End-to-end methodological approach for the data-driven design of customer-centered digital services

The collection, analysis, and interpretation of digital data has become an important factor for the provision of services. However, there is a lack of methodologies for using data analytics systematically in an end-to-end pro-cess for designing services. Therefore, in this paper, we develop a conceptual approach covering the innovation funnel from idea generation to market deployment. In particular, we describe how qualitative approaches alternate with quantitative approaches along the innovation process. We pay special attention to the design of data-driven value propositions including the analysis and modeling of the customer needs, a phase in which the concept of hidden needs and pains is applied. To conclude, we propose the development of a tool to support and industrialize the approach discussed in this paper