Multi-factor service design: identification and consideration of multiple factors of the service in its design process

Service design is a multidisciplinary area that helps innovate services by bringing new ideas to customers through a design-thinking approach. Services are affected by multiple factors, which should be considered in designing services. In this paper, we propose the multi-factor service design (MFSD) method, which helps consider the multi-factor nature of service in the service design process. The MFSD method has been developed through and used in five service design studies with industry and government. The method addresses the multi-factor nature of service for systematic service design by providing the following guidelines: (1) identify key factors that affect the customer value creation of the service in question (in short, value creation factors), (2) define the design space of the service based on the value creation factors, and (3) design services and represent them based on the factors. We provide real stories and examples from the five service design studies to illustrate the MFSD method and demonstrate its utility. This study will contribute to the design of modern complex services that are affected by varied factors

Service Interaction Flow Analysis Technique for Service Personalization

Abstract Service interaction flows are difficult to capture, analyze, outline, and represent for research and design purposes. We examine how variation of personalized service flows in technology-mediated service interaction can be modeled and analyzed to provide information on how service personalization could support interaction. We have analyzed service interaction cases in a context of technology-mediated car rental service. With the analysis technique we propose, inspired by Interaction Analysis method, we were able to capture and model the situational service interaction. Our contribution regarding technology-mediated service interaction design is twofold: First, with the increased understanding on the role of personalization in managing variation in technology-mediated service interaction, our study contributes to designing service management information systems and human-computer interfaces that support personalized service interaction flows. Second, we provide a new analysis technique for situated interaction analysis, particularly when the aim is to understand personalization in service interaction flows

An Integrative Design Framework for New Service Development

Service innovation is focused on customer value creation. At its core, customer-centric service innovation in an increasingly digital world is technology-enabled, human-centered, and process-oriented. This requires a cross-disciplinary, holistic approach to new service design and development (NSD). This paper proposes a new service strategy-aligned integrative design framework for NSD. It correlates the underlying theories and principles of disparate but interrelated aspects of service design thinking: service strategy, concept, design, experience and architecture into a coherent framework for NSD, consistent with the service brand value. Application of the framework to NSD is envisioned to be iterative and holistic, accentuated on continuous organizational and customer learning. The preliminary framework's efficacy is illustrated using a simplified telecom case example. © Springer International Publishing Switzerland 2014

Information Service Blueprint: A Service Blueprinting Framework for Information-Intensive Services

Information-intensive service (IIS) is a type of service in which information interactions have the most effect on service value creation. Recent innovations of information and communication technology have created various types of IISs, and the literature argues that IIS should be a research priority in this information economy. This research proposes a new service blueprinting framework specialized to IISs, called the Information Service Blueprint. The framework user can succinctly capture the big-picture and key points of the complex IIS process in question by blueprinting an IIS. The Information Service Blueprint has served as a basis for blueprinting IISs in IIS design projects with industry and government. An experiment to compare the Information Service Blueprint with the conventional service blueprint also confirms its utility for blueprinting IISs. This research would serve as a basis for analyzing and designing IISs.ope

Modelling Reaction Times

We discuss the simulation of reaction times in connectionist systems. The obvious way to do this involves thinking in terms of neural activations building up towards some threshold in cascaded systems, but it has also been suggested that the output activation error scores in standard back-propagation networks should also be correlated with response times. The idea is that in the more realistic cascaded processing systems, the clearer the outputs (i.e. the lower the errors), the lower the time taken to reach the threshold. If this is correct and we can consider our simple feedforward networks to be reasonable approximations to these cascaded systems, then we have an easy way to simulate reaction times. However, the validity of this has been questioned. I will discuss these issues in some detail, suggest a more principled way of extracting simulated reaction times from back-propagation networks and show how this relates to the corresponding cascaded networks.