Product-Service Information Systems – Designing Product-Service Systems Univ.-Prof. Dr.-Ing. Wolfgang Maass Chair in Economics – Information and Service Systems (ISS) Saarland University, Saarbrücken, Germany WS 2011/2012 Fridays, 10 – 12 a.m. (c.t.) Room HS 020, B4 1
Univ.-Prof. Dr.-Ing. Wolfgang Maass
22.12.11 Slide 2
Agenda
1. Introduction 2. Design Science in Information Systems 3. Nature of Products 4. Guest Lecture: Product Design 5. New Product Development (NPD) 6. Nature of Services 7. New Service Development (NSD) 8. Nature of Product-Service Systems (PSS) 9. Nature of Product-Service Information Systems 10. Designing PSS (1) 11. Designing PSS (2) 12. Empirical Evaluation of PSS (1) 13. Empirical Evaluation of PSS (2) 14. Advanced Topics: Design Science of PSS
Univ.-Prof. Dr.-Ing. Wolfgang Maass
22.12.11 Slide 3
Product-Service System Engineering (PSSE)
• Integrated development of product-service systems requires adjustment of product development processes and long-term, strategic realignment of business models (Gräßle et al., 2010)
• Status quo: only 50% of companies match physical good and service in early development phase (Gräßle et al., 2010)
• Process characterized by high complexity – process models / design methods needed
• Requirements for design methods ① Equal treatment of physical good and service – methods focusing on
one side not adequate (Thomas et al., 2008) ② Adequate methods for requirements engineering to ensure acceptance
by customers (Sturm & Bading, 2008; Rexfelt & Hjort, 2009) ③ Integration of value creation networks – applying external
competences (Beverungen et al., 2008)
(Gräßle et al., 2010)
Univ.-Prof. Dr.-Ing. Wolfgang Maass
22.12.11 Slide 4
Classification of Methods for PSSE
Attribute Value
Abd
alla
(200
6)
Aur
ich
et a
l. (2
007)
Bot
ta e
t al.
(200
7)
Lind
ahl e
t al.
(200
8)
McA
lloon
e et
al.
(200
6)
Oks
ana
(200
4)
Mül
ler e
t al.
(200
8)
Rex
felt
& O
rnäs
(200
8)
Sche
nk e
t al.
(200
6)
Spat
h &
Dem
uß (2
006)
Thom
as e
t al.
(200
8)
Maa
ss &
Jan
zen
(201
1)
Origin Research + + + + + + + + + + + +
Practice -- + -- -- -- -- -- / -- -- -- +
Level of realization
Ready for practice / / + -- / -- -- -- -- -- + +
Need for research + + -- + + + + + + + -- /
Level of complexity
Low / / + -- / -- / / + + + /
High + + + + + + + + + + + +
Level of intensity
Low / / + -- / / / / + + + +
High + + + + + + + + + + + + (e.g., Gräßle et al., 2010)
Univ.-Prof. Dr.-Ing. Wolfgang Maass
22.12.11 Slide 5
Classification of Methods for PSSE
Attribute Value
Abd
alla
(200
6)
Aur
ich
et a
l. (2
007)
Bot
ta e
t al.
(200
7)
Lind
ahl e
t al.
(200
8)
McA
lloon
e et
al.
(200
6)
Oks
ana
(200
4)
Mül
ler e
t al.
(200
8)
Rex
felt
& O
rnäs
(200
8)
Sche
nk e
t al.
(200
6)
Spat
h &
Dem
uß (2
006)
Thom
as e
t al.
(200
8)
Maa
ss &
Jan
zen
(201
1)
Domain Neutral + + + + + + + + -- -- + +
Specific -- -- -- -- -- -- -- -- + + -- --
Management Style
Focus on activities + + + n.a. + n.a. + n.a. n.a. n.a. + +
Focus on results + + + n.a. + n.a. + n.a. n.a. n.a. + +
Focus on decisions -- -- -- n.a. -- n.a. -- n.a. n.a. n.a. -- --
Documentation of results
Textual n.a. n.a. + n.a. n.a. n.a. n.a. n.a. n.a. n.a. + +
Graphical n.a. n.a. + n.a. n.a. n.a. n.a. n.a. n.a. n.a. + +
(e.g., Gräßle et al., 2010)
Univ.-Prof. Dr.-Ing. Wolfgang Maass
22.12.11 Slide 6
Principles for PSS Design Methods
Principles for design methods for information systems (Markus & Keil, 1994;
Walls et al., 1992, Markus et al., 2002)
Principles for design methods for PSS
P1 IS has to be "linked“ within the real world, e.g., specification of requirements, use cases and scenarios
Social-centered approach -- focus on social interactions between agents supported by technical services; consideration of physical objects
P2
Design method has to integrate diverse design steps and stakeholders
Interdisciplinary design teams – design activities and artifacts have to enable knowledge sharing and common understanding
P3 Option of discussions about diverse design proposals, e.g., supported by feedback loops
Incremental design approach – periodic evaluation of design artifacts and integration of feedback loops
P4 Evaluation of concepts and prototypes
P5 Formalization of system design Flexible design of PSS to cope with unpredictable events and entities; full specification of physical environments not possible; strongly modularized computing environments support flexibility (Yoo, 2010)
P6
Development of functional (rapid) prototypes and their iteration
Development of rapid prototypes, i.e. mock-ups
P7 Guidance through development process in all design steps
Guidance during all design steps; comprehensive method
Univ.-Prof. Dr.-Ing. Wolfgang Maass
22.12.11 Slide 7
Situational Design Method for Information Systems (SiDIS)
Build
Evaluate
Design Activities Exemp. Design Artifacts Exemp. Evaluations
Phase 1: Identification of Problem and Needs
Phase 2: Design of Solution
Phase 3: Development
of Solution
Phase 4: Evaluation of
Solution
Build
Evaluate
Build
Evaluate
Build Evaluate Problem descriptions
Narratives; diagrammatic conceptual models; mock-ups
Propositional conceptual models; prototypes
Solutions
Qualitative studies
Lab studies
Engineering test methods
Field studies (Maass & Janzen,
2011; Janzen et al., 2011; Janzen
et al., 2010; Maass & Varshney, 2009)
Univ.-Prof. Dr.-Ing. Wolfgang Maass
22.12.11 Slide 8
Situational Design Method for Information Systems (SiDIS)
Phase 1: Identification of Problem and Needs
Phase 2: Design of Solution
Phase 3: Development
of Solution
Phase 4: Evaluation of
Solution (Maass & Janzen,
2011; Janzen et al., 2011; Janzen
et al., 2010; Maass & Varshney, 2009)
T9: PSS Production
Univ.-Prof. Dr.-Ing. Wolfgang Maass
22.12.11 Slide 9
Conceptual Models in SiDIS
• Methodological approach of SiDIS bases on three types of conceptual models (CM)
• “It has been proposed that there are four roles for conceptual models
(Kung & Sölvberg, 1986): Provide a way for developers and users to communicate, increase analysts understanding, serve as the basis for design, and serve as documentation of the original requirements of the system for maintenance purposes.” (Wand et al., 1995, p. 285)
→ CMs enable abstraction from technical issues and focus on aspects of
situations in which users and user groups perform activities supported by information and communication services (Wand et al., 1995)
→ CMs = shared understandings and vocabularies between different stakeholders during design process (Wand et al., 1995; March & Smith, 1995) CMLs, e.g.,
Entity-Relationship (Chen,1976)
models; Unified Modeling
Language (UML)
• “A conceptual model is constructed using a conceptual modelling language (CML). The language specification consists of fundamental modelling constructs and rules on how they can be combined into meaningful "statements" about the modelled domain.” (Wand et al., 1995, p. 286)
Univ.-Prof. Dr.-Ing. Wolfgang Maass
22.12.11 Slide 10
Towards Explicit Domain Knowledge
Implicit domain knowledge
Explicit domain knowledge expressed by non-formal
language
Explicit domain knowledge expressed by formal language
Individual Conceptual Modeling
Conceptual Modeling System Design, Implementation, Execution
Translation 1 Translation 2
• Languages: natural language, ‘language of thought’
• in particular natural languages
• Languages: OWL-DL, OWL2, OWL-Full, PL1, higher-order PL, non-logical mathematical languages
• in particular symbolic languages
• Languages: vocabularies, thesaurus, class diagrams, OWL Light, UML
• in particular diagrammatic languages
Univ.-Prof. Dr.-Ing. Wolfgang Maass
22.12.11 Slide 11
Problems with UML
• e.g., Use case diagrams - Supposed to be independent of any formal design -- conceptual structures by use cases
mislead developers about design structures - Logical faults are introduced; prevent use case model from scaling up to large systems - Non-logical relationships -- development of illogical use case models that have to be
completely deconstructed later during design
(Simons & Graham, 1999)
• e.g., Class diagrams - Strength and weakness of UML's class diagram = ability to capture
wide variety of semantic relationships -- anticipated, but not interpreted associations between entities in the analysis domain
- Richness of representation confuses developer -- “They are wrestling simultaneously with analysis and design perspectives, with data modelling and client-server functional dependency perspectives, all in the same diagram.” (Simons & Graham, 1999, p. 254)
Univ.-Prof. Dr.-Ing. Wolfgang Maass
22.12.11 Slide 12
Conceptual Models in SiDIS
① Narrative conceptual models of situations ② Diagrammatic conceptual models (Pre-Artifacts) ③ Propositional conceptual models
It’s Thursday morning. Anna get site-specific weather information when she is brushing her teeth in the bathroom.
CM 1 CM 2 CM 3
Univ.-Prof. Dr.-Ing. Wolfgang Maass
22.12.11 Slide 13
Situational Design Method for Information Systems (SiDIS)
It’s Thursday morning. Anna get site-specific weather information when she is brushing her teeth in the bathroom.
today
13th of January
13th of January
20th & 27th of January
20th & 27th of January
T9: PSS Production
Univ.-Prof. Dr.-Ing. Wolfgang Maass
22.12.11 Slide 14
SiDIS Task 1: Identification of Problems and Needs
What is the problem that shall be solved? What is the motivation to design a solution?
• Identification of (business or private) problems and needs • Workshops with domain experts to identify problem that has to
be solved by the intended solution
• Outcome: Description of (business or private) problems and/or needs
• Involved stakeholders: Domain experts and computer scientists
Univ.-Prof. Dr.-Ing. Wolfgang Maass
22.12.11 Slide 15
Praxis example: Application of SiDIS Task 1
• Identification of needs in workshops with Duravit (manufacturer of high-end bathroom furniture)
① Direct user interaction with contents in the
bathroom ② Merging physical world of furniture with digital
world of contents ③ No “small windows to the digital world“ --
holistic product design ④ USP compared to competitors
Univ.-Prof. Dr.-Ing. Wolfgang Maass
22.12.11 Slide 16
Situational Design Method for Information Systems (SiDIS)
It’s Thursday morning. Anna get site-specific weather information when she is brushing her teeth in the bathroom.
T9: PSS Production
Univ.-Prof. Dr.-Ing. Wolfgang Maass
22.12.11 Slide 17
SiDIS Task 2: Derivation of situations (narrative CMs)
• Imagine, the intended solution would be already available. How would it be used in everyday life?
(Century Dictionary Online)
• Specification of usage situations in the domain of interest according to problems and needs defined together with domain experts
• “A situation is any information that is used to describe the active part of a context of an entity. An entity is a person, place, physical or information object that is considered relevant to the actual interaction between users and services.” (Maass et al., to appear)
• Outcome: Specification of usage situations in form of narratives
• Involved stakeholders: Domain experts and computer scientists
Univ.-Prof. Dr.-Ing. Wolfgang Maass
22.12.11 Slide 18
What are Narratives?
“[…] Today we shall not meet. Yesterday, when we said good-bye, the clouds began gathering over the sky and a mist rose. I said that tomorrow it would be a bad day; she made no answer, she did not want to speak against her wishes; for her that day was bright and clear, not one cloud should obscure her happiness.[…]” (White Nights, Fjodor Dostojewski)
“I have just returned from a visit to my landlord — the solitary neighbour that I shall be troubled with. […]” (Wuthering Heights, Emily Brontë)
“ […] Wir nahmen den Fahrstuhl vom Erdgeschoss in den Keller. Die Leichenhalle befand sich am Ende des langen Korridors. Kaum trat ich ein, überwältigte mich der Chemiegeruch, ein süßlicher, stechender Mantel, der sich bereits nach einem Atemzug auf die Lungen zu legen schien. […]” (Die Chemie des Todes, Simon Beckett)
Univ.-Prof. Dr.-Ing. Wolfgang Maass
22.12.11 Slide 19
Praxis example: Application of SiDIS Task 2
• Creativity workshops with Duravit
• Part A: Generation of ideas via Brainwriting Pool method - Development of situations together step by step - Selection of situations via Spot method -- 12 resulting situations
Retrieval of site-specific weather information as well as free-time event suggestions according to weather forecast. Synchronization with calendar.
Exemplary situation:
• Part B: Application of situations in real bathroom environment - Specification of thematical scopes, e.g., emotion,
personalization; information and its realization, physical devices
Univ.-Prof. Dr.-Ing. Wolfgang Maass
22.12.11 Slide 20
Praxis example: Application of SiDIS Task 2
Retrieval of site-specific weather information as well as free-time event suggestions according to weather forecast. Synchronization with calendar.
green: IT; red: information; yellow: realization of information
Exemplary situation:
Univ.-Prof. Dr.-Ing. Wolfgang Maass
22.12.11 Slide 21
Praxis example: Application of SiDIS Task 2
• Derivation of narrative CMs based on situations
• How to write a narrative within SiDIS? ① Focus on entities of situation (actors, roles, information, environments) and interactions
between them ② Instance level -- not type level ③ No technical or implementatory aspects ④ Understandable for everyone ⑤ Short and sweet
Narrative 1 Anna gets site-specific weather information when she is brushing her teeth in the bathroom. Based on weather information and her calendar, free-time event suggestions are given, e.g. "Today, 8 p.m. - Miss Marple Night at CinemaOne. Do you want to order tickets?”
Univ.-Prof. Dr.-Ing. Wolfgang Maass
22.12.11 Slide 22
Brainteaser
• Designing the future lecture room: - Direct user interaction with contents - Merging physical world of lecture room with digital world of
contents
① Generate 2 situations ② Think about IT, information and forms of realization
of information in your situations ③ Write a narrative for one situation
• You can send your solution to Sabine Janzen ([email protected]) for getting feedback.
As you like …
Univ.-Prof. Dr.-Ing. Wolfgang Maass
22.12.11 Slide 23
Outlook
1. Introduction 2. Design Science in Information Systems 3. Nature of Products 4. Guest Lecture: Product Design 5. New Product Development (NPD) 6. Nature of Services 7. New Service Development (NSD) 8. Nature of Product-Service Systems (PSS) 9. Nature of Product-Service Information Systems 10. Designing PSS (1) 11. Designing PSS (2) 12. Empirical Evaluation of PSS (1) 13. Empirical Evaluation of PSS (2) 14. Advanced Topics: Design Science of PSS
Univ.-Prof. Dr.-Ing. Wolfgang Maass
22.12.11 Slide 24
Literature
Books: • Abdalla, A. A. TRIZ Innovation Management Approach for Problem Definition and Product Service Systems, Shaker Verlag GmbH, 2006. • Botta, C. Rahmenkonzept zur Entwicklung von Product-Service Systems, Eul Verlag, 2007. • Oksana, M. Product-Service Systems: Panacea or Myth?, VdM Verlag, 2008.
Papers: • Aurich, J. C., Schweitzer, E., Siener, M., Fuchs, C., Jenne, F. and Kirsten, U. "Life Cycle Management investiver PSS - Gestaltung und
Realisierung investiver Produkt-Service Systeme," WT Werkstatttechnik Online (97:7/8), 2007, pp. 579-585. • Beverungen, D., Knackstedt, R. and Müller, O. "Entwicklung Serviceorientierter Architekturen zur Integration von Produktion und
Dienstleistung - Eine Konzeptionsmethode und ihre Anwendung am Beispiel des Recyclings elektronischer Geräte," WIRTSCHAFTSINFORMATIK (50), 2008, pp. 220-234.
• Chen, P. "The Entity-Relationship Model -Toward a Unified View of Data," ACM Transactions on Database Systems (1:1), 1976, pp. 9-36. • Gräßle, M., Thomas, O. and Dollmann, T. "Vorgehensmodelle des Product-Service Systems Engineering", in Thomas, O., Loos, P. and
Nüttgens, M., ed.,'Hybride Wertschöpfung', Springer Berlin Heidelberg, 10.1007/978-3-642-11855-5_5, 2010, pp. 82-129. • Janzen, S., Blomqvist, E., Filler, A., Gönül, S., Kowatsch, T., Adamou, A., Germesin, S., Romanelli, M., Presutti, V., Cimen, C., Maass, W.,
Postaci, S., Alpay, E., Namli, T. and Erturkmen, G. B. L. "IKS Deliverable - D4.1 Report: AmI Case - Design and Implementation (Public)", IKS Project (FP7) , Technical report, EU project IKS, 2011.
• Janzen, S., Kowatsch, T. and Maass, W. "A Methodology for Content-Centered Design of Ambient Environments"'Proc. of DESRIST 2010: Global Perspectives on Design Science Research', 2010.
• Lindahl, M., Sandström, G. Ö., Sundin, E., Rönnbäck, A. Ö. And Östlin, J. "Learning networks: a method for Integrated Product and Service Engineering - experience from the IPSE project", in Mitsuishi, M., Ueda, K. and Kimura, F., ed.,'Manufacturing Systems and Technologies for the New Frontier', Springer London, 10.1007/978-1-84800-267-8_102, 2008, pp. 495-500.
• Kung, C. H. & Sölvberg, A. ”Activity modeling and behavior modeling” Proc. of the IFIP WG 8.1 working conference on Information systems design methodologies: improving the practice, North-Holland Publishing Co., 1986, 145-171.
Univ.-Prof. Dr.-Ing. Wolfgang Maass
22.12.11 Slide 25
Literature
• Maass, W. and Janzen, S. "Pattern-Based Approach for Designing with Diagrammatic and Propositional Conceptual Models"'Proc. of 6th International Conference on Design Science Research in Information Systems and Technology (DESRIST 2011), Milwaukee, Wisconsin, USA', 2011.
• Maass, W. and Varshney, W. "A Framework for Smart Healthcare Situations and Smart Drugs"'Proc. of SIG-Health Pre-AMCIS Workshop at the 15th Americas Conference on Information Systems (AMCIS 2009)', 2009.
• March, S. and Smith, G. "Design and natural science research on information technology," Decis. Support Syst. (15:4), 1995, pp. 251-266. • McAloone, T. "Teaching and Implementation Models for Sustainable PSS Development. Motivations, Activities and Experiences",
Sustainable Consumption and Production. Opportunities and Threats. Launch conference of the Sustainable Consumption Research Exchange (SCORE!) Network 'Proc. of Launch conference of the Sustainable Consumption Research Exchange (SCORE!) Network', Wuppertal, 2006.
• Müller, P. and Schmidt-Kretschmer, M. "Challenges in PSS development processes: New paradigms, new development methodology"'Proc. of International Seminar on PSS: Dynamic interdependency of products and services in the production area', Shaker Verlag GmbH, 2008, pp. 1-6.
• Rexfelt, O. and Hjort af Ornäs, V. "Consumer acceptance of product-service systems: Designing for relative advantages and uncertainty reductions," Journal of Manufacturing Technology Management (20:5), 2009, pp. 674—99.
• Schenk, M., Ryll, F. and Schady, R. "Anforderungen and den Produktentwicklungsprozess für hybride Produkte im Anlagenbau," Industrie Management (22:1), 2006, pp. 55-58.
• Simons, A. J. H. and Graham, I. "30 Things that Go Wrong in Object Modeling with UML 1.3"'BEHAVIORAL SPECIFICATIONS OF BUSINESSES AND SYSTEMS', Kluwer Academic Publishers, 1999, pp. 237-257.
• Spath, D. and Demuß, L. "Entwicklung hybrider Produkte: Gestaltung materieller und immaterieller Leistungsbündel", in Bullinger, H.-J. and Scheer, A.-W., ed.,'Service Engineering', Springer Berlin Heidelberg, 10.1007/3-540-29473-2_20, 2006, pp. 463-502.
• Sturm, F. and Bading, A. "Investitionsgüterhersteller als Anbieter industrieller Lösungen – Bestandsaufnahme des Wandels anhand einer Umfrage," Wirtschaft (3), 2008, pp. 174-186.
• Thomas, O., Walter, P. and Loos, P. "Product-Service Systems: Konstruktion und Anwendung einer Entwicklungsmethodik," WIRTSCHAFTSINFORMATIK (50), 2008, pp. 208-219.
• Wand, Y., Monarchi, D., Parsons, J. and Woo, C. "Theoretical foundations for conceptual modelling in information systems development," Decision Support Systems (15), 1995, pp. 285-304.
• Yoo, Y. "Computing in Everyday Life: A Call for Research on Experiential Computing," MIS Quarterly (34:2), 2010, pp. 213-231.
Univ.-Prof. Dr.-Ing. Wolfgang Maass
Univ.-Prof. Dr.-Ing. Wolfgang Maass Chair in Information and Service Systems Saarland University, Germany