International Conference on Industrial Engineering and Management ...

International Conference on Industrial Engineering and Management Science (ICIEMS 2013) A New Staff Canteen Service of Transparent Screen Display Technology by Using Triz-based Service Design Approach

Ching-Hung Lee 1* 1

Innovative Digitech-Enabled Applications and Services Institute, Institute for Information Industry, Taipei, Taiwan, R.O.C. Department of Industrial and Management, National Taipei University of Technology, Taipei, Taiwan, R.O.C. [email protected] / [email protected]

Hui-Wen Yang1 1

Innovative Digitech-Enabled Applications and Services Institute, Institute for Information Industry, Taipei, Taiwan, R.O.C. [email protected]

Shun-Hui Yang 2 2

Innovative Digitech-Enabled Applications and Services Institute, Institute for Information Industry, Taipei, Taiwan, R.O.C. [email protected]

ABSTRACT This article demonstrates the service innovation design of the viability of applying the triz-based method for transparent screen display technology application of the Taiwan's staff canteen. The service design process and the new service system architecture will be presented in this article. In the first phase-Problem Definition stage, the research analyzes the enterprise problem by problem formulator approach. In the second phase-Service Resolution stage, the contradiction analysis and as-is process of ordering meals is depicted to find out principles of the problem resolution. In the Solution Evaluation stage, new transparent screen display kiosks are proposed by the principles generated by the second stage. Furthermore, this study also verify new service performance to compare the efficiency of as-is model and to-be model of ordering and interaction with clients. Key words - display technology; service design; service innovation; Triz-based method I. Introduction The Display Technology covers the design, fabrication, manufacturing and application of information displays [9]. Therefore, Display technology is not a separate industry, but an interdisciplinary, cross-platform application technologies. With the development of display advertising technology, advertisements change with different looks [8]. The display technology includes the early projection technology,

CRT TV technology, LCD or LED TV, touch screens, transparent touch screens, mobile networked control screens, and other interactive kiosks. We can see that the advertisements become from one-way to two-way. MIT Advertising Lab refers to these traditional media as “old media”, which include TV, radio, newspaper, magazines, and DM, and separates these media from the “new media” [7]. The development of the internet and the widespread of messages had changed consumer behavior and the ways that brand messages are delivered, offering additional options to the existing print media and traditional advertising billboards. Thus marketing has evolved from one-way broadcasting to interactive marketing. [7]. In this study, by using triz-based service design methods [2][4], a service system with new display technology of a new staff canteen was designed. The service design process and the new service system architecture will be presented in this article.

II. Methodology and Literature Review A. Service Design Based on Triz Methodology Much work has been done in the new service development and service design [3]. These methodologies provide formal guidelines for designing new service systems. The procedures we have undertaken was referred to Chai's problem-solving oriented new service design model [2][4]. 1. Problem Definition: Three ways to determine the problem and the system requirement are including situation analysis, problem modeling and formulation, and result analysis approaches. This stage can clarify why we need a new fundamental redesign context and rationale. 2. Problem Resolution: To fulfill the company’s requirement, the contradiction analysis and contradiction elimination are the needed approaches. This stage to define what is the goals of the new service to be reached. 3. Solution Evaluation: To ensure the new service can help to achieve the set goals, the formulate ideal solution, prioritize ideas, formulate local constraints and refine ideas are required. This stage will define how the architecture, the details, and the mode of operation of the new designed services. The Chai’s problem-oriented model can provide systematically stages to complete the design of new services. Moreover, new services could ensure new service not only novel , but also meet the needs of enterprises and domain context. Thus, new services are able to bring competitiveness. In the service design process, the modeling of the enterprise problem is a very time-consuming task. However, by the analysis of problem formulator at the problem definition stage, it is a good way to simply the problems and to clearly define the opportunities for innovation.

In this paper, the new kiosk-based service with transparent screen display technology application were analyzed, designed and implemented for the Taiwan's staff canteen in November, 2012. B. Self Service Technology From the earlier studies of self-services of Bateson [1] includes technology-based and human-oriented self-services. However, in recent years the additional self-service differs from to the earlier vending machine and ATM to more and more intelligent kiosks. The users’ attitudes for self-service technologies as well as the influences of self-service technologies to consumers’ behaviors are critical research issues that scholars concerned about. Self-service is consider as a way to improve the efficiency and convenience of services by the early studies scholars [1]. However, academics Meuter et.al. [5] define self-service technology as a technology that allows service users fulfill their own service without service personnel’s help. This definition not only describes the characteristics of self-service, but also takes the information and communication technology as an important role to deliver self-service. Moreover, Meuter et.al. [5] divided the service users into two groups, inclusive of service personnel and customers. Meuter et.al. [6] also takes technology interface as the main factor, and divide self-service technology into voice response system, the internetbased interactive kiosks. Technically, with the development of display technology and mobile interactive technology, self-service technology have more different forms, and new services designed based on these technologies also have new appearance.

III. Case Description BenQ Guru was founded in 1998, which was the solution provider of IT technology, consulting services, process reengineering outsourcing. BenQ Guru was the top 100 global IT group in the world. With the experience of in the counseling experience in BPM, eHR, SCM, MES planning and IT service, BenQ Guru provides IT services and solutions to enterprise users. In the recently, BenQ Guru’s parent company which was called BenQ group, successfully develops transparent display screen. In the design process of innovative services, BenQ Guru sought the guidance of the Innovative Digitech-Enabled Applications & Services Institute (IDEAS) at the Institute for Information Industry (III), and began designing their services based on Triz methodology. After BenQ compete in hardware and software systems, the services will be implemented in AUO which is one of the companies in the BenQ group.

VI. Restructure the operations at a staff canteen A.Problem Definition

BenQ Guru wants to build a smart dining environment for employees and visitors to experience the interactive technology-catering service. So that consumers can clearly get the complete information on dining, health messages, and instant feedback meals popularity, improve customer satisfaction and service value.

Bring Employees’ complaints

HF2

causes

Health claims and dishes converting of restaurants are inadequate

HF1

UF4

influences

causes

Staff Canteen run by contract operators

is required to

UF3

Dishes designed should require Companies need making requests for is required to regular surveys of operators, and meals ideas and UF2 employees should employee’s do payment by satisfaction company’s payment card

is required to

UF1

Operators can provide more nutritious and diverse meals

Figure1. Functional diagram of staff canteen operations By applying the problem formulator, a set of events is extracted and linked with each other using cause and effect relationships (see Figure1). Based on the functional diagram, 11 problem statements are formulated as follows.

1. Find an alternative way to obtain the useful function of [UF1: Operators can provide more nutritious and diverse meals] that does not require [UF2: Companies need regular surveys of meals ideas and employee’s satisfaction] and is not influenced by [HF2: Bring Employees’ complaints]. 2. Find a way to enhance the effectiveness of [UF1: Operators can provide more nutritious and diverse meals] . 3. Find an alternative way to gain the useful function of [UF2: Companies need regular surveys of meals ideas and employee’s satisfaction] that can provide [UF1: Operators can provide more nutritious and diverse meals] and does not require [UF3: Dishes designed should require making requests for operators, and employees should do payment by company’s payment card ]. 4. Find a way to enhance the effectiveness of [UF2: Companies need regular surveys of meals ideas and employee’s satisfaction]. 5. Find an alternative way to gain the useful function of [UF3: Dishes designed should require making requests for operators, and employees should do payment

by company’s payment card] and does not require [UF4: Enterprise canteen run by contract operators]. 6. Find a way to enhance the effectiveness of [UF3: Dishes designed should require making requests for operators, and employees should do payment by company’s payment card]. 7. Find an alternative way to gain the useful function of [UF4: Staff canteen run by contract operators], but it should not be established to avoid causing [HF1: Health claims and dishes converting of restaurants are inadequate]. 8. Find a way to prevent, reduce or eliminate the harmful function of [HF1: Health claims and dishes converting of restaurants are inadequate] to avoid causing [HF2: Bring Employees’ complaints] under the condition of [UF4: Staff canteen run by contract operators]. 9. Find a way to benefit from [HF1: Health claims and dishes converting of restaurants are inadequate]. 10. Find a way to prevent, reduce or eliminate the harmful function of [HF2: Bring Employees’ complaints] to avoid influencing [UF1: Operators can provide more nutritious and diverse meals] under the condition of [HF1: Health claims and dishes converting of restaurants are inadequate]. 11. Find a way to benefit from [HF2: Bring Employees’ complaints]. After problem formulation, professional knowledge should be used to solve these “problem series”. Usually, some possible solutions can be gained through analyzing the problem statements. A result analysis of the above problem statements can give some guidance and insight toward the following directions, through which some possible solutions can be interpreted: 1. Find alternative ways of providing more nutritious and diverse meals information hat do not relate to employees’ opinions (e.g., provide nutritious and diverse meals information through intelligent information kiosk before ordering meals). 2. Find alternative ways to collect customer needs without relying on the regular survey by company (e.g., build up new interface of customer feedback channel). 3. Find alternative ways to make a request to operators with operation and menu information (e.g., online restaurant management system connected to POS). 4. Find some means to prevent, and reduce employees’ complaints (e.g., effectively self-service ordering with sufficient nutritious information of dishes). After carrying out the problem analysis, there are couples of problems that need to be improved. In order to solve the above deficiencies, AUO considered using the kiosk with transparent screen display to design new multi-services to improve the efficiency of food development and customer interaction. B.Problem Resolution

From the perspective of contradiction analysis, the two conflicting aspects in the asis system: customer’s need is hard to collect, and customer desire of healthy-oriented and diverse food. To resolve this contradiction, we can first strengthen the contradiction to two extreme situations. As to collection of customer’s need, the way of collecting customer’s need is well designed. The essence of eliminating this contradiction is to take effective ways to enhance the interface of representing customer’s opinions. As to customer desire of healthy-oriented and diverse food, the other opposite extreme scenario is that the phase of designing the menu should add customer’s opinions. The process to listen and comfort customers is the most important thing in this contradiction scenario. Before taking the strategies of eliminating the above contradiction, this research proposed the insightful possible improved directions from principles of Triz method those are rushing through, convert harm into benefit, self-service, replacement of mechanical system. The modules and functions of canteen management, menu management, and device and Electronic transparent screen meal animation kiosks were located at the entrance of the staff canteen. The to-be modules of new system are shown in Table1. Table 1. The to-be modules of new system Modules Triz Principle Functions applied Canteen -Replacement of - Provide authority management system management mechanical - Provides a monthly management and restaurants system Checkout - Provide the company's turnover for restaurant - Employee ratings and opinions query - Data Export - Provide signage video upload and playback Menu -Self-service for - Meals nutrition information management ordering - Providing food chart information -Rushing through - Self-ordering - Meals sales inquiries Device and -Convert harm -Abnormal operation signals display Multimedia into benefit -Equipment repair records management -Play the animation according to the set time -Animation settings C.Problem Evaluation In order to overcome the present deficiency and inadequacy before, new systematic model passing through service design, new services were formed with a new high-tech transparent screen, which was combined with the development of content push cloud management platform. The services include "electronic transparent screen meal animation kiosk", "operators’ multifunction display", and "online real-time survey with touch screen".

Demonstration field was hosted at AUO company of the staff canteen in Hsinchu. A new service scenario was designed with five new transparent screen display kiosks. Five kiosks are demonstrated at the restaurant entrance, to show the information of today’s dishes and food calories. Moreover, five electronic menu kiosks are positioned in front of the counter of each feeding vendor, they can clearly show every meal of the operator connected to POS systems. Therefore, employees can order their meals by themselves, and refer to the ranking of meals of each feeding vendor. After the meals, employees can also input their opinions by the intelligent kiosk. The new service delivery system through meals animation in the kiosks can enhance the single-product consumption rate. In addition, complete nutritious information can also provide employees healthy decision support. In addition, the integration of POS and card systems can quickly calculating the amount of consumption of employees and show the most popular food list. Furthermore, the opinions after meals can be inputted with the kiosk system. By instant feedback surveys and integrated with cloud platforms, feeding vendor could also take the opinions into consideration when designing new dishes. The transparent screen display kiosk applications are shown as figure 2. They can clearly show every meal and the integration of POS and card systems, and quickly calculate the amount of consumption service with transparent touch screen display technology application. Furthermore, instant feedback information will show on the transparent touch screens from survey service with display technology application.

Figure2. Transparent screen display kiosk applications

V. Conclusion This study use Triz-based service design methodology to find out how to develop a new restaurant service model for the Taiwan's staff canteen. After the service completed, the new service model will become a new technological paradigm. The research can bring several qualitative benefits. First, to create the industry's first intelligent display technology applications for the staff canteen. And it is a new

paradigm to use Taiwan-made transparent screen display technology integration with self-service. Secondly, the new services will be able to reduce the cost of the contracted staff canteen. Moreover, the employees’ dining satisfaction and the menu with health meals can be improved. High-quality and innovative staff canteen will also be good for enhancing the positive corporate image. In addition, the new service will be able to create a higher dining quality and to improve comfortable dining space. Most importantly, these innovative practices can enhance the quality of the working environment and the agreement on the corporate culture. This academic paper is an empirical case study of an enterprise in Taiwan to gain positive performance and competitiveness from service innovation. It can reinforce the status of insufficient literature about practical cases. Moreover, after the depth observation from the research process, the study found some key successful factors of gaining positive performance during service design, service development and service delivery phases. First, the new service system should be able to meet industrial context and the use of appropriate technology in the service design phase. Secondly, The development of the new service system should be able to gain a strong consensus and employees' agreement. Finally, in the service delivery phase, the enterprise should be able to provide patient and friendly staff service to help customers adapt to technological service system, so as to reduce resistance of service change. Therefore, the failure risk of service innovation such as the delay of the impact of innovation on competitiveness may be able to minimized. Thus, expected innovation benefits are attainable.

ACKNOWLEDGEMENT This study is conducted under the "Project Display Exhibition Technology Application Service Development " of the Institute for Information Industry which is subsidized by the Ministry of Economy Affairs of the Republic of China . REFERENCES 1.

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