Exploring how service design tools can help to prototype for a personalized service in the car-sharing industry
Authors
Overgoor, Pieter Anton ; Li, Yu-Chun
Term
4. term
Education
Publication year
2019
Submitted on
2019-05-28
Pages
123
Abstract
Denne afhandling undersøger, hvordan værktøjer fra servicedesign kan støtte arbejdet med at prototypeteste en personaliseret service (en service tilpasset den enkelte bruger). Undersøgelsen foregik i konteksten delebiler og omfattede et casestudie i samarbejde med Volvo Cars, hvor flere prototypemetoder blev afprøvet. Arbejdet mundede ud i en anbefaling til en ny, personaliseret delebilsservice for Volvo. Gennem fire iterationer blev metoderne testet i en praktisk, branche-relevant sammenhæng for at afdække deres styrker og svagheder. Resultaterne peger på, at prototyper, som brugere kan afprøve direkte i realistiske situationer (direkte-oplevelsesprototyper), er mest effektive til at vurdere den ekstra værdi, personalisering kan skabe. Studiet viser også, at når selve prototypen personaliseres til den enkelte testdeltager, forbedres brugerundersøgelserne, men det kræver ekstra tid og ressourcer at bygge og teste sådanne prototyper. Endelig fremhæves det, at test af hele service-rejsen fra start til slut er vigtigere end at fokusere på ét isoleret kontaktpunkt, når man designer og evaluerer en personaliseret service.
This thesis explores how service design tools can support the prototyping of personalized services (services tailored to individual users). The research was carried out in the context of car sharing and used a case study with Volvo Cars to try several prototyping methods. The work led to a recommendation for a new personalized car‑sharing service for Volvo. Across four iterative rounds, the study examined the strengths and limitations of different methods in a practical, industry-relevant setting. Findings show that direct‑experience prototypes—prototypes that let people try the service in realistic conditions—are most effective for assessing the added value of personalization. The study also shows that tailoring the prototype itself to each test participant improves user testing, but requires additional time and effort to build and run. Finally, it is important to test the entire service journey—from beginning to end—rather than focusing on a single touchpoint when designing and evaluating a personalized service.
[This abstract was generated with the help of AI]
Keywords
Documents