Design artefacts as Service Design Concepts A case study from a telecommunica8on domain

Design artefacts as Service Design Concepts A case study from a telecommunica8on domain

Joanna Kwiatkowska, Tallinn University, Estonia Agnieszka Szóstek, Warsaw Academy of Fine Arts, Poland David Lamas, Tallinn University, Estonia

!mobile service offering

How to present the mobile service offering so it could be easily understandable by users?

How to support business stakeholders in transla?ng their requirements of a new mobile service offering to the users at the early stage of the service development process? How to evaluate a novel concept of a mobile service offering with users?

research ques8ons

mobile service offering

flexibility single invoice

controlled components

for families

shared services shared services

Evalua8on criteria: •  their quality of representa8on of business requirements

•  simplicity •  communica8on poten8al •  appropriateness considering tes8ng with users •  usability

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cloud

stairs

Interviews: data collec8on

The most important aspects: •  par8cipants engagement in the process of the offering personaliza8on and their level of interac8on with visualiza8ons as well as emo8ons towards the offering itself

•  the level of understanding of the offering •  the elements which differen8ated the offering from the compe88ons

•  the triggers and barriers regarding purchase

Cloud visualiza8on

•  holis8c concept of the offering

•  family character strongly visible

•  emphasized the novelty effect of the offering

Stairs visualiza8on

•  comprehensible •  clearly presented the main benefits of the offering

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Results

•  visualiza8ons supported envisioning the offering

•  new needs concerning the offering emerged •  experiments with the offering components •  sugges8ons of changes •  balance of user and business requirements

Lessons learned: organiza8onal change

•  engagement of the stakeholders (marke8ng department, brand managers, market research, communica8on specialists)

•  design artefacts as catalysers of the design process, •  exchange of informa?on between various departments

•  service prototypes •  possibility to balance business and user needs at early stage of service design process

•  business stakeholders got an understanding of the user context

Future work

The need to define quali8es of design artefacts with respect to their poten8al for engaging business stakeholders and users in the service design process

Thank you

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