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1

Evaluating the effectiveness of „customer journey” tools for service design in online education

Maik Artur, Osika Grażyna

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2023

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z. 172

467--485

EN

Purpose: The main purpose of this article is to describe an assessment of the effectiveness of the methods used in design thinking (DT) for service design. The analysis includes a tool that, due to the range of data used in service planning, is likely to provide reliable information for service optimization, namely the Customer Journey (CJ). Design/methodology/approach: The key source of economic value is now considered innovation and the use of technological facilities to optimise ongoing economic processes. Such an approach enforces the need to develop methods that improve the efficiency of processes related to innovation generation. DT is considered to be one of them, in which, thanks to the methodology used, innovations are developed by design in an optimal way adapted to customers. One of the tools used in DT is CJ, which is a visualised description of the logical sequence of interactions between the customer and the service occurring at each stage of contact, allowing maximum customisation of designed products or services. Methods and tools are powerful insofar as they are subjected to evaluation, so it is important to evaluate the effectiveness of a given tool by those who use it. This article presents research on the evaluation of CJ effectiveness by the online education community, given the economic importance that the industry is increasingly gaining. Survey research was used because this type of research provides tools for analysing attitudes, views, and opinions and can be used for descriptive, explanatory, and exploratory purposes. The main research objective was to determine to what extent the DT and CJ methods were used and to evaluate their effectiveness in designing services in the remote education sector. Findings: The survey showed that the surveyed group makes significant use of DT in the design of their services, in turn, among those who use DT, the vast majority are familiar with and use CJ. This may indicate, and the research confirms it, a high evaluation of CJ's effectiveness as a design tool. In addition, those who do not use CJ mainly cited lack of familiarity or lack of necessity (low complexity of the service being designed) as a reason, rather than a low effectiveness evaluation. These findings may indicate the high design potential of CJ and recommendations for its implementation. Research limitations/implications: Regardless of the results obtained, it should be borne in mind that the high evaluation examined of the effectiveness of DT and CJ remains an opinion on the subject and not an objective fact, but this is a shortcoming that applies to all survey research. It should also be emphasised that the results obtained are limited in scope; as they apply to a single industry, more general conclusions on the subject require extending the research to other sectors. Practical implications: The research conducted in this article has a very practical dimension due to the subject itself, DT and CJ as a method of action and a concrete design tool are pragmatic in nature, so determining the evaluation of their effectiveness by practitioners, because such a group was surveyed, should be considered a measurable guideline for further implementation. In the present research, the scientific goal is combined with the pragmatic goal. Social implications: Due to the fact that both DT and CJ are, by definition, aimed at maximising the matching of products or services to customers' needs, verification of their effectiveness makes it possible to assess their design potential and, in a broader perspective, to predict how much of the expected difficulties can be eliminated. Originality/value: The most significant thing about the research conducted for this article is its contribution to filling the research gap on evaluating the effectiveness of methods and tools used in the service design process, as while DT is increasingly studied and described, there is still little research on the CJ, this study is a small contribution to changing that trend.

2

Inter-organizational cooperation across the service design process based on Intangible Cultural Heritage exploitation

Trojan Lubomira, Kurowska-Pysz Joanna, Taverner Cristina

Polish Journal of Management Studies

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2023

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Vol. 28, No. 2

384--405

EN

The paper discusses the impact of inter-organizational cooperation on the development of a region’s Intangible Cultural Heritage (ICH). Based on the results of quantitative and qualitative research conducted in 2023, the authors characterized interorganizational cooperation in the process of creating services based on the Intangible Cultural Heritage (ICH), as well as identified the stages of the creation of such services and the added value that results from the use of a participatory approach in this process. The authors also identified those elements of ICH management that involve the cooperation of partners. The paper helps to understand the role of inter-organizational cooperation in designing ICH-based services, while also showing how ICH can be managed based on services designed as part of inter-organizational cooperation. The study presents the features of inter-organizational cooperation in the process of designing an ICH-based service is distinguished. It has been proven that the inter-organizational cooperation in designing an ICH-based service highlights the innovation aspect of this activity and it has a positive impact on ICH development.

PL

Praca dotyczy wpływu współpracy międzyorganizacyjnej na rozwój niematerialnego dziedzictwa kulturowego regionu (ang. Intangible Cultural Heritage, ICH) Opierając się na wynikach badań ilościowych i jakościowych przeprowadzonych w 2023 r. autorki scharakteryzowały współpracę międzyorganizacyjną w procesie tworzenia usług opartych na ICH (ang. Intangible Cultural Heritage, ICH), a także określiły etapy tworzenia tego typu usług i wartość dodaną, jaka wynika z zastosowania podejścia partycypacyjnego w tym procesie. Autorki zidentyfikowały także te elementy zarządzania ICH, które wiążą się ze współpracą partnerów. Praca pomaga w zrozumieniu roli współpracy międzyorganizacyjnej w procesach projektowania usług bazujących na ICH, a jednocześnie wskazuje w jaki sposób można zarządzać ICH w oparciu o usługi projektowane we współpracy międzyorganizacyjnej. W pracy przedstawiono cechy współpracy międzyorganizacyjnej w procesie projektowania usługi opartej na ICH. Udowodniono, że współpraca międzyorganizacyjna przy projektowaniu usługi opartej na ICH podkreśla innowacyjny aspekt tej działalności i pozytywnie wpływa na rozwój ICH.

3

End-to-End Servitization Model in Industry 4.0

Sivula Ari, Shasuzzoha Ahm, Ndzibah Emmanuel, Timilsina Binot

Management and Production Engineering Review

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2022

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Vol. 13, No. 1

89--98

EN

The purpose of servitization is to provide new business opportunities mainly to manufacturing companies. Companies strive to develop new services through utilizing servitization models, which are required to be applicable in several servitization scenarios. The main objective of this study is to propose a servitization model, known as “end-to-end servitization model” suitable for servitization purposes in companies. The model was developed based on several validated and commonly utilized service design models. Moreover, testing the validity of the model was implemented with the usability survey (usefulness, ease to use, easy of learning and satisfaction) with the Master’s level students, while they were developing new services by utilizing the proposed model. The results of this study indicate that the proposed servitization model can be utilized in different organizations to provide new services. Furthermore, the model can be concluded as useful, easy to use, easy to learn and it is at a satisfactory level based on the empirical evidence.

4

Narzędzie wspomagające projektowanie usług design-thinking

Studzińska M.

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2017

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z. 113

469--479

PL

W świetle mnogości dostępnych modeli planowania usług design-thinking, organizacje stają przed dylematem wyboru. W literaturze przedmiotu brakuje jednoznacznych wskazań co do decyzji o doborze najbardziej odpowiedniego modelu, szczególnie w kontekście różnych uwarunkowań dla poszczególnych sektorów rynku. Stworzona baza determinant jakości w formie dwuetapowego narzędzia pozwoli organizacjom uporządkować wiedzę, co w efekcie doprowadzi do określenia globalnego celu, który ułatwi wykorzystanie aplikacji koncepcji design-thinking do planowania usług.

EN

In light of the multitude of design-thinking service planning models available, organizations face the dilemma of choice. The literature on the subject lacks clear indications as to the decision to select the most suitable model, especially in the context of different conditions of market sectors. The database of quality determinants in a form of a two-stage-tool will allow organizations to systemize their knowledge which will ultimately enable them to determine the global goal, thus simplifying the application of design-thinking for service design.

5

Komunikacja dobrze zaprojektowana

Gromotka A.

Komunikacja Publiczna

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2016

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nr 2

58--62

PL

Proces projektowy lub jego efekt nazywamy designem – kojarzy się zazwyczaj z czymś ładnym. Tymczasem design oznacza przede wszystkim funkcjonalność, odpowiadającą na potrzeby użytkownika – również pasażera komunikacji publicznej. Jak dobrze zaprojektować mapy linii komunikacyjnych, rozkłady jazdy, bilety czy wiaty przystankowe? Projektanci światowi określili już dawno uniwersalne standardy. Należy stosować reguły oparte o filozofię minimalistycznego funkcjonalizmu. Najlepszy design to taki, którego... nie widać – przedmiot lub usługa sprawnie i szybko działa, jest zintegrowana z otoczeniem i potrzebami odbiorców.

EN

We usually refer to the process of designing or its effect as a design – it is usually associated with something nice. Whereas the design means primarily functionality responding to the user needs – also of a public transport passenger. How to design well the maps of transport lines, timetables, tickets or stop shelters? Global designers specified universal standards already long ago. Rules based on the philosophy of minimalistic functionalism should be used. The best design is such, which you... do not notice – an object or service operates efficiently and quickly, it is integrated with the environment and with the customer needs.

6

Taking advantage of customer participation in the process of designing computer-based services

Ostrowski S.

Information Systems in Management

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2014

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Vol. 3, No. 3

193--200

EN

The present model of providing services has evolved as a result of the use of the IT tools and systems. It is a noticeable trend that the customer participation in the design process is an added value in design of IT systems or the services themselves. It is precisely the customer participation in designing of IT systems that is of crucial importance for meeting the expectations of the end-user. This article presents the ways in which advantage can be taken of the added value created due to the customer participation and how to use this participation in the designing process.

7

System operacyjny oceny stopnia dojrzałości wdrożeniowej innowacyjnych rozwiązań w zakresie usług

Mazurkiewicz A., Giesko T., Karsznia W., Belina B.

Problemy Eksploatacji

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2011

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nr 3

61-73

PL

W funkcjonowaniu nowoczesnych, ekspansywnych gospodarek coraz większą rolę odgrywają usługi stanowiące kluczowe źródło dochodów budżetu. O jakości usług decyduje w zasadniczym stopniu udział innowacyjnych rozwiązań, w tym zaawansowanych technologii mechatronicznych, teleinformacyjnych i ekologicznych. Zgodnie z podejściem systemowym proces projektowania usługi ma charakter interdyscyplinarny i wymaga zastosowania odpowiednich metod modelowania, weryfikacji i oceny na kolejnych jego etapach, od opracowania koncepcji do wdrożenia. W artykule zaprezentowano opracowaną metodę oceny stopnia dojrzałości wdrożeniowej usług ukierunkowanych głównie na obszary przedsięwzięć badawczo-rozwojowych, technologii przemysłowych i technologii teleinformatycznych. W systemie oceny wykorzystywany jest algorytm identyfikacji zaawansowania rozwiązania, przeprowadzany na kolejnych poziomach. Otwarta struktura systemu umożliwia modyfikację zestawu kryteriów oceny na kolejnych poziomach oraz rozszerzanie bazy kategorii usług.

EN

In contemporary developing and expansive economies, the role and importance of services is significantly growing as they constitute one of the key income sources for the national budget. What decides on the quality of services is, to great extent, the level of contribution of innovative solutions, i.e. advanced mechatronic technologies, information and communication technologies, and environmental technologies. According to the systems approach, the services, the services design process is of interdisciplinary nature and requires appropriate modelling, verification and assessment methods to be applied at its consecutive stages, from the very idea to practical implementation. The article presents the developed method of implementation maturity assessment of service aiming particularly at R&D undertakings, industrial technologies and information and communication technologies. The algorithm for the identification of the advancement of the solution applying to the consecutive stages of the assessment is used in the original assessment system. The open structure of the system enables modification of the set of assessment criteria on consecutive levels of the assessment and also allows to expand the services category database.