Masanao Takeyama
Keio University, Minato-ku, Tokyo, Japan
Kahoru Tsukui
Keio University, Minato-ku, Tokyo, Japan
Hiroshi Yamaguchi
Dai Nippon Printing Co., Ltd., Media Technology Research Center, Tokyo, Japan
Goro Motai
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Published in: ServDes.2012 Conference Proceedings Co-Creating Services; The 3rd Service Design and Service Innovation Conference; 8-10 February; Espoo; Finland
Linköping Electronic Conference Proceedings 67:27, p. 265-272
Published: 2013-10-16
ISBN: 978-91-7519-482-0
ISSN: 1650-3686 (print), 1650-3740 (online)
Most of service design projects are usually executed for the sake of providers of these services; whether they are profit-seeking companies or are non-profit public organizations. Although such a provider oriented design approach is appropriate for reforming existing services or for transforming these into a new ones; the scope of innovation is inevitably biased toward the interest and competence of the provider. We introduce in this paper a user driven design approach for service innovation called Open Experience Journey Design; which allows users or consumers themselves to ideate desirable services in collaboration with each other without specifying any predetermined service provider. In particular; Open Experience Journey Design incorporates imaginative association techniques to assist and promote to generate innovative ideas beyond the boundary of conventional thinking. By testing the approach in a service design workshop; it is revealed that the ideation techniques indeed stimulate to create an idea for a service system; connecting two different utilities into a consistent user value chain. Based on these findings; we further developed an online platform called Experience Journey Laboratory to integrate the technique of crowdsourcing with Open Experience Journey Design.
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