Service Systems Design AALBORG UNIVERSITY COPENHAGEN MASTER THESIS Title: Breaking down the silo mentality within bigger organizations. A Case Study of New Service Development at Aalborg University, Copenhagen Semester: 10th Project Period: March 2018 - May 2018 Collaboration with an Organisation: Aalborg University Copenhagen Copies: 1 Pages: 100 Supervisor: Amalia De Götzen Finished: 31.05.2018 Anton Georgiev Kolarov 20152266 Aalborg University Copenhagen A.C. Meyers Vænge 2450 København SV, Denmark Abstract This thesis has examined the topic of breaking down the silo mentality within bigger organizations. The research uses a case, which addresses the communication problems Aalborg University Copenhagen experiences in informing the incoming international students about the available services and everything a new student should be aware of before arriving in the city. The case was conducted from February to May 2018 and was concluded with an interactive prototype of an information system designed especially for Aalborg University. The service concept was tested with different stakeholders and labeled as a strategic communication tool, which could be extremely beneficial to all involved parties. It was delivered to Aalborg University for further testing and evaluation to find the best suitable way of implementing it within the current IT systems of the university. Based on the case, the thesis discusses the negative impact of the silos created inside bigger organizations as well as provides recommendations on how the silo mentality could be tackled in order for the employees of such organizations to work together towards a common goal instead of avoiding responsibility and blaming other departments for their problems. 2 Contents Abstract ................................................................................................................................................... 2 Acknowledgements ................................................................................................................................. 5 Learning Goals ......................................................................................................................................... 6 Study Guide Goals ............................................................................................................................... 6 Personal Goals..................................................................................................................................... 6 Introduction ............................................................................................................................................ 7 Case ......................................................................................................................................................... 9 Theory and Methodology ..................................................................................................................... 12 Methodological Approach ................................................................................................................ 12 Design thinking. ............................................................................................................................. 12 Design Process Model ................................................................................................................... 13 Pre-project phase. ................................................................................................................................. 14 The problem ...................................................................................................................................... 14 Timeline of research ......................................................................................................................... 15 Discover ................................................................................................................................................. 16 Key Findings ...................................................................................................................................... 18 Define .................................................................................................................................................... 24 Expert interviews .............................................................................................................................. 24 Map of current offerings ................................................................................................................... 25 Existing Systems at AAU .................................................................................................................... 25 Benchmarking ................................................................................................................................... 27 First workshop with students ........................................................................................................... 28 Personas ............................................................................................................................................ 30 User journeys .................................................................................................................................... 31 User Scenarios ................................................................................................................................... 32 1st Scenario – Bachelor student .................................................................................................... 32 2nd Scenario - Master student ....................................................................................................... 37 Discussion with International office of AAU CPH .............................................................................. 40 Multilevel Service Design .................................................................................................................. 41 Value Constellations ......................................................................................................................... 42 The 5 Ws ........................................................................................................................................... 44 Develop ................................................................................................................................................. 45 Workshop .......................................................................................................................................... 45 Meeting with International office AAU CPH ..................................................................................... 47 Further data collection...................................................................................................................... 48 3 Design Principles ............................................................................................................................... 49 Service Concept................................................................................................................................. 49 Integration within the IT services of AAU CPH .............................................................................. 50 UniStart architecture .................................................................................................................... 51 Functionality of the system. .......................................................................................................... 53 Blueprint ........................................................................................................................................... 63 Motivational Matrix .......................................................................................................................... 68 New User Journey ............................................................................................................................. 68 Webinar............................................................................................................................................. 70 Interactive Prototype and tests ........................................................................................................ 72 First test student ........................................................................................................................... 72 Second test student ...................................................................................................................... 73 Third test student.......................................................................................................................... 75 Fourth test – International Student Advisor, International Accommodation Officer, Student Counsellor AAU CPH ...................................................................................................................... 77 Fifth test – Study Environment Committee AAU CPH................................................................... 78 Sixth test – Study Administration, Study IT - Aalborg University Aalborg .................................... 80 Conclusion of the conducted prototype tests .............................................................................. 84 Deliver ................................................................................................................................................... 85 Deliverables......................................................................................................................................