[en] Today, product-oriented companies are discovering new value creation methods that enable them to increase customer satisfaction, market share and competitiveness for improved economic returns and sustainability. New value creation can be achieved with new business models that help these companies to extend their services by means of their product-service systems (PSS), that is, systems representing bundles of products and services. This extension process known as servitization where PSS are often cited as the offering of a combination of products and services bundled together to enhance customer satisfaction across disciplines. As a special case of PSS, advanced services offer feature risk and revenue sharing agreements with customers over the life cycle of the service. The idea of advanced services is to offer not only a product (by ownership), but also its performance (e.g., pay-per-performance) and usage (e.g., pay-per-use) as a bundle of products and services, enabling companies' value chains to be extended. In order to design for these advanced services, a structural human-centred design (HCD) methodology is required to reflect the life-cycle service design, central roles of human actors and then enable effective service delivery. In literature; however, human factors are not often addressed, even though the design of advanced services requires human-centred thinking. Moreover, a wide array of studies in design methodologies for advanced services has been created and published, but they are subsequently disconnected from others. These existing methodologies are limited to partially and/or individually addressing one or some key design elements, e.g., life-cycle service design, or involvement of stakeholder networks, hence causing confusion in practice and resulting in an ineffective implementation. As an effect, the application of these studies in industry and research alike is not continuously adopted while the network of studies is scattered and diffused without a comprehensive accumulating structure. To advance the body of research, this thesis aims to (i) identify key design elements of an effective HCD methodology for advanced services, and (ii) develop a conceptual multidimensional design methodology, called DIMAND for short, that incorporates the identified key design elements and their relations in a single-view structure in accordance with a human-centric approach. The first aim is addressed through a systematic literature review of case studies in HCD in industry 4.0, revealing key design elements as success design factors of an effective HCD methodology. Based on the findings, DIMAND was conceptually developed through systematic reviews and structured analysis of existing design methodologies, as well as an elicitation of expert knowledge in the domain through the analytical hierarchy process (AHP). Specifically, DIMAND encapsulates the (i) life-cycle service design interrelated with other key design elements—(ii) stakeholder networks, (iii) new service development methods, and (iv) design skills—that must be considered to develop effective advanced service design. As a result, this thesis presents DIMAND in accordance with HCD for advanced services, offering a novel and holistic guideline for design practitioners and engineers to obtain coherence in all the life-cycle design processes. During the life-cycle service design, DIMAND takes simultaneously the key design elements and their relations into account, making the design of advanced services more practical. Finally, this thesis concludes with future research agenda.

[eu] Gaur egun, produktura bideratutako enpresak balioa sortzeko metodo berriak aurkitzen ari dira, bezeroen gogobetetzea, merkatu-kuota eta lehiakortasuna handitu nahi dutelarik, errentagarritasun ekonomikoa eta jasangarritasuna hobetzeko. Balio-sorkuntza berria produktu-zerbitzu sistemen bidez (PSS) haien zerbitzuak zabaltzen laguntzen duten negozio eredu berriekin lor daiteke, hau da, produktu- eta zerbitzu-paketeak irudikatzen dituzten sistemekin. Hedapen prozesu horri zerbitizazioa deritzo, eta, bertan, PSSak bezeroen gogobetetasuna diziplina guztietan areagotzeko produktu eta zerbitzuen konbinazio gisa aipatzen dira. PSSren kasu berezi gisa, zerbitzu aurreratuek arrisku- eta diru- banaketa akordioak eskaintzen dituzte bezeroekin zerbitzuaren bizi-zikloan zehar. Zerbitzu aurreratuen funtsa, porduktu bat (jabetzaren arabera) ez ezik, haren prestazioa (adb. prestazioen araberako ordainketa) eta erabilera (adb. erabileraren araberako ordainketa) ere produktu eta zerbitzu pakete gisa eskaintzea da, enpresen balio-kateak hedatzea ahalbidetuz. Zerbitzu aurreratu hauek diseinatzeko, pertsonak ardatz dituen diseinu egiturako metodologia bat behar da (HCD), bizi-zikloan zehar zerbitzuaren diseinua eta giza aktoreen rol nagusiak islatuko dituena, eta, ondoren, zerbitzua eraginkortasunez ematea ahalbidetuko duena. Dena den, literaturan ez dira giza faktoreak lantzen, nahiz eta zerbitzu aurreratuen diseinuak pertsonengan oinarritutako pentsamendua eskatzen duen. Gainera, zerbitzu aurreratuak diseinatzeko metodologiei buruzko azterlan sorta zabala sortu eta argitaratu da, baina elkarrekin deskonektatuta daude. Dauden metodologia horiek diseinuaren funtsezko elementu bat edo batzuk (adibidez, zerbitzuaren bizi-zikloaren diseinua edo stakeholder sareen parte-hartzea) partzialki eta/edo banaka tratatzera mugatzen dira. Horrek nahasmena eragiten du praktikan, eta "zerbitzuaren paradoxa" dakarren inplementazio ez-eraginkorra sortzen du. Horren ondorioz, ikasketa-sarea sakabanatuta eta lausotuta dagoen bitartean, egitura metatzaile globalik gabe, azterlan hauen aplikazioa ez da ez industrian ezta ikerketan ere modu jarraituan ematen. Ikerketetan aurrera egiteko, tesi honen helburua da (i) zerbitzu aurreratuetarako HCD metodologia eraginkor baten diseinuaren funtsezko elementuak identifikatzea, eta (ii) diseinu multidimentsional kontzeptualaren metodologia garatzea, DIMAND izenean laburtuta, identifikatutako diseinuaren funtsezko elementuak eta horien arteko erlazioak pertsonak ardatz dituen ikuspegi-egitura bakar batean barne hartzen dituena. Lehenengo helburuari heltzeko, 4.0 industriako HCD kasuen azterketei buruzko literatura sistematikoki berrikusten da, diseinuaren funtsezko elementuak HCD metodologia eraginkor baten diseinu-faktore arrakastatsu gisa azaleratuz. Emaitzetan oinarrituta, DIMAND kontzeptualki garatu da, dauden diseinu-metodologien berrikuspen sistematikoen eta analisi egituratuen bidez, bai eta adituek domeinuan duten ezagutza elikatuz ere, hierarkia analitikoko prozesuaren bidez (AHP). Zehazki, DIMANDEK hurrengo puntuak kapsulatzen ditu: (i) bizi-zikloaren zerbitzuen diseinua, diseinuaren funtsezko beste elementu batzuekin lotuta; — (ii) stakeholder sareak; (iii) zerbitzuak garatzeko metodo berriak; eta (iv) diseinu-trebetasunak — zerbitzu-diseinu aurreratu eraginkorra garatzeko kontuan hartu beharrekoak. Beraz, tesi honek DIMAND aurkezten du, zerbitzu aurreratuetarako HCDaren arabera, gida berritzaile eta holistiko bat eskainiz diseinuko praktikatzaile eta ingeniariek koherentzia lor dezaten bizi-zikloaren diseinu-prozesu guztietan. Zerbitzuaren bizi-zikloa diseinatzean, DIMANDek aldi berean kontuan hartzen ditu diseinuaren funtsezko elementuak eta horien arteko harremanak, zerbitzu aurreratuen diseinua praktikoagoa izan dadin. Azkenik, tesi hau etorkizuneko ikerketa-agenda batekin amaitzen da.