PROPOSAL OF "SERVICE UNIFRAME" AS AN INTEGRATED FRAMEWORK FOR THE SERVICE REDESIGN PATTERNS:Utilizing The Concept Of "Uniframe" To Develop A Design Pattern For Service Improvement (With Emphasis On Approach Of Lean Thinking)

Being blind to the intangible nature of problem in term of service design often leads to losing opportunities to re-design the service to meet the customer-perceived value – to give good service at the lowest waste activities. Due to the abstract attitude of the service, the service re-design problem some times can’t be properly seen and designers require a prototyping tool not only at the early stage of design but also in the problem definition step to demonstrate and embody the abstract essence of service problem in the tangible format in order to help them to imagine the situation and build their mental model about the problem and design opportunities. Following the previous paper which defined and simulated the new idea of a representational approach to prototype the service solutions in order to shift the available situation to the desirable situation, this article at the first, suggests an integrated framework to describe existing status in the service problem definition phase. Then it is proposed as a pattern for service redesign process, and finally the last defined concept of “service uniframe” as service redesign pattern will be verified through lean thinking principles.

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