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.

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.

「自動」已是舊名詞，取而代之的是「無人」。 零售業也一樣吹起了「無人」風，引燃此波競逐的非為2017年1月正式推出「Amazon Go」所屬，而回想零售業才自於2013年宣稱將邁入4.0時代，啟動全通路經營模式（Omni-Channel）運動，3年後立即進入了無人時代，反觀傳統通路商以不變應萬變之姿繼續立於零售商與品牌製造商中間，事實上其價值已明顯地逐步限縮，甚或僅餘傳統的物流、庫存調節及應收融資價值。隨著金融也來到4.0的無實體之虛擬貨幣時代，其可能徹底改變信用風險的問題，而工業4.0更已開始重塑生產價值鏈，在這一巨浪變化中，可能因根本結構的改變，通路商能真的被去中心化。通路商必須即早尋求在此新產業結構下的新價值及經營模型，與時俱進以永續發展。 　　本論文研究將專注在資訊通路商於新零售之全通路經營模式(Omni-Channel)下，如何以服務設計的思維，引入結合終端消費者，擴增通路商價值，創造消費者、零售商、通路商、製造商多贏的創新商業模型。

區塊鏈是一種高可行性的基礎建設技術，不僅能提高效率、降低建設成本，其交易透明化和避免篡改等特性更使之得以被廣泛應用。由於資訊科技蓬勃發展，互聯網革命伴隨著客戶主導邏輯的興起，平台思維對於服務設計而言早已不敷使用。因此，區塊鏈數位生態系統將成為下一代服務設計的解決方案，強調生態系統中利益相關者的價值共創欲目標追求。 以現況而言，仍有許多服務無法在現實中發展或得以維持，網路效應的影響在數位環境中是極為強大且不容忽視的。我們的研究旨在由此出發衡量區塊鏈數位生態系統的成敗。我們提出的方法能使設計師基於理解關鍵多數的實現和網絡效應水平的大小，來瞭解其設計的可適應性與競爭力，這是一個數位生態系統能否突破真空的關鍵。此方法還提供如何提升設計的指南，使服務設計能更有機會地進入網路效應的爆炸階段。 / Blockchain is an infrastructure technology not only restricted to the financial industry, but also feasible and affordable to facilitating the operation of service provision with efficiency, lower construction cost, information transparency and non-falsified characteristics. By virtue of the information technology booms swiftly, the revolution which Internet brings about, accompanies with the rise of customer-dominant logic, platform thinking is no longer sufficient for the service design. Consequently, blockchain-based digital ecosystem becomes a solution of the next generation’s service design aspect which stresses on value co-creation among all the stakeholders of the ecosystem and proceeds to the same proposition. However, there are many service provisions unable to launch or sustain in reality. The network externality of the Internet is the most powerful, indispensable and un-negligible effect in the digital environment. Our study aims to estimate and measure the success or failure of blockchain-based digital ecosystems from this perspective. We propose a method which enables blockchain-based digital ecosystem designers to comprehend with the adaptability and competitiveness of the fulfillment of the critical mass and the examination of network effect level. They are crucial to pass through the vacuum stage of ecosystem lifetime. The method also provides guides about how to improve the designs in order to have a greater opportunity to get into the explosion stage of ecosystem lifetime.

The aim of this study is to contribute with knowledge regarding how artificial intelligence (AI) can be used as a tool for communicators, as well as what impact the use of AI will have on the field of strategic communication in Sweden. By using a qualitative interview method, we have captured the knowledge and speculations in this subject amongst four prominent professionals within the field of communications who also have knowledge and experience with AI. The results showed that AI can be used as a useful tool in a variety of communicational tasks including data collection, automatization of communication, curation and production of media content. AI implementation will affect strategic communications, as it will become more about the users experience and service design, as well as representing and creating trust for the organization. Coveted competencies within the field will be skills such as human interaction and strategic thinking, to complement the shortcomings of AI.

Le développement durable et la transition énergétique sont aujourd’hui des préoccupations majeures de la scène européenne. Parmi les influents demeure le domaine du bâtiment qui représente le premier levier d’action pour réduire notre empreinte carbone. Pour autant, les moyens actuels mis en œuvre ne prennent pas assez en compte l’occupant et son comportement vis-à-vis de la performance énergétique. Cette recherche problématise, par une approche info-communicationnelle, les interactions acteur-habitat dans le but d’améliorer les stratégies d’intervention. Elle montre qu’une approche compréhensive, suivant un paradigme sémantico-actionnel, permet d’analyser la manière dont les usagers appréhendent et s’approprient un espace dans lequel ils se sentent en situation de confort, permettant ainsi de guider la recherche d’informations utiles pour les acteurs intervenant sur le cadre de vie des usagers en vue de mieux les satisfaire. Dans un souci d’économie de la fonctionnalité concernant le confort thermique, cette démonstration passe par la mise en œuvre et l’expérimentation d’une démarche interdisciplinaire qui doit être capable d’une part d’appréhender ce processus de construction de sens de l’environnement bâti par les usagers et, d’autre part, capable de rendre opérationnels les indicateurs résultant des critères comportementaux, afin de les intégrer aux calculs techniques. Cette démarche, fondée à partir de la méthode d’écoute des besoins et de hiérarchisation des attentes développée par le laboratoire DeVisu à l’Université de Valenciennes, interprète la perception du confort d’un profil majoritaire d’usagers et les intègre dans un processus construit sous l’angle technique. / The sustainable development and the energetic transition as well are main concerns in Europe. The construction sector is a fundamental driver of the reduction of the carbon footprint. Furthermore, most of the current practices does not take enough into account neither the occupants’ needs nor their behavior regarding the energetic performance. Grounded on the information-communication framework, this research focuses on the definition of the interactions between the actor and its habitat to lead the strategies of rehabilitation. In line with the semantico-actional paradigm, we provide evidence that a comprehensive approach enables the analysis of the process by which the users apprehend and appropriate a living space perceived as comfortable. Practically, it ensues from this analysis a better definition of the users’ needs and a guideline for the construction stakeholders to collect information about users’ expectations so as to satisfy them. In a sake of functionality economics concerning the thermal comfort, the purpose of this interdisciplinary investigation is twofold: First, the understanding of the users’ sense-making about the environment of the habitat. Second, the definition and the implementation of operating behavioral metrics in the technical optimization of the habitat. Referring to the method of listening to the needs and hierarchy of needs, developed by the DEVISU research center of the University of Valenciennes (France), we interpret the perceived comfort according to the main users’ profile in order to integrate it in the technical processes of rehabilitation.

There is a current rising trend of using voice assistants (VAs) to perform tasks in new ways, and various companies are considering introducing them as part of their service propositions. One such company is the railway service provider SJ AB that is interested in understanding how a VA may benefit their passengers. To better understand the utility of a VA in the railway service context, this thesis aims to explore the value creation opportunities that the introduction of such a technology presents. This exploration is done through identifying the potential functionality of such a VA, what value that functionality can create for passengers, and what barriers exist for creating that value. This identification is done through a user-centred research process, during which design probes and experience prototyping were carried out with railway passengers and analysed through qualitative content analysis. The results show that a VA presents fast, convenient, and intuitive access to a wide set of functions but is hindered by its invisible affordances and the user’s preconceptions. It shares several functions with existing channels, presented in a new way, that span the entire course of the train journey. The functionality and the identified functions primarily create utilitarian values, which connects to the passenger’s pragmatic view of the service. Furthermore, the passengers perceived the VA as an agent able to take over responsibilities and tasks from the passenger, resulting in a peace of mind but also a diminished sense of control. Finally, the railway service context affected what functionality is suitable, what values can be created and what barriers need to be considered. Some of the value creation possibilities and barriers are also contemporary and might change with shifting social norms and further technological development.