2–5 February 2021


Short Paper

From product centricity to services: Design workshops and maps as tools in strategy articulation


Presenting Author(s): Olivia Harre, Lene Nielsen
03 February 2021

Please be aware that multiple presentations will take place during this session commencing at 05:15PM AEDT and share the same zoom link. Check how presentations are clustered in the program spreadsheet when adding the calendar.

This paper explores how an IT company wants to change from product-centricity to servitization. A cross-functional customer journey workshop mapped the current state from the customer’s point of view, and by identifying opportunities, it identifies gaps in becoming a service organization. Activities in the workshop focused on mapping a current customer journey and a proposition of a customer journey. The case explores how a service design workshop and tools can be used in strategic work, to support and facilitate a discussion on changes needed to be customer-centric, going beyond technology and features. The workshop and maps proved useful in facilitating and visualizing the current organizational state and identifying opportunities for what it takes to shift to servitization. This case contributes to practical aspects of how service design tools can support organizational transformation towards servitization.

Europe (CET): 3rd February 2021 7:15 am to 8:15 am

US (EST): 3rd February 2021 1:15 am to 2:15 am

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Olivia Harre
IT University of Copenhagen

Olivia Harre is an industrial PhD student from the IT-University of Copenhagen. She has an interdisciplinary background in the research fields of design, management and information systems. Large scale transformations are taking place across industries to transform how services are being developed and delivered. Olivia’s research focus on how transformations are practiced, how disciplines collaborate in moving organizations towards desired futures, and how design methods can be applied to help articulate strategies driving organizational change. In organizational transformation efforts she is interested in the integration of design practices and focus her research on how the design field can support practices and disciplines in shifting from a current state to a desired future state, both from a strategic and operational level.

Lene Nielsen
Lene Nielsen
IT University of Copenhagen

Lene Nielsen is Associate Professor at IT University Copenhagen, Department of Business IT. She is head of the TIME (Technology, Innovation, Management and Entrepreneurship) research group. Her research focus on personas, and she was the first in the world to write a PhD about personas. She designed the specialization in Service Design Management and Implementation for students of Digital innovation management at ITU, where she teaches. Her research topics include: Service design, Personas in service design, The use of personas in agile development, Personas based on quantitative data, Persona descriptions as communication to specific and different audiences, The relationship between persona description and data
Lene Nielsen has published two books on personas and more than 80 scientific papers