Product-Service Business Concept Design: Real-world Case of a ...

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Yong Se KIM Sungkyunkwan University, Korea Product-Service Business Concept Design: Real-world Case of a Small Furniture Manufacturing Firm

Transcript of Product-Service Business Concept Design: Real-world Case of a ...

Page 1: Product-Service Business Concept Design: Real-world Case of a ...

Yong Se KIM

Sungkyunkwan University, Korea

Product-Service Business Concept Design:

Real-world Case of

a Small Furniture Manufacturing Firm

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Product-Service Systems

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Product-Service Systems

People First !

Service-Dominant Logic

E3 Value Concept

INNOVATION

Functional

Experience

Value

Extrinsic

Social

Ecological

Value

Economic

Value

Value

Extrinsic

Value

Intrinsic

Value

Emotional Intrinsic

Social Epistemic

Active Reactive

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Service Design [Y. S. Kim]

Service Design Process

▌ Modeling Diversity of Values (E3 values)

▌ Activity Design with consideration of Various Context Elements

▌ Service Interaction Design with care on Touchpoints

▌ Stakeholder Experiences Assessment and Management

Evolutionary Development of Service Designing

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Manufacturing

Industry

Design Consulting Companies

Product

Product-Service Systems

PSS Design Process Innovation

Product-Service Systems (PSS) Design Project Supported by Korean Ministry of Knowledge Economy

2008 - 2013

PSS Design Framework

▌Theme

▌Integrated Design + Product-Service Systems + Intelligence

▌Research

▌PSS Design Strategy Design

▌PSS Design based on Use Information

▌PSS Design Process Innovation

▌Intelligent PSS Design Framework

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Design Support Tools for PSS

P P1

P2

P3

P4

P5

s

s

s

s

P

P

P P1

P2

P3

P4

P5

P6P7

P10

P8

P11P12

P12

P13

P

V1

V2

V3

Product

Product-Service Systems

P P1

P2

P3

P4

P5

s

s

s

s

P

P

P P1

P2

P3

P4

P5

P6P6P7P7

P10P10

P8P8

P11P11P12P12

P12

P13

P

V1

V2

V3

Product

Product-Service Systems

P P1

P2

P3

P4

P5

s

s

s

s

P

P

P P1

P2

P3

P4

P5

P6P7

P10

P8

P11P12

P12

P13

P

V1

V2

V3

Product

Product-Service Systems

P P1

P2

P3

P4

P5

s

s

s

s

P

P

P P1

P2

P3

P4

P5

P6P6P7P7

P10P10

P8P8

P11P11P12P12

P12

P13

P

V1

V2

V3

Product

Product-Service Systems

Requirement Identification and Value Targeting

PSS Function Modeling Function-Activity Mapping and PSS Concept Generation

PSS Concept Detailing PSS Concept Prototyping

Stakeholder Activity Design

Life-Cycle Step

Modeling

Stakeholder

Modeling

Functional

Experience Value

ExtrinsicSocial

Ecological ValueEconomic Value

E3 Values

Extrinsic Intrinsic

EmotionalIntrinsicSocial

Epistemic

Active Reactive

Requirement

Modeling

PSS Scenario

Generation

Activity Modeling Service Blueprint

PSS Function Modeling

Service Blueprint

With Functions

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Service Design Software

http://servicedesignsoftware.com

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Product-Service Systems Design Software

Design for Affordance

Framework

PSS Function

Design System

Activity Modeling and

Service Blueprint

Customer Experience

Sampling and Analysis

Biz Model

Generation & Evaluation

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Manufacturing Servitization Support Framework Supported by Korean Ministry of Industry, Trade and Energy

2013 - 2016

Manufacturing

Servitization

Support

Framework

Product-

Service

Systems

Design

Strategy

PSS System

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Double-Deck Servitization Process

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Servitization Process

▌ High-Level Strategy and Low-Level Product-Service System Design

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Servitization Process

▌ Small Furniture Company Top Plan DNC

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▌ 경기도 남양주시 화도읍 가곡리

▌ 설립: 2007년, 매출액: 20억원 내외, 직원수: 15명 (생산 10, 디자인 3, 총무/관리 2)

▌ 사업 개요: 가구 디자인/설계, 가공/조립, 도색, 설치

주요상품 : 패션 브랜드 매장에 사용되는 주문형 디스플레이 가구 (진열장)

핵심역량 : 신속 현장 세팅 공정, 디자인 및 시공, 신속 제작 (필요시 매장에 직접 설치)

니즈: 비수기를 활용한 디자인 인력(대표 포함 4명)의 역량 활용에 대한 니즈 강함

Top Plan DNC Business Positioning

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Business Context Diagnosis of Top Plan DNC

▌ Fashion Store Furniture Manufacturer

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Value themes

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Service Space of Personalized DIY

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Service Space of Personalized DIY

SSPP SSCC SSPC SSCp SSPc

Delivery Community

Expert Advice

Furniture Choice DIY Education Personalized DIY

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Service Brand Identity

“Make Your Own Customized Happiness”

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Journey Map

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Service Blueprint of Personalized DIY

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Prototyping

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Context-specific Experience Sampling and Analysis

Context-Specific

Experience

Sampling &

Analysis

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▌ Color Selection

Experience Evaluation

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▌ Color Selection

Experience Evaluation

Fun Familiarity Proud Learning Customized

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Experience Evaluation of the Second Prototyping

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Experience Evaluation of the Second Prototyping

Color

Sele-

ction

Fun Familiarity Proud Learning Customized

Smoo

thing Smoo

thing Smoo

thing

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Color Selection

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E3 Values for Color Selection Service

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Service blueprint

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PSS Design

Service Blueprint PSS Function Modeling

Service Blueprint with Functions Stakeholders’ Activities Functions

Service Elements

Product Elements

▌ Framework for PSS Design

[ServDes 2012]

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Service Blueprint PSS Function Modeling

Service Blueprint with Functions Stakeholders’ Activities Functions

Service Elements

Product Elements

Affordances

PSS Design

▌ Framework for PSS Design

[ServDes 2012]

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PSS Design Using Affordances

Service Blueprint PSS Function Modeling

Service Blueprint with Functions Stakeholders’ Activities Functions

Service Elements

Affordances & Affordance Features

Product Elements

▌ Framework for PSS Design with Affordances: Service Driven Approach

[ServDes 2012]

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PSS Design Using Affordances

Service Blueprint PSS Function Modeling

Service Blueprint with Functions

Function-Activity Interaction Matrix

Stakeholders’ Activities Functions

Service Elements

Affordances & Affordance Features

Design for Affordance

Product Elements

▌ Framework for PSS Design with Affordances: Service Driven Approach

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Service ElementMaterials

SP

SR

Materials

ACT_P

ACT_R

Information Information

Energy Energy

PnP1 P2 ……..

Service Element Layer

Product Element Layer

Affordance 1 Affordance 2 Affordance m ………..

AF11

AF22 AFmn

▌ Scheme of PSS Representation

– PSS Function & PSS Structure

– PSS Structure: Service elements + Product elements

*Service element

: Stakeholders (SP/SR)

: Activities

*Product element

: Affordance Features

that provide affordances

for activities

PSS Design Using Affordances

Material

InformationFunction 1

SP

SR

Material

Information

Energy Energy

[ICED 2011]

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Product-Element Design for Customized Color Selection

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Product & Service Engineering Lab, SNU

Current Business Model

- 1 -

Indirect Shop

Pay per Unit

Penetration

Furniture

Manufacture

Thru Interior Design

Company

• B2B

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Product & Service Engineering Lab, SNU - 7 -

Premium Customers

interested in

Customized Furniture

Customization

Targeting

Furniture

Manufacture

Pay per Unit

Direct

channel Off-line Store

Customized Furniture (Customer Target Change)

• B2C

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Product & Service Engineering Lab, SNU - 7 -

Premium Customers

interested in

Customized Furniture

Customization

Targeting

Furniture

Manufacture

Pay per Unit

Direct

channel

Viral

marketing

Experience

shop Furniture Making

Experiences

Off-line Store

DIY Experiecne

Service

Words of Mouth

DIY Experience Provision Service

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Product & Service Engineering Lab, SNU

Partnering

- 7 -

Premium Customers

interested in

Customized Furniture

Customization

Targeting

Furnriture

Manufacture

Pay per Unit

Direct

channel

Viral

marketing

Experience

shop Furniture Making

Experiences

Off-line Store

DIY Experiecne

Service

DIY Marketing Needs!

Cross

promotion

Collaboration with

Partners to Promote

DIY

Camping

Catering

Initial Cost

Fixed cost

Service Related

Variable cost

Words of Mouth

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Servitization Process of a Small Furniture Manufacturer

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Business Launching

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Servitization Process: Design, Development, Operation

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Design

Development

Launching

Operation ?

Design

Servitization Process: Design, Development, Operation

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Product-Service Business Design Case

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제조업의 서비스화 지원

프레임워크 개발 컨소시엄

facebook.com/pssinno

[email protected]

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Double-Deck Servitization Process

Manufacturing

Servitization

Support

Framework

Product-

Service

Systems

Design

Strategy

PSS System

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SKKU Service Design Graduate Program

(2013 – )

Service Management

Value

Model

Service

Activity

Design

Service

Experience

Service

Interaction

Service

Cognition

Service

Communication

Healthcare

Service

Product-Service

Systems

Social Innovation

Service

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Information: sdi.skku.edu

Inquiries: [email protected]

Faculty Members of SKKU Service Design Graduate Program

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[email protected]

sdi.skku.edu

SKKU Service Design Graduate Program

BK21+