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Publication
Incorporating the customer experience along different iterative cycles of service design
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 3.42 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
The creative transition from understanding the customer experience to defining the service
solution, from current situation to preferred future, is central to Service Design. However, the
incorporation of customer experience factors can change along the different iterative cycles of
service design. To address this challenge, this paper presents the results of a study of how the
path of customer experience was followed, studied and incorporated along a mobile service
development. Three iterative Service Design cycles enabled a holistic vision of the service and
raised ‘customer experience’ awareness on the development team. Following a design research
approach, experience factors were actively taken into account and incorporated along ideation
and implementations cycles involving a total of 61 interviews. The research work contributes to
Service Design by providing a global vision of the experiential changes, especially in mobile and
technology based services. It describes the reframed situations working with experiences at each
cycle of design, and making use of service design tools and methods at each moment.
Description
Keywords
Mobile Service Design Service Design iterative cycles mobile customer experience