Presentation given at NordiCHI conference in Helsinki, 2014

1. Design
artefacts
as
Service
Design
Concepts
A
case
study
from
a
telecommunica8on
domain
Joanna
Kwiatkowska,
Tallinn
University,
Estonia
Agnieszka
Szóstek,
Warsaw
Academy
of
Fine
Arts,
Poland
David
Lamas,
Tallinn
University,
Estonia

2. !
mobile
service
offering

3. How
to
present
the
mobile
service
offering
so
it
could
be
easily
understandable
by
users?
How
to
support
business
stakeholders
in
transla?ng
their
requirements
of
a
new
mobile
service
offering
to
the
users
at
the
early
stage
of
the
service
development
process?
How
to
evaluate
a
novel
concept
of
a
mobile
service
offering
with
users?
research
ques8ons

4. mobile
service
offering
flexibility
single
invoice
controlled
components
for
families
shared
services
shared
services

5. Evalua8on
criteria:
• their
quality
of
representa8on
of
business
requirements
• simplicity
• communica8on
poten8al
• appropriateness
considering
tes8ng
with
users
• usability

6. !
cloud
stairs

7. Interviews:
data
collec8on
The
most
important
aspects:
• par8cipants
engagement
in
the
process
of
the
offering
personaliza8on
and
their
level
of
interac8on
with
visualiza8ons
as
well
as
emo8ons
towards
the
offering
itself
• the
level
of
understanding
of
the
offering
• the
elements
which
differen8ated
the
offering
from
the
compe88ons
• the
triggers
and
barriers
regarding
purchase

8. Cloud
visualiza8on
• holis8c
concept
of
the
offering
• family
character
strongly
visible
• emphasized
the
novelty
effect
of
the
offering

9. Stairs
visualiza8on
• comprehensible
• clearly
presented
the
main
benefits
of
the
offering
!

10. Results
• visualiza8ons
supported
envisioning
the
offering
• new
needs
concerning
the
offering
emerged
• experiments
with
the
offering
components
• sugges8ons
of
changes
• balance
of
user
and
business
requirements

11. Lessons
learned:
organiza8onal
change
• engagement
of
the
stakeholders
(marke8ng
department,
brand
managers,
market
research,
communica8on
specialists)
• design
artefacts
as
catalysers
of
the
design
process,
• exchange
of
informa?on
between
various
departments
• service
prototypes
• possibility
to
balance
business
and
user
needs
at
early
stage
of
service
design
process
• business
stakeholders
got
an
understanding
of
the
user
context

12. Future
work
The
need
to
define
quali8es
of
design
artefacts
with
respect
to
their
poten8al
for
engaging
business
stakeholders
and
users
in
the
service
design
process

13. Thank
you
joan.kwiatkowska@gmail.com