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Smart Service Design in Practice

The purpose of the workshop is to provide the participants with an introduction to Smart Services using practically approved data-driven service design methodologies. The workshop will start by identifying and analyzing the problem area including modelling the ecosystem and ideate new value propositions using analytics. The approach assumes that service is the fundamental basis of exchange and that value is co-created by multiple actors, always including the beneficiary. The design and application of data can be used to improve the service design and to improve value for the beneficiary.
The case is based around a practical service challenge where data can be used to improve the service delivery and underpin innovative value propositions. The service challenge sits within a B2B2C environment to help the participants understand the problem space, the situations and the possible data flows. Then the attendees will develop new innovative data-enabled value propositions that could be further developed. We will use some of the tools from service design to help explore the problem space before we move to building and testing possible solutions. Finally, we will share the prototype solutions with the others in the workshop.

Lessons to be learned
The aim is to provide an introduction to the use of service design to help develop digitally enabled services. The objectives supporting this are:

  • to use journey mapping to understand the problem space.
  • to create personas to help us with developing solutions.
  • to sketch the solutions before building solutions.
  • to share the solutions.

Target audience

Designers to coders, from engineers to business people—anyone who wants to understand how to develop value propositions that are supported with digital technologies.



Jürg Meierhofer
Smart Service Engineering

Shaun West
Prof. Product-Service System Innovation