Incorporating the Customer Experience along Different Iterative Cycles of Service Design

Teresa Sarmento
INESC TEC - Faculty of Engineering University of Porto, FEUP / Superior School of Arts and Design in Matosinhos, ESAD, Portugal

Lia Patricio
INESC TEC - Faculty of Engineering University of Porto, FEUP, Portugal

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Ingår i: ServDes.2014 Service Future; Proceedings of the fourth Service Design and Service Innovation Conference; Lancaster University; United Kingdom; 9-11 April 2014

Linköping Electronic Conference Proceedings 99:29, s. 301-312

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Publicerad: 2014-06-25

ISBN: 978-91-7519-280-2

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


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.


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