Article | ServDes.2014 Service Future; Proceedings of the fourth Service Design and Service Innovation Conference; Lancaster University; United Kingdom; 9-11 April 2014 | Borg-Human Interaction Design
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Title:
Borg-Human Interaction Design
Author:
Claudio S. Pinhanez: IBM Research, Brazil
Download:
Full text (pdf)
Year:
2014
Conference:
ServDes.2014 Service Future; Proceedings of the fourth Service Design and Service Innovation Conference; Lancaster University; United Kingdom; 9-11 April 2014
Issue:
099
Article no.:
010
Pages:
100-109
No. of pages:
10
Publication type:
Abstract and Fulltext
Published:
2014-06-25
ISBN:
978-91-7519-280-2
Series:
Linköping Electronic Conference Proceedings
ISSN (print):
1650-3686
ISSN (online):
1650-3740
Publisher:
Linköping University Electronic Press; Linköpings universitet


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We use the term borg to refer to the complex organizations composed of people; machines; and processes which provide services to their clients; most often through computer and mobile interfaces. Unlike interfaces to pure machines; we contend that borg-human interaction (BHI) happens in a service-like context of anthropomorphization of the interface; conflict with users; and dramatization of the client journey. We believe this context requires designers to construct what we call the human facet of the borg; a structure encompassing the borg’s personality; social behaviour; and embodied actions; and the strategies to co-create dramatic narratives with the user. To design the human facet of a borg; we propose a six-step design methodology to combine traditional computer-human interface and service design techniques; including enactment of conflicts; the use of puppets as interface prototypes; and comics-like sketches of the interaction process.

Keywords: Service design; multidisciplinary design; design methods; borg-human interaction; anthropomorphization; user conflict; dramatic interaction; service blueprinting

ServDes.2014 Service Future; Proceedings of the fourth Service Design and Service Innovation Conference; Lancaster University; United Kingdom; 9-11 April 2014

Author:
Claudio S. Pinhanez
Title:
Borg-Human Interaction Design
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ServDes.2014 Service Future; Proceedings of the fourth Service Design and Service Innovation Conference; Lancaster University; United Kingdom; 9-11 April 2014

Author:
Claudio S. Pinhanez
Title:
Borg-Human Interaction Design
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