Arbetets övergripande syfte har varit att kartlägga ­företagsinkubatorn Movexums kundresa, lokalisera eventuella problem och hitta ­­­­­­­­­­­förbättringsmöjligheter. En företagsinkubator hjälper entreprenörer och idébärare med att göra sina innovativa idéer att bli framgångsrika ­produkter och tjänster. Data samlades först in genom research för att sedan fyllas på med data genom observationer av det dagliga arbetet på Movexum och vid ­tillfällen där kontakt med kund sker, till exempel vid coachmöten, en kunds första intervju eller en av deras främsta tjänster, Boost Chamber. Även intervjuer med både personal på Movexum och med sju av deras kunder genomfördes, plus kortare samtal med nyblivna medlemmar i Boost Chamber. I det stora hela upplever kunderna sin resa hos Movexum väldigt positivt. Jag möttes av stor nöjdhet från dem, framförallt gällande personalen på Movexum och det bemötande och engagemang de ger kunderna. Men efter att ha analyserat den inkomna datan lade jag märke till att det rådde lite problem, förvirring och oklarheter gällande ­­­­informationen från Movexum. Exempelvis kunde kunderna uppleva svårigheter att veta om aktiviteter och information var relevant för just dem, men ­också att ­information ibland kom med för kort varsel. Dessutom rådde det ­­oklarheter hos kunderna om vad vissa tjänster faktiskt innebär för dem. Resultaten av detta blev tre förslag på verktyg. Det första är själva ­­­­kartläggningen av kundresan. En visuell kartläggning som på ett ­tydligt sätt förklarar den resa kunden gör från det att en idé föds till att man blir ­utskriven från inkubatorn som alumniföretag. Det andra ­verktyget blev beteendetyper. Ett verktyg med syftet att öka förståelsen för ­kunden och dess upplevelser under resan. Det sista verktyget blev en ­introduktionsguide. Tillsammans skapar de tre förslagen ett förbättrat ­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­samarbete och underlättar arbetet för både Movexum och kunderna.

How can coaching services encourage user engagement? The objective of this thesis has been to conduct research with a service design approach of what changes can be made to a service to further engage and motivate users. The already existing service provided by Scania called Driver Coaching is used as a case study. The thesis contributes to research by exploring how coaching services can implement gamification aspects in its customer journey. Using said case study as an example, user studies were conducted and resulted in an extensive list of insights and user needs. A gamification framework called Octalysis was used to locate what aspects of the service that could be changed in order to increase user motivation. The user needs and the lacking core drives in the current Octalysis were connected during the ideation phase. Connecting the gamification theory with the service design case study, a design proposal took form. In this case study, the design proposal is a modular concept with five different components that can be implemented in the service on their own or all together. Even though this design proposal is specific to the case study, the process of using the gamification theory and methods could be applied to other cases.

According to innovation literature, between 50% and 90% of innovations fail. An explanation for failing innovations is offered by scholars in the field of innovation resistance, who argue that it is more relevant to pay attention to the reasons why consumers reject an innovation, rather than learning about their motivations to adopt a new product or service. At the same time, previous marketing literature has devoted little attention towards design, despite its strategic importance and its role as a driver of innovation and competitive advantage. The purpose of this study was to investigate how companies perceive innovation resistance towards service innovations and how it is reflected in the service design. The major takeaways in this study revealed that companies were aware of all the barriers, except for social risk and perceived security risk. Furthermore, companies made most service design adaptations based on the usage and value barrier both prior and post launch. Also, although the tradition and norm barrier and image barrier were considered critical for an innovation’s success, companies did not change the service design accordingly. Finally, it was revealed that companies followed a hybrid approach of innovation, where more of a design-driven innovation strategy was used to generate innovation ideas and a user-centered approach was applied by involving consumers in pilot studies and listening to the consumer voices post launch.

O censo demográfico apresentado pelo IBGE em 2010 apontou cerca de 45 milhões de pessoas com alguma deficiência vivendo no Brasil, dentre as quais 35 milhões são deficientes visuais. Apesar de consistir grande parcela da população, são notáveis as barreiras que esse público enfrenta para ter acesso à cultura e ao lazer, pois as iniciativas de inclusão em ambientes de convívio social são limitadas e muitas vezes inexistentes. Sob o olhar do Design, e com base em métodos relacionados Design de Serviços, este trabalho apresenta uma pesquisa não propositiva sobre acessibilidade daquele público em salas de cinema, considerando toda a complexidade que envolve essa experiência, desde, por exemplo, a produção de filmes até a experiência propriamente dita nos espaços de projeção. / The census presented by IBGE in 2010 showed about 45 million people with disabilities living in Brazil, of which 35 million are visually impaired. Despite this fact, persons with disabilities face obvious barriers to cultural and leisure services due to the limitation or lack of attitudinal and environmental inclusion initiatives. From a Design perspective, and based on Service Design methods, this paper presents a research on accessibility in cinemas, considering the complexity that surrounds this experience, the production of films, and the experience itself in projection rooms.

Dans le cadre d’un projet industriel de conception de navettes de transport autonomes (sans chauffeur), nous avons analysé les expériences vécues et les valeurs en acte des régulateurs afin d'identifier leur contribution à l'acceptation et à la sécurité des navettes et du service associé. En effet, à l'étape du développement actuel du projet, le système de transport n'atteint pas le niveau d'autonomie visé et des régulateurs œuvrent au fonctionnement du service – dont des accompagnants qui sont systématiquement présents à bord de chaque navette. Nous avons mis en perspectives ces analyses avec les analyses des activités et des valeurs d’autres acteurs impliqués dans le processus de conception : les passagers, les usagers des sites non-utilisateurs des navettes, les exploitants des navettes, les concepteurs. Entre 2013 et 2016, des investigations ont été menées sur six sites européens sur lesquels les navettes étaient mises à l'essai. Ont alors été réalisés : des analyses systématiques des situations critiques gérées par les régulateurs, des entretiens composites (semi-directifs inspirés des techniques d'explicitation) auprès des régulateurs, des exploitants, des concepteurs, des questionnaires à destination des usagers des sites (passagers ou non). Les investigations menées ont montré que les régulateurs mobilisaient principalement 7 valeurs. Les investigations ont également révélé l’existence de 19 situations critiques (situations dans lesquelles les régulateurs doivent arbitrer entre des valeurs en conflit). Les réponses apportées par les régulateurs en situations critiques révèlent que la hiérarchisation de ces valeurs dépend d’arbitrages variables et situés. Nous discutons enfin de la contribution de ces réponses à l’acceptation du système de transport, notamment en fiabilisant sa performance, en gérant sa sécurité, en maximisant son utilité et en développant une relation de service auprès des passagers. Ces résultats conduisent ainsi à interroger le statut de l’humain dans les processus de conception et d’acceptation de technologies autonomes et sécurisées. / As part of an industrial project to design autonomous (driverless) shuttles, we have analyzed the experiences and values of the supervisors, so as to identify their contribution to the acceptance of the shuttles and related services and to be able to continue to design this transport service. It would seem that the system under investigation is currently not autonomous to the degree that had been expected, with a human supervisor operating on-board during every trip. In 2015 and 2016, studies were carried out at six european sites where shuttles were being tested. The following were performed : systematic analyses of critical situations dealt with by the supervisors, composite interviews (semi-structured, based on elicitation interviews) with supervisors, owners, designers, and questionnaires to sites users. Results show that supervisors mobilize seven values in their activity. We have identified 19 critical situations involving arbitration, in which these values appear to be contradictory. The responses of the supervisors, in situation, show that the prioritization of these values depends on various situated arbitrations. We then discuss how these responses contribute towards the acceptance of the transport system, notably by making its performance more reliable, maximizing its usefulness and developing a service relationship with the passengers. These results thus lead us to question the status of the human being in autonomous technology and related services, design and acceptance processes

Environmental problems such as pollution and overconsumption is something that is mentioned often in the news as this thesis is written. Food waste is a problem that causes valuable resources to be lost, as on average one third of all food globally is being wasted. The food chain is complicated, from the farm to the table, and innovations in all parts of the chain could help reduce the waste. We have aimed our scope to the end of the chain, when food is made at a restaurants to be served to customers. Figures say that about 23% of food in the restaurant business in Sweden is being wasted. To try to solve this problem, we have turned to service design and the methodologies presented there, to find a potential solution that could help reduce food waste. An extensive service design process was made with many interviews with restaurants to find where a solution could be made. The whole design process is presented in the report, and the final concept resolves around a sustainable lunch dish that can be made out of ingredients that would otherwise be thrown out. The dish would be sold at lunch restaurants for a reduced price since it is cheap to make, and would make more people act sustainable. A concept test was made to evaluate the the sustainable dish concept with the help from the public. The main question was: Is this concept something that could be adopted by people who buy lunch on a regular basis in Sweden? The concept test resulted in 165 respondents that were asked what they would choose to eat from a given menu. 32% chose the sustainable dish, and although biases were believed to have played a role in the decision, the concept was deemed successful. A website was then designed, aimed towards restaurants that wanted to adopt the concept and to get started in an easy way.

This master thesis is covering a project that focuses on developing both babysitting services and dog walking services and facilitating them through a mobile application. Only the user interface for the service of babysitting was created because the dog walking service was considered to be less of a complex service, and not add to more to the insights in this project. The project was started due to observations that the babysitting service is highly used in America, but it does not operate in a structured fashion. Many parents are new to babysitting which creates uncertainty when ordering and scheduling babysitter. Babysitter, on the other hand, are usually younger and inexperienced. The user interface is created with a service design approach. Developing the service though by creating stakeholder maps, customer journeys, and, service blueprints. Creating the user interface with the service blueprint as a reference. By taking this approach business insight where created and the babysitting service could be created as a hollow organization. An organization that combines more than one service to create greater value for the end user. / Den här examens rapporten innehåller arbetet att fram ta en barnvakts service och en service för att hjälpa hundägare att rasta hunden när de är frånvarande. Ett grönsint har designat för att tillgodo se användaren med servicen. Hund servicens användargränssnitt har dock inte designats på grund av att servicen ansågs mindre komplex och inte bedrog till insikterna i projektet. Projektet startade på grund av en observation baserad på barnvakts tjänster använd i Amerika. Observationen visade att många föreldar använder sig utav barnvakter men kommunikationen mellan föräldrar och barnvakter varierade mycket. Variationen skapar svårigheter i servicen. Mång föräldrar som aldrig använt sig av barnvakts tjänster har svårt att bedöma vad som kan begäras och hur mycket de ska betala. Barnvakter som oftast är unga människor är de som lider av situation. Unga och oerfarna som är drar sig för att säga till när allt inte stämmer överens. Användargränssnittet är skapat med en servicedesign approach. Arbeta fram en service genom att ska stakeholder maps, customer journeys och service blueprints. Användargränssnittet skapades genom att använda service blueprinten som en referens till vilka funktioner som ska finnas med. Genom att ta använda sig av servicedesign för att ta fram gränssnittet har insikter skapat ur en organisatorisk synpunkt. Insikter som lede till skapandet av en ”hollow” organisation. En organisation som combinera fler typer av service för att skapa mervärde till slutanvändaren.

<p>Service Design is a relatively new, unexplored and exciting phenomenon that through an interdisciplinary work methodology designs services. A discussion has been going on for a long time regarding whether there is a difference between products and services. Services are often classified as immaterial, heterogeneous, non-storable and inseparable in relation to products. A question that arises is if something specific characterises the work methodology used regarding service design. The aim with this paper is thus to explain the work methodology when working with service design. To find out the differential and describe the work methodology regarding service design a method is used which includes a case of product design. The work methodology regarding three design cases developed by two different design firms is studied, one of which is a product design case and the other two are service design cases. After that parallels are drawn to chosen theories from the fields Service Management, Design Management and Rational/ Irrational work processes. Some of the conclusions that this paper has generated are that there is a strong user focus in both service design and product design. Another conclusion that has been made is that when working with service design it is important to be conscious about the time- and space aspect to gain a total perspective and a thorough user focus.</p> / <p>Tjänstedesign är ett relativt nytt, outforskat och spännande fenomen som genom en tvärvetenskaplig arbetsmetodik designar tjänster. Det har länge pågått en diskussion huruvida det är skillnad på tjänster och produkter. Tjänster klassificeras ofta som immateriella, heterogena, icke-lagringsbara och oskiljaktiga i relation till produkter. En fråga som då kan ställas är huruvida arbetmetodiken som används vid tjänstedesign utmärker sig på något sätt. Syftet med denna uppsats är således att beskriva och förklara arbetsmetodiker inom tjänstedesign. Arbetsmetodiken vid tre fall utförda av två olika designbyråer studeras, varav ett är produktdesign och två är tjänstedesign. Sedan dras paralleller mot valda teorier från områdena Service Management, Design Management och Rationella/ Irrationella arbetsprocesser. Några slutsatser som uppsatsen har genererat är att det finns ett starkt användarfokus i såväl produktdesign som tjänstedesign. En annan slutsats som dragits är att inom tjänstedesign är det viktigt att ta hänsyn till tid-och rumsaspekten för att få ett helhetsperspektiv och ett ingående användarfokus.</p>

Service Design is a relatively new, unexplored and exciting phenomenon that through an interdisciplinary work methodology designs services. A discussion has been going on for a long time regarding whether there is a difference between products and services. Services are often classified as immaterial, heterogeneous, non-storable and inseparable in relation to products. A question that arises is if something specific characterises the work methodology used regarding service design. The aim with this paper is thus to explain the work methodology when working with service design. To find out the differential and describe the work methodology regarding service design a method is used which includes a case of product design. The work methodology regarding three design cases developed by two different design firms is studied, one of which is a product design case and the other two are service design cases. After that parallels are drawn to chosen theories from the fields Service Management, Design Management and Rational/ Irrational work processes. Some of the conclusions that this paper has generated are that there is a strong user focus in both service design and product design. Another conclusion that has been made is that when working with service design it is important to be conscious about the time- and space aspect to gain a total perspective and a thorough user focus. / Tjänstedesign är ett relativt nytt, outforskat och spännande fenomen som genom en tvärvetenskaplig arbetsmetodik designar tjänster. Det har länge pågått en diskussion huruvida det är skillnad på tjänster och produkter. Tjänster klassificeras ofta som immateriella, heterogena, icke-lagringsbara och oskiljaktiga i relation till produkter. En fråga som då kan ställas är huruvida arbetmetodiken som används vid tjänstedesign utmärker sig på något sätt. Syftet med denna uppsats är således att beskriva och förklara arbetsmetodiker inom tjänstedesign. Arbetsmetodiken vid tre fall utförda av två olika designbyråer studeras, varav ett är produktdesign och två är tjänstedesign. Sedan dras paralleller mot valda teorier från områdena Service Management, Design Management och Rationella/ Irrationella arbetsprocesser. Några slutsatser som uppsatsen har genererat är att det finns ett starkt användarfokus i såväl produktdesign som tjänstedesign. En annan slutsats som dragits är att inom tjänstedesign är det viktigt att ta hänsyn till tid-och rumsaspekten för att få ett helhetsperspektiv och ett ingående användarfokus.

The aim of this paper is to present an outline of an interactive design model that can be used for Service Engineering of functional sales concepts. This paper also aims to show how the previous service engineering research relates to this new model. A further aim is also to verify the overall outline of the interactive design model. The proposed model’s overall outline has been confirmed by and discussed with eight companies and further supported by the output from the literature review, and seems to be relevant for different types of functional sales offers. Therefore, the conclusion is that the proposed model gives a relevant image of important lifecycle activities for Service Engineering of functional sales offers.