v 1 arash golnam iess presentation

Systemic Service Design: Aligning Value and Implementation

Arash Golnam, Gil Regev, Julien Ramboz, Philippe Laprade and Alain Wegmann

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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

Service Offering Service Implementation

The service relieves the customers from dealing with the cost and risks associated with the outcomes they desire.

A service delivers value to customers by providing them with the outcomes that they desire.

Service Design

Supplier Value Customer Value

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The Design Process

Analyzing service offering and implementation as-is

Identifying service improvement opportunities

Designing service offering and implementation to-be

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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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Service Offering to Service Implementation

Functional Hierarchy

Org

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nal H

iera

rchy

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Service Design in

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The Design Process-Step 1

Analyzing service offering and implementation as-is

Identifying service improvement opportunities

Designing service offering and implementation to-be

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Amazon.com Value Network [w]

Service Offering

Amazon.com Value Network [c]

Service Implementation Process [w]

Service Features e.g.

Book Reviews Online Payment

Credit Card Clearing Co. [w]

Amazon.com [w]

SciFi Book Reader Value Network[c]

Service Features e.g.

Selecting the right book Ease of payment

Credit Card Processing

Book Review Submission Function

Adopter Partners

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Service Building Blocks

Service Features

Adopter Value Strategic Value

Supplier Value Network Adopter Value Network

Supplier Adopter Relationship (SAR)

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The Design Process-Step 2

Analyzing service offering and implementation as-is

Identifying service improvement opportunities

Designing service offering and implementation to-be

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‐ ‐

2.1 Issue Identification

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2.2.Alternatives Analysis 2.3 Solution Selection

…

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The Design Process-Step 3

Analyzing service offering and implementation as-is

Identifying service improvement opportunities

Designing service offering and implementation to-be

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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

Powell Books [w]

Used books

Powell Books Bank [w]

Funds Transfer

Amazon.com Value Network [w]

Amazon.com Value Network [c]

SciFi Book Reader Value Network[w]

New Actors in the VN New Building Blocks

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Detailed Design

Service Implementation Process [c] Details of the process and the

interactions in the value network

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The New SAR

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•  An integration of generic systems thinking principles into discipline-specific methods.

•  A methodology for business - IT alignment. What is SEAM?

•  Developed in LAMS, EPFL. •  Applied for teaching and consulting since 2001 History

•  General Systems Theory •  RM-ODP (A software engineering ISO standard) Foundations

•  SEAM for Business •  SEAM for Enterprise Architecture •  SEAM for Software Engineering

Applications

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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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THANK YOU

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