Open service design and Innovation Almost all we experience products whose main accessory was an instruction manual and in some cases these fostered business training to be able to use these products fully. Deliver products without a friendly service seems to be no more betting preferred companies. More than deliver products now we must think […]
Open service design and Innovation
Almost all we experience products whose main accessory was an instruction manual and in some cases these fostered business training to be able to use these products fully.
Deliver products without a friendly service seems to be no more betting preferred companies. More than deliver products now we must think to deliver services well designed.
In my opinion, this means that there we begin to have a great concern addressed the needs of users or consumers, which is to be welcomed.
Today it is possible to combine the organizational skills with the real needs of clients to develop new solutions to their problems. However this raises challenges to organizational change for which it is important to be attentive to abandon the dominant thought in the twentieth century and make use of a process more open, interactive and collaborative.
There are four fundamental concepts suggested by Henry Chesbrough that will accelerate the movement of more open service innovation:
- “Think of your business as an open services business in order to create and sustain differentiation in a commodity trap world.
- Invite customers to co-create innovation to generate (new) experiences they will value and reward.
- Use Open Service Innovation to help you turn your business into a platform for others to build on.
- Transform your business model with Open Services Innovation to profit from building a platform business model so you can gain from others’ innovation activities as well.”
It seems to be true that many concepts of open innovation are easily applicable to the services and in my opinion many of the concepts of Design services can also be combined with open innovation.
Service Design is a useful structure to maintain the perspective of the world outside of the users or consumers as the main element in selecting and developing ideas for innovation.
The potential for innovation is not exclusively on internal focus on available technologies or capabilities of a company.
When we look at the services through the consumer or user journey we find significant interactions among themselves, as the service provider and its employees, its customers and other stakeholders, and we can see how they are involved in a process or a series of processes, or the value chain. These interactions can be imagined, built and implemented adding value to all parties involved.
“The practice of Service Design focuses on integrating the dynamic collection of service elements within a customer journey around a qualitative and integrated user experience. In order to be able to deliver this, distributed organizational resources need to be combined to create an optimal service offering. Similar to Open Innovation, the Service Design approach aligns the strategic decisions within a project with the broader business goals of the organization. “-Elsevier
Whether open innovation or service design is an interdisciplinary process that require specialists from various disciplines to work together throughout the project.
But it is important to note that it is not always easy or possible to do so, given the particular characteristics of some interventions.
“Open Innovation and Service Design as specialized fields of work do cross over, but they are not necessarily the same thing. Innovation is not always about service delivery to consumers. It can, for instance, also be about improving manufacturing processes or internal organizational models. In that case open Innovation would imply involving for instance professionals as lead users, rather than consumers. Service Design on the other hand is not always about innovation. It can, for instance, also be about incremental improvements to existing services. In that case the customer research would be focusing on current average usage of these services”. – Elsevier
I think there is however a very wide field of innovation to explore, whether it is in the processes in services or services derived products.
Give your contribution. Share your ideas or your readings!
Offerings of today and tomorrow New offers of products and services I have seen, ranging from the incremental until radical innovations but passing by evolutionists. The increasing need to think more on services and developing work in this area causes the funnel ideas flip a little its respect. You need to create open spaces where […]
Offerings of today and tomorrow
New offers of products and services I have seen, ranging from the incremental until radical innovations but passing by evolutionists.
The increasing need to think more on services and developing work in this area causes the funnel ideas flip a little its respect. You need to create open spaces where to find more meaning and this puts a question:
How to create new templates to make communities better than they are when we enter?
One of the ways to achieve this is leading to these communities to interact with companies producing and supplying services through co-creation.
Henry Chesbrough says ““We have been trapped in a product context for far too long” in our innovation thinking”…”We need to “reconnect to dominant economic activities of the larger society”, i.e. understanding the importance of Services its potential as a real source of competitive difference.”
Putting the focus on unmet or not articulated consumer/user needs and making the integration of these in an open and interactive way, we make them the central aspect in the network of co-creators and co-creation activities.
Co-creation is a creative collaboration between various partners to define, clarify and realize visions that deliver value in a deeper sense than has been usual.
The co-creation is above all collaboration. When we talk about co-creation talked of how they can work together to solve problems, combine different perspectives and approaches to a problem.
This may involve the collaboration of consumers/users to find results from a communications strategy that involves products, services and experiences.
I think the big change of direction and that makes it deeper is the notion of value co-creation involves.
The co-creation assigns the value of context to the sense of things to involve users and their ecosystem in creating something new.
The contextualization of the product or service becomes more visible.
Is there an emotional dimension “closest to the personal nature of each” which is reflected by the opportunity collaboration versus co-creation = authorship = property.
This value must be understood and worked by recognizing the role of the people involved in co-creating.
“- Think of your business as an open services business in order to create and sustain differentiation in a commodity trap world.
-Invite customers to co-create innovation to generate (new) experiences they will value and reward.
-Use Open Service Innovation to help you turn your business into a platform for others to build on.
-Transform your business model with Open Services Innovation to profit from building a platform business model so you can gain from others’ innovation activities as well.”- Henry Chesbrough
In this process of transformation of business is always useful to think design, because design provides a natural venue for technology business thinking and values of people.
“In the design process there is an exploration of background, context, user needs and implementation options in relation to the company as well as the consumer… Here, designers have a holistic understanding and work with visual tools, which lets them create images that are capable of handling complexity and hence useful in a strategic context.” – Jorgen Rasmussen
This component, design thinking, in co-creating seems to me that brings benefits accrued mainly when the needs of people are not properly articulated or are hidden.
The evidence of the value created and perceived are highlighted when act like design thinkers.
Do you want to comment? What are the paths to go?
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