Service development through Service ecosystems
Author
Nyborg, Alexander Kim
Term
4. term
Education
Publication year
2018
Abstract
This master’s thesis investigates how a systemic, cross-channel view of service ecosystems can support new service development and service innovation. Through a literature review that distinguishes service from product innovation and aggregates methods from Service Systems Design, the study identifies tools such as customer value constellations, cross-channel ecosystem mapping, personas, user journeys, service blueprints, and an innovation matrix. These are applied in a case study in the gaming industry to uncover and frame new service opportunities, guided by the Double Diamond process and existing gamer motivation models. The case culminates in a conceptual platform proposal with community and competition features (e.g., betting, group bets, forums, reliability scores, and leaderboards), illustrating how ecosystem thinking informs design decisions and addresses diverse motivation drivers. As the excerpt does not report final outcomes, the work aims to assess whether systemic mapping and cross-channel ecosystem techniques can enhance ideation and concept development for startups and organizations expanding into new service areas.
Denne kandidatafhandling undersøger, hvordan et systemisk, tværkanalt perspektiv på serviceøkosystemer kan understøtte ny serviceudvikling og serviceinnovation. Gennem et litteraturstudie, der skelner mellem service- og produktinnovation og samler metoder fra Service Systems Design, identificeres værktøjer som kundeværdikonstellationer, kortlægning af tværkanalsøkosystemer, personas, brugerrejser, service blueprints og en innovationsmatrix. Disse anvendes i et casestudie i spilindustrien for at afdække og rammesætte nye servicemuligheder, styret af Double Diamond-processen og eksisterende modeller for spillermotivation. Casen munder ud i et konceptuelt platformforslag med fællesskabs- og konkurrencefunktioner (fx betting, gruppebets, fora, pålidelighedsscore og ranglister) som illustrerer, hvordan økosystemtænkning kan informere designbeslutninger og adressere forskellige motivationsfaktorer. Da dette uddrag ikke indeholder endelige resultater, er formålet at vurdere, om systemisk kortlægning og tværkanalsøkosystem-teknikker kan styrke idegenerering og konceptudvikling for startups og organisationer, der vil udvide til nye serviceområder.
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