Service Design in the Age of Collaboration, a case study of customization of mobile phone content

Abstract

Not so long ago, cell phones were only used just to make phone calls. Today hundreds of thousands of applications and services are available for smartphones. With them, people can communicate, play games, find places, and organize their day. However, the vast amount of possibilities can confuse users when choosing the best option. In addition, the global mobile content market makes it hard for users to find local solutions. This thesis in collaboration with Nokia proposes services that aim at: (1) helping customers to meet closer their needs by customizing the mobile phone content at the time of purchasing; and (2) generating means of collaboration among content developers, retailers and customers for producing mobile content targeted to local needs.

A Participatory Design approach was applied for developing the customization services. Observation, contextual inquiry and cultural probes methods were implemented to learn from diverse users. A co-design session was conducted to explore new opportunities with Nokia stakeholders. The results are several scenarios envisioned for Mass Customization services of mobile phone content at the point of delivery. The thesis offers (1) a framework of collaborative creation models for Mass Customization (2) insights on customers’ engagement in the activity of customization.