Conference article

Service Design for mediating technology and experience in Augmented Reality: A case study of a holistic AR travel service

Heng Zhang
Boston, Massachusetts, US

Miso Kim
Boston, Massachusetts, US

Chenrui Ye
Boston, Massachusetts, US

Stephen Costa
Boston, Massachusetts, US

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Published in: ServDes.2020 Tensions, Paradoxes and Plurality Conference Proceedings, 2-5th February 2021, Melbourne, Australia

Linköping Electronic Conference Proceedings 173:32, p. 327-340

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Published: 2020-12-22

ISBN: 978-91-7929-779-4

ISSN: 1650-3686 (print), 1650-3740 (online)


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


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