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How to Design Services
                                     (R)
Using UML and Enterprise Architect
Improve or innovate Services

                                 Graphical
                                 Language




                               UML Tool
4 Links



Service
Design
- Service definition
Service
Any activity or benefit that one party can give to
another, that is essentially intangible and does
not result in the ownership of anything. Its
production may or may not be tied to a physical
product.

Philip Kotler
Professor of International Marketing
- Design definition
Design
A process to create value for people.
- Service design definition
Service Design
Service Design is the application of established
design process and skills to the development of
services. It is a creative and practical way to
improve existing services and innovate new ones.

Stefan Moritz
                                                       field”
from “Service Design – Practical access to an evolving field”
e
                    ervicce
               1. S r f a
                 Inte


2. T imeline



                3. UM L Model
1. Service Interface
       (Concept)
- Service Interface #1
           Service Interface



Customer                       Service Organization
ents
               M om t h
                  o f Tr u

Touchpoints
   (Concept)
Service Interface




                    Service Organization




                        Touchpoints




Customer
Service Interface




                                   Service Organization




                                       Touchpoints


                    Customer Journey

Customer
2. Customer Journey
       (Concept)
learn                                              check
               buy                        travel   ticket
               ticket
                                   bord

                        enter                       arrive
        plan

                                wait
                                                        remember
3. Service Blueprint
       (Concept)
actions
customer



physical
evidence
/ objects
                       line of interaction
interactions
  onstage




                         Line of Visibility
backstage
 actions




               line of internal interaction
process
support
& IT
learn           plan             buy ticket           enter                  wait
  actions
customer



physical             bahn.de          different             bahn.de          railway
evidence             portal           services              portal           station
/ objects
                                                                                       line of interaction
interactions
  onstage




               show
                               compare            select
               schedule                                               etc.
                               alternatives       ticket
               and prices


                                                                                        Line of Visibility
backstage
 actions




               query                              query
               bahn.de                            bahn.de
               server                             server


                                                                             line of internal interaction
process




                                                  select
support




               select
                                                  central
               central
& IT




                                                  ticket
               database
                                                  system
4 Links



Unified
Modeling
Language
Graphical
Language
- Service design definition
UML
The vocabulary and rules of a language such as
the UML tell you how to create and read well-
formed models,
but they don't tell you what models you should
create and when you should create them.

Grady Booch
                                          Guide“
from „The Unified Modeling Language Users Guide“, 1998
UML Use Case Diagram
UML Use Case Diagram   Object   Customer
                                           Business Use Case



                                                  Touch Point
  Onstage

                                           System Use Cases



Backstage                                               Line of
                                                          Visibility
Business
 Processes




Support
 Process
4 Links



Enterprise
Architect
UML Tool
sparxsystems.com
Thank You

Thank You
Edmund GrĂśpl, www.team-kompetenz.de
Service Design - Links
service-design-network.org

Unified Modeling Language
uml.org

Enterprise Architect
sparxsystems.com

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How to Design Services using UML and Enterprise Architect

  • 1. How to Design Services (R) Using UML and Enterprise Architect
  • 2. Improve or innovate Services Graphical Language UML Tool
  • 4. - Service definition Service Any activity or benefit that one party can give to another, that is essentially intangible and does not result in the ownership of anything. Its production may or may not be tied to a physical product. Philip Kotler Professor of International Marketing
  • 5. - Design definition Design A process to create value for people.
  • 6. - Service design definition Service Design Service Design is the application of established design process and skills to the development of services. It is a creative and practical way to improve existing services and innovate new ones. Stefan Moritz field” from “Service Design – Practical access to an evolving field”
  • 7. e ervicce 1. S r f a Inte 2. T imeline 3. UM L Model
  • 9. - Service Interface #1 Service Interface Customer Service Organization
  • 10. ents M om t h o f Tr u Touchpoints (Concept)
  • 11. Service Interface Service Organization Touchpoints Customer
  • 12. Service Interface Service Organization Touchpoints Customer Journey Customer
  • 13. 2. Customer Journey (Concept)
  • 14. learn check buy travel ticket ticket bord enter arrive plan wait remember
  • 15. 3. Service Blueprint (Concept)
  • 16. actions customer physical evidence / objects line of interaction interactions onstage Line of Visibility backstage actions line of internal interaction process support & IT
  • 17. learn plan buy ticket enter wait actions customer physical bahn.de different bahn.de railway evidence portal services portal station / objects line of interaction interactions onstage show compare select schedule etc. alternatives ticket and prices Line of Visibility backstage actions query query bahn.de bahn.de server server line of internal interaction process select support select central central & IT ticket database system
  • 20. - Service design definition UML The vocabulary and rules of a language such as the UML tell you how to create and read well- formed models, but they don't tell you what models you should create and when you should create them. Grady Booch Guide“ from „The Unified Modeling Language Users Guide“, 1998
  • 21. UML Use Case Diagram
  • 22. UML Use Case Diagram Object Customer Business Use Case Touch Point Onstage System Use Cases Backstage Line of Visibility
  • 24.
  • 28.
  • 29. Thank You Thank You Edmund GrĂśpl, www.team-kompetenz.de
  • 30. Service Design - Links service-design-network.org Unified Modeling Language uml.org Enterprise Architect sparxsystems.com