Abstract
Most of service design projects are usually executed for the sake of providers of these services; whether they are profit-seeking companies or are non-profit public organizations. Although such a provider oriented design approach is appropriate for reforming existing services or for transforming these into a new ones; the scope of innovation is inevitably biased toward the interest and competence of the provider. We introduce in this paper a user driven design approach for service innovation called Open Experience Journey Design; which allows users or consumers themselves to ideate desirable services in collaboration with each other without specifying any predetermined service provider. In particular; Open Experience Journey Design incorporates imaginative association techniques to assist and promote to generate innovative ideas beyond the boundary of conventional thinking. By testing the approach in a service design workshop; it is revealed that the ideation techniques indeed stimulate to create an idea for a service system; connecting two different utilities into a consistent user value chain. Based on these findings; we further developed an online platform called Experience Journey Laboratory to integrate the technique of crowdsourcing with Open Experience Journey Design.
Keywords
Open innovation; crowdsourcing; collaborative design; experience journey
DOI
https://doi.org/10.21606/servdes2012.25
Citation
Takeyama, M., Tsukui, K., Yamaguchi, H.,and Motai, G.(2012) Open Experience Journey Design: Developing an approach to the collaborative user-driven ideation for innovative services, in Tossavainen, P. J., Harjula, M., & Holmlid, S. (eds.), ServDes 2012: Co-Creating Services, 8–10 February, Espoo, Finland. https://doi.org/10.21606/servdes2012.25
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Conference Track
Research Papers
Open Experience Journey Design: Developing an approach to the collaborative user-driven ideation for innovative services
Most of service design projects are usually executed for the sake of providers of these services; whether they are profit-seeking companies or are non-profit public organizations. Although such a provider oriented design approach is appropriate for reforming existing services or for transforming these into a new ones; the scope of innovation is inevitably biased toward the interest and competence of the provider. We introduce in this paper a user driven design approach for service innovation called Open Experience Journey Design; which allows users or consumers themselves to ideate desirable services in collaboration with each other without specifying any predetermined service provider. In particular; Open Experience Journey Design incorporates imaginative association techniques to assist and promote to generate innovative ideas beyond the boundary of conventional thinking. By testing the approach in a service design workshop; it is revealed that the ideation techniques indeed stimulate to create an idea for a service system; connecting two different utilities into a consistent user value chain. Based on these findings; we further developed an online platform called Experience Journey Laboratory to integrate the technique of crowdsourcing with Open Experience Journey Design.