Advertisement

End-to-End Methodological Approach for the Data-Driven Design of Customer-Centered Digital Services

  • Jürg Meierhofer
  • Anne Herrmann
Conference paper
Part of the Lecture Notes in Business Information Processing book series (LNBIP, volume 331)

Abstract

The collection, analysis, and interpretation of digital data has become an important factor for the provision of services. However, there is a lack of methodologies for using data analytics systematically in an end-to-end process for designing services. Therefore, in this paper, we develop a conceptual approach covering the innovation funnel from idea generation to market deployment. In particular, we describe how qualitative approaches alternate with quantitative approaches along the innovation process. We pay special attention to the design of data-driven value propositions including the analysis and modeling of the customer needs, a phase in which the concept of hidden needs and pains is applied. To conclude, we propose the development of a tool to support and industrialize the approach discussed in this paper.

Keywords

Data-driven value creation Data-driven innovation process Service innovation 

References

  1. 1.
    Schüritz, R., Satzger, G.: Patterns of data-infused business model innovation. In: 2016 IEEE 18th Conference on Business Informatics (2016)Google Scholar
  2. 2.
    Schüritz, R., Seebacher, S., Satzger, G., Schwarz, L.: Datatization as the next frontier of servitization – Understanding the challenges for transforming organizations. In: Thirty Eighth International Conference on Information Systems, South Korea (2017)Google Scholar
  3. 3.
    Siegel, E.: Predictive Analytics. Wiley, Hoboken (2016)Google Scholar
  4. 4.
    Marr, B.: Big Data: Using Smart Big Data, Analytics and Metrics to Make Better Decisions and Improve Performance. Wiley, Chichester (2015)Google Scholar
  5. 5.
    Meierhofer, J., Meier, K.: From data science to value creation. In: Za, S., Drăgoicea, M., Cavallari, M. (eds.) IESS 2017. LNBIP, vol. 279, pp. 173–181. Springer, Cham (2017).  https://doi.org/10.1007/978-3-319-56925-3_14CrossRefGoogle Scholar
  6. 6.
    Loukides, M.: The Evolution of Data Products. O’Reilly, Sebastopol (2011)Google Scholar
  7. 7.
    Howard, J., Zwemer, M., Loukides, M.: Designing Great Data Products. O’Reilly, Sebastopol (2012)Google Scholar
  8. 8.
    Scherer, J.O., Kloeckner, A.P., Duarte Ribeiro, J.L., Pezzotta, G., Pirola, F.: Product-service system (PSS) design: using design thinking and business analytics to improve PSS design. Procedia CIRP 47, 341–346 (2016)CrossRefGoogle Scholar
  9. 9.
    Wang, B., Miao, Y., Zhao, H., Jin, J., Chen, Y.: A biclustering-based method for market segmentation using customer pain points. Eng. Appl. Artif. Intell. 47, 101–109 (2016)CrossRefGoogle Scholar
  10. 10.
    Kwong, C.K., Huimin, J., Luo, X.G.: AI-based methodology of integrating affective design, engineering, and marketing for defining design specifications of new products. Eng. Appl. Artif. Intell. 47, 49–60 (2016)CrossRefGoogle Scholar
  11. 11.
    Peters, C., Maglio, P., Badinelli, R., Harmon, R.R., Maull, R., Spohrer, J.C., et al.: Emerging digital frontiers for service innovation. Commun. Assoc. Inf. Syst. 39(1), 136–139 (2016)Google Scholar
  12. 12.
    Spohrer, J., Demirkan, H., Lyons, K.: Social value: a service science perspective. In: Kijima, K. (ed.) Service Systems Science. TSS, vol. 2, pp. 3–35. Springer, Tokyo (2015).  https://doi.org/10.1007/978-4-431-54267-4_1CrossRefGoogle Scholar
  13. 13.
    Meierhofer, J.: Service value creation using data science. In: Gumesson, E., Mele, C., Polese, F. (eds.) Service Dominant Logic, Network and Systems Theory and Service Science: Integrating Three Perspectives for a New Service Agenda. Youcanprint Self-Publishing, Rome (2017)Google Scholar
  14. 14.
    Provost, F.P., Fawcett, T.: Data Science for Business. O’Reilly, Sebastopol (2013)Google Scholar
  15. 15.
    Kuehl, N., Scheurenbrand, J., Satzger, G.: Needmining: identifying micro blog data containing customer needs. Research papers, p. 185 (2016)Google Scholar
  16. 16.
    Vargo, S., Lusch, R.: Evolving to a new dominant logic for marketing. J. Mark. 68(1), 1–17 (2004)CrossRefGoogle Scholar
  17. 17.
    Vargo, S., Maglio, P., Akaka, M.A.: On value and value co-creation: a service systems and service logic perspective. Eur. Manag. J. 26(3), 145–152 (2008)CrossRefGoogle Scholar
  18. 18.
    Jaakkola, E., Helkkula, A., Aarikka-Stenroos, L.: Service experience co-creation: conceptualization, implications, and future research directions. J. Serv. Manag. 26(2), 182–205 (2015)CrossRefGoogle Scholar
  19. 19.
    Patrício, L., Fisk, R.P., Falcão e Cunha, J., Constantine, L.: Multilevel service design: from customer value constellation to service experience blueprinting. J. Serv. Res. 14(2), 180–200 (2011)CrossRefGoogle Scholar
  20. 20.
    Polaine, A., Løvlie, L., Reason, B.: Service Design: From Insight to Implementation. Rosenfeld Media, Brooklyn (2013)Google Scholar
  21. 21.
    Teixeira, J.G., Patrício, L., Huang, K.-H., Fisk, R.P., Nóbrega, L., Constantine, L.: The MINDS method: integrating management and interaction design perspectives for service design. J. Serv. Res. 20(3), 240–258 (2016)CrossRefGoogle Scholar
  22. 22.
    Andreassen, T.W., et al.: Linking service design to value creation and service research. J. Serv. Manag. 27(1), 21–29 (2016)CrossRefGoogle Scholar
  23. 23.
    Osterwalder, A., Pigneur, Y., Bernarda, G., Smith, A.: Value proposition design: how to create products and services customers want. Wiley, Hoboken (2014)Google Scholar
  24. 24.
    Brenner, W., Uebernickel, F. (eds.): Design Thinking for Innovation. Springer, Cham (2016).  https://doi.org/10.1007/978-3-319-26100-3CrossRefGoogle Scholar
  25. 25.
    Kimbell, L.: Rethinking design thinking: part I. Design and culture. J. Des. Stud. Forum 3(3), 285–306 (2011)Google Scholar
  26. 26.
    Mueller, R., Thoring, K.: Design thinking vs. lean startup: a comparison of two user-driven innovation strategies. In: International Design Management Research Conference (2012)Google Scholar
  27. 27.
    Badke-Schaub, P., Cardoso, C.: Design thinking: a paradigm on its way from dilution to meaninglessness? In: Proceedings of the 8th Design Thinking Research Symposium (DTRS8) (2010)Google Scholar
  28. 28.
    Hentschel, C., Czinki, A.: Design thinking as a door-opener for TRIZ - paving the way for systematic innovation. In: Aoussat, A., Cavallucci, D., Tréla, M., Duflou, J. (eds.) Proceedings of the European TRIZ Association (ETRIA)’s TRIZ Future Conference TFC 2013: Towards Systematic Inventive Processes in Industry (2013)Google Scholar
  29. 29.
    Goffin, K., Lemke, F., Koners, U.: Repertory grid technique. In: Goffin, K., Lemke, F., Koners, U. (eds.) Identifying Hidden Needs, pp. 125–152. Palgrave Macmillan, London (2010)CrossRefGoogle Scholar
  30. 30.
    Cooper, R.G.: Stage-gate systems: a new tool for managing new products. Bus. Horiz. 33(3), 44–54 (1990)CrossRefGoogle Scholar
  31. 31.
    Lazzarotti, V., Manzini, R.: Different modes of open innovation: a theoretical framework and an empirical study. Int. J. Innov. Manag. 13(4), 615–636 (2009)CrossRefGoogle Scholar
  32. 32.
    Chesbrough, H.W.: Open Services Innovation: Rethinking Your Business to Grow and Compete in a New Era. Jossey-Bass, San Francisco (2011)Google Scholar
  33. 33.
    Kayser, V., Nehrke, B., Zubovic, D.: Data science as an innovation challenge: from big data to value proposition. Technol. Innov. Manag. Rev. 8(3), 16–25 (2018)CrossRefGoogle Scholar
  34. 34.
    Ostrom, A.L., Parasuraman, A., Bowen, D.E., Patrício, L., Voss, C.A.: Service research priorities in a rapidly changing context. J. Serv. Res. 18(2), 127–159 (2015)CrossRefGoogle Scholar
  35. 35.
    Visser, F.S., Stappers, P.J., Van der Lugt, R., Sanders, E.B.: Contextmapping: experiences from practice. CoDesign 1(2), 119–149 (2005)CrossRefGoogle Scholar
  36. 36.
    Kelly, G.A.: The Psychology of Personal Constructs, Volume 1: A Theory of Personality. W. W. Norton, New York (1955)Google Scholar
  37. 37.
    Hassenzahl, M., Wessler, R.: Capturing design space from a user perspective: the repertory grid technique revisited. Int. J. Hum. Comput. Interact. 12(3–4), 441–459 (2000)CrossRefGoogle Scholar
  38. 38.
    Holtzblatt, K., Jones, S.: Contextual inquiry: a participatory technique for system design. In: Participatory Design: Principles and Practices, pp. 177–210 (1993)Google Scholar
  39. 39.
    Kumar, V., Whitney, P.: Daily life, not markets: customer-centered design. J. Bus. Strategy 28(4), 46–58 (2007)CrossRefGoogle Scholar
  40. 40.
    Von Hippel, E.: Lead users: a source of novel product concepts. Manag. Sci. 32(7), 791–805 (1986)CrossRefGoogle Scholar
  41. 41.
    Eisenberg, I.: Lead-user research for breakthrough innovation. Res. Technol. Manag. 54(1), 50–58 (2011)CrossRefGoogle Scholar
  42. 42.
    Lilien, G.L., Morrison, P.D., Searls, K., Sonnack, M., Hippel, E.V.: Performance assessment of the lead user idea-generation process for new product development. Manag. Sci. 48(8), 1042–1059 (2002)CrossRefGoogle Scholar

Copyright information

© Springer Nature Switzerland AG 2018

Authors and Affiliations

  1. 1.School of EngineeringZHAW Zurich University of Applied SciencesWinterthurSwitzerland
  2. 2.School of Applied PsychologyFHNW University of Applied Sciences and Arts Northwestern SwitzerlandOltenSwitzerland
  3. 3.Expert Group Smart ServicesSwiss Alliance for Data-Intensive ServicesThunSwitzerland

Personalised recommendations