Article | ServDes.2014 Service Future; Proceedings of the fourth Service Design and Service Innovation Conference; Lancaster University; United Kingdom; 9-11 April 2014 | The Service Ouroboros: Designing Persona Service Cycles Link�ping University Electronic Press Conference Proceedings
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Title:
The Service Ouroboros: Designing Persona Service Cycles
Author:
Sune Klok Gudiksen: Aalborg University, Denmark Eva Brandt: The Royal Danish Academy of Fine Arts, Denmark
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.:
011
Pages:
110-121
No. of pages:
12
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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Many companies investigate new business opportunities in a turn from product to service design. As service offerings expand over time and space; such notions as ‘customer journey’ or ‘service blueprint’ have been suggested to grasp and design the nature of the emergent services. However; we find that there is room for improvement on two levels. First; customer journeys and service blueprint tools could benefit from an empathic customer understanding; that is the design of customer-specific services. Secondly; the existing customer journey and service blueprint tools are less concerned with the cyclic nature of services; by which we mean the dynamics of a customer relationship and its development over time. We report findings from collaborative workshops; in which we challenged two companies to try a new concept and tool we call ‘The service Ouroboros’. We suggest it as a more appropriate way to design various customers’ service cycles.

Keywords: service design; service cycles; touchpoint; service ecology; customer journey; empathic design; personas

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

Author:
Sune Klok Gudiksen, Eva Brandt
Title:
The Service Ouroboros: Designing Persona Service Cycles
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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:
Sune Klok Gudiksen, Eva Brandt
Title:
The Service Ouroboros: Designing Persona Service Cycles
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