Konferensartikel

The creative transition from understanding the customer experience to defining the service solution; from current situation to preferred future; is central to Service Design. However; the incorporation of customer experience factors can change along the different iterative cycles of service design. To address this challenge; this paper presents the results of a study of how the path of customer experience was followed; studied and incorporated along a mobile service development. Three iterative Service Design cycles enabled a holistic vision of the service and raised ‘customer experience’ awareness on the development team. Following a design research approach; experience factors were actively taken into account and incorporated along ideation and implementations cycles involving a total of 61 interviews. The research work contributes to Service Design by providing a global vision of the experiential changes; especially in mobile and technology based services. It describes the reframed situations working with experiences at each cycle of design; and making use of service design tools and methods at each moment

Mobile Service Design; Service Design iterative cycles; mobile customer experience.