ServLab: Laboratory Support for Service Engineering and Design

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1 ServLab: Laboratory Support for Engineering and Design Thomas Burger Fraunhofer Institute for Industrial Engineering TERENA Networking Conference 2009 Fraunhofer IAO, IAT Universität Stuttgart

2 ServLab: Laboratory Support for Engineering and Design Engineering and Design ServLab Project Examples and Outlook Fraunhofer IAO, IAT Universität Stuttgart 2

3 Profile of Fraunhofer Gesellschaft Founded: ,000 employees 80 research institutes, of which 56 operate as independent profit centers Fraunhofer International Europe: Brussels (Belgium), Moscow (Russia), Budapest (Hungary), Jönköping (Schweden), et al. USA: Boston (Massachusetts), Pittsburgh (Pennsylvania), Plymouth (Michigan), Providence (Rhode Island), College Park (Maryland), Peoria (Illinois) Asia: Ampang (Malaysia), Beijing (China), Jakarta (Indonesia), Koramangala Bangalore (India), Seoul (Korea), Singapore, Tokio (Japan) Middle East: Dubai (United Arab Emirates), Cairo (Egypt) Fraunhofer IAO, IAT Universität Stuttgart 3

4 Profile of Fraunhofer IAO Founded: 1981 Head of Institute: Professor Dieter Spath Budget: 23 million Euro, 30% directly from industry Staff: 210 employees, 185 student assistants Figures for 2007, including IAT University of Stuttgart Fraunhofer IAO, IAT Universität Stuttgart 4

5 Open. Neutral. Practical. Human Computer Interaction IT for Business Perfect Assembly - Design and Conceptualization of Interaction - Evaluation und Optimization - User-Centered Product Innovations - User-Centered Development Processes - Usability Guidelines - Multimodal Interaction - IT Solutions - Document and Workflow Management - Electronic Business - Portals and Process Integration - Software Architectures - Mobile IT Applications - Assembly Strategy - Assembly System Concepts - Assembly System Design - Assembly Operation - Assembly Update - Visualized Decision-Making Process Fraunhofer IAO, IAT Universität Stuttgart 5

6 Open. Neutral. Practical. Office Excellence Innovation Virtual Engineering - Vision and Strategy - Process und Structure - Information and Communication Solutions - Space and Workplace - Facility Management - Productivity Management - Management - New Development - Performance - Customer Management - Human Resources Development - Trends in the Business - Engineering processes - Immersive Systems - Application Development - s - Research and Development - Industrial Solutions Fraunhofer IAO, IAT Universität Stuttgart 6

7 ServLab: Laboratory Support for Engineering and Design Engineering and Design ServLab Project Examples and Outlook Fraunhofer IAO, IAT Universität Stuttgart 7

8 Engineering: Closing the gap from idea to realization of new services R&D management for services Engineering is concerned with the systematic development and design of service products using suitable s, methods, and tools. s as an R&D object Models Methods Tools Fraunhofer IAO, IAT Universität Stuttgart 8

9 Engineering and Design: Example of a new service development process Idea management Requirements analysis design test Market launch Collection of ideas Market requirements Product Conceptual test Product Rollout Appraisal of ideas Company requirements Process Simulation of servicescape Process Customer feedback Resource Simulation of interaction Resource Employee feedback Marketing concept Marketing Fraunhofer IAO, IAT Universität Stuttgart 9

10 ServLab: Laboratory Support for Engineering and Design Engineering and Design ServLab Project Examples and Outlook Fraunhofer IAO, IAT Universität Stuttgart 10

11 What is ServLab? ServLab is a holistic platform for developing, testing and simulating (new) services. Fraunhofer IAO, IAT Universität Stuttgart 11

12 Functional areas and layout of ServLab projection for process engineering (storyboard, prompting) 3D-interactive stereo projection (scenery) media control (staging) service theatre (stage) observation and prototyping (auditorium) video documentation Fraunhofer IAO, IAT Universität Stuttgart 12

13 ServLab Overview media control (staging) projection for process engineering (storyboard, prompting) service theater (stage) 3D-interactive stereo projection (scenery) observation and prototyping (auditorium) Fraunhofer IAO, IAT Universität Stuttgart 13

14 ServLab: Collecting requirements for new services Idea management Requirements analysis design test Market launch Collection of ideas Market requirements Product Conceptual test Product Rollout Appraisal of ideas Company requirements Process Simulation of servicescape Process Customer feedback Resource Simulation of interaction Resource Employee feedback Presentation and discussion of service ideas Marketing concept Marketing Analysis of customer and employee feedback Fraunhofer IAO, IAT Universität Stuttgart 14

15 ServLab: Creation of service concepts Idea management Requirements analysis design test Market launch Collection of ideas Market requirements Product Conceptual test Product Rollout Appraisal of ideas Company requirements Process Simulation of servicescape Process Customer feedback Resource Simulation of interaction Resource Employee feedback Detailed definition of service offerings Marketing concept Marketing Process design and resource planning Fraunhofer IAO, IAT Universität Stuttgart 15

16 ServLab: Simulation of servicescape Idea management Requirements analysis design test Market launch Collection of ideas Market requirements Product Conceptual test Product Rollout Appraisal of ideas Company requirements Process Simulation of servicescape Process Customer feedback Resource Simulation of interaction Resource Employee feedback 3D Environment (Virtual Reality) Marketing concept Marketing Evaluation of layout, colours, usability, etc. Fraunhofer IAO, IAT Universität Stuttgart 16

17 ServLab: Simulation of interaction Situation 1 1 I 6 Idea management Requirements analysis design test Market launch Frau Kistler betritt die Lobby. Herr Neumann begrüßt sie mit Handschlag Collection of ideas Market requirements Product Conceptual test Product Rollout Kistler: Guten Tag. Neumann: Guten Tag. Mein Name ist Neumann. Hatten Sie reserviert? Appraisal of ideas Company requirements Process Simulation of servicescape Process Customer feedback Kistler: Ja. Ich hatte reserviert. Mein Name ist Kistler. Kann ich das Zimmer haben? Kann ich das Sie haben so einen Schalter, oder Resource Simulation of interaction Resource Employee feedback Creation of Scripts Marketing concept Marketing Theater (actors, customers, employees) Fraunhofer IAO, IAT Universität Stuttgart 17

18 ServLab: Training of customer-contact staff Idea management Requirements analysis design test Market launch Collection of ideas Market requirements Product Conceptual test Product Rollout Appraisal of ideas Company requirements Process Simulation of servicescape Process Customer feedback Resource Simulation of interaction Resource Employee feedback Preparation of training materials Marketing concept Marketing Realization of training measures Fraunhofer IAO, IAT Universität Stuttgart 18

19 ServLab: Laboratory Support for Engineering and Design Engineering and Design ServLab Project Examples and Outlook Fraunhofer IAO, IAT Universität Stuttgart 19

20 Project Examples Accor Hotels Test of new check-in concepts for hotels Berufsgenossenschaft für Gesundheitsdienste u. Wohlfahrtspflege Evaluation of care facilities and training of consultants Siemens Switzerland Test of the new online service»knowledge on Demand«Bergmann Sanitary Design of interaction and development of qualification measures for craftsmen Fraunhofer IAO, IAT Universität Stuttgart 20

21 BGW: Evaluation of care facilities and training of consultants Project goals and description: - Optimization of services within a virtual demonstration room. - Actors switch in roles of consultants - Consultants are coached from the auditorium - Consultants are trained in a»virtual«home for elderly people to deal with questions on construction planning and risk assessment. - Consultants meet different characters of care facility directors e.g. cost-oriented, caring motivated. - Scenarios are visualized and simulated within a 3D-servicescape- and through service theatre. immediate Feedback via mobited Fraunhofer IAO, IAT Universität Stuttgart 21

22 BGW: Evaluation of care facilities and training of consultants A typical scenario challenges the consultants to recognize risks within this facility (e.g. little space due to chairs and walkers, slippery floor). Consultants should make improvement suggestions, which then are easily integrated in the 3D-environment via»mouse click«. Invited observation groups including other consultants, care facility directors and BGW decision makers evaluate the different situations feedback loops mobited Simulated and visualized scenarios within the 3D-servicescape function as a basis for qualification and training measures for all BGW consultants. Fraunhofer IAO, IAT Universität Stuttgart 22

23 Benefits visualization of the service is particularly useful for decision makers acceleration of development processes involvement of customers, contact staff and management service has been systematically tested before the introduction on the market training of customer-contact staff Fraunhofer IAO, IAT Universität Stuttgart 23

24 Outlook new methods for interaction design New Center for Virtual Engineering integration of sound systems and scent pillars transfer of real-life actors behavior to virtual agents to provide documentation of service prototyping export of Second Life s to ServLab ServLab in Second Life Real-life actor and virtual agent in ServLab Fraunhofer IAO, IAT Universität Stuttgart 24

25 Fraunhofer IAO: Your contact for further information Fraunhofer IAO Thomas Burger Project Manager Engineering and ServLab Nobelstr Stuttgart Phone Fax Watch the ServLab-Movie on YouTube! Fraunhofer IAO, IAT Universität Stuttgart 25

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