Service design methods for illustrating complex service connections to customers

Thumbnail Image

URL

Journal Title

Journal ISSN

Volume Title

Perustieteiden korkeakoulu | Master's thesis

Authors

Date

2021-06-14

Department

Major/Subject

Software and Service Engineering

Mcode

SCI3043

Degree programme

Master’s Programme in Computer, Communication and Information Sciences

Language

en

Pages

61 +4

Series

Abstract

Large organizations have serious challenges in creating a seamless and coherent experience for their customers. In many cases, each department of a large enterprise has well-designed products, but the overall service experience is fragmented. The problem is that there are silos between different departments and often the holistic picture is missing. Customers encounter the whole experience, and the product experience is just a small part of the total experience. Therefore, customers are not satisfied with the service. For having a successful experience, It is essential to have a holistic view of the service and identify the connections between different elements of the service. Service design is a new discipline that has countless benefits for large organizations. The goal of this thesis was to leverage service design methods and discover the potential connection between a marketplace and other digital products. In this thesis, various service design methods were examined to discover the suitable methods that could reveal the connection between a Marketplace and other products. Firstly, based on the literature study a set of service design methods was proposed. The methods were intended to provide holistic views of the service experience and illustrate links between various products' ecosystems. In the empirical study, the Subject Matter Experts (SME) described their opinion about the connection between a Marketplace and other CX products. Eventually, three suggested methods were evaluated by internal stakeholders in the empirical study. All evaluators considered the ecosystem map efficient and effective in revealing the connection and it provides a holistic picture of the overall services. Also, they found it an excellent method to communicate with products owner of other departments. The design team learned about the service design and they got experience with some of the service design methods. The result of this thesis indicated that some of the service design methods are powerful in revealing the link between different products. They can visualize the overall service experience which can help large organizations provide a better experience for their customers

Description

Supervisor

Nieminen, Marko

Thesis advisor

Beltramo, Dustin

Keywords

service design, customer journey map, service ecosystem, journey map operation

Other note

Citation

Permanent link to this item

https://urn.fi/URN:NBN:fi:aalto-202106207487

Collections

[dipl] Perustieteiden korkeakoulu / SCI