Article | ServDes.2012 Conference Proceedings Co-Creating Services; The 3rd Service Design and Service Innovation Conference; 8-10 February; Espoo; Finland | Open Experience Journey Design: Developing an approach to the collaborative user-driven ideation for innovative services
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Title:
Open Experience Journey Design: Developing an approach to the collaborative user-driven ideation for innovative services
Author:
Masanao Takeyama: Keio University, Minato-ku, Tokyo, Japan Kahoru Tsukui: Keio University, Minato-ku, Tokyo, Japan Hiroshi Yamaguchi: Dai Nippon Printing Co., Ltd., Media Technology Research Center, Tokyo, Japan Goro Motai:
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Year:
2012
Conference:
ServDes.2012 Conference Proceedings Co-Creating Services; The 3rd Service Design and Service Innovation Conference; 8-10 February; Espoo; Finland
Issue:
067
Article no.:
027
Pages:
265-272
No. of pages:
8
Publication type:
Abstract and Fulltext
Published:
2013-10-16
ISBN:
978-91-7519-482-0
Series:
Linköping Electronic Conference Proceedings
ISSN (print):
1650-3686
ISSN (online):
1650-3740
Publisher:
Linköping University Electronic Press; Linköpings universitet


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Most of service design projects are usually executed for the sake of providers of these services; whether they are profit-seeking companies or are non-profit public organizations. Although such a provider oriented design approach is appropriate for reforming existing services or for transforming these into a new ones; the scope of innovation is inevitably biased toward the interest and competence of the provider. We introduce in this paper a user driven design approach for service innovation called Open Experience Journey Design; which allows users or consumers themselves to ideate desirable services in collaboration with each other without specifying any predetermined service provider. In particular; Open Experience Journey Design incorporates imaginative association techniques to assist and promote to generate innovative ideas beyond the boundary of conventional thinking. By testing the approach in a service design workshop; it is revealed that the ideation techniques indeed stimulate to create an idea for a service system; connecting two different utilities into a consistent user value chain. Based on these findings; we further developed an online platform called Experience Journey Laboratory to integrate the technique of crowdsourcing with Open Experience Journey Design.

Keywords: Open innovation; crowdsourcing; collaborative design; experience journey

ServDes.2012 Conference Proceedings Co-Creating Services; The 3rd Service Design and Service Innovation Conference; 8-10 February; Espoo; Finland

Author:
Masanao Takeyama, Kahoru Tsukui, Hiroshi Yamaguchi, Goro Motai
Title:
Open Experience Journey Design: Developing an approach to the collaborative user-driven ideation for innovative services
References:

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Chesbrough; H. (2011). Open Service Innovation. San Francisco: Jossey-Bass.


Howe J. (2009). Crowdsourscing: Why the Power of the Crowd Is Driving the Future of Business. New York: Crown Business.


Malone; T. W.; Laubacher; R. and Dellarocas C. (2009). Harnessing Crowds: Mapping the Genome of Collective Intelligence. Working Paper No. 2009-001; MIT Center for Collective Intelligence; Cambridge; MA.


Miettinen; S. and Koivisto; M. (2009). Designing Services with Innovative Methods: Perspectives on Service Design. University of Art and Design Helsinki.


Osborn; A. F. (1963). Applied Imagination: Principles and Procedures of Creative Problem-Solving: Third Revised Edition. New York: Charles Scribner’s Sons.


Sloane P. (2011). A Guide to Open Innovation and Crowdsoursing: Advice from Leading Experts. London: Kogan Page.

ServDes.2012 Conference Proceedings Co-Creating Services; The 3rd Service Design and Service Innovation Conference; 8-10 February; Espoo; Finland

Author:
Masanao Takeyama, Kahoru Tsukui, Hiroshi Yamaguchi, Goro Motai
Title:
Open Experience Journey Design: Developing an approach to the collaborative user-driven ideation for innovative services
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