadeq, Satu Miettinen

Chapter 9. Service Design for Older Adults Using Smart Digital Appliances: Person-Centred Service Design 4.0

Abstract

An interpretive paradigm has been adopted as the service research design method. Data were collected on constraints of service research design, and the development of smart digital appliances for older adults from international researchers and engineering innovation practitioners considering Industry 4.0 and analysed using thematic analysis. Findings reveal person-centred design 4.0 and person-centred service design 4.0 responses to 12-person-centred service design evaluative performance criteria. For communities of service designers to succeed in service design for emerging technologies, and product development. Person-centred design 4.0 and person-centred service design 4.0 provide equity, diversity, inclusiveness and service design community participation towards building a sustainable, resilient and human-responsive design system for older adults using smart digital appliances. This chapter introduces 12-person-centred evaluative performance criteria to analyse information-processing activities and interactions with appliances and use services and to capitalise on emerging technology.

Lisa-Dionne Morris, Annelie Jordaan

Organizational Transformations andManagement for Practicing ServiceDesign

Frontmatter

Chapter 10. Organizational Transformation Through In-House Service Design: A Case Study of a Multinational Manufacturing Corporation

Abstract

Service design is increasingly being applied as a practice in the area of manufacturing industry (Costa et al, Des Stud 55:112–145, 2018). It has a growing and evolving role in service and organizational development due to its effective means of human- and customer-centric problem-solving. Service design affects service systems and end-to-end processes in addition to the behaviours and decision-making of an organization. Yet, the academic conversation is still missing on how it begins to transform organizations. Therefore, this study asks, how has in-house service design supported an organization to transform its working culture towards human- and customer-centricity? This understanding is especially important in engineering-based technology-oriented cultures where strong decision-making-based attitudes thrive. The results of this study are based on a case study conducted by the first author. The used analysis methods are coding and thematic analysis. We present that in-house service design supports an organization to transform its working culture towards human- and customer-centricity through the change aspects of individuals and an organization. The individual change aspects relate to changing attitudes, mindsets, and beliefs. These form the preconditions for change aspects of an organization, which relate to an organizational paradigm transformation through strategy renewal affected by human- and customer-centric values.

Krista Korpikoski, Satu Miettinen

Chapter 11. The Challenges of In-House Service Design in Organizational Transformation: A Case Study of a Multinational Manufacturing Corporation

Abstract

As a human- and customer-centric methodology and development practice, service design inevitably starts affecting service systems and organizations (Yu and Sangiorgi, J Serv Res 21(1):40–58, 2018). It can catalyse organizational transformation (Yu and Sangiorgi, J Serv Res 21(1):40–58, 2018) by changing existing organizational practices, behaviour, and decision-making, by bringing in iterative and co-creative outside-in development strategies, to support multidisciplinary innovation (Andreassen et al., J Serv Manag 27(1):21–29, 2016; Junginger, Des Issues 24(1):26–35, 2008). However, the academic conversation does not sufficiently bring forward the organizational challenges that appear, when in-house service design is included in the organization’s research and development (R&D) activities. Such understanding is crucial since it provides knowledge on what areas to develop internally, to enhance organizational efficiency in support of transformation towards human- and customer-centric working cultures. Therefore, this qualitative research brings to attention organizational challenges from the perspective of in-house service design. The research is a case study conducted by the author, within a multinational manufacturing corporation. Conventional content analysis is used as the data analysis method. The results of this study present the qualitative internal organizational challenges from five perspectives, which occur when in-house service design is brought into an engineering-based organization. Specifically, where expert-driven and technology-oriented cultures drive development.

Krista Korpikoski

Chapter 12. Designing Human and Artificial Intelligence Interactions in Industry X

Abstract

Progressive industrial development considers the importance of digitalisation, especially in the manufacturing industry, and aims to combine its development with approaches from the spectrum of sustainability, such as risk management, sustainability, and human engagement.

However, the classic management approaches of industry focus essentially on improving processes in terms of their monetary context. These approaches clearly show the inadequacy in dealing with human labour and the interaction possibilities of technology and people, which are nevertheless so important in digitalisation.

The transition towards an increased awareness of the significance of human interaction possibilities with technology coincides with the embedding of technology and new information-based tools in human work processes, with the corresponding perspective that considers human-centred design and management. This, then, should be understood as a response to the challenges.

The complex interaction between humans and technology can be explained using the service ecosystem design approach. Design possibilities are discussed in the context of the European knowlEdge project. In addition, some implications are highlighted, especially regarding governance and resilience in supply chains.

Stefan Walter

Case Studies on the Service Design for Emerging Technologies Applications

Frontmatter

Chapter 13. Service Design Methods for the Design of Smart Surfaces

Abstract

Smart environments, integrating different sensors and other technology solutions, are one of the key directions in which everyday spaces in buildings are expected to develop in the future. One aspect of smart environments includes large interactive surface areas, which are embedded to walls, tables, or other furniture. This chapter introduces how service design methods have been applied in our research on smart surfaces and discusses different design methods and their strengths in this context. Specifically, we present three service design cases, interactive wallpaper, a smart building infrastructure and a smart cafe table, and how the related use cases have been studied with service design methods. These three design cases are positioned at different maturity levels of the product development process, the interactive wallpaper, and smart building representing early design concepts, and the interactive table a functional prototype.

Jonna Häkkilä, Markus Löchtefeld, Damien Brun, Ashley Colley

Chapter 14. A Product-Service System Design Approach for the Frame Innovation of Civil Airliners Catering

Abstract

From mid-2019 to mid-2020, Boeing commissioned a multidisciplinary team from Tongji University to research future scenarios for food and beverage (F&B) on-board airliners. The Product-Service System Design (PSSD) approach ensures multidisciplinary coordination of product design, AI and algorithms, Business, Data Visualization, and Open Design.

The research answered three questions: How to guarantee F&B health and safety while reducing disposable packaging and food waste? How do you optimize aisle use during service without making the cabin crew’s work more cumbersome? How to meet passengers’ demands while staying on a budget?

Kees Dorst’s (Frame innovation: create new thinking by design. MIT Press, 2015) frame innovation is the methodology that led to the creation of four distinct scenarios populated by the elements of a rich, radically innovative product-service system (PSS) that can inspire Boeing’s management in exploring new long-term directions.

The research concludes with creating several working prototypes and a concept evaluation workshop attended by Boeing’s most relevant stakeholders operating in the sector of civil airliners catering in the Asia-Pacific region.

Paola Maria Trapani, Ke Ma, Mo Jiao

Chapter 15. Toward Adaptive Homes Through Transdisciplinary Co-design: Case SmartLab

Abstract

In the building life cycle model, construction processes have focused mainly on the production efficiency of the construction industry. Therefore, buildings do not always meet the needs of users, especially the needs of different users during the long-life cycle of a building. Construction that considers the needs of housing can also be seen as a complex challenge that requires co-design already at the start-up and planning stage of construction processes, involving not only experts, companies, and building users, but also end users. This chapter is expected to benefit readers of this book as it considers how to co-develop information that can be utilized in the product development of emerging technologies.

Through co-design processes, participants can better find and understand the different preferences and needs of users and obtain ideas for developing adaptable digital solutions for different users. The focus of co-design is on the usability, adaptability, living comfort, safety, and coziness of the home. At the same time, construction that considers the needs and preferences of users removes barriers to housing, increases the living comfort and safety of users, and creates opportunities for proactive well-being and life cycle housing.

In addition, the integration of technical and digital solutions built for the benefit of different users may strengthen sustainable and ecological housing and can reduce construction and renovation costs in the long run.

Through a single case study in the SmartLab environment, the purpose of this chapter is to answer the question: How can the user perspective be strengthened in intelligent/smart new and renovation construction?

Harri Hahkala, Toini Harra, Leila Lintula

Chapter 16. Co-designing Person-Centered eHealth Information Services: The Case of Maternal Health Care in Kenya

Abstract

Information and communication technologies (ICTs) offer opportunities to improve health care. Despite increased adoption of eHealth interventions, the people-centered health care policy has not been adequately incorporated particularly in underserved contexts. The voice(s) of the people has not been heard concerning their health and wellbeing, but they are rather treated as passive receivers of care. The empirical study was conducted as a case study of maternal health services in informal settlements around Nairobi City County in Kenya to explore how person-centered eHealth innovations could be designed to meet health information needs of individuals. Forty-seven participants (n = 47) were recruited from six public health facilities comprising different stakeholder groups including pregnant women, community health workers, health practitioners, health facility administrators, and ICT experts. Interpretive and co-design-oriented service design research (SDR) approaches were used to collect both primary and design data. A cloud-based person-centered health and wellbeing service (CPHIA) model was developed and validated using a mobile web application prototype for personal health record (PHR) service (AfyaTab) to promote maternal health. In this chapter, various methods, tools, and techniques of SDR are used to describe the design process followed while creating the new PHR service. The contribution of this work includes theoretical, discipline, and methodological knowledge to health practice. The findings will be helpful in showcasing the untapped potential for service innovation, hence there is the need to leverage SDR approach in the redesigning of health care service in an underserved contexts.

Danny R. Nyatuka, Retha de la Harpe

Backmatter

Titel: Service Design for Emerging Technologies Product Development
herausgegeben von: Umar Zakir Abdul Hamid
Mari Suoheimo
Verlag: Springer International Publishing
Electronic ISBN: 978-3-031-29306-1
Print ISBN: 978-3-031-29305-4
DOI: https://doi.org/10.1007/978-3-031-29306-1

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