Submitted by Maicon Juliano Schmidt (maicons) on 2015-04-10T12:45:27Z No. of bitstreams: 2 Marcelo Paes.pdf: 10057344 bytes, checksum: b0121ff6fb4efa45286e495ee87e3cc1 (MD5) Marcelo Paes.pdf: 10057344 bytes, checksum: b0121ff6fb4efa45286e495ee87e3cc1 (MD5) / Made available in DSpace on 2015-04-10T12:45:27Z (GMT). No. of bitstreams: 2 Marcelo Paes.pdf: 10057344 bytes, checksum: b0121ff6fb4efa45286e495ee87e3cc1 (MD5) Marcelo Paes.pdf: 10057344 bytes, checksum: b0121ff6fb4efa45286e495ee87e3cc1 (MD5) Previous issue date: 2012-01-31 / Nenhuma / Esta dissertação teve como objetivo avaliar as contribuições que um contexto de Open Innovation poderia acrescentar a um projeto de design estratégico voltado ao desenvolvimento de novos serviços ao público médico do Hospital Mãe de Deus, em Porto Alegre. Para tanto, fez uma avaliação qualitativa do projeto estudado, descrevendo, compreendendo e interpretando fatos e fenômenos através do método da pesquisa-ação, de maneira a associar a pesquisa social com a ação colaborativa e participativa. A tarefa de pesquisa foi constituída de duas frentes de trabalho e coleta de dados: a primeira, de caráter científico-técnico, composta por técnicas de pesquisa documental e entrevistas semiestruturadas, fez uma busca criteriosa de dados inerentes às práticas e estratégias da instituição direcionadas ao problema da analise, e coletou percepções de diversos atores, internos e externos à instituição hospitalar, sobre o fenômeno estudado que não foram capturados na análise documental; e a segunda, de caráter científico-projetual, atuou de maneira prática no cenário da investigação, buscando uma abordagem experiencial do sentido ideal de criar valor pela inovação, através do uso de capacidades inerentes aos modelos de conhecimento do Design Estratégico. Os resultados alcançados mostram que o Hospital Mãe de Deus apresenta um contexto onde se observa a inovação aberta de forma prática, permitindo a entrada de recursos externos para gerar valor ao seu negócio, porém ainda carente de processos que tornem tal prática consciente e favoreçam a utilização do conhecimento tácito do pessoal interno, permitindo sua disseminação para além da área médico-assistencial. Os resultados também indicam que a instituição explora fatores condicionantes para o sucesso de projetos de desenvolvimento de novos serviços, entre os quais a disposição da liderança em buscar novos olhares e fontes externas para contribuir com soluções diferenciadoras, impulsionando favoravelmente a gestão dos modelos assistencial e econômico sobre os quais está apoiada. O projeto de um novo serviço conduzido pela lente do design estratégico encontrou no exercício da inovação aberta dessa instituição um clima propício para que suas práticas pudessem ser compatibilizadas. Assim, a lógica do fazer característica do design estratégico e que dá forma à estratégia elaborada pela empresa, fortalece-se junto a uma situação de inovação aberta que abre espaço para uma possível execução dos conceitos e serviços projetados. / The objective of this dissertation was to evaluate the contributions that a context of Open Innovation could add to a strategical project of design focused on the development of new services to the medical public of the Hospital Mãe de Deus, in Porto Alegre. For this purpose, it was made a qualitative evaluation of the studied project, describing, understanding and interpreting facts and phenomena through the method of action research, to associate the social research with the collaborative and participatory action. The research task was constituted of two fronts of work and data collection: the first, scientific-technical, consisting of documentary research techniques and semistructured interviews, made a detailed search of data inherent to the practices and strategies of the institution directed to the problem of analyze, and collected perceptions of diverse actors, both internal and external to the hospital institution, on the studied phenomenon that had not been captured in the documentary analysis; and the second one, scientific-design based, acted in a practical way in the scene of the research, seeking an experiential approach of the ideal sense of creating value by innovation, through the use of capabilities inherent to the Strategic Design knowledge models. The results show that the Hospital Mãe de Deus presents a context where it is observed the open innovation in a practical way, allowing the entrance of external resources to generate value to its business, but still lacking processes which make such practice conscientious and that encourage the use of the tacit knowledge of the internal staff, allowing its dissemination beyond the medical-assistencial area. The results also indicate that the institution explores determining factors for the success of projects of development of new services, including the willingness of the leadership in searching new looks and external sources to contribute with unique solutions, stimulating favorably the management of the assistencial and economic models on which it is supported. The design of a new service conducted by strategic design found, in the exercise of the open innovation of this institution, a favorable environment so that its practices could be made compatible. Thus, the logic of making characteristic of strategic design and that gives form to the strategy elaborated by the company, is strengthened next to a situation of open innovation that makes room for a possible execution of the concepts and services projected.

由於社會人口結構逐漸老化，電子健康照護服務的需求日漸增長，在今日成為健康照護服務中成長最迅速的領域，因此，服務設計就在健康照護產業中成為一個關鍵的議題。設計一個成功且完善的服務系統，首先要先了解病患的特性及需求，我們引用調節變項模型的概念，提出一套電子化健康照護服務設計架構，研究病患的服務偏好以及服務特色之間的配適性關係。本研究採個案研究法，透過台大醫院遠距醫療照護服務計畫中收集資料，我們研究結果發現在病患服務偏好以及服務特色當中存在著高度的配適性關係，如同我們的假設，在這之間的配適度將是一個影響服務效能的關鍵因素之一，本篇論文的貢獻在於為電子健康照護服務產業上提供一個良好的服務系統架構，並且提出一個驗證後的模型以了解關鍵的相關服務特色。 / The demand of e-Health care has been dramatically increasing and is quickly becoming one of the fastest growing areas of health-care today, due to today’s rapidly aging society; service design has therefore become a critical issue in the e-Health industry. To design a successful e-Health system, one must consider the different characteristics and preferences of each patient and design a system from a practical point of view. According to the concept of fit through moderation, this research aims to propose an e-Health design framework that examines the correlational fit between e-Health features and patient preference for achieving the best performance. We conducted a survey, where data was collected from the e-Health care program at the National Taiwan University Hospital (NTUH). From these sources, we found that there is an existing fit between e-Health service features and the preferences of different patient segments. Our findings also coincide with our pervious hypotheses that the fit between service features and patient preference contribute the service performance. The contribution of study is to provide a better understanding of critical service features through a validated framework in order to develop a better service system design for the provision of e-Health service.

This thesis adds to a stream of research suggesting that healthcare can be more patient centered and efficient by redefining the role of the patient from a passive receiver to a more active and collaborative participant. This may relate to healthcare provision (Anderson and Funnell, 2005; Berry and Bendapudi, 2007; Bitner and Brown, 2008; McColl-Kennedy et al., 2012; Nordgren, 2008) and innovation (Bate and Robert, 2006; Groene et al., 2009; Longtin et al., 2010). Through research initiative containing four healthcare units and 68 patients, the present thesis combines healthcare research (e.g., Anderson and Funnell, 2005; Nelson et al., 2002) with service research (e.g., Grönroos, 2006; Vargo and Lusch, 2008, 2004) to explore three aspects of patient involvement and service innovation. Firstly, the concept of patient involvement itself is investigated through an extensive literature review of empirical research on patient involvement. A model describing the antecedents, forms and consequences of patient involvement is proposed. What value is, and how patients can co-create value is discussed from the perspectives of healthcare research and service management thought. Secondly, the thesis proposes a diary-based methodology for involving patients in service innovation. My colleagues and I developed the methodology in collaboration with the participating care providers and applied it in practice. We used the experiences we gained from the project and the contributions from the patients to examine the opportunities for user involvement in service innovation. The participants contributed with ideas and insights stemming from their experiences in their contact with healthcare and other resources. We suggest the following three ways of learning from the collected data: As ideas for improvements; through summary reports to illustrate other quantitative data; and as narratives to promote change. Thirdly, the thesis explores patients’ motivations to participate in service innovation, a hitherto unexplored field. Through an analysis of patients’ contributions and interviews with participants we found that there are a number of factors that motivate patients to participate and that participation is perceived as a social- and meaningladen event. Patients derive psychological well-being and support from participation, but disease was sometimes a barrier to participation. This thesis elaborates on how the most motivated users can be involved in service innovation, applying thinking from the lead-user methodology to a healthcare setting. Overall, the thesis explores patient involvement from new perspectives and, by doing so, adds to our collective efforts to improve healthcare. / Denna avhandling syftar till en mer patientcentrerad och effektiv sjukvård. Den bidrar till en strömning inom forskningen som menar att sjukvården kan förbättras genom en omdefiniering av patientrollen – från en roll som passiv mottagare till aktiv, samskapande aktör. Patienten kan ses som en resurs både i utförande av vården (Anderson and Funnell, 2005; Berry and Bendapudi, 2007; Bitner and Brown, 2008; McColl-Kennedy et al., 2012; Nordgren, 2008) och inom utveckling och innovation (Bate and Robert, 2006; Groene et al., 2009; Longtin et al., 2010). Avhandlingen kombinerar sjukvårdsforskning (Anderson and Funnell, 2005; Nelson et al., 2002) med tjänsteforskning (Grönroos, 2006; Vargo and Lusch, 2008, 2004) i en forskningsansats som innefattar fyra vårdenheter och 68 patienter. Den utforskar tre aspekter av patientinvolvering och tjänsteinnovation. För det första undersöks konceptet patientinvolvering genom en omfattande litteraturöversikt av den empiriska forskningen på området. Översikten leder till en konceptuell modell för att beskriva patientinvolvering: vad dess förutsättningar är, vilka former av patientinvolvering som finns och vad patientinvolvering leder till. Avhandlingen diskuterar även begreppet värde och hur patienter kan samskapa värde, utifrån perspektiv inom vårdforskning och tjänsteforskning. För det andra föreslår avhandlingen en dagboksbaserad metod för att involvera patienter i tjänsteinnovation. Deltagande patienter skriver i denna metod ner sina ner sina idéer och upplevelser varje dag under två veckors tid. Mina kollegor och jag utvecklade metoden i samarbete med personal från de deltagande vårdenheterna och applicerade den på praktiken. Erfarenheterna från projektet och de deltagande patienternas bidrag användes för att utforska möjligheterna med patientinvolvering i utvecklingen av vården. Vi föreslår tre sätt att lära sig från det insamlade materialet: som direkta idéer till förbättringar; summerat till rapporter för att ge kvalitativ förståelse av andra kvantitativa mätningar; och enskilda patienters berättelser kan användas för att förmedla patientperspektivet i organisationen och mana till förändring. För det tredje undersöker avhandlingen patienters motivation att bidra till tjänsteinnovation, ett hittills outforskat område. Genom en analys av patienters bidrag och genom intervjuer med deltagare finner vi att patienter motiveras att delta av en rad olika anledningar, från ett behov av upprättelse till en glädje av att utföra aktiviteten. Deltagandet uppfattas som en social och meningsfull händelse. Patienter upplever psykiskt välbefinnande och stöd genom att delta, även om sjukdom kan vara ett hinder i deltagandet. Avhandlingen undersöker även hur de allra mest motiverade patienterna kan identifieras och inkluderas i tjänsteinnovation, detta inspirerat av lead  user-metoden (von Hippel, 1986). Sammantaget utforskar avhandlingen patientinvolvering och tjänsteinnovation från nya perspektiv och bidrar därmed till våra gemensamma ansträngningar för att förbättra vården och patienters välbefinnande.

In the service economy, as markets change from offering physical products to offering service products, organizations across many industries must embrace this transformation to remain competitive. Mobile technology plays an important role in this transformation because of characteristics such as mobility. According to customer variability in service encounters, we identify several individual differences that affect the quality of the service encounter and try to determine how these factors moderate the effect of mobility in the design of the mobile service. Therefore, we argue that a fit exists between mobile service design and individual difference that increases service performance. The results of this inquiry can guide service providers in developing more attractive mobile services through mobile technology.

Services surround us every day and companies all over the world have to adapt to the demand of services to make their products more successful and attractive. This master thesis has, on behalf of Scania in Södertälje, Sweden, focused on the service Driver coaching, a service where drivers are dedicated a personal coach who gives regular calls to the drivers. The aim of the thesis was to explore how a driver coaching service could be individualised to each driver. Furthermore, the aim was to develop a design proposal for Driver coaching that creates value for both coaches and drivers. Three coaches from Sweden, Finland and Norway were observed and interviewed to identify what role the coaches have in the service and all the activities they perform. During the analysis of the ethnographic findings, explorations were made on whether valuable insights can be found by interpreting the data with service design visualisations. A customer journey was created which catalysed the analysis phase and helped to generate insights in which pain points could be identified. Three important themes that emerged from the insights were individualisation, trust and communication. Insights from the ethnographic findings and the literature review show that a driver coaching service should, in fact, be individualised. The design proposal that was developed enables different arrangements of the service, which fit each driver’s needs and goals, with the help of a driver profile. Conclusions include information about what is important to think about when designing a driver coaching service that is individualised. Lastly, the thesis contributes to research with lessons learned about how ethnographic data can be used in a generative service design process.

Submitted by Adriana Macedo Marques (adriana_macedo@hotmail.com) on 2018-03-16T17:44:19Z No. of bitstreams: 1 Dissertacao final adriana para deposito com folha de aprovacao.pdf: 11541506 bytes, checksum: 36e0a127cb85d7dc9e530906b33622d2 (MD5) / Approved for entry into archive by ÁUREA CORRÊA DA FONSECA CORRÊA DA FONSECA (aurea.fonseca@fgv.br) on 2018-03-16T18:32:27Z (GMT) No. of bitstreams: 1 Dissertacao final adriana para deposito com folha de aprovacao.pdf: 11541506 bytes, checksum: 36e0a127cb85d7dc9e530906b33622d2 (MD5) / Approved for entry into archive by Maria Almeida (maria.socorro@fgv.br) on 2018-03-16T18:47:47Z (GMT) No. of bitstreams: 1 Dissertacao final adriana para deposito com folha de aprovacao.pdf: 11541506 bytes, checksum: 36e0a127cb85d7dc9e530906b33622d2 (MD5) / Made available in DSpace on 2018-03-16T18:47:47Z (GMT). No. of bitstreams: 1 Dissertacao final adriana para deposito com folha de aprovacao.pdf: 11541506 bytes, checksum: 36e0a127cb85d7dc9e530906b33622d2 (MD5) Previous issue date: 2017-06-20 / The present action research aimed to identify the possibilities of design thinking to enable innovative public services, by analyzing the results obtained in an action carried out in the professional practice of the researcher, within a project directed to reformulate the services provided to the taxpayer by the Attorney General's Office of the National Treasury of Brazil (PGFN). The action was planned and executed in the stages of understanding, observation, ideation, point of view and prototyping suggested by the Double Diamond in design thinking, resulting in a diagnosis of the problem situation and in the prototypes of the ideas formulated for solution. The research’s conclusions about the possible contributions of design thinking to iplement innovation in the public service were: i) formulation of a diagnosis of the problem situation from the point of view of the taxpayer, not the administration, and from that diagnosis solutions consistent with the user needs; ii) increase the degree of empathy and collaboration in teamwork; iii) interdisciplinarity in the treatment of public problems; iv) learning provided by the action and the research; v) networking and partnership building; vi) development of the process of awareness raising and awareness; vii) suitability of action-research method in the organizational area and in design thinking research / A presente pesquisa-ação objetivou identificar as possibilidades do design thinking para a implementação de serviços públicos inovadores, a partir da análise dos resultados obtidos em uma ação realizada na prática profissional da pesquisadora, dentro de um projeto de reformulação dos serviços prestados ao contribuinte pela Procuradoria-Geral da Fazenda Nacional (PGFN). A ação foi planejada e executada nas etapas de entendimento, observação, ideação, ponto de vista e prototipação sugeridas pelo Duplo Diamante no design thinking, tendo-se chegado a um diagnóstico da situação-problema, bem como aos protótipos das ideias formuladas para solução. As conclusões propiciadas pela pesquisa acerca das possíveis contribuições do design thinking para a implementação de inovação no serviço público foram: i) formulação de um diagnóstico da situação-problema sob o ponto de vista do contribuinte, e não da administração, e a partir desse diagnóstico soluções mais condizentes com as necessidades dos usuários dos serviços; ii) aumento do grau de empatia e colaboração nos trabalhos em equipe; iii) interdisciplinaridade no tratamento dos problemas públicos; iv) aprendizagem proporcionada pela ação e pela pesquisa; v) networking e formação de parcerias; vi) desenvolvimento do processo de tomada de consciência e conscientização; vii) cabimento do método da pesquisa-ação na área organizacional e em pesquisas de design thinking

Made available in DSpace on 2016-12-01T19:18:39Z (GMT). No. of bitstreams: 1 120593.pdf: 1656897 bytes, checksum: 62318110f3a720412807b7e1f7bf48be (MD5) Previous issue date: 2014-10-24 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / The approach of the New Public Service (DENHARDT and DENHARDT, 2000) and, more recently, the New Public Governance (BEVIR, 2009; KISSLER and HEIDEMANN, 2006), draw attention to the importance of the effectiveness of services, emphasizing the focus on citizen and the coproduction of public goods as a means to achieving it. However, designing and implementing public services that meet the real needs of citizens, increasing thus its effectiveness has been a challenge for managers as a whole, but mainly to municipal managers. The study context, within the city of Florianópolis, is the Life in Traffic Project , linked to the Road Safety in 10 Countries Project, conducted by an international consortium of partners. The project was launched in Brazil in July 2010, led by an interministerial working group chaired by the Ministry of Health. The aim is to reduce risks associated with traffic and to save lives by using a directed approach. It was started as a pilot project in 27 capital cities, including Florianópolis. The diagnosis showed the inability of the project managers to meet the targets set by the Ministry. This was mainly because of the absence of a method able to aid designing of new services to reduce road traffic morbidity and mortality, counting on an active participation of all stakeholders. Regarding the problem, the paper presents the objective to propose a methodology for design and implementation of effective public services in the context of Project Life in Transit in the city of Florianópolis, from the conceptual assumptions of research, Design Services and Project Management. Based on the theoretical framework of the New Public Service, the research looks for tools that help the formulation of propositions in the field of design and the development of public projects. Action research was chosen as the methodological procedure, and data collection was carried out using documentary analysis, participant observation and action research diary. The result is a six step method, described and tested in the context of Florianópolis, which aims at supporting the process of design and implementation of more effective municipal services, from the intense involvement of stakeholders. The steps are: Problem Delimitation and Understanding; Solution Prospection, Generation and Filtering; Prototype Preparation; Design and Implementation of the Project; Monitoring and Evaluation; and Redesign. The method has generated impact, contributing to the results of the project locally. Furthermore, it may be adopted in other Secretaries of Florianópolis and in other Brazilian cities that participate in the Life in Traffic Project . Besides the practical contributions, the research innovates by combining theoretical bases of different fields of research, including the New Public Service, Service Design and Project Management. / A abordagem do Novo Serviço Público (DENHARDT e DENHARDT, 2000) e, mais recentemente, a Nova Governança Pública (BEVIR, 2009; KISSLER e HEIDEMANN, 2006), chamam atenção para a importância da efetividade dos serviços prestados, enfatizando o foco no cidadão e a co-produção do bem público como meios para o seu alcance. Entretanto, desenhar e implementar serviços públicos que atendam as reais necessidades do cidadão, intensificando, desta forma, sua efetividade, tem sido um desafio para os gestores como um todo, mas principalmente aos gestores municipais. O contexto estudado, dentro do Município de Florianópolis, é o projeto Vida no Trânsito, vinculado ao Road Safety in 10 Countries Project, realizado por um consórcio internacional de parceiros. No Brasil, foi lançado em julho de 2010, sendo liderado por um grupo de trabalho interministerial presidido pelo Ministério da Saúde. Tem como objetivo reduzir riscos associados ao trânsito e salvar vidas a partir de uma abordagem direcionada. Como experiência piloto, foi iniciado em 27 capitais, entre elas Florianópolis. O diagnóstico demonstrou a incapacidade dos gestores atenderem as metas definidas pelo Ministério, sobretudo em função da ausência de uma metodologia que os auxiliasse a conceber novos serviços para a redução da morbimortalidade no trânsito com uma participação ativa de todos os stakeholders. Diante da problemática, o trabalho apresenta como objetivo a proposição de uma metodologia para Design e Implantação de Serviços Públicos efetivos no contexto do Projeto Vida no Trânsito no município de Florianópolis, a partir dos pressupostos conceituais do Design de Serviços e do Gerenciamento de Projetos. Tendo o Novo Serviço Público como pilar fundamental, o trabalho busca no campo do design de serviços e do desenvolvimento de projetos públicos ferramentas para a formulação de proposições. Como procedimento metodológico, optou-se pela Pesquisa-Ação, utilizando na coleta de dados o levantamento documental, a observação participante e o diário de pesquisa-ação. O resultado é uma metodologia, detalhadamente descrita e testada no contexto de Florianópolis, que visa a apoiar o processo de design e implementação de serviços públicos municipais mais efetivos, a partir do intenso envolvimento dos stakeholders. Esta é composta por seis etapas: Delimitação e Compreensão do Problema; Prospecção, Geração e Filtro de Soluções; Elaboração do Protótipo; Concepção e Implementação do Projeto; Monitoramento e Avaliação e; Redesign. Além do impacto gerado nos resultados locais do projeto, a metodologia poderá ser adotada em outras secretarias da prefeitura de Florianópolis e nos demais municípios participantes do Projeto Vida no Trânsito. Além das contribuições práticas, o trabalho inova ao aliar fundamentos teóricos de diversas áreas de conhecimento, entre elas: o Novo Serviço Público, o Design de Serviços e o Gerenciamento de Projetos.

Syftet med studien är att ta reda på hur tre olika innovativa tekniker kan användas för att samla in användarinsikter i en tjänstedesignprocess. Detta genomförs med ett designcase som handlar om besökarnas upplevelse av Norrköpings Symfoniorkesters konserter. Symfoniorkestern behöver hjälp med att locka fler besökare till konserterna och nya sätt behöver användas för att samla in användarinsikter för att få så många olika perspektiv som möjligt av konsertupplevelsen. Det var 20 personer som deltog i studien med en blandning av personer, dels de som idag går på Norrköpings Symfoniorkesters konserter och dels de som inte besöker dem. Deltagarnas uppgift i studien var att gå på två av deras konserter och dokumentera sina upplevelser med hjälp av tre olika innovativa tekniker: designsond, app och automatisk kamera. Resultatet av studien visar att den första tekniken designsonden gav en fördjupad bild av deltagarnas syn på konsertupplevelsen och hjälpte till att bredda fokus i tjänstedesignprocessen. Den andra tekniken,appen, kunde ge en mer detaljerad information i realtid om deltagarnas konsertupplevelse på plats. Den tredje tekniken, automatisk kamera, kunde ge ett detaljerat flöde automatiskt på plats över deltagarnas konsertupplevelse som visade mönster och beteenden som kunde kopplas till konsertupplevelsen. Studien visar på att de tre teknikerna gör att användaren hamnar i fokus under hela tjänstedesignprocessen, vilket är grunden för att kunna arbeta användarcenterat. Tillsammans blir teknikerna ännu mer kraftfulla att använda då de kan komplettera varandra i en tjänstedesignprocess. / The goal of the study is to find out how three different innovative techniques can be used to collect user experience in a service design process. This is carried out using a design case regarding the user experience of the Norrkoping’s Symphony Orchestras (SON) concerts. This is a symphony orchestra that has experienced increasing difficulty in attracting more visitors, and new methods are needed to tackle the problem. Therefore, in this study mobile ethnography and innovative methods will be used. There were 20 participants in the study, including a mix of people who regularly attend SON-concerts and those who do not. The participant’s task in this study was to attend two of SON-concerts and document their experience using three different innovative techniques: Probe, smartphone application and automatic camera. The result of the study shows that the probe gave a much more detailed look into the participants’ view of the concert experience, and contributed in widening the focus of the service design process. The application gave a more detailed information in real-time, on sight. The automatic camera gave a more detailed flow, automatically on sight, of the concert experience. That may show certain patterns and behaviors of the participants linked to the concert experience. The study shows that the three innovative techniques puts focus on the user throughout the entire service design process, which is the foundation for working user-centered. If the techniques are used in combination they become more effective as they complete each other in a service design process.

Denna studie undersöker hur olika beröringspunkter påverkar kundengagemanget inom dagligvaruhandeln. Då trenden går mot att se till kundens helhetsupplevelse inom ett företags ekosystem snarare än det enskilda köpet blir kundengagemang och omnikanal två begrepp som kan ses som högst aktuella att studera när företag idag ska utforma sin beröringspunktarkitektur. Beröringspunkter är alla de kontaktpunkter, såväl fysiska som digitala, mellan ett varumärke och en kund. Dessa beröringspunkter verkar tillsammans och bidrar alla genom omnikanalsperspektivet till en sammansatt kundupplevelse. Skapandet av denna upplevelse kallas tjänstedesign och inbegriper att noggrannt orkestrera den beröringspunktsarkitektur i vilket kunden befinner sig under sin kundresa. Vidare undersöker denna studie ovannämnda process i ljuset av Process Virtualization Theory (PVT) vilken verkar som ett verktyg för att förstå i vilken utsträckning en beröringspunkt lämpar sig för digitalisering. Därtill appliceras Uses and Gratification Theory (UGT) för att förstå de bakomliggande faktorer som påverkar kundengagemang. Mot bakgrund av detta teoretiska ramverk utförs tretton stycken semistrukturerade intervjuer med card sorting för att undersöka vilka attityder och beteende som finns relaterade till de olika beröringspunkterna för ett specifikt företag inom den svenska dagligvaruhandeln. Resultatet visar att de viktigaste beröringspunkterna för kundengagemang är erbjudanden, rabatter och medlemskap samt den fysiska butiken. Den sistnämnda inbegriper butikens atmosfär, utbud och geografiska läge. Dessa beröringspunkter är den huvudsakliga anledningen till att en kund väljer att handla hos en viss butik. Det finns även andra faktorer som påverkar valet och olika faktorer spelar olika stor roll beroende på situation, dock antyder resultaten att de andra faktorerna oftast endast spelar en sekundär roll. Resultaten kan även till stor del förklaras av de två ovannämnda modellerna. För att öka sitt kundengagemang som företag inom dagligvaruhandeln förslås slutligen att det bör investeras i digitala lösningar som förstärker upplevelsen kring beröringspunkter i omnikanaler, i den usträckning PVT-modeller antyder att det skulle vara lämpligt. Dessa lösningar bör även inkorporera de motivationsfaktorer som UGT-modellen föreslår i de viktigaste beröringspunkterna. Ett användande av dessa lösningar som digitala verktyg skulle möjligtvis kunna leda till att den fysiska och digitala världen bättre kan mötas genom en omnikanal vilket slutligen bidrar till en mer sammansatt och positiv kundupplevelse genom hela kundresan. / This paper examines the importance of different touchpoints within a customer journey for increased customer engagement, focusing specifically on the grocery market. Because of the trend within the commerce industry to consider at customer’s overall experience as oppose to the individual purchase, customer engagement and omnichannel are therefore highly relevant approaches for a company to consider when forming their touchpoint architecture.  Touchpoints can be physical as well as digital points of contact between a brand and a customer. These touchpoints normally work in joint co-operation with each other, through omnichannels, for a complete customer experience. This complete experience is formed through the process of service design which includes a thoroughly designed touchpoint architecture in which the customer travels as part of her customer journey. Furthermore, this paper examines to which extent a process can be digitalised through applying the Process Virtualization Theory (PVT) model. In order to understand the customer engagement process and the reasons behind customer engagement the Uses and Gratification Theory (UGT) model is also applied. With this theoretic background in place thirteen semi-structured interviews with a card sorting exercise was conducted to examine the attitudes and behaviours related to, and associated with, a company’s touchpoints within the Swedish grocery market industry. The customer research presented in this paper shows that the most important touchpoints for customer engagement are store offers and discounts, a grocery store’s atmosphere and supply and finally store location. These touchpoints are the main reasons to why customers choose to engage with a grocery store brand as they are perceived as the most important reasons a specific brand is chosen. There are other reasons too, and often the choice of brand is also determined by convenience and time available. However, the study shows that these reasons are only secondary to the former reasons. These results are supported by the two models mentioned above. In order to increase customer engagement a brand should therefore put resources into digital solutions, to the extent possible according to the PVT model, to reinforce the motivational factors from the UGT-model in these touchpoints. This way the physical and digital world would meet through omnichannel as the solutions would assist customers in their customer journey to make their overall experience better.

The fast paced evolution of technology has changed the way people interact with service providers in a significant way; the introduction of new service delivery channels has mainly been based on technological advances rather than on customer needs. During the last 20 years the banks have extended their service offerings from just having the branch offices to the multichannel service delivery systems of today, including; phones, computers and smartphone apps. Previous research has concluded that there were many barriers for mobile banking to become a widespread service delivery channel for banks, such as technical limitations, trust issues and social obstacles. In order to understand the role of the smartphone in this multichannel ecology, a qualitative interview study was undertaken focusing on the customers’ perception of the bank. The results show that the choice of channel is dependent on personal characteristics, perceived risk, context and how the task itself is perceived. The results show that the current role of the smartphone is complementary to the other channels, providing the customer with basic banking services wherever they are; it supports the customer in the activity of managing ones private economy and providing the informant with the feeling of control. The results also include insights into the life of three customers and their interaction with their bank over the course of one month in the form of customer journey maps.