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Individualisation of a Driver Coaching Service: Combining Design Ethnography and Service Design to Gain Insights About the Coaches’ Role and Activities
Linköping University, Department of Computer and Information Science.
Linköping University, Department of Computer and Information Science.
2018 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Services surround us every day and companies all over the world have to adapt to the demand of services to make their products more successful and attractive. This master thesis has, on behalf of Scania in Södertälje, Sweden, focused on the service Driver coaching, a service where drivers are dedicated a personal coach who gives regular calls to the drivers. The aim of the thesis was to explore how a driver coaching service could be individualised to each driver. Furthermore, the aim was to develop a design proposal for Driver coaching that creates value for both coaches and drivers. Three coaches from Sweden, Finland and Norway were observed and interviewed to identify what role the coaches have in the service and all the activities they perform. During the analysis of the ethnographic findings, explorations were made on whether valuable insights can be found by interpreting the data with service design visualisations. A customer journey was created which catalysed the analysis phase and helped to generate insights in which pain points could be identified. Three important themes that emerged from the insights were individualisation, trust and communication. Insights from the ethnographic findings and the literature review show that a driver coaching service should, in fact, be individualised. The design proposal that was developed enables different arrangements of the service, which fit each driver’s needs and goals, with the help of a driver profile. Conclusions include information about what is important to think about when designing a driver coaching service that is individualised. Lastly, the thesis contributes to research with lessons learned about how ethnographic data can be used in a generative service design process.

Place, publisher, year, edition, pages
2018. , p. 82
Keywords [en]
Scania, driver coaching, service design, design ethnography, visualisations, individualisation, feedback, coaching, driving behaviour, design with intent, observations, coaches, truck drivers, design proposal
National Category
Engineering and Technology Engineering and Technology
Identifiers
URN: urn:nbn:se:liu:diva-149647ISRN: LIU-IDA/LITH-EX-A--18/004--SEOAI: oai:DiVA.org:liu-149647DiVA, id: diva2:1233091
External cooperation
Scania CV AB
Subject / course
Product Development
Presentation
2018-06-05, Alan Turing, Linköping, 20:23 (Swedish)
Supervisors
Examiners
Available from: 2018-08-16 Created: 2018-07-15 Last updated: 2018-08-16Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • oxford
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf