Abstract
From logs and information left in online spaces to data points self-generated by connected devices, digital traces have become more and more diffused over the past years. Along with some big-data approaches, Digital Methods of research - treating the actual content of users’ manifestation online (i.e. tweets, Instagram pictures, comments) - offer the opportunity to better understand people and behaviours through their online activities. This paper investigates how Digital Methods can be repurposed as a full-fledged approach for the Service Design practice, by offering a method to outline service design frameworks from a corpus of web data. These quantitative methods, in combination with the traditional qualitative ethnographic approaches, leverage the continuous exchange of information that is happening in the digital space and suggest the possibility to automate parts of the data collection and analysis processes in support of service design activities. Grafting on several case studies - we will explain how Digital Methods could be used to identify and describe a set of personas by extracting and interpreting data from their online activities, and we will inquire into the application of the same methodological approach to map other frameworks - such as experience journeys or system maps - that are critical to Service Design.
Keywords
service design, digital methods, personas, service design tools
DOI
https://doi.org/10.21606/servdes2018.53
Citation
Tassi, R., Brilli, A.,and Ricci, D.(2018) Digital methods for service design experimenting with data-driven frameworks, in Anna Meroni, Ana María Ospina Medina, Beatrice Villari (eds.), ServDes 2018: Service Design Proof of Concept, 18–20 June, Milan, Italy. https://doi.org/10.21606/servdes2018.53
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Conference Track
Research Papers
Digital methods for service design experimenting with data-driven frameworks
From logs and information left in online spaces to data points self-generated by connected devices, digital traces have become more and more diffused over the past years. Along with some big-data approaches, Digital Methods of research - treating the actual content of users’ manifestation online (i.e. tweets, Instagram pictures, comments) - offer the opportunity to better understand people and behaviours through their online activities. This paper investigates how Digital Methods can be repurposed as a full-fledged approach for the Service Design practice, by offering a method to outline service design frameworks from a corpus of web data. These quantitative methods, in combination with the traditional qualitative ethnographic approaches, leverage the continuous exchange of information that is happening in the digital space and suggest the possibility to automate parts of the data collection and analysis processes in support of service design activities. Grafting on several case studies - we will explain how Digital Methods could be used to identify and describe a set of personas by extracting and interpreting data from their online activities, and we will inquire into the application of the same methodological approach to map other frameworks - such as experience journeys or system maps - that are critical to Service Design.