Chung, Eunki

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OCAD University Open Research RepositoryFaculty of Design2013 Designing Entanglement: Holistic approach to a new pattern of complexity in digital service designChung, Eunki Suggested citation: Chung, Eunki (2013) Designing Entanglement: Holistic approach to a new pattern of complexity in digital service design. In: Relating Systems Thinking and Design 2013 Symposium Proceedings, 9-11 Oct 2013, Oslo, Norway. Available at http://openresearch.ocadu.ca/id/eprint/2179/Open Research is a publicly accessible, curated repository for the preservation and dissemination of scholarly and creative output of the OCAD University community. Material in Open Research is open access and made available via the consent of the author and/or rights holder on a non-exclusive basis. Designing Service Entanglement: holistic approach to new pattern of complexity in service designRelating Systems Thinking & Design 2013, Oslo, NorwayEunki ChungJodi Forlizzi, John Zimmermanacknowledgementsprepared byprepared forCarnegie Mellon School of Design / HCIIDesigning Service Entanglement: holistic approach to new pattern of complexity in service designRelating Systems Thinking & Design 2013, Oslo, Norwayprepared forRSD2 2013RSD3 2014?a journey of a thousand miles begins with a single step [Lao-tzu]Apple  retail experience + roadmapBain & Company  m&a (post-merger integration) strategySamsung Electronics  appstore & cloud services for mobile devices x multi-platformsEuropean Union Chamber of Commerce  investment matchmakingService Design teaching  at school of business & dept. of techno-artCarnegie Mellon University  interaction design graduate student18th Medical Command, U.S. Army  medical sergeant (surgery assistance, readiness management)Ridibooks (e-book service startup) e-book reading & gifting experienceMobile App Startup  cartoon viewer + content distribution/advertising patentUPMC Technology Development Center  health information visualization serviceNon profit organization  north korean teenage defectors’ self-reliance20082013Emergence of Service Entanglement research: self-reflectionAn email from Steve Jobs*this email can be searched at publicproduct   services  “we have more to learn about internet services. And learn we will”VP internet services --- directly report to JobsResearch on Servicesbusiness   experience on service*this email can be searched at publicproduct   orchestration of {product, system and services}  “we have more to learn about internet services. And learn we will”VP internet services --- directly report to JobsResearch on Service Entanglementbusiness   experience on service*this email can be searched at publicService Entanglement results from multiple interlinked service systems.Entanglement encompasses people, products, services and systems. These can be both physical and digital.Entangled services are codependent.Entangled services collectively shape an experience and create value for people and systems.: because the services are often superposed and not designed to be a single systemNot all values and experiences from Service Entanglement are positive.Service EntanglementService Entanglement results from multiple interlinked service systems.Entanglement encompasses people, products, services and systems. These can be both physical and digital.Entangled services are codependent.Entangled services collectively shape an experience and create value for people and systems.: because the services are often superposed and not designed to be a single systemNot all values and experiences from Service Entanglement are positive.Service Entanglement       becoming more conscious of qualities and patterns of relationships among service systemsDigital services are pervasive in people’s life more than ever.Networks among digital services has become not only increased by its number, but denser and stickier in terms of quality.Digital services are more than just networked, but entangled.Why?http://www.businessinsider.com/vatican-square-2005-and-2013-2013-3Why?!http://www.insidefacebook.com/2012/04/27/facebook-platform-supports-more-than-42-million-pages-and-9-million-apps/ http://gizmodo.com/5982677/a-facebook-bug-pretty-much-took-down-the-entire-internetService Entanglement for interaction design?how interaction designers can more contribute todesigning a successful system with interdependency on other systems?Study of Entanglement Examples Interview with in-house designersTraditional servicesadopted or disrupted by technology services– Healthcare– Retail– PublicTechnology-based services (corporate)Technology-based services (startup)Manufacturing companiesmaking device to service expansion. . .DropboxEvernote TrunkFacebook ConnectFacebook HomeFifty Three & Moleskin Fitbit AppsFlipboardGoogle NowGoogle WaveIFTTTiTunes in StarbucksLinkedinPinterestSmartThingsSquareUberFacebook Connect Fitbit Apps       becoming more conscious of qualities and patterns of relationships among interlinked service systemsFacebook Connect Fitbit Apps       becoming more conscious of qualities and patterns of relationships among interlinked service systemspeople’s behavioral data and metadatabecome direct or indirect financial assetsmultiple services form an experienceexperiencevalueIFTTT UberIFTTT Uberrecipes* ratings on trustfulness*multiple services form an experiencepeople’s meaningful data*contribute to indirect financial assetsexperiencevalueFlipboard Google WaveFlipboard Google Waveservice provides all-in-one channel experience* through sub-service systems+ leverage towards media partners*no leverage generatedtowards Google family services*all in one touchpoint* all in one webpage*service aims to generate leverage* related to sub-service systemsexperiencevalueiTunes in Starbucks SquareiTunes in Starbucks Squareorganized service delivery* forms an experienceentangled services share revenue and customer dataseamless service migration* light-weight operation*customer = Starbucks visitors customer = cafe ownersexperiencevalueExploring typology of Services Entanglements: systems perspective – how entangled service systems get codependent each other?– how entangled service systems’ experience are orchestrated?what are the leading and supporting constituents of co-dependent relationship? how co-produced value is distributed across the constituents?density of relationships? [single, handful, plenty of]openness of connections? [unique, limited, unlimited, inscrutable]who are the stakeholders of designing the intersections of systems?how are project and task ownerships distributed across the stakeholders?what are the barriers of interfacing, layering and polishing systems intersection?: from unexplored mess towards organized complexityWhy Service Entanglement is helpful: thinkingProduct Service Ecologiesmodel by Hugh Dubberly (2013) Product Service Ecology (Jodi Forlizzi, 2013)Why Service Entanglement is helpful: practiceService Design – Interaction Design Perspective, Jamin Hegemen, Adaptive Path, 2011great experience and value across interlinked servicesServices now create experience and value in more complex way than a single product or service system does.Current Interaction and Service Design practice and research do not really focus atmultiple service/business entities interrelationsWhat Service Entanglement aims to1. Service Entanglement helps concrete understanding on Service Ecology: as a world-view2. Service Entanglement provides a point of view to assess current landscape of service ecology      to refine more actionable insights: as an approach for better problem solving*3. Service Entanglement can inspire designers to think of meaningful codependencies     in new service creation and development: as an approach for problem seeking + perturbation**adopted from Product Service Ecologies: A Systems Approach to Interaction Design (Jodi Forlizzi, 2013)DiscussionsSystemic perspective of Interaction DesignSystemic perspective of Service DesignDesign perspective of Service Business Strategy Design perspective of Service Management, Marketing and EvolutionService perspective of understanding Design (from The Design Way, 2nd edition)- How Interaction Design researches and practices can tackle problems results from Service Entanglement?- How Interaction Design researches and practices can contribute to creating a fruitful Service Entanglement?- What are the missing links in current Service Design researches and practices?- How Service Design researches and practices can contribute to creating a fruitful Service Entanglement?- How the concept of Service Entanglement can help formulating service business strategies creating meaningful co-dependency?- How the concept of Service Entanglement can help formulating sustainable service business model?- How the concept of Service Entanglement can help managing and marketing a service system?- How the concept of Service Entanglement can help making an evolution of a service system more effectively and efficiently?- How the study of Service Entanglement can advance discussion of Service Element in Design concept?- If designers are not totally in service relationship, what would it be the proper description of it?   (ex. designers creating an application service using open APIs from a certain system)Closing metaphor (1) Intersection Design at Urban Planninghttp://www.ite.org/css/online/DWUT10.htmlClosing metaphor (2) Entanglement in Quantum Physics (and human relationships)http://www.madprime.org/article_images/20070928_entanglement.pngDesigning Service Entanglement: holistic approach to new pattern of complexity in service designRelating Systems Thinking & Design 2013, Oslo, Norwayprepared forEunki ChungJodi Forlizzi, John Zimmermanacknowledgementsprepared byCarnegie Mellon School of Design / HCII

Designing Entanglement: Holistic approach to a new pattern of complexity in digital service design

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Designing Entanglement: Holistic approach to a new pattern of complexity in digital service design

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