Conference article

Augmented Reality (AR) is a technology that brings new possibilities to service design and delivery by projecting a digital layer of information directly on top of one’s physical surroundings. However, there is tension between its technology-centric applications and its use as a holistic service. To bridge this gap, we examined the representative functions of AR applications from a service design perspective, with a focus on travel service as a case study. We built a taxonomy of existing AR functions and conducted interviews to understand user needs and patterns of travel experience as parts of a larger story. Based on this research, we then created a storyboard and user interface (UI) prototype for a holistic travel service supported by AR.

service design, augmented reality, travel, service storytelling