Title: A visual process model for improved technology-based service design

Authors: Jennifer Percival

Addresses: Faculty of Business and Information Technology, University of Ontario Institute of Technology, 2000 Simcoe Street North, Oshawa, Ontario, L1H 7K4, Canada

Abstract: This paper presents a new method for business process modelling in the services sector that integrates the client focus of service blueprints with the operational analytics of lean value stream mapping. The approach incorporates a simple and innovative use of colour to improve the correctness of the models. The conceptual model is analysed using the guidelines of business process modelling and benefits are demonstrated through an illustrative example. The proposed approach provides a mechanism to facilitate the effective design and implementation of technology-based innovations in service delivery by enabling a diverse set of stakeholders to participate in the modelling. This modelling approach is based on best practices from existing business process modelling notations and was developed to support change management and innovation in services. The approach results in intuitive models that can be used by novice modellers for clear communication and technology-infused service design.

Keywords: customer-centric; business process modelling; BPM; services; service industry; cognitive effectiveness; visual process modelling; technology-based service design; service blueprints; lean VSM; value stream mapping; conceptual modelling; service delivery; change management; service innovation; intuitive models.

DOI: 10.1504/IJPMB.2016.075600

International Journal of Process Management and Benchmarking, 2016 Vol.6 No.2, pp.170 - 189

Available online: 28 Feb 2016 *

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