Author： A.R Tan,M. M. Andreasen and D. Matzen

Teacher： Soe-Tsyr Daphne Yuan

Presenter： Liao, Ting-Yi

CONCEPTUALISATION OF PRODUCT/SERVICE-SYSTEMS

THROUGH STRUCTURAL CHARACTERISTICS

OUTLINE• Introduction

• The synthesis of products

• Identification of structural characteristics in service design

Service blueprint approach

Customer activity cycle approach

Network of actors

Service engineering approach

• Conceptual PSS

• Behavioural properties of PSS

• Discussion and Conclusion

INTRODUCTION

• Many manufacturing companies are considering shifting their business strategy from a product-orientation to service-orientation.

• Most of the research has looked at the economic and environment benefits of adopting such business strategies, but little attention has been given to the systematic design and development aspects of PSS.

• What does an appropriate model for design of PSS offerings look like?

THE SYNTHESIS OF PRODUCTS

• Hubka’s Transformation Model splits traditional function reasoning up into two kinds of functionality:

1. The product’s function seen as the product’s ability to deliver desired

effects.

---Related to the product’s structure.

2. The transformation created by using the product.

---Related to the technology of using the product.

THE SYNTHESIS OF PRODUCTS(CONT.)

• Based on Hubka’s theory, Andreasen has proposed that product’s structure attributes are called characteristics; and the behavioural attributes are called properties.

• The model of the transformation system shows the product’s primary utilization activities and that operators transform primary operands and secondary auxiliary operands on the input side.

THE SYNTHESIS OF PRODUCTS(CONT.)

based on these systems’

functionality

provide the necessary information for the

transformation

manage and control the activities and the systems’ coordination, certification,

norms, standards, etc.

on one hand can be contributing operators, and on the other, the persons in the transformation process

in the form of physical surroundings, socio-technical conditions, societal conditions,

financial circumstances, etc.

THE SYNTHESIS OF PRODUCTS(CONT.)

• Hubka’s model points in this way at the following:

1. A product’s utility only emerges when it is used or employed in a

transformation process or activity.

2. The product cannot perform the transformation process on its own,

but requires interaction with other operators who are responsible for

the product’s use.

3. The product’s utility value for the user is dependent on the output of

the transformation process.

THE SYNTHESIS OF PRODUCTS(CONT.)

• Three domains:

1. activity domain:

leading from and interpretating the transformation aspects.

2. organ domain:

the functional entities of the product and their physical realization.

3. parts domain:

the product’s production oriented materialisation.

IDENTIFICATION OF STRUCTURAL CHARACTERISTICS IN SERVICE DESIGN

• Look for services in Figure1:

Delivery of goods:

Technical system, Primary operands, Auxilary input, By-product

operands, Hardware as carriers of information and management system

Delivery of non-goods:

Information flow and processing, Management flow, Space,Time

Delivery of man-power:

Human system

SERVICE BLUEPRINT APPROACH

CUSTOMER ACTIVITY CYCLE APPROACH

NETWORK OF ACTORS

SERVICE ENGINEERING APPROACH

the person renting a

bike

transportation from one part of town to another

rented bike

bike rental station

companies offering the

rental service

SERVICE ENGINEERING APPROACH(CONT.)

CONCEPTUAL PSS

• Five PSS characteristics:

1. The characteristic of a PSS follows the product.

PSS is linked to the product characteristics instead of the detail with

the structure characteristics.

2. The service characteristics follow the transformation.

A service is related to one or more steps in the activities and the

characteristics may belong to any of the product’s life phase.

CONCEPTUAL PSS(CONT.)

• 3. Service is characterised by the service channel.

Five types of channels:

(1) Human system.

(2) Technical system.

(3) Information systems.

(4) Management and goal systems.

(5) Active environment and conditions.

CONCEPTUAL PSS(CONT.)

CONCEPTUAL PSS(CONT.)

• 4. Service is characterized by the service activity.

The service should interfere with the transformation activity.

EX: humans are taking action, information is delivered.

• 5. Service is characterized by the stakeholder’s network pattern and

value enhancement.

The enhancement of value can be based upon many types of quality

enhancements related to the purchasing, installing, operating,

maintenance, and disposal of a product.

CONCEPTUAL PSS(CONT.)

• A service’s characteristics are a set of characteristics relating to the:

1. product characteristics.

2. transformation characteristics

(1) characteristics of the technology related to the application of the

product.

(2) characteristics of operators belonging to the product’s use.

3. service characteristics.

(1) characteristics related to the technology related to the service.

(2) characteristics of operators belonging to the service’s channel

and execution.

BEHAVIOURAL PROPERTIES OF PSS

• Activities’ performance follow the 7 Universal Virtues.

Seven classes of properties of an activity seen from the perspective of

the stakeholder that is interested in the operation and the result of the

activity: cost, quality, time, efficiency, risk flexibility, and environmental

effects.

BEHAVIOURAL PROPERTIES OF PSS(CONT.)

BEHAVIOURAL PROPERTIES OF PSS(CONT.)

• PSS availability and risk are the responsibilities of the provider.

PSS availability affect the performance and usability.

Risk dimension is important, and several types of services are based

upon risk minimising.

• The PSS is also a matter of soft qualities.

Like consumer products, clothes and cars, PSS may also be related to

soft qualities.

BEHAVIOURAL PROPERTIES OF PSS(CONT.)

DISCUSSION AND CONCLUSION

• Five dimensions of characteristics of PSS:

(1) the initial product the PSS is based on.

(2) the activities the user and product is part of.

(3) the service channel in which services are delivered.

(4) the conditions in which a service is active in a transformation

activity.

(5) and the network of actors and stakeholders that mutually benefit

from providing and receiving products and services

DISCUSSION AND CONCLUSION(CONT.)

• 1. It has hard to capture all these different characteristics in one model,

but have to use multiple perspectives to grasp PSS concepts.

• 2. Only by insight into the user’s or actor’s activities, problems and

value perception can the designer hope to achieve the desired

properties of a product or service.