Designing a smooth service experience: Finding the balance between online and offline service

Tutkimuksen tavoitteena on selvittää, kuinka digitaalisen ja analogisen palvelun voi paremmin yhdistää kokonaispalveluksi niin, että asiakas saa mahdollisimman sujuvan palvelukokemuksen. Tutkimuksen aihe nousee Tunteesta arvoa palvelulle –hankkeesta, jossa toteutettiin palvelumuotoilun kehitysprojekteja yhdessä viiden yrityksen kanssa. Niistä useammassa konseptien osana oli digitaalinen palvelu, mutta haasteeksi nousi digitaalisen kanavan yhdistäminen analogiseen, eli fyysisessä tilassa tapahtuvaan palveluun. Nykypäivänä digitaalisten palveluiden yleisyys on kasvanut ja ihmiset ovat yhä tottuneempia käyttämään digitaalisia kanavia osana palvelukokonaisuutta. Toisaalta käyttäjät ovat myös tietoisia digitaalisten kanavien tarjoamista mahdollisuuksista ja siten heidän odotuksensa ja vaatimuksensa palvelua kohtaan kasvavat. Eri palvelukanavien välillä on kuitenkin havaittavissa eroavaisuuksia ja siten yhtenäisen ja sujuvan palvelukokemuksen syntyminen asiakkaalle on vaikeaa. Asiakkaan tarpeiden ja odotusten sekä yrityksen tavoitteiden huomioiden palvelupolun luomisessa mahdollistavat palvelun sujuvan etenemisen palvelukanavien välillä. Tässä on laadullisessa tutkimuksessa tutkimusaineisto on kerätty puolistrukturoituina teemahaastatteluina. Tutkimusaineisto on analysoitu teemoittelemalla ja tutkimuksen löydökset vastaavat kysymyksiin, miten sujuva palvelukokemus muotoillaan palvelumuotoilun menetelmin, ja miten digitaalisia ja analogisia palvelukanavia tasapainotetaan palvelupolussa. Tutkimuksen tuloksen muodostaa seitsemästä osasta koostuva työkalu, jonka tarkoituksena on toimia palvelun muotoilun ja kehittämisen tukena.While working as a research assistant in Value through Emotion research project at University of Lapland and doing service design projects with several companies, I noticed that there is a challenge in designing a service that combines online and offline service channels. Nowadays the trend is to have an online service, such as service application, as a part of the overall service path, but there is often a gap between the online and offline elements of the service in regards of the communication and the quality of service delivery. The customers are more and more used to digital service channels and they are aware of the possibilities that online channels can provide. Therefore the customers have high expectations about the service delivery. Designing a service that keeps the continuity throughout the service despite the form of delivery channel would be a solution for providing the customer a smooth service experience. In this research I study how a smooth service experience can be built using service design methods. I also study how the balance between online and offline service channels can be found in the overall service path. The research data of partly structured theme interviews are analysed by qualitative research methods. As a result for this case study I present a toolkit with seven templates that can be used as a guideline and support in the service design process when combining online and offline service elements as a smooth service experience

Innovative collaborative design in international interaction design summer schools

[About the book]: Design is changing, and to educate the next generation of designers, these changes need to be addressed. In light of the growing role research and interdisciplinary collaboration play in contemporary design performance, Design Integrations calls for an innovative shake up in design education. Poggenpohl asserts that design research is developed through a typology within academic and business contexts, and follows different research theories and strategies. Such issues in design collaboration are explored in-depth, with essays on an inter-institutional academic project, cross-cultural learning experiences, and a multi-national healthcare project, demonstrating the importance of shared values, interdisciplinary negotiated process and clear communication for tomorrow’s designers

Reflecting on the usability of research on culture in designing interaction

The concept of culture has been attractive to producers of interactive\ud systems who are willing to design useful and relevant solutions to users\ud increasingly located in culturally diverse contexts. Despite a substantial body of\ud research on culture and technology, interaction designers have not always been\ud able to apply these research outputs to effectively define requirements for\ud culturally diverse users. This paper frames this issue as one of understanding of\ud the different paradigms underpinning the cultural models being applied to\ud interface development and research. Drawing on different social science theories,\ud the authors discuss top-down and bottom-up perspectives in the study of users‟\ud cultural differences and discuss the extent to which each provides usable design\ud knowledge. The case is made for combining bottom-up and top-down perspectives\ud into a sociotechnical approach that can produce knowledge useful and usable by\ud interaction designers. This is illustrated with a case study about the design of\ud interactive systems for farmers in rural Kenya

Intangible trust requirements - how to fill the requirements trust "gap"?

Previous research efforts have been expended in terms of the capture and subsequent instantiation of "soft" trust requirements that relate to HCI usability concerns or in relation to "hard" tangible security requirements that primarily relate to security a ssurance and security protocols. Little direct focus has been paid to managing intangible trust related requirements per se. This 'gap' is perhaps most evident in the public B2C (Business to Consumer) E- Systems we all use on a daily basis. Some speculative suggestions are made as to how to fill the 'gap'. Visual card sorting is suggested as a suitable evaluative tool; whilst deontic logic trust norms and UML extended notation are the suggested (methodologically invariant) means by which software development teams can perhaps more fully capture hence visualize intangible trust requirements

Logic, self-awareness and self-improvement: The metacognitive loop and the problem of brittleness

This essay describes a general approach to building perturbation-tolerant autonomous systems, based on the conviction that artificial agents should be able notice when something is amiss, assess the anomaly, and guide a solution into place. We call this basic strategy of self-guided learning the metacognitive loop; it involves the system monitoring, reasoning about, and, when necessary, altering its own decision-making components. In this essay, we (a) argue that equipping agents with a metacognitive loop can help to overcome the brittleness problem, (b) detail the metacognitive loop and its relation to our ongoing work on time-sensitive commonsense reasoning, (c) describe specific, implemented systems whose perturbation tolerance was improved by adding a metacognitive loop, and (d) outline both short-term and long-term research agendas

Problems and Opportunities of Interdisciplinary Work involving Users in Speculative Research for Innovation of Novel ICT Applications

In this article we focus upon some challenges of multidisciplinary teams working interdisciplinary in research for innovation of novel ICT applications. We start by defining some general challenges of especially social scientists when working interdisciplinary. The formulated challenges are grounded in our personal experiences. In the next part of the article we focus upon research methods that are used when involving users in the research of novel ICT applications. We shortly describe the different methods and the value they have for social scientists, designers, marketing people and engineers. In the latest part of the article we argument why, from our opinion, using this speculative research methods involving users can help facilitating interdisciplinary work

Intelligent student engagement management : applying business intelligence in higher education

Advances in emerging ICT have enabled organisations to develop innovative ways to intelligently collect data that may not be possible before. However, this leads to the explosion of data and unprecedented challenges in making strategic and effective use of available data. This research-in-progress paper presents an action research focusing on applying business intelligence (BI) in a UK higher education institution that has developed a student engagement tracking system (SES) for student engagement management. The current system serves merely as a data collection and processing system, which needs significant enhancement for better decision support. This action research aims to enhance the current SETS with BI solutions and explore its strategic use. The research attempts to follow socio-technical approach in its effort to make the BI application a success. Progress and experience so far has revealed interesting findings on advancing our understanding and research in organisation-wide BI for better decision-making