Sessions
Session 5
Customization, Personalization and Co-Creation in Services
Monday Oct 5 2009
14:05-15:25
Miettinen, Satu (Savonia University of Applied Sciences, Finland)
Iteration and co-creation connect the broad field of service design
An iterative design process is based on a cyclic process of prototyping, testing, analysing, and refining work in progress. This applies well in a service design process where prototyping tools are in active use. Innovating opportunities for new co-creation processes between the client and the user is part of the service designer’s everyday working life. Prahalad and Ramaswamy (2004) discuss co-creation experiences as new ways to create value. The focus on value in business transactions has shifted to experiences, and experiences are increasingly created through services. Consumers are co-creating value with the firm. Co-creation allows the customer to co-construct the service experience to suit her context, and the service design process offers methods to enable this. This paper focuses on service design and it’s relationship to both iteration and co-creation process.
Heikkinen, Tero (University of Art and Design Helsinki, Finland)
Turkia, Kirsi (University of Art and Design Helsinki, Finland)
General and individual requirements in a mobile health service
A portable persuasive technology application can encourage people to maintain a healthier lifestyle through motivating physical activity. Varying life situations and everyday contexts can influence the appropriateness of the service. This paper presents a study in which 94 people carried an accelerometer-equipped mobile phone for a period of over six months. The application gives audible feedback and points for bouts of movement during and in-between daily routines. Questionnaires were used to collect opinions and development ideas from the users. The answers show contradictory preferences and suggest mobile health concepts other than the one used in the study. General requirements and individual prereferences for a good mobile health service are discussed.
Heikkinen, Turkia -presentation ppt
Elevant, Katarina (Royal Institute of Technology, Sweden)
Customization by Sharing Weather Information: A Study on Winter Road Weather Warnings
Weather information is crucial to weather-dependent businesses. Consequences of weather also affect daily life. Societal and environmental savings can be made, if providing weather information in-time due to users’ exact needs. Studies on on-road behaviour show that people usually do not adjust their behaviour to adverse weather, even when acquired information about coming weather events. A new customization model is here suggested to be of major importance for raising the awareness about weather. Along with recent developments on communication technologies, a number of areas of interest for humankind are challenged to move on from traditional ways of collecting, processing and distributing information, realising the opportunities offered by participatory culture. The new customization model provides more reliable and accurate weather information, combining collective intelligence with a new approach within weather service development based on not only the weather information itself but the user’s recent weather experiences. The model was tested as road weather warning messages were provided during winter season 2008/09 to 71 users in Stockholm through SMS, e-mail and the web. The experiment created a community of people with interest in traffic and weather information - a starting point for a future collaborative, user-generated weather observation network.