Low Threshold Service Design: Desktop Walkthrough - Johan Blomkvist, Annita Fjuk, Vasilisa Sayapina
Transcript of Low Threshold Service Design: Desktop Walkthrough - Johan Blomkvist, Annita Fjuk, Vasilisa Sayapina
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LowThresholdServiceDesign:DesktopWalkthroughJohanBlomkvistAnnitaFjukVasilisaSayapina
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MAY27,2016 2Blomkvist,Fjuk&Sayapina–DesktopWalkthrough
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Desktopwalkthrough
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• In this paper, desktop walkthrough is considered as a collaboratively constructed miniature of a service, and of which a set of artefacts is used in the construction.
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Lowthresholdservicedesign
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• Leading service providers often fail to deliver superior customer experience due to inadequate attention to the customer journeys – (Rawson, Duncan & Jones, 2013; Wright, 2012)
• Desktop walkthrough – aligned organizational processes – Harvard Business Review (2015): there is an increasing
demand for simple tools that rapidly and easily help decision makers and non-designers to (re-)design the link between onstage and backstage processes.
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Designgames
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• Design games as an alternative to other business model innovation approaches that are based on rational processes and causal reasoning – (Gudiksen, 2015)
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AcOvitytheory
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Thecase
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Stages
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• Exploration • Constructing a shared organizational context • Adding complexity • Presentation and clarification
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Stages
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Exploration • Artefacts shape the activity
– P4: “where does this happen?” – P2: “I have this nice tree. Can it be in a park?”
• Knowledge shapes the activity – P8 (while pointing to different places on the floor of the
store): “the thing is- it’s most often a queue-“ – P8 (picks up a Lego figure): “then we must have a queue
here”
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Stages
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Constructing a shared organizational context • Setting boundaries
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Stages
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Adding complexity • AddingBiggest part
complexity• Backstage
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Stages
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Adding complexity
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Stages
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Presentation and clarification • … or, why is this here?
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Conclusions
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• Domain experts, no clear boundaries but self-imposed,
• Participant feedback: more facilitation, better than talking or sketching, fun and meaningful, time to evaluate whether they were working on the right thing
• Black boxes • Level of abstraction • Limitations as triggers
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Desktopwalkthrough-characterisOcs
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• Participants create their own rules – autotelic • (Almost) no prior knowledge or skills needed, low preparation
cost and introduction time • Requires starting condition, has no end condition • Outcome: an abstract, miniature version of a service and the
knowledge generated during the activity. • Enactments (can) occur • It can: gather people from diverse backgrounds and provide a
basis for collective, materially mediated and highly situated activities.
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