Service Design Visualisations meet Service Theory: Strengths, weaknesses and perspectives
2011 (English)Conference paper (Other academic)
This paper reports on the analysis of service design visualisations performed with a service science perspective. Two perspectives on services emerging from service marketing and management were used as the basis of the analysis; IHIP (intangibility-heterogeneity-inseparability-perishability) and Service Dominant Logic (SD Logic). In total 17 visualisations were collected for analysis, all of them having been developed in live, commissioned service design projects run by service design consultancies. The visualisations were sorted into six different visualisation categories, and conclusions on their character were drawn on the category level. Two judges appraised all visualisations individually before a joint appraisal of the categories was made. The appraisals were made by answering questions representing traits of IHIP and service dominant logic respectively
It was found that the service visualisations were slightly better at representing the IHIP traits than those of service dominant logic. Moreover, it was found that there were large differences between the various techniques in how good they were at representing service traits, with customer journeys and storyboards standing out as being the best at representing a variety of traits strongly. Not surprisingly the results show that traits which align with the traditional values of user-centred design - such as customer orientation – is where the visualisations as a group fare the best. Finally it is found that personas diverge in an outlier fashion from the other visualisation techniques due to their focus on representing idealised customers rather than the service.
Place, publisher, year, edition, pages
Human Computer Interaction Design
IdentifiersURN: urn:nbn:se:liu:diva-80370OAI: oai:DiVA.org:liu-80370DiVA: diva2:546612
Art & Science of Service Conference, 2011, June 8-10, San Jose, California, USA