Service Design Methods Research Articles

User experience of creative class district: Punavuori neighborhood

Purpose This paper aims to present empirical testing of an experience-based usability framework to study an urban area. The framework is applied to the Punavuori neighbourhood in Helsinki, Finland, to understand the issues that make this neighbourhood attractive to its users. Design/methodology/approach The experience-based usability framework for an urban area study is the 6T-model of experience of place, which was developed by combining service and experience design tools and methods as well as former research to assess the user’s experience. The framework is tested by analysing data gathered from documents, a walkthrough of the neighbourhood and interviews. Findings This paper interprets users’ experiences of the Punavuori area using the 6T-model to capture new perspectives on user-centric urban design and the management of places. The identified connections can be a starting point for investigations into users’ experiences as a part of the usability of an urban area. Research limitations/implications The results represent a beginning study into the usability and the usability experience of individuals in the built environment. The preliminary testing of the experience framework is used as a framework for the analysis of the secondary data. The user data have not been gathered in the broadest sense. Practical implications The results can be used in other experience-based research for (re-)design an existing or new area that attracts new inhabitants and business. The results can be applied by urban planners as well as place managers. Originality/value The identified points of connection provide a valuable approach to capture and discuss about user experiences in complex urban context.

A case study of servicescape design from altruistic point of view

This is the era when service and experience is also designed. As paradigm in industry shifts from manufacturing industries to service industries, economic player and power to consume this naturally shifts from supplier-oriented one to consumer-centered one. This phenomenon makes it more important to understand service design, human-centered and contextual design method of analyzing consumers’ needs and solving a problem on the basis of understanding of customer also in design and designer. In this paper, it is intended to define service design as altruistic approach to entire service environment such as design delivery system and method and process through multidisciplinary, mutually cooperative and integrated service system, centering on consumer, human and other people. Designers are intrinsically altruistic in that they should basically target other people, and naturally analyze the general public’s needs, wants and urges, and grasp the general public’s behavior, and solve problems. In this study, it is intended to apply the value of this altruism to servicescape design as element that enhances and improves service experience. Therefore, on the basis of literature reviews and precedent studies, the objectives of study in this paper are as follows. First, the value of sincerity, empathy and compassion that altruism has is defined as design element. Second, servicescape design mainly limited to physical environment design is extended to and conceptualized as social environment design containing publicness and altruism by analyzing relation with servicescape that creates service experience. With regard to research method, it is intended to analyze cases of domestic and foreign bank, hospital and company in the background, goal, applied process and method and performance evaluation aspect through carrying out multiple case study by applying exploratory case study approach that can ensure validity and reliability.

Using an action research approach to embed service design in a higher education institution

Design Thinking can address the political and cultural divides in higher education and improve the focus on student experience. The challenge is reshaping a traditional organisation into a more modern one and at the same time creating an environment that is favourable towards change brought about by design-led thinking.
 In one higher education institute, almost two years into the journey and despite some challenges along the way, Service Design methods are demonstrating their capacity to change the processes and procedures that support the delivery of student services in higher education.
 An action research approach is currently being used to assess how the tools of Design Thinking are applied to real organisational problems and the consequences of design-led action. This research introduces a new set of tools and techniques to an organisation and analyses the effects of this fresh approach on the organisation via a number of action research cycles. There are many stages on the road to introduce Design Thinking as a bottom-up approach to changing an organisation into a more innovative, progressive, efficient and user-centred one.

서비스디자인을 위한 래피드퍼소나 수립방법의 유효성 검정

최근 서비스디자인이 국민대상 공공서비스의 질을 향상시키기 위해 도입되면서 다양한 공공서비스의 개선이 시도되고 있다. 그 과정에서 일반국민을 포함한 다양한 이해관계자가 서비스디자인 방법론을 통한 디자인개선 활동에 참여하고 있으나, 전문적 서비스디자인 방법론을 기반으로 한 프로세스와 활동을 계획하면서 제한된 시간과 비용, 그리고 구성원의 부족한 전문성에 따른 진행의 어려움을 격고 있다. 같은 이유로 서비스디자인 과정에서 주로 사용되는 퍼소나 방법론도 여러 한계에 봉착하고 있다. 또한 서비스디자이너 및 UX디자이너 사이에서도 퍼소나의 한계점을 이해하고, 한계를 극복 하고자 여러 가지 대안적 연구방법론을 적용하려는 시도가 지속적으로 일어나고 있다. 이에 본 논문은 전통적 퍼소나 도출 방식에 대한 한계를 인식 하고, 이를 극복하면서도 사용자의 목표를 대변할 수 있는 빠르고 경제적 방법의 래피드퍼소나 제작 방법을 새롭게 제안 하였다. 또한 제안된 래피드퍼소나 제작방법을 실제 통계청 공공 서비스디자인 프로젝트에 응용하여 적용함으로써 실증적 연구를 통한 검증을 시도하였다. 이는 구체적인 사례를 통해 연구방법론을 적용함으로써 교과서적인 논의에서 벗어나 실 적용측면에서의 논의를 진행 하고자 하는 목적으로 수행 되었다. 본 연구에서 제안된 연구방법론을 통해 제한된 시간과 부족한 재화를 극복하고 빠르고 쉽게 퍼소나를 수립함으로써 이를 기반으로 하는 다양한 서비스디자인 및 UX디자인 과정에서 활용 될 수 있을 것으로 기대 된다. Recently, as service design was introduced to improve the quality of public service, there have been many attempts to improve various public service. In the process, various stakeholders including general citizens are participating in the design improvement activity through a method of design service but the parties are facing a difficulty in the progress because of a limitation of time and budget and a lack of professionalism among the member while the parties are planning the process and activities based on the professional service design method. Persona method that is usually used in the process of service design is encountering a limitation as well. Also, there are continuous attempts to understand the limitation of persona and apply an alternative research method among service and UX designers. For this reason, this thesis is to recognize the limitation in deduction method of traditional persona and suggests a fast and economical production method of Rapid Persona speaking for the goal of users and overcoming the limitation. Furthermore, by applying the suggested method of making Rapid Persona to an actual public service design project of National Statistical Office, the test through an empirical study was conducted. This was conducted with the purpose of progressing a discussion in the respect of actual application beyond a banal discussion. Through the research method suggested in this study, it is expected to overcome the limitation of time and a lack of professionalism and, based on these, can be used in the process of various service design and UX design as establishing persona in a fast and easy way.

Modularity matters: a critical review and synthesis of service modularity

Purpose – The literature on modularity is extensive, but most research has been concerned with the manufacturing sector and much less with the service sector. The purpose of this paper is to investigate the existing research, to provide a critique of the empirical literature on service modularity and to discuss future research opportunities. Design/methodology/approach – To perform this analysis of service modularity, a list of top-tier journals in the field of business management and organisation was compiled. From there, each and every article was identified, examined, coded and classified into high-level themes. These were then reviewed, analysed and interpreted. Findings – This paper argues that the application of modularity in services will likely be influenced by certain characteristics that distinguish services from products. Second, modularity, from the service perspective, has been closely connected to productisation of services, and the discussion of modularity related to services has been greatly influenced by the earlier discussion on product modularity. This paper concludes that modularity in the service development context is still seeking its theoretical “identity” and requires further theoretical and empirical work on service design modularity conceptualisation, methods and measures. Originality/value – This paper has reviewed several significant fields with which research on service modularity has been concerned. It captures and presents the core notion of service modularity in a critical way that might spur further research in the field.

Activity-Driven PSS Design Method based on Emotional Customer Activity Modeling Integrating Expectation and Experience Factors

A Product-Service System (PSS) is defined as a combined system to coincide with customer experience. However, due to the absence of a specified PSS design method, service design methods, such as service blueprint, are commonly applied for developing PSS design. In addition, they do not deal with the detailed activities of the interaction with products or the expectation around the use of PSS. In this research, a method to develop a new PSS concept is proposed through analysis of the correlation between the expectation and experience of an activity. This method is based on the system combining the basic unit of activity, expectation, and experience, and the two axis concept is used: one is related to the flow of activities and time, and the other is about the gap between the expectation and experience of an activity. Therefore, the purpose of this method is to satisfy the customer's expectation and needs by combining products and services based on an activity. A self-checkout system was chosen as an object of empirical research for the expectation and experience of a PSS activity. The activity is unitized into basic activities of using the self-checkout system. The structure of the expectation and experience, characteristics, and sequence of the activity are investigated. Hence, this research expects that the new method can be used as a development tool for designing an improved self-checkout system.

사용자중심 의료공간을 위한 서비스디자인 프로세스의 적용사례

Purpose: Of late, the focus of service design is moving toward emphasizing customer satisfaction and taking users' experience more seriously. In addition to the change in perspective in service design, scholars in this area are paying more attention to service design methodology and process, as well as its theory and real-world case studies. In the case of medical space, there have been few studies in attempting to apply service design methods useful for deriving user-focused results. The author of this paper believes, however, case study-oriented approaches are more needed in this area rather than ones focusing on theoretical aspects. The author hopes thereby to expand the horizon to practical application of spatial design beyond service design methodology. Methods: In order to incorporate the strengths of service design methodology that can reflect a variety of user opinions, this study will introduce diverse tools in the framework of double diamond process. In addition, it will present field cases that successfully brought about best results in medical space design. It will end with summarizing the ideal process of medical space design which is reasonable and comprehensive. Results: Medical service encompasses preventive medicine as well as treatment of existing medical conditions. A study in establishing the platform of medical service design consists of a wide range of trend research, followed by the summary of two-matrix design classification based on results of the trend research. The draft of design process is divided into five stages composed of basic tools for establishing spatial flow lines created by matching service design tools with each stage of space design processes. In all this, most important elements to consider are communication and empathy. When service design is actually applied to space design, one can see that output has reflected the users' needs very well. The service design process for user-oriented medical space can thus be established by interactions on the final outcome and feedback on the results. Implications: One can see that the service design with the hospital at its center produces the result that encompasses the user's needs best. If the user-focused service design process for medical space can be extended to other space designs, the author believes that it would enhance the level of satisfaction for users and minimize trials and errors.

Using Participatory and Service Design to Identify Emerging Needs and Perceptions of Library Services among Science and Engineering Researchers Based at a Satellite Campus.

This study used participatory and service design methods to identify emerging research needs and existing perceptions of library services among science and engineering faculty, post-graduate, and graduate student researchers based at a satellite campus at the University of Colorado Boulder. These methods, and the results of the study, allowed us to uncover barriers in the research processes of a user population without a dedicated physical library. This article describes our participatory and service design approach, the results of the exercises and interviews we conducted with researchers, and our current or planned implementations of services to address researcher needs based on what we learned from the study. [ABSTRACT FROM AUTHOR]

Formative research and development of innovative tools for “Better Outcomes in Labour Difficulty” (BOLD): study protocol

BackgroundMost complications during labour and childbirth could be averted with timely interventions by skilled healthcare providers. Yet, the quality and outcomes of childbirth care remains suboptimal in many health facilities in low-resource settings. To accelerate the reduction of childbirth-related maternal, fetal and newborn mortality and morbidity, the World Health Organization has initiated the “Better Outcomes in Labour Difficulty” (BOLD) project to address weaknesses in labour care processes and better connect health systems and communities. The project seeks to develop a “Simplified, Effective, Labour Monitoring-to-Action” tool (SELMA) to assist healthcare providers to monitor labour and take decisive actions more efficiently; and by developing an innovative set of service prototypes and/or tools termed “Passport to Safer Birth”, designed with communities and healthcare providers, to promote access to quality care for women during childbirth. This protocol describes the formative research activities to support the development of these tools.Methods/DesignWe will employ qualitative research and service design methodologies in eight health facilities and their catchment communities in Nigeria and Uganda. In the health facilities, focus group discussions (FGD) and in-depth interviews (IDI) will be conducted among different cadres of healthcare providers and facility administrators. In the communities, FGDs and IDIs will be conducted among women who have delivered in a health facility. We will use service design methods to explore women’s journey to access and receive childbirth care in order to innovate and design services around the needs and expectations of women, within the context of the health system.DiscussionThis formative research will serve several roles. First, it will provide an in-depth understanding of healthcare providers and health system issues to be accounted for in the final design and implementation of SELMA. Second, it will help to identify key moments (“touch points”) where women’s experiences of childbirth care are shaped, and where the overall experience of quality care could be improved. The synthesis of findings from the qualitative and service design activities will help identify potential areas for behaviour change related to the provision and experience of childbirth care, and serve as the basis for the development of Passport to Safer Birth.Please see related articles ‘http://dx.doi.org/10.1186/s12978-015-0027-6’ and ‘http://dx.doi.org/10.1186/s12978-015-0029-4’.

Data and Metadata Exchange Design with SDMX Format using Web Service for Interoperability Statistical Data

Today’s concept of Open Government Data (OGD) for openness, transparency and ease of access of data owned by government agencies becomes increasingly important. This initiative emerges from the demand of data users for the data belongs to the government agencies. The data services providing an easy access, cheap, fast, and interoperability are needed by the users and becomes important indicator performance for respective government agencies. Statistical Data and Metadata Exchange (SDMX) is a new standard format in the data dissemination activities particularly in the exchange of statistical data and metadata via Internet. In this respect SDMX support the implementation of OGD project. This paper is on the technical design, development and implementation of data and metadata exchange service of statistical data using SDMX format to support interoperability data through web services. Three results are proposed: (i) framework for standardization of structure of statistical publications data model with SDMX; (ii) design architecture of data sharing model; and (iii) web service implementation of data and metadata exchange service using Service Oriented Analysis and Design (SOAD) method. Implementation at Statistics Indonesia (BPS) is chosen as a case study to prove the design concept. It is shown through quantitative assessment and black box testing that the design achieves its objective. DOI: http://dx.doi.org/10.11591/telkomnika.v14i2.7505

Designing Public Services: The usefulness of three service design methods for identifying user experiences

This article examines the use of three service design methods in exploring complex public service systems. The methods used were the persona technique, mapping techniques in collaborative design workshops, and observations supplemented by group discussions. In their application to a university service, it was found that through their user-centred and collaborative approach, the service design methods assisted in the analysis of user experiences, including critical incidents, within the service system. It was also identified that user co-production formed the core of the service system and its processes, which highlights the need to actively involve users in public service design projects.

Integratring Service Design and Eye Teacking Insight for Designing Smart TV User Interfaces

This research proposes a process that integrate service design method and eye tracking insight for designing a Smart TV user interface. The Service Design method, which is utilized for leading the combination of the quality function deployment (QFD) and the analytic hierarchy process (AHP), is used to analyze the features of three Smart TV user interface design mockups. Scientific evidences, which include the effectiveness and efficiency testing data obtained from eye tracking experiments with six participants, are provided the information for analysing the affordance of these design mockups. The results of this research demonstrate a comprehensive methodology that can be used iteratively for redesigning, redefining and evaluating of Smart TV user interfaces. It can also help to make the design of Smart TV user interfaces relate to users' behaviors and needs. So that to improve the affordance of design. Future studies may analyse the data that are derived from eye tracking experiments to improve our understanding of the spatial relationship between designed elements in a Smart TV user interface.

A Service Design Method for Transmission Rate Control in Multitasking That Takes Attention Shift into Account

A Service Design Method for Transmission Rate Control in Multitasking That Takes Attention Shift into Account

Relationship between Service Design Tools and Service Innovation - Focused on Korean Healthcare Cases

In this paper, we have determined the strategic service design tools and methods by examining the associations among different size of health and medical service industry and investigate if service design tools and methods are positively related to service innovation. The categorized service design tools and methods in the service design will be used to examine the associations among two different types of health and medical service providers which are classified according to the operational regulations and sizes in Korea: clinics and general hospitals as a case study. Findings support that health and medical service industry may improve their performance winning the challenges associated with using the most appropriate strategic service design tools and methods in the service design.

Developing a Modular Service Architecture for E-store Supply Chains: The Small- and Medium-Sized Enterprise Perspective

Servitization and productization lead to offerings and solutions that combine tangible products, standardized base services, and customized services. These tailored service offerings or solutions call for new modular service architectures and service process design approaches to complement traditional service and product design methods. In this paper we suggest a modular service architecture framework to develop tailored service solutions. We use the framework as a lens to analyze three Finnish small- and medium-sized enterprises in the retail industry offering an e-store to their customers. We identify and define the order-delivery process of the case e-stores' supply chain; the modularity and modularization principles of the order-delivery process; and constructs such as service process modularization, modular reuse, and modular variation as well as their interrelationships. For practitioners, we provide a real-life example of how modular service design can be adopted when developing new and modified service encounter processes in the context of the less studied, small e-stores' order-delivery process.

Constructing an Innovative Design Model by Design Thinking to Evaluate New Product Development Effectiveness of Product-service System

Service design is a revolution to drive industry to be innovative. Design thinking, however, is the most effective way for the innovation during the process of service design. Service innovation, design methods, or tools of new product development are made for customers to create new value and expected to construct user-concerted product service system by macroscopic viewpoints of design and service experiences. Therefore, this research aims at constructing an objective systemic innovative design model through in-depth interview and grounded theory to discuss innovative factors of new product development and limitations of innovation for customer needs-oriented design thinking index construction and to review the completeness of current industrial product service system. The contributions of this research show six aspects of innovative design model as rules or principles of innovative development on new product development of industry including innovative design basis, innovative design development, innovative design capabilities, innovative design barriers, innovative design risks and effectiveness evaluation. For the aspect of innovative design basis, designer characteristics are the most influential beginning for product innovative design. For the aspect of innovative design development, the most significant is design process thinking model. For the aspect of innovative design capabilities, the most significant is designers' capabilities training. For the aspect of innovative design barriers, innovative known limitations and unknown restrictions are both important. For the aspect of innovative design risks, the most significant is product design rick management. For the aspect of effectiveness evaluation, the most significant is new product development effectiveness evaluation. Therefore, a systemic innovative design model based on six aspects is constructed to be a criterion of product innovative development of design for domestic industry. Product service system is a fully achievement for design service, and design service is a sequence of innovative journey that brings not only innovation for technology and products on new product development by design thinking but also commercial opportunities for industries with effectiveness.

3104 多様な顧客が享受する価値を最大化するサービスの改善設計支援手法(OS7-2 設計とリソースアセットマネジメント,OS7 ライフサイクル設計とサービス工学)

3104 多様な顧客が享受する価値を最大化するサービスの改善設計支援手法(OS7-2 設計とリソースアセットマネジメント,OS7 ライフサイクル設計とサービス工学)

A Method for Negotiating Various Customer Requirements for Public Service Design

A method for public service design, which enables designers to realize high-value added service design by considering plural different customer groups in parallel, is proposed. In General, service designs focus on specific customers. However, because of the diversity of customer requirements, it is difficult to design a public service that addresses the requirements of all customers. To achieve higher customer satisfaction, it is imperative to summarize the requirements of various customers and design a service by considering customers belonging to different categories. In this article, we propose a method that enables highly public service development by considering groups of various customers and minimizing customer dissatisfaction by adopting a group-decision-making approach. As a consequence, improvement of effectiveness of highly public service development can be expected.

Service Design for Interactive Communication Efficacy between Museums and Visitors: Focused on Smart-phone Applications

Background : Over the last ten years, many museums in Korea have been established for the purpose of increasing the publics enjoyment of art culture. Given the lack of systematic investment and management quality, however, the museums have generally failed to meet the expectations of the general public. A critical area of weakness has been the interface with museum visitors, as exhibits often have insufficient interpretation and multi-media support. In this study, we investigate the current status of exhibition communication media and make recommendations for enhanced interactive communication between museums and visitors. Methods : We investigate whether museums and their efficiently communicate at three different points (before, during and after their visit) through service design methods. We examined communication media including brochures, docent guides, explanation-devices (PDA), cyber museums, web-sites, and smart-phone applications, and evaluated the efficacy of communications on the basis of previous academic investigations and the museum-visit. After in-depth interviews with target and curators, we analyzed the key requirements of each group for communication and exhibition-satisfaction and made a recommendation through a developed service blueprint. Results : We propose recommendations focusing on a mutual communication approach, in which the interaction between museums and can be doubled not only by providers one-sided offer, but by visitors active participation. The recommendation includes distinguished information-providing smart-phone applications emphasizing beneficial services to users and time and space-saving advantages, websites with activated and specialized academic and communication functions, and tailor-made docent guides combined with multimedia according to participants ages and preferences. Especially, we suggested concrete images of smart-phone applications by producing a conceptual prototype according to the UX design process. Conclusion : We expect that effective communication and interaction throughout the museum visit process without spatial and time limitations can augment visitors satisfaction. This will be affected by not only the conventional service provided, but also because of how invisible service is designed by Internet-based information systems. We believe that service design integrating several stakeholders requirements will drive a gradual increase in the quality of museum service, and ultimately contribute to the general publics enjoyment of Korean art culture.

Program Suggestion for Sustainable Teenager Volunteer Service - Focusing on ‘Using Service Design Method’-

Program Suggestion for Sustainable Teenager Volunteer Service - Focusing on ‘Using Service Design Method’-