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W4 – Service Modeling

Service orientation is at the centre of both business evolution and the e-business revolution. While traditionally service co-production was anchored in human-human interactions, IT is playing a transformative role in how services are conceived, developed, and delivered. Service industries now account for the majority of economic activity in developed countries. Today we live and work in the newly labelled Service Economy. A new service-centered paradigm has emerged that is changing the way services are conceptualized and managed.

The new service-centered paradigm advocates that value is co-created by customers through product usage or service interaction experience, in a relational exchange. Instead of delivering pre-produced offerings, firms must now offer value propositions, which customers then transform into value through usage. In this context, service experiences, viewed as “the outcomes of the interactions between organizations, related systems/processes, service employees and customers”, become increasingly important to differentiate and add value to firms offerings.

In this workshop participants will learn how to translate their findings about user and business needs into an integrative set of models that systematize the understanding of user activities and tasks, and provide the basis for the development of a set of models that supports service system design. Participants will learn how to translate requirements into service modeling, including customer experience and other non-functional requirements. These models can be jointly used by software developers and service designers to develop new and high-quality services. Professionals from all disciplines, including social science, computer science, interaction design and even management, will have a chance to engage in all parts of a mini-design process as it takes place over the course of 2.5 days, and have a chance to strengthen their skills of being part of an interdisciplinary team.

Workshop Instructors

njn20091 Nuno Jardim Nunes is a principal investigator with the Information and Communication Technologies Institute, as well as an associate professor at Lab:USE, vice president of Madeira Tecnopolo. He also directs the joint Carnegie Mellon|Portugal Masters of Human-Computer Interaction program. Nunes teaches courses in human-centered software engineering, and various graduate project courses for the HCI program. His areas of research interest lie in model-based user interface design, agile software development methods, and human-centered software engineering. Prior to joining Lab:USE, Nunes was head of the University of Madeira’s Department of Mathematics and Engineering and a researcher with INESC-ID.
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He holds a Ph.D. in Computer Science from the University of Madeira.

foto-lp1 Lia Patrício is Assistant Professor at the School of Engineering of the University of Porto, in the areas of Service Marketing and Management. Previously, she worked in the Banking Sector. She holds a PhD in Industrial Management and Engineering, an MBA and a degree in Economics from the University of Porto. Her current research focuses on new multidisciplinary methods for Service Experience Design, joining the perspectives of Service Management and Engineering. She has been a proponent of the new Service

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Engineering and Management Master degree, which started in 2007 at the University of Porto. She is also involved in several research projects on service experience design in banking, retailing and tourism industries.

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