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Experience Design Board: A tool for visualizing and designing experience-centric service delivery processes

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  • Lim, Chiehyeon
  • Kim, Kwang-Jae

Abstract

Experience-centric service (ExS) is a type of service through which customers experience emotionally appealing events and activities that result in distinctive memory. The literature argues that ExS design should be a research priority in this experience economy, yet little is known on how to articulate ExSs in their design. This paper proposes a tool called Experience Design Board for visualizing an ExS delivery process as a basis for its analysis and design. The tool is a matrix-shaped board where the key factors of experience creation in ExS (namely, servicescape, frontstage employees, other customers, backstage employees, and technology support systems) are represented in rows, and the customer experience phases are placed in columns. The tool is useful in analyzing and designing how the key factors of ExS create customer experience. The tool integrates several work streams within the evolving ExS literature into its structure and is generic enough to accommodate various ExSs in physical and digital experience contexts. By visualizing an ExS delivery process from beginning to end, the designer can obtain a systematic understanding of the essential attributes of ExS and can use it for an effective design. This tool would serve as a basis for service design in this experience economy.

Suggested Citation

  • Lim, Chiehyeon & Kim, Kwang-Jae, 2018. "Experience Design Board: A tool for visualizing and designing experience-centric service delivery processes," Journal of Retailing and Consumer Services, Elsevier, vol. 45(C), pages 142-151.
    • Handle: RePEc:eee:joreco:v:45:y:2018:i:c:p:142-151
    DOI: 10.1016/j.jretconser.2018.07.021
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    References listed on IDEAS

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    1. Min-Jun Kim & Chie-Hyeon Lim & Chang-Ho Lee & Kwang-Jae Kim & Yongsung Park & Seunghwan Choi, 2018. "Approach to service design based on customer behavior data: a case study on eco-driving service design using bus drivers’ behavior data," Service Business, Springer;Pan-Pacific Business Association, vol. 12(1), pages 203-227, March.
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    6. Brocato, E. Deanne & Voorhees, Clay M. & Baker, Julie, 2012. "Understanding the Influence of Cues from Other Customers in the Service Experience: A Scale Development and Validation," Journal of Retailing, Elsevier, vol. 88(3), pages 384-398.
    7. Stein, Alisha & Ramaseshan, B., 2016. "Towards the identification of customer experience touch point elements," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 8-19.
    8. Joohyung Lim & Sungchul Choi & Chiehyeon Lim & Kwangsoo Kim, 2017. "SAO-Based Semantic Mining of Patents for Semi-Automatic Construction of a Customer Job Map," Sustainability, MDPI, vol. 9(8), pages 1-17, August.
    9. Pao-Tiao Chuang, 2007. "Combining Service Blueprint and FMEA for Service Design," The Service Industries Journal, Taylor & Francis Journals, vol. 27(2), pages 91-104, March.
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    Cited by:

    1. Li, Chia-Ying & Fang, Yu-Hui, 2020. "I searched, I collected, I experienced: Exploring how mobile augmented reality makes the players go," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    2. Colaço, Rui & de Abreu e Silva, João, 2022. "Exploring the e-shopping geography of Lisbon: Assessing online shopping adoption for retail purchases and food deliveries using a 7-day shopping survey," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    3. Ryu, Do-Hyeon & Lim, Chiehyeon & Kim, Kwang-Jae, 2020. "Development of a service blueprint for the online-to-offline integration in service," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    4. Reitsamer, Bernd F. & Becker, Larissa, 2024. "Customer journey partitioning: A customer-centric conceptualization beyond stages and touchpoints," Journal of Business Research, Elsevier, vol. 181(C).

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