Copyright (c) 2009 Sheffield Hallam University All rights reserved. http://digitalcommons.shu.ac.uk/drs2008/session8/track_e Recent Events in Designing Services and Experiences en-us Wed, 09 Sep 2009 08:28:43 PDT 3600 http://digitalcommons.shu.ac.uk/drs2008/session8/track_e/3 http://digitalcommons.shu.ac.uk/drs2008/session8/track_e/3 Fri, 18 Jul 2008 09:30:00 PDT In order to survive in the highly competitive internet business, companies have to provide differentiated services that can satisfy the rapidly changing users' tastes and needs. Designers have been increasingly committed to achieving user satisfaction by generating and visualizing innovative solutions in new internet service development. The roles of internet service design have expanded from a narrow focus on aesthetics into a more strategic aspect. This paper investigates the methods of managing design in order to enhance companies' competitiveness in internet business. The main research processes are to: (1) explore the current state of internet service design in Korea through in-depth interviews with professional designers and survey questionnaires to 30 digital design agencies and 60 clients; (2) compare how design is managed between in-house design groups and digital design agencies though the case studies of five Korean companies; and (3) develop a taxonomy characterizing four roles of designers in conjunction with the levels of their strategic contributions to internet service innovation: visualist, solution provider, concept generator, and service initiator. In addition, we demonstrate the growing contributions of the strategic use of design for innovating internet services, building robust brand equity, and increasing business performance. Keywords: Design Management; Internet Business; Internet Service Design; Digital Design; Digital Design Agency; In-House Design Group, Case Study Yu-Jin Kim http://digitalcommons.shu.ac.uk/drs2008/session8/track_e/2 http://digitalcommons.shu.ac.uk/drs2008/session8/track_e/2 Fri, 18 Jul 2008 10:00:00 PDT This paper describes recent design research into prototypical 'classes' of designs for operational business systems for micro-businesses of 1-10 employees typical of traditional craft and contemporary information economies. Business process design is an increasingly important and relatively new sub-field of design and design research. Its increasing importance is driven by three factors made more potent by information technology: increasing ability for very small business units to contribute to local and national economies; potential for increased efficiency of micro-businesses via reduction in Coasian transaction costs; increasingly competitive business environments leading to pressure on micro-businesses to deeply cut costs; and increased potential for improved design of micro-business processes to create significant benefits for the micro-businesses themselves and to local and national economies. The analyses used in this paper combine Tellefsen's perspective on constituent orientation with Beerian Viable System analysis and Cashflow Quadrant analysis (Beer, 1972, 1988, 1989, 1995; Kiyosaki & Lechter, 2007; Tellefsen, 1995, 1999, 2001; Tellefsen & Love, 2003). These analyses are used to identify promising foci of design effort particularly with the intention of automating and systematizing business activities. The paper first describes the importance of developing improved guidelines for design of organisational structures and business processes in the micro-business arena. It then outlines the structural, humanistic, financial, business management and computerized automation considerations that need to be addressed. Design issues are illustrated via mini case studies of three characteristic micro-businesses in the areas of publishing, plumbing, and rental investment. The paper shows how improvements to the design of business processes can be viewed through how four constituent orientations: Self employed Business managers Business owners Investors The paper concludes by integrating the outcomes of the above analyses into a preliminary checklist for the design of effective and efficient automated and systematized business processes for micro-businesses and small business enterprises. Keywords: Business Process Design, Micro-Business, Viable Systems, Constituent Orientation, Cashflow Quadrant Analysis. Terrence Love http://digitalcommons.shu.ac.uk/drs2008/session8/track_e/1 http://digitalcommons.shu.ac.uk/drs2008/session8/track_e/1 Fri, 18 Jul 2008 10:30:00 PDT Macroscopic social and economic changes in the last few years are forcing business companies and public institutions to redefine their approach to social intervention, focusing on local and highly individualised solutions. This change is also calling for a new design approach. The challenge for designers is not only to be able to provide local and highly individualised solutions, but also to propose strategies to transfer and reproduce the solutions, or part of them, into different local contexts, thus creating economy of scope. This would be possible by using forms of codification and modularisation of the most relevant components in local solutions. The code refers to the organisational knowledge included in local components and the way each component interacts with the others. Like software systems, local product-service systems can be built upon a source code. This paper will illustrate how this process was developed in a concrete case. Through this case the authors analyse the possibility to build something similar to a source code for initiatives based on social interaction and investigate the process of construction of such a code Furthermore, the author discuss differences and analogies between design intervention in a social context and in the normal business context. The question of codification suggests a methodological approach for supporting transferability both in the problem space (dealing with complexity) and in the solution space (dealing with contingency). The analysis of differences and similarities between business- and socially-oriented processes suggests a new role for designers and new opportunities for innovation. Keywords: Product Service Systems, Methodology, Design and Morality, Codification, Transferability Wolfgang Jonas