2006/11/22 1

：A Design Framework for Service Innovation

iDesign

PhD.Student：Wei-Feng Tung (d93505@mis.nccu.edu.tw)

Adviser ：Dr. Soe-Tsyr Yuan (yuans@seed.net.tw)

Laboratory ：Ambient e-Service (http://www.aesl.nccu.edu.tw/index.htm)

MIS, College of CommerceNational Chengchi University

Taipei, Taiwan

2006/11/22 2

Introduction

• iDesign is a framework to classify value co-productionrelationships underlying ecology perspective (e.g., mutualism).

• Two dimensions of framework, continuity of value co-productionand mutual adaptability, characterizing the service exchange.

• From the ecology perspective, the different criteria that can be used to test for the performance of mutualism.

• Three applications of service systems in iDesign fulfill the service innovation.

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Overall Framework

Classifying Framework

Measuring Performance

iDesign Platform

Continuity of Co-production

Mutual Adaptability One-sided Two-sided

Mutualism

Collaboration

Commensalism I II

III VI

V IV A

B

C

Competition

Mutation

Ideation

Design proglem

SpecificationDesign

RecommendationCooperative Interactive

CGA

OntologyDevelopr

Partnership Matcher

Value Appraiser

Monitoring

Consumer

Designer

Communication

Porducer

Collaborator

Evaluation

Partner present Providerp/p

Providerp/aCustomerc/a

Customerc/p

Partner absent

ProviderAdapt to absent of customer

CustomerAdapt to present of provider

Proximateresponse

Proximateresponse

Evoloved dependenceUltim

ate response

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Motivation

• Migrating to Service and Experience Economy

• The New Dynamics of Service Science

• Service Exchange of Value Co-Production

• Service Innovation for Design Industry

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Designing Service-Exchange Process Using Symbiosis Concept

• Mutualism：• This is a mutually beneficial interaction between individuals of

two species (i.e., provider, client) • obligatory mutualism (e.g. becteria vs. algae)• nonobligatory mutualism. (e.g. ant vs. tree)

• Communalism：• When two different species exist together, one of species has

benefit because of their union, but another has also no any loss. (e.g. earthworm vs. farmer)

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Continuity of Value Co-production

• Mutualism：• Mutually beneficial interactions between individuals of provides and customers.• destined partner• direct effect

• Collaboration：• Mutually beneficial interactions between individuals of provides and customers.• No destined partner• direct effect

• Commensalisms：• One-sided beneficial interactions between individuals of provides and customers.• destined partner• direct or indirect effect

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Degree of Mutual Adaptability

• Darwin’s evolution theory

• To identify the adaptability in the behaviors of provider & client in service exchange:

• One-sided :

Highly adaptive ability in one-sided (i.e., provider or client)

• Two-sided ：

Highly adaptive ability in two-sided (i.e., provider & client)

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A Classifying Framework (iDesign)

Continuity of Co-production

Mutual Adaptability One-sided Two-sided

Mutualism

Collaboration

Commensalism I II

III VI

V IV A

B

C

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Differences between the Performances Measure

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Performance of Mutualism

Partner present Providerp/p

Providerp/aCustomerc/a

Customerc/p

Partner absent

ProviderAdapt to absent of customer

CustomerAdapt to present of provider

Proximateresponse

Proximateresponse

Evoloved dependence

Ultimate response

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Measuring Performance of Mutualism (1/3)

• Proximate Response (PR)：measuring the proximate response of a provider to the removal of its partner in terms of the performance difference

Providerp/p

Providerp/aCustomerc/a

Customerc/p

Partner absent

ProviderAdapt to absent of customer

CustomerAdapt to present of provider

Proximateresponse

Proximateresponse

Evoloveddependence

Ultimate re

sponsePartner present

).,.(// cacpc PReiFF −

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Measuring Performance of Mutualism (2/3)

• Ultimate Response (UR)：

measuring the performance, in the partner’s presence, of a provider adapted to the partner, is compared with the performance, in the partner’s absence, of customer adapted to this absence in terms of the performance difference .

Partner absent

Providerp/p

Providerp/aCustomerc/a

Customerc/p

ProviderAdapt to absent of customer

CustomerAdapt to present of provider

Proximateresponse

Proximateresponse

Evoloveddependence

Ultimate response

Partner present

).,.( c/p// UReiFF appc −

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Measuring Performance of Mutualism (3/3)

• Evolved Dependence (ED)：

measuring the performance difference between the provider that is adapted to the partner’s absence and the customer that is adapted to its presence, bothmeasured in the absence of the partner in terms of the performance difference

ProviderAdapt to absent of customer

CustomerAdapt to present of provider

Providerp/p

Providerp/aCustomerc/a

Customerc/p

Partner absent

Proximateresponse

Proximateresponse

Evoloved dependence

Ultimate

response

Partner present

).,.( p/c// EDeiFF acap −

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Service Performance Criteria

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Service Science for Design Industry -- Three Service Systems

Mutual Adaptability

One-sided Two-sided

Collaboration

Commensalisms

Continuity of valueCo-production

Mutualism

I II

III VI

V IVe-Industrial Design e-Interior Design

e-Entertainments

A B

C

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Service System Examples I – e-Entertainments

Continuity of Co-production

Mutual Adaptability One-sided Two-sided

Mutualism

Collaboration

Commensalism I II

III VI

V IVA

B

C

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Customer A

Customer C

Customer B

Creative Concept A

Creative Concept B

Creative Concept C

Performance

EDURPR

Collaborative Service Marketplace

Partnership Matcher

S-FGA

Value Appraiser

User Goal RecognizerOntology Developr

Fuzzy Rules

A Collaborative Digital Content Design Service Marketplace with a Semantic-Based Fuzzy Genetic Mechanism

B

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A Collaborative Digital Content Design Service Marketplace with aSemantic-Based Fuzzy Genetic Mechanism

B

(Yen-Cheng Wu, Wei-Feng Tung, Soe-Tsyr Yuan, 2006)

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Service System Example II– eIndustrial Design

Continuity of Co-production

Mutual Adaptability One-sided Two-sided

Mutualism

Collaboration

Commensalism I II

III VI

V IVA

B

C

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Customer A

Producer

Customer B

Creative Concept A

Creative Concept B

Producer Concept

Performance

EDURPR

Adaptive dynamics model

Idea/ Trend Knowledge Base

External Stimulus

Ideation Competition Mutation Monitoring

Mutualism-Based Idea Management for Mobile Phone Design Service

A

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Mutualism-Based Idea Management for Mobile Phone Design Service

Mutation Module

Ideation Module

Competition Module

Monitoring Module

User

Product Manger

Industrial Designer

Idea/TrendKnowledge Base

Ideation Center

Other Departments

Design Proposals

A

(Je-Ren Tsai, Wei-Feng Tung, Soe-Tsyr Yuan, 2006)

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Continuity of Co-production

Mutual Adaptability One-sided Two-sided

Mutualism

Collaboration

Commensalism I II

III VI

V IVA

B

C

Service System Example III– e-Interior Design

..

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A Design e-Service Delivery with an Ontology-Based Cooperative/Interactive Co-Evolutionary Mechanism

Designer

Customer

Design requirement

Design ProblemSpecificaiton

DesignIdea

ConcetPrototype

RuleSets

Performance

EDURPR

ivp

ivc

ivcp

cp

PRPRURED

δδδ

β

>≈>

>

<

)0(

0

/

/

Adaptability

Assembling Capability

External Stimulus

Cooperative Interactive Co-evolutionary

GA

Design Recommendation

C

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A Design e-Service Delivery with an Ontology-Based Cooperative/Interactive Co-Evolutionary Mechanism

Co-evolutionary Knowledge Base

Concept Knowledge Base Designer

Problem

Cooperative Interactive Co -evolutionary GA

Design Recommendation

Evaluation

Customer

Designer

Designer

Design Problem Specification

Concept

Solution

Profile Knowledge Base

C

(Hui-Shan Chi, Wei-Feng Tung, Soe-Tsyr Yuan, 2006)

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iDesign Platform

Competition

Mutation

Ideation

Design proglem

SpecificationDesign

RecommendationCooperative Interactive

CGA

OntologyDevelopr

Partnership Matcher

Value Appraiser

Monitoring

Consumer

Designer

Communication

Porducer

Collaborator

Evaluation

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Managerial Insight (1/2)

Traditional BusinessApproach

Collaboration with Partners

Value Co-Production

One-sided Two-sidedMutual

Adaptiability

Commensalism

Collaboration

Mutualism

Continuity of Co-Production

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Managerial Insight (2/2)

Product Service e-Service

The basis of Value Product offering Service offering The service exchange of co-production

Goal of Innovation New production New service Innovated value co-production service

Locus of Interaction Once at the end of the value chain

The process and interaction of service

Repeatedly, anywhere, and anytime in the system

Producer-Customer Relationship

Transaction-based exchange

Service-base exchange Set of interactions of the partners

Productivity /Customer Satisfaction

Low / HighHigh / Low

Low / HighHigh / Low

High / High

Focus of Quality Quality of product and internal processes

Quality of provider-customer interactions

Quality of the interactions of the partners and the value of co-production

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Q&Ahuman

Process

Strategy

UnderlyingTechnology

Competition

Mutation

Ideation

Design proglem

SpecificationDesign

RecommendationCooperative Interactive

CGA

OntologyDevelopr

Partnership Matcher

Value Appraiser

Monitoring

Consumer

Designer

Communication

Porducer

Collaborator

Evaluation