Purpose: This paper validates overarching service innovation in OEM – Service Provider – Customer supply interactions by a strategic design roadmapping intervention.
Design/Methodology/Approach: We deployed the action research methodology described by Coghlan (2019). We collected data from inquiries among participants, semi-structured interviews, group discussions field notes, and Miro™ visualisations.
Findings: We designed, formulated and visualised an overarching servitization strategy for the OEM case company and validated the strategic design roadmapping intervention.
Originality/Value: We contribute new knowledge on designing and orchestrating overarching service triads in OEM supply networks and extend the roadmap framework with three value perspective layers of service innovation.
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Purpose: This paper explores how a B2B technology-driven industrial manufacturer of capital goods can organise a service exploration process to create value for customers and end-users downstream of its value supply chain.
Design/Methodology/Approach: We employed the action research (AR) methodology to design and implement interventions, build new knowledge on strategic exploration and organise a design process for designing service value propositions in a B2B domain.
Findings: Based on the design roadmapping approach, we designed an intervention framework of a strategic service exploration process that addresses the needs and behaviour of customers and end-users in their future living context.
Originality/Value: This paper contributes new knowledge about organising end-user-focused product-service design capabilities and applying strategic design@en

As the aviation industry has become more complex and uncertain, we need to teach aviation topics with different pedagogical approaches: making the educational setting interdisciplinary and more design-and user-driven. We developed a design curriculum to address emerging complexity around air travel journeys and piloted the curriculum at a major research university in the Netherlands. Novice students in engineering, design, and social science programs in the Future of Airport minor on campus engaged in a quarter-long design course centered on the seamless air travel experience. The course aims to teach students how to approach the complexity of an airport and the stakeholders involved and design for people in transit. Data were collected from the results of work in document format (project progress reports and final deliverables) from thirty-five student teams who collaborated with aviation industry sponsors to develop solutions to address complex system-level industry design challenges. We classified the detailed project brief and outcomes by different innovation levels (product, service, system, or socio-technical), and examined the design methods implemented by each team over the design process. Our discussion is divided into (D1) trajectory of levels of innovation traveled during the project execution, (D2) descriptive reflection on overall selecting design methods, (D3) design method selection dynamics over design phases in complex problem domains, and (D4) challenges of offering a design approach to novice engineering students, drawn from the reflection by course coordinators and coaches on the course structure and contents.@en

Purpose: This paper addresses designing overarching servitization strategies in the B2B manufacturing industry, creating resilience to overcome disruptive events and achieving an overarching servitization strategy for a future business context. Design/Methodology/Approach: We practised action research, carrying out and evaluating strategic design interventions in the case company. Findings: We composed a framework to map and assess product-service value propositions co-created by ecosystem actors. We designed and evaluated sequential workshops that foster strategy design by participants without design skills. Originality/Value: We explore how B2B manufacturers can transition towards resilient organizations and extracts some implications for the servitization and strategic design@en

Via a research through design study, a corporate vision and change map were created for the Neonatology department of the Amsterdam UMC. From design research into trends, developments and stakeholder needs, earlier vision documents, and with an eye on the larger Amsterdam UMC vision, a renewed corporate vision was created. Small creative sessions were held with nurses, care assistants, management and doctors from both the VUMC as AMC location. In these sessions, a desired state was imagined. After defining and validating the shared vision, a change map was created. The already planned change and gaps were mapped in sessions with nurses and management from both hospitals. The change map was created to show how to reach the corporate vision together with proposed innovations. The sample of participants included 42 care providers and 3 parents. Results: The new vision is: “delivering the best care which is child- and family centred”. As family-centredness is now key in the shared corporate vision, ideas were created to improve employee and family experience in several horizons in an innovation roadmap. These innovations combined with the already planned change together form the change map for the department.@en

This paper summarises servitization research concerning product-service system design processes in the manufacturing industry, considering the overarching value chain. We used a methodological scoping framework to create a systematic overview of scientific papers in the context of the B2B manufacturing industry. We identified five main topics: business models, organisational aspects, value creation, collaborative networks, and servitization strategies. Moreover, servitization research appeared to be concentrated in Europe, in particular in the United Kingdom and Nordic countries. We found only one paper that met all our selection criteria: service design and business model design within technology-intensive manufacturing firms, collaborating in networks and addressing end-customer needs. This research gap provides a direction for a further deep dive in what we call overarching Servitization; we will focus on designing product-service systems throughout customer supply networks.@en

Purpose: The objective of this study is to explore PSS design approaches for product-service innovation in the B2B manufacturing industry. This paper builds on current research within the Delft University of Technology, researching the role of design as a driver for change and servitization. Design/Methods/Approach: We studied 13 product-service design cases of ten weeks, carried out by students industrial design engineering. We collected the case data, observed their process and analysed the outcome of the project. We mapped the product-service proposals and built frameworks categorising levels of innovation and the applied strategic design elements and methods. Findings: Taking an overarching innovation approach, creating a broader perspective on the value chain, exploring new business contexts without being hindered by conventions and limitations and using state-of-art design methods, increase the innovation level of product-service propositions. Originality/Value: This study draws attention to the importance of strategic design processes in PSS innovation.@en