Article | ServDes.2014 Service Future; Proceedings of the fourth Service Design and Service Innovation Conference; Lancaster University; United Kingdom; 9-11 April 2014 | Components of a Visual Language for Service Design Link�ping University Electronic Press Conference Proceedings
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Title:
Components of a Visual Language for Service Design
Author:
Ragnhild Halvorsrud: SINTEF, Oslo, Norway Eunji Lee: SINTEF, Oslo, Norway Ida Maria Haugstveit: SINTEF, Oslo, Norway Asbjørn Følstad: SINTEF, Oslo, Norway
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.:
028
Pages:
291-300
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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The increasing interest in service design implies the need for more formal approaches to the analysis; conceptualization; and implementation of services. In particular; this is critical when multiple actors; such as designers; developers; and managers are to apply a service design approach for a customer centric transformation of the organization and its service offerings. In this paper; we present key components of a formal language for the modelling of customer journeys. The language is developed; in particular; to support customer journey analysis and design; its formal character is meant to facilitate an unambiguous communication of a customer journey throughout a service organization; and to bridge the current gap between fuzzy front-end service design and service implementation. Application of the language is illustrated through case studies from a large web-based service provider and a power company.

Keywords: visual language; customer journey; touchpoint; CJML

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

Author:
Ragnhild Halvorsrud, Eunji Lee, Ida Maria Haugstveit, Asbjørn Følstad
Title:
Components of a Visual Language for Service Design
References:

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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:
Ragnhild Halvorsrud, Eunji Lee, Ida Maria Haugstveit, Asbjørn Følstad
Title:
Components of a Visual Language for Service Design
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