Integrating service design in agile development context: A case study of new O2O car rental service development

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School of Arts, Design and Architecture | Master's thesis
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P1 OPINNÄYTTEET D 2017 Tang

Date

2017

Major/Subject

Mcode

Degree programme

Collaborative and Industrial Design

Language

en

Pages

122

Series

Abstract

In recent time, O2O (Online-to-Offline) service experienced a rapid growth in China,taking advantage of the service-oriented economy transition and massive mobile internet usage. The core purpose of this thesis is derived from the undiscovered multidisciplinary problems that exist in the agile O2O service development process. This thesis presents a case study to investigate the research problem that how service design approach can be adopted to support agile development in a China’s O2O service company. The study was conducted in Didizuche, a new car rental service launched as part of China's largest mobility service platform Didichuxing. The case study adopted and adapted service design approach to evaluate the current service experience and to support the service development. The theoretical background positions this study in the crossing domains of service design approach, agile approach and O2O context, which has been limitedly explored. The findings from literature review suggested that the service blueprint method is able to facilitate service development in many aspects, yet it lacked empirical research of its actual usage in practical setting. The case study was carried out in three parts to practice service design approach towards different channels of the car rental service. The project outcome generated holistic view of the service experience and facilitated service development with stakeholder engagement. The findings of this project indicated the importance of understanding the service development in multiple channels. In this way, service designer's role includes interpreting user research findings through visualisations and facilitating service development with stakeholder engagement. The service blueprint approach is further validated in the research, that can eliminate the risk in communication and it has the potential to integrate into agile approach as part of the agile artifacts. The findings from the case study are condensed into a proposal of digital service blueprint tool. The evaluations of the approach and the final concept suggest the need to further develop the tool for service blueprinting. The reflections and case study generated an empirical research for expanding and continuing further studies.

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Supervisor

Uusitalo, Severi

Thesis advisor

Sustar, Helena

Keywords

service design, design for service, O2O, agile UX, service blueprint

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