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Individualisation of a Driver Coaching Service : Combining Design Ethnography and Service Design to Gain Insights About the Coaches’ Role and Activities

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.

Identiferoai:union.ndltd.org:UPSALLA1/oai:DiVA.org:liu-149647
Date January 2018
CreatorsRosenqvist, Rebecka, Wikström, Maria
PublisherLinköpings universitet, Institutionen för datavetenskap, Linköpings universitet, Institutionen för datavetenskap
Source SetsDiVA Archive at Upsalla University
LanguageEnglish
Detected LanguageEnglish
TypeStudent thesis, info:eu-repo/semantics/bachelorThesis, text
Formatapplication/pdf
Rightsinfo:eu-repo/semantics/openAccess

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