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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DESIGN ROADMAPPING is for anyone interested in design, strategy and innovations and its wonderful combination that can be found in a design roadmap - For those who dare to create a future vision, frame the time pacing and map the pathways towards it.

This guidebook teaches how to create a roadmap. It outlines the origins, design theories and research findings. Strategic designers, innovation managers and professors share their roadmapping experiences, views and achievements, including those from companies such as Canon, Peerby, Ferrari, Philips, Victoria State Library. By design roadmapping you devise creative responses to future strategic challenges. Guided by future foresight techniques, to uncover new trends, scout for new technologies and map the values and ideas on the roadmap. Through strong visualization, a design roadmap supports anorganizational mindset on value innovations.
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In order to humanize forecasting, communities have been proposed to activate and enlarge a collective ability of foresight. To better understand how communities relate to collective foresight abilities, this article untangles its critical modes, roles and social media involved. Based on a fine-grained analysis of 10 community practices, we uncovered the abilities of capturing, conceiving and designing foresights enacted in the distinct modes of creative, user and strategic communities. Discoveries included the novel abilities of conceiving foresights, a new groundbreaker role for strategic designers and specific activities of social media listening with regard to future interests. Grounded on the prime findings, we propose a framework with propositions that shape further theory development on community abilities of designing foresights. Further research directions are outlined.@en

Purpose – Engaging with customers and addressing unmet value have become increasingly challenging within multi-stakeholder environments of service innovation. Therefore, this paper aims to address this challenge by studying how strategic design abilities address unmet value in service engagement strategies. Design/methodology/approach – The authors conducted a qualitative inductive study at a multinational corporation and interviewed marketing and design professionals on their innovation practices in service engagement strategies. Findings – From the inductive analysis, this study identified three strategic design abilities that effectively contribute to addressing unmet value throughout the co-evolving process of service engagement: envisioning value, modelling value and engaging value. Based on this, this study proposes the emerging co-evolving loop framework of service engagement strategies. Research limitations/implications – The limitation of this emerging theory is a lack of broad generalizability with mutual exclusivity or collective exhaustiveness across industries. A theoretical implication of the framework is the integration of strategic design and services marketing towards co-created engagement strategies. Practical implications – The service engagement loop framework can be of great value to service innovation processes, for which an integrated, cross-functional approach is often missing. Social implications – The findings further suggest that next to a methodological skillset, strategic design abilities consist of a distinct mindset. Originality/value – This paper introduces strategic design abilities to address unmet value and proposes a novel co-evolving loop framework ofservice engagement strategies@en

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

Along with the increase in average life expectancy, the world’s elderly population is expected to grow to 2.1 billion by 2050. Aging marks a sensitive and vulnerable period of life, with loss of roles and functions and increased dependence on others, often reflected in a decline in quality of life. As everyone experiences ageing, the need to achieve a satisfactory old age for all in the future means that more research and a better systematic understanding of aging and elder well-being are needed. Especially as changing demographics put growing pressure on public health and finance and the provision of long-term care becomes increasingly inadequate. In this study, we have systematically scoped three streams of literature, design, social studies and digital technology, based on Arksey and O’Malley’s (2005) methodological framework. We report on our ongoing work scoping our research on three core elements: Aging and elder well-being, Community services and AIoT. Our preliminary review revealed a cluster of ethnographic studies on ‘aging in place’ in which community services appeared to be of interest. Several survey studies confirm that most elders prefer to receive care from their families rather than in institutions. In a cluster with a systemic lens, community services have been studied to become an increasingly important model of long-term care, and a few have demonstrated that community services are more effective in supporting elders’ interests and care preferences. Within the digital technology stream, an emerging cluster of studies proposes Artificial intelligence and Internet of Things (AIoT) as potential solutions to the challenges associated with an aging society. AIoT integrated into elderly care expands the range of services and supports social well-being. Experimental studies with prototyped technologies are studied in relation to outcomes of improving the self-care experience of elders at home and how AIoT facilitates the development and sharing of their unique coping strategies, thereby maintaining their vitality and independence. However, only a few studies concentrate on AIoT as part of community services. Overall, our systemic review work in progress unpacks the relevant literature into different clusters and categories, including theoretical lenses, research methods, findings and outcomes. The initial charting of the studies indicates that despite the accumulation of previous research, the current body of knowledge on the interplay of aging and elder well-being, community services, and AIoT is underdeveloped, with unresolved issues at multiple levels of the community care model, including policy, organization, services and individuals. @en

Future sense-making is the social activity by which people give meaning to their collective experiences in crisis situations such as the outbreak of Covid-19. Enacted in conversations and narratives, sense-making is a largely cognitive activity of framing experienced situations as meaningful. It is a collaborative process of creating shared awareness and strategic understanding about the future out of different individuals' perspectives and varied interests. If and how such social sense-making about the future translates to social communities lies within the interest of this research from a strategic design perspective. The purpose of this research is to analyze social foresights in collective sense-making about corvid-19 futures. The research will be used to inform (new) strategies of innovation and better inform response efforts of organizations. The first stage is to build the theoretical framework that informs the NLP tool for the design research on social foresights. In this paper, we show how to develop a NLP tool for strategic design research through conceptualizing a theoretical model how to analyze social foresights in collectively coping with the corvid-19 outbreak.@en

Community platforms are increasingly practiced to activate collective strategy making and resolving grand societal challenges with data. In general, such digital communities offer a coordinating architecture for tackling multilevel societal problems with data sharing processes of the community participants. However, how in particular data sharing processes are organized in community platforms is relatively under-researched. This paper takes a closer look at the critical ethics barriers of data sharing within community platforms and discusses the relations of organizations and community platform users. This study gives voice to community platform users and data expert informants to identify which critical ethics barriers need to be resolved. Through design inquiry of their lived experience with context mapping and expert interviews on data management strategies, we employed strategic design techniques that strongly relate to the qualitative inductive research methodology. Through a fine-grained analyses, we unpacked the community platform practices, characterized three critical barriers, and established grounded constructs as result. Grounded on this evidence it makes a novel contribution with in-depth insight on the critical barriers of data ethics from both an organizational and user perspective.@en

Beyond established strategic management that constraints the potential performative of strategic design this paper frames design within the strategy practice domain. It provides examples of How to imagine future times and design strong strategic reference point in the complex contexts of discordant world views, by drawing from the theoretical and empirical literature of strategy - and design practice. It unpacks practices of imagination and further frames a dimension of future time with distinctions of linear , social constructed –, and fiction time next to the second dimension with three levels of imagination praxis. This paper provides a typology that shapes theory development and future research at the nexus of imagination and future time. For practitioners this offers some initial directions.@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

Background: In the context of the COVID-19 outbreak, 80% of the persons who are infected have mild symptoms and are required to self-recover at home. They have a strong demand for remote health care that, despite the great potential of artificial intelligence (AI), is not met by the current services of eHealth. Understanding the real needs of these persons is lacking. Objective: The aim of this paper is to contribute a fine-grained understanding of the home isolation experience of persons with mild COVID-19 symptoms to enhance AI in eHealth services. Methods: A design research method with a qualitative approach was used to map the patient journey. Data on the home isolation experiences of persons with mild COVID-19 symptoms was collected from the top-viewed personal video stories on YouTube and their comment threads. For the analysis, this data was transcribed, coded, and mapped into the patient journey map. Results: The key findings on the home isolation experience of persons with mild COVID-19 symptoms concerned (1) an awareness period before testing positive, (2) less typical and more personal symptoms, (3) a negative mood experience curve, (5) inadequate home health care service support for patients, and (6) benefits and drawbacks of social media support. Conclusions: The design of the patient journey map and underlying insights on the home isolation experience of persons with mild COVID-19 symptoms serves health and information technology professionals in more effectively applying AI technology into eHealth services, for which three main service concepts are proposed: (1) trustworthy public health information to relieve stress, (2) personal COVID-19 health monitoring, and (3) community support.

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In "A Patient Journey Map to Improve the Home Isolation Experience of Persons With Mild COVID-19: Design Research for Service Touchpoints of Artificial Intelligence in eHealth". (JMIR Med Inform 2021;9(4):e23238) the authors noted one error. In the originally published manuscript, Multimedia Appendix captions incorrectly appeared as follows: Multimedia Appendix 1: Patient journey map of persons with mild COVID-19 during home isolation. Multimedia Appendix 2: Visual summary. Multimedia Appendix 3: Video purpose and comments coding trees. Multimedia Appendix 4: Personal video story coverage and experienced symptoms during home isolation. In the corrected version of the manuscript, Multimedia Appendix captions have been corrected to: Multimedia Appendix 1: Personal video story coverage and experienced symptoms during home isolation. Multimedia Appendix 2: Patient journey map of persons with mild COVID-19 during home isolation. Multimedia Appendix 3: Video purpose and comments coding trees. Multimedia Appendix 4: Visual summary of design research. The correction will appear in the online version of the paper on the JMIR Publications website on May 4, 2021, together with the publication of this correction notice. Because this was made after submission to PubMed, PubMed Central, and other full-text repositories, the corrected article has also been resubmitted to those repositories.

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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

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

Designing an innovation strategy in a world of rapid technological change has become increasingly challenging. Some companies are finding that anchoring technology choices in deeper understanding of the value users seek allows them to find a better balance among feasibility, viability, and desirability of potential solutions, and thus create more successful user outcomes. They do so by involving designers earlier in the roadmap development to guide product and technology selection, toward a future vision based on user value and aspirations. In this article, we extend two streams of prior research on technology roadmapping (TRM) and design roadmapping (DRM). First, we identify and compare technology and DRM approaches and their distinct strategic emphases: Technology selection and user value, respectively. Second, we compare two cases of DRM deployment in corporations: Siemens and Air France-KLM. The intent is to provide an in-depth understanding of why and how DRM complements TRM and how DRM facilitates making tradeoffs among strategic goals to more comprehensively address the feasibility, viability, and desirability of new product and service designs. We find that DRM embeds a deep understanding of current and future user needs, linking user-centered design and technology selection to strategy in practice.

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Within the context of person-centred care, this paper unravels the digital service potential of smart care concepts by employing service roadmapping. Demonstrators of smart sensor-based care concepts often imply to service more than one user with data. However, for which user which data is useful and how data is shared among multi-users in integrated in services is currently under researched. Research question: How to identify the digital service potential of smart care concepts for multi-users service designs? Method: This study employs a qualitative field method into the area of orthopaedics.The sample consists of 41 advanced concepts demonstrators and accompanying reports that resulted from the umbrella assignment to improve the patient experience journey of hip or knee osteoarthritis patients’ in a focus area of care.The qualitative data related to services aspects were extracted and tabulated, categorized into service clusters, analysed on similarities and difference and mapped into visuals that expressed one service aspect. These maps were validated with 15 representatives of multi-users who indicated extend of service potentials. Then several service models were developed and mapped in coherence with the smart care concepts on a roadmap. Results: The service mapping evidences the multiple user aspect of the digital service potential, and the data intensity of the demonstrators containing sensors, data and internet technology.The formulation of a service roadmap communicates the cohesion between concepts and their innovation potential to eventually achieve an integrated care service delivery; meaning a service model where all service elements and stakeholders are taken into account.@en

Rehabilitation services are changing towards a Person-Centred Care approach in which physical, psychological and social wellbeing are involved in the relationship between patients and physiotherapists. However, current research has predominantly focused on the provision of solutions for physical wellbeing. Research question: How does Co-creation contribute to the social wellbeing between patients and physiotherapists in order to facilitate recovery pathways? By using a service design methodology and co-creation approach, this research investigated the relationships between patients and physiotherapists with a focus on social wellbeing. Data was collected through developing a co-creative interview toolkit that combined semi-structured interviews and co-creative design tools. The relationship was investigated from a total of eight co-creative interviews: four patients with rehabilitation experience lasting more than a year and four physiotherapists. The researchers compared and synthesized the two perspectives. Results: Concerning the relationship between physiotherapist and patient, we revealed four critical factors evidenced with the insight tree: (1) Lack of communication between patient and physiotherapist when sharing information about the recovery process, (2) Building respect and honesty/meaningful relationship over time, (3) Sharing emotional wellbeing, (4) Setting and reaching goals, were the commonly shared categories in both groups of participants. The four factors allowed the researchers to design the recovery pathway. This was designed to guide the implementation of a new rehabilitation process, in which social wellbeing practices are integrated in new touchpoints interactions among the two actors.@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

In this article, we focus on the design method of mapping the patient journey in order to support the inclusion of the patient perspective into care service innovations. Increasingly, designers in health use the patient journey approach, however, its method is relatively poorly documented. To ground the activities of the patient journey method, we conducted an in-depth case study of integrated service design with impact on improved patient satisfaction – the case of gastrointestinal diagnose service with video endoscopy technology. The results revealed four distinct activities of the patient journey method: (1) Analyse the care service system; (2) Experience the journey yourself, observe and sketch it; (3) Co-design the patient journey: craft the journey toolkit, interview and synthesize; (4) Evaluate the patient journey for integrated service design.@en

Today’s intensive care units (ICUs) pose a design dilemma considering the use of technology and its psychological effects on the inhabitants of the ICU. While the ICUs are designed to be technologically advanced in order to ensure patient safe recovery, the very technology that ICUs rely on threatens patients’ as well as clinicians’ wellbeing. Especially the system behind patient monitoring and the consequent alarm management needs to be reconsidered from the human perspective to prevent any occurrences of clinician alarm fatigue and post-traumatic stress syndrome observed in patients as well as their visitors. Moreover, advancements in patient monitoring technology, medical informatics, and societal developments offer new possibilities to give patient data a central role specifically in alarm management and clinician workflow in the ICUs in general. In this chapter, we envision a data-driven product-service system for patient monitoring in the future critical care context. Our design ideas and future vision are based on a critical review of the literature in patient monitoring, trend analysis, and technological developments in medical care, followed by a stakeholder analysis, the design of a future vision concept and scenario that we validated with expert interviews.@en