Alan Hartman

1. Teaching Holistic Service Design
Alan Hartman
April 30 2014
ISSIP Call

2. My Background
• Professional Identity
– Mathematician (?-1990)
– Computer Scientist/Engineer (1990-2007)
– Service Scientist/Engineer (2008-
• Work
– Industrial Research (IBM Haifa, Bangalore, Telstra)
– Academic (U of Waterloo, U of Toronto, SPJIMR)

3. Service Design Course
• Elective course
• Part of MBA in Marketing at Bar Ilan University School of
Economics and Management
• 14 meetings of 2 hours
• Enrolment in October 2013 – 39 students
• Completed the course in January 2014 – 23 students

4. Structure of the course
• Introduction to Service Science, Design, and Service Theories
• Methodologies and Tools for Service Design
• Service Business Modeling
• Service Delivery Modeling
• Customer Experience Modeling

5. Applying Holistic Design Principles
Delivery
Business Customer
Society

6. Introduction to Service Science, Design, and
Service Theories
• Lectures based on:
– Alter, Steven. "Service system fundamentals: Work system, value chain,
and life cycle." IBM Systems Journal 47.1 (2008): 71-85.
– Baty, S. Approaching Service Design – Holistic, Systems Thinking, Meld
Studios website, http://www.meldstudios.com.au/2012/09/20/service-
design-holistic-systemic/
– Blank, Steve. "Why the Lean Start-Up Changes Everything." HARVARD
BUSINESS REVIEW 91.5 (2013)
– Spohrer, J, P. P. Maglio, J. Bailey, D. Gruhl (2007) “Towards a Science of
Service Systems”. Computer, 40(1), pp. 71-77.
– Vargo, Stephen L., and Robert F. Lusch. "Evolving to a new dominant logic
for marketing." Journal of marketing (2004): 1-17.

7. Methodologies and Tools for Service Design
• Bitner, Mary Jo, Amy L. Ostrom, and Felicia N. Morgan. "Service
blueprinting: a practical technique for service
innovation." California Management Review 50.3 (2008): 66.
• Jakob Schneider & Marc Stickdorn, This is Service Design
Thinking thisisservicedesignthinking.com/
• IBM Blueworks Live https://www.blueworkslive.com/
• Ramdas, Kamalini, Elizabeth Teisberg, and Amy Tucker. "Four
ways to reinvent service delivery." Harvard Business Review,
December (2012).

8. Service Business Modeling
• Osterwalder, A., Pigneur, Y., Business Model Generation, New
York, Wiley 2010.
• Anderson, James C., James A. Narus, and Woutr van
Rossu (2006) Customer Value Propositions in Business
Markets. Harvard Business Review. Pp. 90-99.

9. Service Delivery Modeling
• Banavar, G., Hartman, A., Ramaswamy, L.. Zherebtsov, A., A
formal model for service delivery, Chapter in Service Science
Handbook
• Dhanesha, K. A., Hartman, A. and Jain, A.N. "A model for
designing generic services." Services Computing, 2009. SCC'09.
IEEE International Conference on. IEEE, 2009.

10. Customer Experience Modeling
• R. Glushko, Seven Contexts for Service System Design Chapter
in Service Science Handbook (Editors P. Maglio, C. Kieleszewski,
J. Spohrer), Springer 2010.
• Guest Lecture by a Design Specialist from the School of
Industrial Design in Jerusalem
• Guest Lecture by the manager of El-Al call center

11. Student Projects
• After 4 weeks:
– Names and Roles of team members
– Business Model Canvas – defining the service overview
• After 8 weeks
– Financial and Business Plan
– Implementation Plan
• After 12 weeks
– Service Blueprint
– Customer Experience Design
– VC Presentation

12. Services Designed in Fall 2013
• A maintenance and repair service for small coffee shops
• A product exchange service, offering to pick up unwanted purchases and return
them within the legal time limit to obtain cash refunds.
• An interior design service, offering periodic renovations and changes of décor for
offices, shops, and other businesses.
• A parking advisor service, delivered as a mobile application helping drivers to
locate parking spaces in the Tel Aviv area.
• An employment exchange portal, offering to match job seekers with job offers,
and also offering assistance with the preparation of CVs and career advice.
• A portal offering a range of services to dog owners, ranging from pet food
delivery, dog-sitting, dog walking, obedience training and other similar services.

13. Questions
• Thank you