Service Design to Understand Pension - A Case Study in Danica Pension

Christiansen, Freja Enggård ; Johansen, Patrick

4. term

Service Systems Design, Master

2017

2017-05-28

160 pages

Udarbejdet i samarbejde med Danica Pension & Danske Bank, vil dette speciale præsentere et eksplorativ studie af, hvordan den teoretiske tænkning bag servicedesign kan anvendes i dialogen mellem Danica Pension og sine kunder. Studiet omhandler serviceudvikling med fokus på forholdet mellem Danica Pension og dets kunder.   Dette speciale er gennemført i foråret 2017 som det afsluttende projekt i Master of Service Systems Design Program på Aalborg Universitet i København.   Ved brug af kvalitative metoder udforsker projektet eksisterende dialoger og serviceydelser fra Danica Pension. I kombination med drøftelser af begrebet "grænseobjekt" fremlagt af Susan Leigh Star (1989) giver indsigt fra kunder et grundlaget til udvikling af en gennemsigtig serviceoplevelse.   For at udforme en serviceoplevelse, der opmuntrer til et stærkere forhold mellem Danica Pension og dets kunde, skal serviceelementer fungere som grænseobjekter for at opnå mere konstruktiv interaktion. Med involvering af Danica Pension medarbejdere blev der udviklet et endeligt servicekoncept. Serviceløsningen er en digital platform, der primært giver kunderne mulighed for at opbygge deres egen pension, prioriteter og kommunikationsbehov. Serviceløsningen har til formål at oversætte pension til kundernes drømme om i deres fremtid, når de går på pension: Oprettelse af kommunikationsgrænseobjekt for at øge gennemsigtigheden for kunderne. Desuden vil dette forbedre kundeoplevelsen og give kunden mulighed for yderligere at reducere kompleksiteten og spare tid på Danica Pension.

Written in collaboration with Danica Pension & Danske Bank, this thesis provides an explorative research on how to apply the theoretical thinking behind service design in the dialogue between Danica Pension and its customers. The research revolves around a case of service development with the focus of the relationship between Danica Pension and its customers. It is conducted during the spring of 2017 as the final project in the Master of Service Systems Design Program at Aalborg University in Copenhagen. With the use of qualitative methods, the project explores existing dialogues and service offerings by Danica Pension. In combination with discussions of the term ‘boundary object’ presented by Susan Leigh Star (1989), customers insights provide the foundation for development of a transparent service experience. In order to design a service experience that encourages a stronger relationship between Danica Pension and its customer, elements of the service need to function as boundary objects to achieve more constructive interaction. With the involvement of Danica Pension employees, a final service concept was developed. The service solution is a digital platform mainly providing customers with the possibility to construct their own pension, priorities and communication needs. The service aims to translate pension into customers’ dreams about in their future when they retire; Creating communicational boundary object to increase transparency for customers. Furthermore this would improve the customer experience and empower the customer additionally reduce the complexity and time spend at Danica Pension.

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