construction improves the understanding and the ownership of a service that otherwise
remains purely intangible. It also helps to focus on the elements of value rather than only on
the expected features.
The exercise was originally intended to facilitate the ownership of the strategic plan of the
CSSI by its members. But he eventually demonstrated that this appropriation was already
effective: even if the narratives offered by the three groups were different, all agreed on the
consistency of the messages heard. The exercise had the merit of revealing that the strategic
plan has been understood and internalized by members of the committee. This finding was in
itself a remarkable result of the workshop.
All participants recognized the richness of this creative method which helped passing from
abstract concepts and common values to various concrete messages. Participants appreciated
the fact that this method revealed their strategic plan in the form of various metaphors which,
despite their lack of precision, certainly facilitate its communication to different audiences.
The Create the Service Box method is then an excellent tool to master the complexity and
helps to convey simpler and more accessible messages.
Finally everyone recognized the team building dimension of such a co-creative workshop
led in a playful spirit.
hal-00616740, version 1 - 24 Aug 2011
Table 3. Workshop “ Collège Spécialisé des Systèmes d’Information”.
|
Toolbox |
Create the Service Box |
|
Objectives |
Appropriation of a strategic plan by the |
|
Brief |
Participants are asked to materialize the |
|
Outputs |
Different but consistent narratives of the |
3 Analysis Framework
Our analysis framework was built ex post in order to analyze the Think Services approach.
As the workshops had been documented through blog posts, pictures, video recordings, etc. it
was possible to apply it in a rather coherent way. However we have to mention that no
research design was developed before the series of workshops began, and that our analysis has
its limitations. Still we believe that interesting lessons can be learned from these selected case
studies.
In order to discuss how workshop participants perceived the Think Services approach we
focus on the creation of value they support, as well as participants’ satisfaction. [22] states
that the value creation of a service is most of the time only looked at in terms of cost and
quality, possibly of utility, but rarely in terms of perception. This is precisely what we want to
look into, rather than investigating the quality or the utility of a tangible workshop’s output
such as a service box. We will not do a literature review here but we will use [23] as a starting
point. They propose “an integrated research model that distinguishes beliefs and attitudes
about the system from beliefs and attitudes about using the system”. To survey the behaviour
of using technology [23] rely on the well-known technology acceptance model (TAM)