The service Ouroboros: Designing personas service cycles

Sune Klok Gudiksen, Eva Brandt

    Publikation: KonferencebidragPaperForskningpeer review

    Abstract

    Many companies investigate new business opportunities in a turn from product to service design. As service offerings expand over time and space, such notions as ‘customer journey’ or ‘service blueprint’ have been suggested to grasp and design the nature of the emergent services. However, we find that there is room for improvement on two levels. First, customer journeys and service blueprint tools could benefit from an empathic customer understanding; that is the design of customer-specific services. Secondly, the existing customer journey and service blueprint tools are less concerned with the cyclic nature of services, by which we mean the dynamics of a customer relationship and its development over time. We report findings from collaborative workshops, in which we challenged two companies to try a new concept and tool we call ‘The service Ouroboros’. We suggest it as a more appropriate way to design various customers’ service cycles.
    OriginalsprogEngelsk
    Publikationsdato11 apr. 2014
    Antal sider12
    StatusUdgivet - 11 apr. 2014
    BegivenhedServDes2014 - Lancaster University – ImaginationLancaster, Lancaster, Storbritannien
    Varighed: 9 apr. 201411 apr. 2014

    Konference

    KonferenceServDes2014
    LokationLancaster University – ImaginationLancaster
    Land/OmrådeStorbritannien
    ByLancaster
    Periode09/04/201411/04/2014

    Emneord

    • Service Design
    • service cycles
    • touchpoint
    • service ecology
    • customer journey
    • empathy design
    • personas

    Kunstnerisk udviklingsvirksomhed (KUV)

    • Nej

    Citationsformater