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
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
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
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)
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
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