master thesis process report BY Alice Manfredi & pascal byrgesen

90 Pages·2017·8.15 MB·English

master thesis process report BY Alice Manfredi & pascal byrgesen
Aalborg University - Cph
MSc Service Systems Design
2017
Alice Manfredi study No. 20152049
Pascal Byrgesen study No. 20152047
ABSTRACT
Through an investigation of the service system of Airtame, this paper aims to support the future business design of
the startup providing schools and enterprises with a wireless streaming solution. The 3-month research was conduct-
ed through a user-driven approach and followed a 5-phase method allowing the researchers to investigate, assume,
validate, realize, and eventually elaborate on the results. The analysis is primarily built on understanding former and
potential users’ needs. In addition, the analysis focuses on the Airtame company and other business profiles within the
field of information technology. As a result, a combination of identification of users’ unmet needs, value definition, and
trends monitoring performed by the authors turned into a reconsideration of the Airtame service system. In fact, by
incorporating the software installation with the enterprise mobility management (EMM), it enables users to explore a
smooth and current experience when streaming from their smartphone. The study has formed evidence to conclude that
an intervention on the service system can add value to the overall business design of a company.
#servicedesign #servicesystemsdesign #businessdesign #wirelessstreaming #emm #user-driven #Airtame
table of CONTENT
Introduction 0 Current business design analysis 43
Acknowledgement 7 Value Proposition Canvas 43
Learning goals 7 Value Proposition Canvas targeting enterprises 44
Target 7 Value Proposition Canvas targeting schools 45
Introduction 8 Current B2B Business Model Canvas 46
Research question 9
Case study 10 REALIZATION: Roadmap towards future scenarios 47
Airtame: product vs service 11 Ideation workshop and findings 48
Delimitations 13 General learnings on user experience 49
Definitions 14 Future trends: smartphone society 50
About us and our role 15 Exploring new relationships/interactions 51
Methodology 17 Interaction Map 51
Project Management 19 Learnings from case-studies 52
Validating potential scenarios 53
ANALYsis 0 Iterating to build valuable scenarios 54
Benchmarking analysis 21 Business Profiles 55
SWOT Analysis of Airtame 22 EMM Facts 57
SWOT Analysis of Barco ClickShare 23 EMM market share 58
SWOT Analysis of Google Chromecast 24 EMM users 58
SWOT Analysis of AppleTV 25
SWOT Analysis of Microsoft Wireless 26 ELABORATION: Roadmap towards new-concept-idea 59
Learnings from SWOT analysis 27 Introducing the new concept-idea 60
Value mapping 28 Exchanged values 61
Realization 34 Scenario 62
Current customer segment 35 Service Blueprint 63
Users 37 User Journey 66
How users are experiencing Airtame 38 Use cases 67
Interviews with users 39 Pre-totyping and Testing 70
Learnings from interviews 42 Feedback Debrief 71
Results 0
New Business Design 73
New Value Proposition Canvas 73
New Business Model Canvas 74
Future consideration of business Model Canvas 75
Conclusion 0
Conclusion 80
Reflections 81
References 82
Appendix 86
Appendix 1: VIDEOS 86
Appendix 2: validation with Airtame 86
Appendix 3: Interviews with users 88
Appendix 4: Demo-call with Airtame 88
Appendix 5: Skype-session 89
Appendix 6: Interview with Søren Filtenborg 89
Appendix 6: Interview with Francesco Grani 89
table of figures
Fig.1 Interaction and exchange 8 Fig.37 Skype: from B2C to B2B 52
Fig.2 Design intervention 10 Fig.38 Skype and TDC collaboration 52
Fig.3 Streaming with Airtame 11 Fig.39 Studying phase. Scenario mapping 53
Fig.4 Overview of the Airtame components and features 12 Fig.40 Findings mapping to spot hidden opportunities 54
Fig.5 Delimitations 13 Fig.41 Services offered by an EMM 56
Fig.6 Our role and exchange with Airtame 15 Fig.42 Worldwide EMM Revenue, 2016-2020 57
Fig.7 Timeline of the authors’ collaboration 16 Fig.43 Companies using an EMM worldwide 58
Fig.8 The ERIVA methodology 18 Fig.44 Roadmap of elaboration phase 59
Fig.9 Project Management timeline 19 Fig.45 EMM is integrated in the service system of an enterprise 60
Fig.10 Many devices - 1 screen 21 F ig.46 Exchanged value along stakeholders’ interactions 61
Fig.11 1 device - many screens 21 Fig.47 Fictional screens 62
Fig.12 Values provided by Airtame 28 Fig.48 Service Blueprint #1 63
Fig.13 Values provided by Barco ClickShare 29 Fig.49 Service Blueprint #2 64
Fig.14 Values provided by Google Chromecast 30 Fig.50 Service Blueprint #3 65
Fig.15 Values provided by AppleTV 31 Fig.51 User journey 66
Fig.16 Values provided by Microsoft Wireless 32 Fig.52 Use case #1 67
Fig.17 Comperison of values provided by all competitors 33 Fig.53 Use case #2 68
Fig.18 Airtame customer segmentation 35 Fig.54 Use case #3 69
Fig.19 Airtame customers 35 Fig.55 Testing with users 70
Fig.20 Schools common usage of Airtame and benefit gained 36 Fig.56 New Value Proposition Canvas 73
Fig.21 Enterprises common usage of Airtame and benefit gained 36 Fig.57 New Business Model Canvas 76
Fig.22 Profile description of the users 37 Fig.58 Study board to map the new Business Model Canvas 77
Fig.23 Demo call with Airtame 38 Fig.59 Future considerations on new Business Model Canvas 78
Fig.24 User journey of demo call 39
Fig.25 User Journey of Sillas Poulsen, Co-Founder and COO of Newsio 40
Fig.26 User Journey of Mathias Leander, Brand and Marketing at Sticks and Sushi 41
Fig.27 Summary of the major finding from the interviews 42
Fig.28 Study phase of the Value Proposition Canvas 43
Fig.29 Value proposition canvas targeting enterprises 44
Fig.30 Value proposition canvas targeting schools 45
Fig.31 Current Business Model Canvas targeting schools and enterprises 46
Fig.32 Roadmap of realization phase 47
Fig.33 Workshop with professors and fellow studen 48
Fig.34 Divergent views on the same realityts 49
Fig.35 Exemplification of the ‘smartphone society’ 50
Fig.36 Interaction map heavily based on the IDEF0 model 51
ACKNOWLEDGEMENT learning goals
This research was partially supported by Service Design Lead at Airtame, According to the curriculum, the students must ‘demonstrate the acquisition
Maria Angelica Saavedra. We would like to thank Maria and the rest of of competences, skills and knowledge that allow them to master the profes-
the Airtame team for a great cooperation and providing company in- sion of service design’. This includes knowledge about design theories and the
sights. possibilities to apply appropriate methodological approaches on the design of
advanced and complex product-service systems.
We would like to thank fellow students and friends for supporting and
providing insights that greatly assisted the research. Equally important In order to do so, and in line with our interest, we have chosen to explore the
are our words of thanks to the participants in the interviews for taking possibilities of implementing service systems design tools and methods with-
their time to share personal experiences with us. We had a great time in the future business design and direction of a company. We want to identify
and learned a lot at Aalborg University. Therefore we want to thank all where and how in the design process of a business direction our skillset can
the people who shared knowledge with us during college hours as well support. We have chosen to work on a real business case with a start-up com-
during the group work. pany aiming to explore new business opportunities.

Last but not least, we would like to thank our supervisor, professor Nicola
Morelli, for supporting and sharing his pearls of wisdom with us through
target
the entire master and especially during this thesis phase.
The target of this process report is first of all external censor Thomas Ham-
mer Jacobsen and our professor and supervisor Nicola Morelli. Secondly, the
target is everyone who has an interest in service systems design and who is
keen to know how the area of study can impact a business design and direc-
tion. For this reason, the ‘process report’ is affected by academic definitions
and tools.

The project report on the other hand, it is intended to provide Airtame (the
business case chosen) with clear and concise results. Therefore, the ‘proj-
ect report’ is featured with a different tone of voice and has been developed
around a pragmatic problem statement. In addition, the ‘project report’ has
been created as a documentation source to support our portfolios as aspiring
professionals in the service systems design area.
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introduction
A consistent amount of different businesses have started bringing hu- acquired during the Master’s in Service Systems Design can be applied and
man-centered design capabilities in house through the acquisition of design bring value to a working environment. Second, an increasing interest in the
agencies and design talent. At the same time, service design agencies are service business to explore more in depth the relationship between service
using business design to increase the business relevance of their projects for and business, and how these two aspects influence and affect each other.
clients. This is happening in response to a growing number of organisations
struggling to find solutions to achieving digital capabilities, meeting custom- The goal of this thesis is not only to perform research around the raised ques-
ers’ expectations, and delivering a consistent quality of service across differ- tion, but also to pragmatically investigate the problem area by working on a
ent channels (Arico, 2015). real case with a company. In this setting, it will be possible to gather tangible
insights and measure the efficacy of the outcome from service design tools
The purpose of this thesis is to explore the potential of service design to and methods applied to a business case. By focusing on how businesses can
impact business. The motivation for investigating this area comes from two use and be affected by service systems design, we aim to facilitate an appoint-
main reasons. First, a need as professionals to prove that the knowledge ed company to achieve significant value within its business design.
business design
organizations agencies
MARKET RELEVANCE
USER CENTRIC
COST STRUCTURE hands on
STRATEGY research
Fig.1 Interaction and exchange between business organizations and Design Agencies
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RESEARCH QUESTION
When designers work in a service logic, they use design for services to enable deeper transformational change processes (Sangiorgi et al., 2015).
This thesis wants to prove how a business could achieve significant business results by tackling the service system from a theoretical perspective.
Several factors can be impacted, especially those ones related to customers engagements, i.a. customers’ behaviours, perceptions and experience
(Sangiorgi et al., 2015).

Based on these inspiring reflections, this master thesis aims to investigate the following research question:
How can an intervention on the service system
of a business affect its business design?
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CASE STUDY
The business case chosen to apply the thesis research regards the startup using a user-driven and a service systems design approach. This intervention
company Airtame. Airtame is a fast growing company that was crowdfunded requires customer research and benchmarking, together with the tools and
in 2014 in Copenhagen and has expanded worldwide with offices and busi- methodologies within service systems design and design thinking. The out-
ness relations ever since. The vision of the company is to allow users to share come is assumed to be a paper addressing the customers’ unmet needs and
presentations without cables, thus to work without limits. The mission of provide the company (Airtame) with new values and future insight.
the company is to guarantee an easy -to- use product that the customers are
satisfied with. The product developed by Airtame is a dongle for streaming By tackling the service system around the business, the output expected is to
content wirelessly that makes it easy to present on the go. It uses a B2B mod- create new value for the business. In particular, to enhance the user experi-
el, primarily engaging schools and medium to large companies (Airtame, ence and find innovative solutions by using diverse thinking. Eventually, we
2017, online). aim to support the business design. These elements are assumptions that will
Our purpose is to prove how business opportunities can be discovered by be validated along the process of this research.
research concept
input: design intervention output: new value creation
user-driven enhanced user
perspective experience
iterative innovative
approach solution
systemic business
view design
Fig.2 It shows the elements that we aim to bring as a design intervention (inputs) into an existing business (Airtame)
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