pres 113 mauricio manhaes feb 17 2016

Service InnovationAugmenting the Potential to Act

ISSIP Service Innovation Weekly Speaker Series

February, 17th 2016

Mauricio Manhaes, Dr.

SCAD

Maurício Manhães, DrProfessor of Service Design

Service-Dominant Logic

Mauricio Manhaes, Dr. – Service Design / SCAD

Foundational Premises

Service-Dominant LogicFoundational premise Explanation and comment

FP1 Service is the fundamental basis of exchange.The application of operant resources (knowledge and skills), "service," as defined in S-D logic, is the basis for all exchange. Service is exchanged for service.

FP2Indirect exchange masks the fundamental basis of exchange.

Because service is provided through complex combinations of goods, money, and institutions, the service basis of exchange is not always apparent.

FP3Goods are a distribution mechanism for service provision.

Goods (both durable and non-durable) derive their value through use – the service they provide.

FP4Operant resources are the fundamental source of competitive advantage.

The comparative ability to cause desired change drives competition.

FP5 All economies are service economies.Service (singular) is only now becoming more apparent with increased specialization and outsourcing.

FP6 The customer is always a cocreator of value. Implies value creation is interactional.

FP7The enterprise cannot deliver value, but only offer value propositions.

Enterprises can offer their applied resources for value creation and collaboratively (interactively) create value following acceptance of value propositions, but can not create and/or deliver value independently.

FP8A service-centered view is inherently customer oriented and relational

Because service is defined in terms of customer-determined benefit and co-created it is inherently customer oriented and relational.

FP9All social and economic actors are resource integrators.

Implies the context of value creation is networks of networks (resource integrators).

FP10Value is always uniquely and phenomenologically determined by the beneficiary

Value is idiosyncratic, experiential, contextual, and meaning-laden.


The Impact of Copernicus

Heliocentrism


Service-Dominant Logic


Service


What purpose

does this

serve?Mauricio Manhaes, Dr. – Service Design / SCAD

Serves for… open cans, unpin wooden

boards, mix dye, scratching your backs,

kill, unscrew, etc…


What is “service”?What purpose service serves for?

To augment the potential to act


Knowledge: potential to act

Knowledge is power!

Power to act, to make things happen...


“The power to fly”

SAV > NYC = 1 hour


Service is what augments the potential to act

Service provision is a process ofKnowledge creation.


Swarm of services


Different services (as output)


Innovation


“First, since we are dealing with a process whose every element takes considerable time in revealing its true features and ultimate effects, there is no point in appraising the performance of that process ex visu of a given point of time; we must judge its performance over time, as it unfolds through decades or centuries.”

About Innovation

Joseph Schumpeter


Blind Variation and Selective Retention*

Charles Robert Darwin(12 February 1809 – 19 April 1882)

*Campbell and Simonton


“Open Innovation is about

design and design thinking. But

if I had used the word “design,”

the book would end up on Art

shelves of libraries. And

“corporative people” would not have bought it. ”

Dr. Henry Chesbrough

(2011)

Open Innovation

Design


Prophets of Innovation?

Act into the Future


Service Design


design

The Role of Design

INNOVATION


Image from: “Mike Lai creating organizational change v2”


Solution

Problem

Solution

Problem

Solution

ProblemTime

Design: Co-Evolution


(Dorst and Cross, 2001)

Service Design

serves

to create new forms of

augmenting the potential to

act of people and

organizations

Definition

Service


Service Design does

not serve

to beautify traditional

forms of pampering

people…

Definition

Service


Service Design Taxonomy


Dro/awn in Words


Service Design Taxonomy

http://www.servicedesigntaxonomy.org/


Context


Perception


Relationship


Resources

Process


Service Design Huddle


SD Huddle: Fingerprints


Maurício Manhã[email protected]

Thanks!...

Questions?

pres 113 mauricio manhaes feb 17 2016

Presentations & Public Speaking