BUILDING 20 HIGH CUSTOMER VALUE ASIAKASARVO JA PALVELUARKKITEHTUURI CUSTOMER VALUE AND SERVICE ARCHITECTURE &

ASIAKASARVO JA PALVELUARKKITEHTUURI CUSTOMER VALUE AND SERVICE ARCHITECTURE Jarmo Suominen Professor, Aaltp, Arts, MIT Medialab Tongji University College of Design & Innovation BUILDING 20 HIGH CUSTOMER VALUE Due to Building 20's origins as a temporary structure, researchers and other occupants felt free to modify their environment at will. As described by MIT professor Paul Penfield, "Its 'temporary nature' permitted its occupants to abuse it in ways that would not be tolerated in a permanent building. If you wanted to run a wire from one lab to another, you didn't ask anybody's permission you just got out a screwdriver and poked a hole through the wall" JARMO SUOMINEN / TILAN TULEVAISUUS 2015 2 1&

STATA CENTER HIGH PRODUCT VALUE The Ray and Maria Stata Center or Building 32 is a 720,000-square-foot (67,000 m2) academic complex designed by architect Frank Gehry for the Massachusetts Institute of Technology (MIT). The building opened for initial occupancy on March 16, 2004. It sits on the site of MIT's former Building 20. JARMO SUOMINEN / TILAN TULEVAISUUS 2015 3 FROM GOODS TO SERVICE DOMINANT LOGIC CUSTOMER AS A STAKEHOLDER 2&

GOODS%DOMINANT+LOGIC+ & 1. Purpose of activity is to make and distribute units of output, preferably tangible. 2. Goods are embedded with utility (value) during manufacturing. 3. Goal is to maximize benefits through the efficient production and distribution of goods. JARMO SUOMINEN AALTO UNIVERSITY 2014 5 SERVICE%DOMINANT+LOGIC+ + 1. Goods are a distribution mechanism for service provision. Goods derive their value through use the service they provide. 2. The customer is always a co-creator of value. Implies value creation is interactional. 3. Value is always determined by the beneficiary. Value is idiosyncratic, experiential, contextual, and meaningladen. JARMO SUOMINEN AALTO UNIVERSITY 2014 6 3&

SERVICE ARCHITECTURE CONDITIONS FOR VALUE CO-CREATION DOING DOING Case QUT, Brisbane PATTERN REGOGNITION DOING DOING AALTO LOOP DOING DOING DOING DOING DYICITY JARMO SUOMINEN DEC 2011 8 4&

CAMPUS WALK Case QUT, Brisbane 13.5.16 DYICITY JARMO SUOMINEN DEC 2011 9 CUSTOMER VALUE SERVICE LOGIC IN ENVIRONMENTAL DESIGN Sustainable Design Open Day Tongji University College of Design & Innovation 5&

PERCEIVED (CUSTOMER) VALUE Symbolic value Emotional value Operational value Economical value Technical value Focus&on&the&iden4ty&and&brand,& value&proposi4on& & Focus&on&customer&experience,& emo4ons& & Focus&on&opera4ons,&prac4ces&and& processes& & Focus&on&economics,&investments& ROI+ & Focus&on&infrastructures,& technology&solu4ons& CUSTOMER VALUE JARMO SUOMINEN 2015 11 Case: Customer value analyses in Assisted Living Solutions Jarmo Suominen ja Erkki Vauramo Aalto yliopisto CUSTOMER VALUE JARMO SUOMINEN 2015 12 6&

DEPTH OF THE NETWORK CUSTOMER SACRIFICATION CUSTOMER VALUE JARMO SUOMINEN 2015 13 SERVICE LOGIC IN ENVIRONMENTAL DESIGN network analyses 7&

NETWORK TYPOLOGIES Production driven system Product based system Value co-creation system Different typologies supports different practices. Centralized network structure is focusing on efficient delivery while decentralized structure is enabling independent cluster to work separately. For value co creation distributed structure is supporting interaction between all relevant stakeholders and enables value co-creation. SCHOOL AS A SERVICE 2015 15 DEPTH JARMO SUOMINEN / TILAN TULEVAISUUS 2015 16 8&

AFFORDANCES Toteutunut tarjoama tarjoutuu fyysisessä ympäristössä kokemuksian. Verkoston syvyys tuottaa ratkaisuita joissa tarjoutuminen monimutkaista ja edellyttää erilaisia opastusratkaisuita. JARMO SUOMINEN / TILAN TULEVAISUUS 2015 17 PICOWER CENTER JARMO SUOMINEN / TILAN TULEVAISUUS 2015 18 9&

JARMO SUOMINEN / TILAN TULEVAISUUS 2015 19 JARMO SUOMINEN / TILAN TULEVAISUUS 2015 20 10&

MIT MEDIALAB JARMO SUOMINEN / TILAN TULEVAISUUS 2015 21 JARMO SUOMINEN / TILAN TULEVAISUUS 2015 22 11&

JARMO SUOMINEN / TILAN TULEVAISUUS 2015 23 INNOVATION TOWER JARMO SUOMINEN / TILAN TULEVAISUUS 2015 24 12&

Case example: Innovation Tower Hong Kong PolyU Distributed network, deep connections between clusters All line axial map is a set of lines made up of all lines drawn tangent to vertices that can see each other. 10m 13&

APPLICATION AREAS SCHOOL AS A SERVICE Jarmo Suominen Professori, Palveluarkkitehtuuri Aalto yliopisto CHANGE IN CUSTOMER ORIENTATION; FROM OBJECT TO STAKEHOLDER JARMO SUOMINEN / SCHOOL AS A SERVICE 2016 14&

WHERE DO LEARNING TAKE PLACE? DISTRIBUTED PLACES JARMO SUOMINEN / SCHOOL AS A SERVICE 2016 COMMUNITIES OF PRACTICE; SCHOOL AS A PLATFORM FOR SOCIAL LEARNING JARMO SUOMINEN / SCHOOL AS A SERVICE 2016 15&

SCHOOL AS A PRODUCT STAND ALONE Saunalahti School Espoo, Finland JARMO SUOMINEN / KOULU PALVELUNA 2015 33 SCHOOL AS A PRODUCT All required resources collected together to establish a school. School is decoupled from the community JARMO SUOMINEN / KOULU PALVELUNA 2015 34 17&

SCHOOL AS A SERVICE SYSTEMIC SOLUTION JARMO SUOMINEN / KOULU PALVELUNA 2015 35 SCHOOL AS A SERVICE School is using available shared resources within the community. Aspects of social learning are dominant, school is flexible and scalable JARMO SUOMINEN / SCHOOL AS A SERVICE 2016 18&

ECOSYSTEM OF ACADEMIC RESOURCES BIOLOGIA KEMIA FYSIIKKA JARMO SUOMINEN / KOULU PALVELUNA 2015 37& ECOSYSTEM OF MAKERS RESOURCES Start Up Sauna Fab Lab Aalto ADD Design Factory JARMO SUOMINEN / KOULU PALVELUNA 2015 38& 19&

ECOSYSTEM OF CULINARY RESOURCES DIPOLI TECHNOPOLIS ANTELL JARMO SUOMINEN / KOULU PALVELUNA 2015 39& ECOSYSTEM OF ATHLETIC RESOURCES Otahalli URHEILUPUISTO UIMAHALLI TAPIOLA JARMO SUOMINEN / KOULU PALVELUNA 2015 40& 20&

ECOSYSTEM OF CULTURAL RESOURCES EMMA Kulttuurikeskus Kirjasto JARMO SUOMINEN / KOULU PALVELUNA 2015 41& SCHOOL AS A PRODUCT Stand alone closed system JARMO SUOMINEN / KOULU PALVELUNA 2015 42 21&

SCHOOL AS A SERVICE Ecosystem of learning JARMO SUOMINEN / KOULU PALVELUNA 2015 43 SCHOOL IN A CAMPUS play joy find learn eat jump share speak research play joy test eat jump JARMO SUOMINEN / KOULU PALVELUNA 2015 44 22&

SCHOOL IN A CITY JARMO SUOMINEN / KOULU PALVELUNA 2015 45 ENVIRONMENTAL DESIGN JARMO SUOMINEN / TILAN TULEVAISUUS 2015 46 23&

EXPERIENCE DESIGN SYMBOLIC VALUE JARMO SUOMINEN / TILAN TULEVAISUUS 2015 47 INTERACTION DESIGN EMOTIONAL VALUE JARMO SUOMINEN / TILAN TULEVAISUUS 2015 48 24&

SERVICE DESIGN OPERATIONAL VALUE JARMO SUOMINEN / TILAN TULEVAISUUS 2015 49 BUSINESS DESIGN FINANCIAL VALUE JARMO SUOMINEN / TILAN TULEVAISUUS 2015 50 25&

PRODUCT DESIGN TECHNICAL VALUE JARMO SUOMINEN / TILAN TULEVAISUUS 2015 51 CASE SHANGHAI SCHOOL AS A SERVICE Jarmo Suominen Professori, Palveluarkkitehtuuri Aalto yliopisto 26&

JARMO SUOMINEN / TILAN TULEVAISUUS 2015 53 27&

WORKPLACE AS A SERVICE Jarmo Suominen Professori, Palveluarkkitehtuuri Aalto yliopisto SHARED RESOURCES JARMO SUOMINEN / TILAN TULEVAISUUS 2015 64 32&

CASE DESJARDINS 1400 branches all over Quebec, Canada JARMO SUOMINEN / TILAN TULEVAISUUS 2015 65 WORKPLACE AS A PRODUCT JARMO SUOMINEN / TILAN TULEVAISUUS 2015 66 33&

WORKPLACE AS A PRODUCT Office as a Product Stand alone. JARMO SUOMINEN / KOULU PALVELUNA 2015 67 WORKPLACE AS A SERVICE Vuorovaikutteisia sosiaalisen oppimisen alustoja. JARMO SUOMINEN / TILAN TULEVAISUUS 2015 68 34&

DESJARDINS WORKPLACE AS A SERVICE JARMO SUOMINEN / TILAN TULEVAISUUS 2015 69 WORKPLACE AS A SERVICE Office as a Service Ecosystem of value co creation JARMO SUOMINEN / KOULU PALVELUNA 2015 70 35&

WORKPLACE AS A SERVICE Maximiser les utilisations Identifier et réaliser des stratégies permettant d utiliser les lieux de façon optimale. Mettre en place des solutions durables facilitant le développement économique, les interactions en réseau et le soutien de l entrepreneuriat social. Optimiser la flexibilité Grâce aux technologies et aux nouveaux modèles d opération. Développer une plateforme de services facilitant la gestion productive et efficace du temps, en réduisant le temps nécessaire pour se rendre au travail. Minimiser les coûts fixes Optimiser la valeur du parc immobilier, partager les ressources disponibles et mettre en place de nouveaux modèles de revenus. HOME AS A PRODUCT STAND ALONE Saunalahti School Espoo, Finland JARMO SUOMINEN / KOULU PALVELUNA 2015 72 36&

SCHOOL AS A PRODUCT All required resources collected together to establish a school. School is decoupled from the community JARMO SUOMINEN / KOULU PALVELUNA 2015 73 HOME AS A SERVICE SYSTEMIC SOLUTION JARMO SUOMINEN / KOULU PALVELUNA 2015 74 37&

SCHOOL AS A SERVICE School is using available shared resources within the community. Aspects of social learning are dominant, school is flexible and scalable JARMO SUOMINEN / SCHOOL AS A SERVICE 2016 APPLICATION AREAS HOME AS A SERVICE Jarmo Suominen Professori, Palveluarkkitehtuuri Aalto yliopisto 38&

HOME AS A PRODUCT STAND ALONE Saunalahti School Espoo, Finland JARMO SUOMINEN / KOULU PALVELUNA 2015 77 HOME AS A PRODUCT All required resources collected together to establish home. JARMO SUOMINEN / KOULU PALVELUNA 2015 78 39&

HOME AS A SERVICE SYSTEMIC SOLUTION JARMO SUOMINEN / KOULU PALVELUNA 2015 79 HOME AS A SERVICE Home is integrated to available shared resources within the community. Aspects of social learning are apparent, home is flexible and scalable JARMO SUOMINEN / SCHOOL AS A SERVICE 2016 40&

Micro apartments JARMO SUOMINEN / TILAN TULEVAISUUS 2015 81 JARMO SUOMINEN / TILAN TULEVAISUUS 2015 82 41&

JARMO SUOMINEN / TILAN TULEVAISUUS 2015 83 The solution offers a multitude of services to residents in the building: 1. The program offers residents the option of having their apartments fullyfurnished. 2. Residents get access to a gym, a lounge, 3. Resident can also use other facilities like work-spaces, swimming pools, and spas at other buildings featuring the Ollie service, once it has been implemented there. 4. Resident could access services like house cleaning, laundry, and grocery shopping. 5. Residents can also find roommates and check out a host of networking and socializing events including lectures, monthly mixers, and options for group travel. JARMO SUOMINEN / TILAN TULEVAISUUS 2015 84 42&

A SYSTEMIC SOLUTION NEIGHBORHOOD JARMO SUOMINEN / TILAN TULEVAISUUS 2015 85 LIVING owned assisted rental JARMO SUOMINEN / KOULU PALVELUNA 2015 86& 43&

DOING creating Co working gardening JARMO SUOMINEN / KOULU PALVELUNA 2015 87& CONSUMING cafeteria pharmacy groceries JARMO SUOMINEN / KOULU PALVELUNA 2015 88& 44&

LEARNING doing belonging becoming JARMO SUOMINEN / KOULU PALVELUNA 2015 89& INCREASING CUSTOMER VALUE TROUGH POST PRODUCTION Jarmo Suominen Professori, Palveluarkkitehtuuri Aalto yliopisto 45&

NEW+PRODUCTION+PROCESS& The+Brain+ The+Body+ The+Heart+ Pre-Production phase Learning concepts, methodologies and practices as design drivers Production phase Planning and developing actual physical structures And necessary agreements Post-Production phase Toimintaympäristön Haltuunotto ja kehitys oppimisympäristöksi JARMO SUOMINEN / SERVICE INNOVATIONS 2016 91 PRE PRODUCTION The+Brain+ Pre Production phase JARMO SUOMINEN / SERVICE INNOVATIONS 2016 92 46&

ENVIRONMENTS OF THE FUTURE Social, virtual and physical learning environments are developed together for the learning environments of Future. JARMO SUOMINEN / SERVICE INNOVATIONS 2016 93 PRODUCTION The+Body+ Production phase JARMO SUOMINEN / SERVICE INNOVATIONS 2016 94 47&

SERVICE PLATFORM Existing building is renovated for a homebase of the school. Building PUU2 will contain relevant spaces for active daily use, necessary administration and Schools Maker Space, The Heart. Learning environments JARMO SUOMINEN / SERVICE INNOVATIONS 2016 95 POST PRODUCTION The+heart+ Post+ProducCon+phase+ JARMO SUOMINEN / SERVICE INNOVATIONS 2016 96 48&

OWNERSHIP School will take over the PUU2 Building with school projects on Post Production phase. Especially 2 nd floor space, The Heart, will we a platform for various modifications and alterations based on individual projects. Source: Horvath Zsuzsanna powerpoint esitys 2015 JARMO SUOMINEN / SERVICE INNOVATIONS 2016 97 SUMMARY X X JARMO SUOMINEN / TILAN TULEVAISUUS 2015 98 49&

SUMMARY 1. Systemic rather than stand alone solutions, Exploiting existing resources 2. New operational and business models, the customer is always a co-creator of value. 3. Affordances over offerings, Value is always determined by the beneficiary. 4. Customer as a stakeholder of value creation 5. From goods to service dominant logic, Goods derive their value through use 6. Location matters, connected to Ecosystem of services 7. Buildings will become conditions for value co creation, service platforms, 8. Service innovations will drive human smart cities, increasing urban effectiveness. 9. Access economy, New shared use service innovations, More sustainable solutions 10. Cities are platforms for value co-creation. JARMO SUOMINEN / TILAN TULEVAISUUS 2015 99 Shared resources Activity scale (e.g. school) Space C play joy Space A find learn eat jump share speak research play joy test play eat joy jump eat jump research Space B JARMO SUOMINEN AALTO UNIVERSITY 2014 100 50&

Shared resources Urban scale play joy OFFICE eat jump play joy MALL HOSPITAL SCHOOL share find speak learn research eat jump research play joy play joy test Music space in community center Lunch eat services jump nearby play eat joy jump Physics in Local Fablab research eat jump research SPORT LIBRARY JARMO SUOMINEN AALTO UNIVERSITY 2014 101 51&