A CAD system for service innovation: integrated representation of function, service activity, and product behaviour

Abstract

Manufacturers are required to supply customers with services beyond material products. In this context, the engineering target that needs to be analysed and designed is shifting from simple products to product–service systems (PSS). Although there is considerable literature on PSS, design methodologies and computerised tools have not been introduced. We have been researching service/product engineering to develop PSS since 2002.

This paper presents a computer-aided design (CAD) system for service innovation using engineering, management, and marketing disciplines. We describe our service model implemented on the CAD software and demonstrate through an example. We extend the service blueprint for the marketing field to include product behaviour by using physical features from the engineering field. The view model, which describes the functional structure of service for an RSP (Receiver State Parameter), works as a bridge between product behaviour and service activity.

Our framework clearly illustrates the relationships between humanware, hardware, and software in services. Therefore, using our CAD tool, managers, marketers, and engineers can collaborate to improve existing services or to design a new service.

Keywords:

• product–service system
• product design
• service design
• computer-aided design
• service blueprint

Acknowledgements

This research was partially supported by the JSPS Research Fellowships for Young Scientists.