Successful Service Design Based On Innovation Methods
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Typ
Examensarbete för masterexamen
Program
Publicerad
2021
Författare
Rentz, Vivienne
Modellbyggare
Tidskriftstitel
ISSN
Volymtitel
Utgivare
Sammanfattning
User-centric service development is difficult for many companies to implement because they
simply lack an understanding of their users' needs. For this reason, it often happens that the
service offering does not really meet the requirements of these customers. This paper tries to
achieve this by combining the two theoretical approaches Service Dominant Logic and Design
Thinking. A process is presented, with the help of which users can be involved in the service
design process and their needs can be grasped in the best possible way. The World Culture
Museum in Gothenburg serves as an empirical example for the implementation of this project.
With the help of this example, the process, which is mainly based on semi-structured
interviews for needs assessment, is tested. Furthermore, implications for the general service
design process are derived and the situation of the museum is evaluated. Contrary to the
original plan, it was neither possible to work together with the users on solution nor to test
them. During the interviews, it became clear that the user engagement is currently lacking,
ruling out possible co-creation processes. The reason for this is that there is a low level of
customer loyalty among the target groups studied resulting from unmet needs.