Date of Award


Document Type


Degree Name

Doctor of Philosophy (PhD)


Systems Engineering

First Advisor

Stanfield, Paul


Service design is the science of creating service experiences based on the customer's perspective, to make it useful, enjoyable and cost-effective for the customer. Although the field of service design is relatively new, it has been rapidly expanding in research and practice. Most researchers focus on the usefulness of the service, cost efficiency, meeting customers' needs, or service strategy. However, all service elements can benefit from improving the service design process. Current service design processes are suffering a lack of integration of activities, conflicts in decision-making processes, and exclusion of practitioners' methods. In prior research, information models were created to integrate the service design process across the enterprise. As an extension, this dissertation introduces Petri Nets to improve the service design process. Petri Nets provide a uniform environment for modeling, analysis, and design of discrete event systems. Petri Nets are used to develop a new service design process that enhances the multidisciplinary approach and includes the practitioner methods. Additionally, this dissertation uses the Lens Model to improve the decision-making mechanism. The Lens Model is to characterize decision-making policy in service design. Research shows that there is a conflict between the designer and the manager in service design decision-making. Single Lens Model systems are designed to capture the decision policy for the service designer and the service manager. A double Lens Model system is used to compare the perspectives. Finally, this research suggests a new role for the customer in the design by applying an Asset-Based approach. Asset-based System Engineering (ABSE) is a recently introduced concept that attempts to synthesize systems around their key assets and strengths. ABSE is developed with as an innovative approach that views customers as a primary asset. Customer integration in the design process is achieved through several new service design tools.