Product/service layer of the BPD-Space
| Product/service | |||
|---|---|---|---|
| Dimension | Guiding question(s) | Potential characteristics | Redesign example |
| Scope | What does the customer really want to achieve and (how) can this be integrated into the process? | Inclusion or exclusion of process logic (Ramias, 2018), i.e. functionalities during the process execution, which can be narrow or broad (Dumas et al., 2018) | The Irish low-budget airline Ryanair integrated into its flight booking process the functionalities to acquire transfers to the airport/city, get parking at or close to the airport and to hire a car. Thus, the airline changed from a narrow perspective on the process (actual transport) to a broad perspective (entire trip) |
| Flow unit | What/who runs through the process during its execution? | Unit of input (e.g. a customer, patient, raw material), a unit of one or several intermediate products or components (e.g. bicycle frame in an assembly process) or a unit of output (e.g. a serviced customer or finished product) (Laguna and Marklund, 2013, p. 5) | Uber is a multinational ride-sharing company. Despite the service of peer-to-peer ridesharing (Uber ride), the company also offers transport of food (Uber Eats) and patients (Uber Health). While the basic process of matching drivers with customers remains the same, the flow unit in this process changes (passenger, food, patients) |
| Location | Where is the process executed/available? Where does it start? Where does it end? | Stationary or mobile (Gratsias et al., 2005). Stationary can be bound to a specific position (e.g. airport, train station, home) or an area (e.g. Switzerland or Italy) | Austrian Airlines enables its customers to drop-off the luggage at a Viennese train station, in combination with a specific train ticket. Thus, the regular location for dropping-off the luggage changed from the airport to the train station |
| Temporality | When is the process executed/available? When does it start? When does it end? | Availability, execution or termination of a process at a specific point in time or time-span, e.g. a certain time of the day, week, month or a season of the year (Nivala and Sarjakoski, 2003) | Domino's Pizza is a multinational food chain, which integrated an optional delivery guarantee into its delivery process. For an additional charge, the customer receives the pizza for free if the guaranteed delivery time was not met |
| Product/service | |||
|---|---|---|---|
| Dimension | Guiding question(s) | Potential characteristics | Redesign example |
| Scope | What does the customer really want to achieve and (how) can this be integrated into the process? | Inclusion or exclusion of process logic ( | The Irish low-budget airline Ryanair integrated into its flight booking process the functionalities to acquire transfers to the airport/city, get parking at or close to the airport and to hire a car. Thus, the airline changed from a narrow perspective on the process (actual transport) to a broad perspective (entire trip) |
| Flow unit | What/who runs through the process during its execution? | Unit of input (e.g. a customer, patient, raw material), a unit of one or several intermediate products or components (e.g. bicycle frame in an assembly process) or a unit of output (e.g. a serviced customer or finished product) ( | Uber is a multinational ride-sharing company. Despite the service of peer-to-peer ridesharing (Uber ride), the company also offers transport of food (Uber Eats) and patients (Uber Health). While the basic process of matching drivers with customers remains the same, the flow unit in this process changes (passenger, food, patients) |
| Location | Where is the process executed/available? Where does it start? Where does it end? | Stationary or mobile ( | Austrian Airlines enables its customers to drop-off the luggage at a Viennese train station, in combination with a specific train ticket. Thus, the regular location for dropping-off the luggage changed from the airport to the train station |
| Temporality | When is the process executed/available? When does it start? When does it end? | Availability, execution or termination of a process at a specific point in time or time-span, e.g. a certain time of the day, week, month or a season of the year ( | Domino's Pizza is a multinational food chain, which integrated an optional delivery guarantee into its delivery process. For an additional charge, the customer receives the pizza for free if the guaranteed delivery time was not met |
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