Satu MIETTINEN, Simo RONTTI and Jaana JEMINEN
Service design methods provide tools for both the analysis-based perspective
to understand user motivations, emotions, the participatory development and
co-design process. This research specifically focuses on audio-visual
concretization with agile methods and technological tools to simulate the
service journeys and solutions. This article examines the question: ‘How can
profitable solutions and value be created from intangible experiences and
customers’ emotion in the use of service design methods?’ The findings of this
study suggest that service simulation and prototyping help in decision making
of new service development. Simulations and prototypes serve as
personalized emotional samples, which reveal customers’ emotional
reactions and enable an early engagement of the process for decision makers
through their own experiences. New systems for value co-creation place
designers in more strategic positions.
PUBLISHED: Proceedings from the The 19th DMI: Academic Design Management Conference, 2014
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