Systemic Service Design: Aligning Value and Implementation Arash Golnam, Gil Regev, Julien Ramboz, Philippe Laprade and Alain Wegmann EPFL

1. Systemic Service Design:
Aligning Value and Implementation
Arash Golnam, Gil Regev, Julien Ramboz, Philippe
Laprade and Alain Wegmann

2. Service is “a means of delivering value to customers
by facilitating outcomes customers want to achieve
without the ownership of specific costs and risks”.
ITIL V3
A service delivers value to customers by The service relieves the customers from
providing them with the outcomes that dealing with the cost and risks associated
they desire. with the outcomes they desire.
Service
Service Offering
Implementation
Supplier Value
Customer Value
Service Design
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3. The Design Process
Analyzing service offering
and implementation as-is
Identifying service
Designing service offering
improvement
and implementation to-be
opportunities
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4. A Model Based Approach
• System Diagrams
– Hierarchy of systems
– Representing service properties:
• Service Building blocks
• Service Features
• Service Value
• Supplier Adopter Relationship (SAR)
Diagrams
– The relationship (mapping) between the
service properties
– Reasoning about the alignment and service
strategic value
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5. Service Offering to Service Implementation
Functional Hierarchy
Organizational Hierarchy
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6. Service Design in
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7. The Design Process-Step 1
Analyzing service offering
and implementation as-is
Identifying service
Designing service offering
improvement
and implementation to-be
opportunities
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8. Amazon.com Value Network [w] SciFi Book Reader Value Network[c]
Service Features
Adopter Partners
e.g.
Service Offering
Book Reviews
Online Payment
Service Features
e.g.
Selecting the right book
Ease of payment
Amazon.com Value Network [c]
Amazon.com [w]
Book Review
Submission Function
Service Implementation
Process [w]
Credit Card Clearing Co. [w]
Credit Card Processing
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9. Supplier Adopter Relationship (SAR)
Supplier Value Network Adopter Value Network
Strategic Service Building
Adopter Value
Value Blocks
Service Features
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10. The Design Process-Step 2
Analyzing service offering
and implementation as-is
Identifying service
Designing service offering
improvement
and implementation to-be
opportunities
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11. 2.1 Issue Identification
‐ ‐
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12. 2.2.Alternatives Analysis 2.3 Solution Selection
…
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13. The Design Process-Step 3
Analyzing service offering
and implementation as-is
Identifying service
Designing service offering
improvement
and implementation to-be
opportunities
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14. Amazon.com Value Network [w] SciFi Book Reader Value Network[w]
New Service Features
Multiple Book Sellers
Used Books Available
New Service Values
Available out of print book
Large choice of books
Low price of used books
Amazon.com Value Network [c]
New Actors in the VN
New Building Blocks
Powell Books [w] Powell Books Bank [w]
Used books Funds Transfer
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15. Detailed Design
Service Implementation Process [c]
Details of the process and the
interactions in the value network
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16. The New SAR
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18. • An integration of generic systems thinking principles
What is into discipline-specific methods.
SEAM?
• A methodology for business - IT alignment.
• Developed in LAMS, EPFL.
History
• Applied for teaching and consulting since 2001
• General Systems Theory
Foundations
• RM-ODP (A software engineering ISO standard)
• SEAM for Business
Applications • SEAM for Enterprise Architecture
• SEAM for Software Engineering
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19. Related Work
• ITIL (Information Technology Infrastructure Library)
a set of best practices in IT service management
• E3 Service
a method for reasoning about matching service offerings with customer needs.
• I* (I Star)
a modeling method used in the requirements engineering
• House of Quality
derived from Quality Function Deployment (QFD)
Future Work
• Validating our approach using action research
• Integrating our approach with system dynamics (SD) simulation to formalize the
design process
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20. THANK YOU
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