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A Quality Framework for Service Design and Evaluation

A Quality Framework for Service Design and Evaluation. John Knight Date: 26 th August 2009 Version: 0.1 Status: DRAFT. The case. A consumer oriented DSL service will be used to illustrate points in this presentation. Product. =. Service. Affordance.

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A Quality Framework for Service Design and Evaluation

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  1. A Quality Framework for Service Design and Evaluation John Knight Date: 26th August 2009 Version: 0.1 Status: DRAFT Vodafone Group Marketing | User Experience

  2. The case A consumer oriented DSL service will be used to illustrate points in this presentation Product = Service Affordance Vodafone Group Marketing | User Experience

  3. Instrumental use qualities do not work for all products & services Instrumental use qualities rarely differentiate a service and are mainly hygiene factors • Aesthetics • Utility • Safety • Comfort • Usability • Functionality • Efficiency Vodafone Group Marketing | User Experience

  4. ‘Supra-functional’ use qualities are highly contextual & subjective Moving beyond usability broadens the spectrum beyond utility but also introduces new problems of relevance • Emotion (Picard, 1997) • Pleasure (Jordan, 2000) • Ambiguity (Gaver, 2000) • Fun (Blythe et al., 2003) • Worth (Cockton, 2007) Vodafone Group Marketing | User Experience

  5. Contextual use qualities do scale Quality definitions dependent on the motivation and nature of the experience scale better • Flow (Csikszentmihalyi, 1991) • Scripting (Akrich, 1992) • Hierarchy of user needs (Bonaface, 2002) • Context (Dejan, 2002) - challenge etc • Engagement (Knight, 2002) Vodafone Group Marketing | User Experience

  6. Exchange oriented use qualities do scale Grounding quality in the end-to-end design process scales well • Fads and cultural change (Bikhchandani et al, 1992) • End user adoption (Agar, 2003). • Misuse and impact (Knight, 2008) • End user customisation (Häkkilä, and Chatfield, 2006) • Competency (Shove et al, 2008) Vodafone Group Marketing | User Experience

  7. Evolutionary use qualities do scale Quality as an emergent and dynamic facet of use also scales well • Situated action (Suchman, 1987) • Activity (Nardi, 1996) • Consumption (Shove et al, 2008) • Accumulated value (Knight and Curson, 2009) Vodafone Group Marketing | User Experience

  8. A Framework for Service Design Quality and Evaluation Contextual, exchangeable and emergent qualities seem to make most sense for services Context The product adapts to current use The service supports current use – surfacing relevant options etc Affordances are matched to the current context of use Evolution The product reflects changing use over time The service supports discovery Affordances extend beyond core functions and competencies Exchange The product supports customisation The service allows new components to be added Affordances are no longer limited to the service itself Vodafone Group Marketing | User Experience

  9. Thanks!John Knight MBCSVodafone Global Marketing - User Experience UE Design DefinitionMobile: +44 (0) 750 012 9270E-mail: John.Knight@Vodafone.com1 Kingdom Street London W2 6BY Vodafone Group Marketing | User Experience

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