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Nowadays, industry and research communities’ interest in Experience Design is growing. However, most of the existing approaches found in literature are defined in an abstract level and they are not easy to implement. In order to fill this gap, the authors of this article studied the way three teams of master students handled the design of an experience for the first time. From the analysis of the three projects, authors identified an underlying design process to Design for Experience. This approach has its roots on current Experience Design models and it incorporates tools from the fields of people-centred design, inclusive design and perceptual evaluation into the process. This article shows the analysis of the aforementioned projects. The results of the analysis will be the starting point of an iterative refinement process that expects to end up becoming a straightforward design process relatively simple to be used by industry.

Fil: Justel, Daniel. Universidad Eclesiástica San Dámaso. Facultad de Literatura Cristiana y Clásica San Justino; España Resumen: En el presente trabajo estudiamos los textos cuneiformes de la Mesopotamia y Siria del Bronce Reciente (ca. 1500–1100 a. C.) que nos informan sobre los aspectos legales de la infancia. La documentación analizada es variada, siendo contratos y documentos administrativos los principales géneros que informan sobre el tema. También heterogénea es la distribución geográfica de los textos estudiados, que dividimos en cuatro ámbitos geográficos diferenciados tanto a nivel cultural como en ocasiones político: Babilonia casita, Asiria, ámbito mittanio y Siria. A lo largo de los capítulos profundizamos en las principales cuestiones jurídicas en torno a la infancia, tanto las de carácter positivo (adopciones y matrimonio) como las que en principio se presentan como perjudiciales para el menor (abortos, abandonos, esclavitud infantil). Todos estos mecanismos operan sobre un trasfondo legal, por lo que el estudio se plantea desde esta perspectiva jurídica. Para ello ponemos de relieve las características propias de cada cnjunto documental, señalamos las semejanzas o disimilitudes entre ellos y contextualizamos los mecanismos jurídicos estudiados dentro de la constante legal del Próximo Oriente Antiguo. Por tanto, el objetivo perseguido en el trabajo es analizar el papel que los niños juegan en los procesos activados por adultos. La percepción que éstos tengan de los menores y el tratamiento hacia ellos dispensado nos informará sobre la concepción que el hombre próximo-oriental del Bronce Reciente tenía sobre este sector tan importante de la sociedad.

In business model innovation (BMI) for servitization, it is essential for manufacturer to identify a set of specific (non)monetary and (in)tangible value attributes (Prior, 2013), that specify the valuable features of product, service, parts of delivery process and even business relationship. Such understanding of customer value serves as the basis for further design of the new product-service system and how it can be created and delivered (Frankenberger et al., 2013). However, developing understanding about customer value becomes one of the main challenges for manufacturers trying to servitize (Martinez et al., 2010; Mathieu, 2001) due to several reasons. Firstly, manufacturers and their customers perceive what is valuable differently (Lindgreen et al., 2012). Secondly, intangible nature of servitized value propositions makes it difficult for manufacturers to change their traditionally product-focused transactional models into the ones providing long-term relationship-based product-service offerings (Vladimirova et al., 2011). Finally, there is lack of tools and procedure guidance on how manufacturers can approach customer value identification in B2B context in practice, especially its intangible part (Keränen & Jalkala, 2013) that goes beyond straightforward financial value. Service design has already been suggested as a potential enabler to support manufactures in “how” to practically approach servitization transformation (e.g., Sangiorgi et al., 2012; Thurston & Cawood, 2011) due to its human-centred, creative, iterative approach to the creation of new services (Blomkvist, Holmlid, & Segelström 2010). In this paper we study how service design tools can facilitate understanding customer value in BMI for servitization. We use several empirical cases with manufacturers that are in the initial phase of BMI for servitization (Simonchik et al., 2015; Val et al., 2013). In these cases, we study how the use of selected service design visualization tools (Maps, Narratives, Images & Flows) through co-creation workshops helps manufacturers to (i) identify tangible and intangible value attributes (e.g. product quality, service flexibility etc. and (ii) use them further in designing new product-service systems. Preliminary case analysis shows that service design tools help participants think beyond their products, providing a broader perspective of the complete value proposition throughout the whole customer experience including products, services, processes of delivery and relationships. The understanding of how the customer will potentially interact with the future value proposition lays the groundwork for the design of new product-service systems. The cases also show that service design visualization tools provide the ability to experiment with how to create and deliver specific tangible and intangible value attributes in a quick and easy way through mapping and prototyping. With this paper we hope to contribute to manufacturer’s efforts in increasing their service orientation in BMI for servitization. Results of this study have implications for managers at manufacturer’s side putting effort to overcome among others such challenges of servitization as changing the product-centred perspective of own employees (Löfberg, 2014). References Blomkvist, J., Holmlid, S., & Segelström, F. (2010). This Is Service Design Research: Yesterday, Today and Tomorrow. In This Is Service Design Thinking, Stickdorn M., & Schneider, J. eds. Amsterdam: BIS Publishers, 308-315. Frankenberger, K., Weiblen, T., Csik, M., & Gassmann, O. (2013). The 4I-framework of business model innovation: an analysis of the process phases and challenges. International Journal of Product Development, 18(3), 249-273. http://dx.doi.org/10.1504/IJPD.2013.055012 Keränen, J., & Jalkala, A. (2013). Towards a framework of customer value assessment in B2B markets: An exploratory study. Industrial Marketing Management, 42(8), 1307-1317. http://dx.doi.org/10.1016/j.indmarman.2013.06.010 Lindgreen, A., Hingley, M.K., Grant, D.B., & Morgan, R.E. (2012). Value in business and industrial marketing: Past, present, and future. Industrial Marketing Management, 41(1), 207-214. http://dx.doi.org/10.1016/j.indmarman.2011.11.025 Löfberg, N. (2014). Service Orientation in Manufacturing Firms - Understanding Challenges with Service Business Logic. Doctoral Dissertation. Karlstad University Studies. Sweden. Martinez, V., Bastl, M., Kingston, J., & Evans, S. (2010). Challenges in transforming manufacturing organisations into product-service providers. Journal of Manufacturing Technology Management, 2(4), 449-469. Mathieu, V. (2001). Service strategies within the manufacturing sector: benefits, costs, and partnership. International Journal of Service Industry Management, 12(5), 451–475. http://dx.doi.org/10.1108/EUM0000000006093 Prior, D.D. (2013). Supplier representative activities and customer perceived value in complex industrial solutions. Industrial Marketing Management, 42(8), 1192-1201. http://dx.doi.org/10.1016/j.indmarman.2013.03.015 Sangiorgi, D., Fogg, H., Johnson, S., Maguire, G., Caron A., & Vijakumar, L. (2012). Think Services. Supporting manufacturing companies in their move toward services. In Service Design and Innovation Conference, ServDes2012, (pp. 253-263). Helsinki, Finland. Simonchik, A., Iriarte, I., Hoveskog, M., Halila F., & Justel, D. (2015). Service Design Tools for Business model innovation in B2B. In British Academy of Management Conference 2015 BAM 2015. Portsmouth, UK. Thurston, P., & Cawood, G. (2011). The Product Advantage from Service Design. Design Management Review, 22(4), 70-75. http://dx.doi.org/10.1111/j.1948-7169.2011.00159.x Val, E., Iriarte, I., Perez de Arenaza A., Alzaga, X., & Arrieta, X. (2013). Human Centered Design in Danobat Group Railways. In 17th International Congress on Project Management and Engineering, (pp. 1502-1510), Logroño, Spain. Vladimirova, D., Evans, S., Martinez, V., & Kingston, J. (2011). Elements of Change in the Transformation towards Product Service Systems. In J. Hesselbach & C. Herrmann (eds.), Functional Thinking for Value Creation: Proceedings of the 3rd CIRP International Conference on Industrial Product Service Systems, (pp. 21-26). Technische Universität Braunschweig, Germany. http://dx.doi.org/10.1007/978-3-642-19689-8_6 BMI Wind