1. Requirements Engineering for Services
New methods for incorporating experience requirements into sevice design

2. The new service environment
The need for multidisciplinary approaches
Infusion of technology into services
Service activities as a wide area of application fot technology solutions
The need for better addressing customer experience requirements
The need for integrating the design of multi-interface services
The need for better accommodating the interactive nature of service experiences
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3. Service Science Management and Engineering
The infusion of technology into services calls for multidisciplinary approaches.
The emergence of multi-interface offerings increases the complexity of service systems.
Existing service design methods do not address these challenges.
Service Science, Management and Engineering is emerging (Chesbrough and Spohrer 2006).
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4. The new service centered paradigm
A new service centered paradigm is emerging (Vargo and Lusch 2004)
Value is no longer embedded in tangible products, but is co-created by customers through interaction and usage.
Interaction experiences become crucial as a source of value creation (Pine and Gilmore 1998).
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5. Requirements Functional requirements Non-functional requirements
What the system has to do (ex: providing current account information)
Non-functional requirements
How the system will do it, such as security
Customer experience requirements (Patrício et al 2004)
Perceived attributes of interaction with the service provider that contribute to a satisfying experience, such as efficiency, usefulness, personal contact
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6. Service experiences (Berry et. al 2002)
Service experiences result from customer contact with service clues:
Functional – what is provided
Emotional – how the service is provided
Mechanic – tangible aspects of the service environment
Humanic – the way people look and behave
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7. Challenges for Requirements Engineering for Services
How can technology enabled service design better incorporate experience requirements?
What new methods and tools are needed to help multidisciplinary teams work together?
How can multi-interface service systems be better integrated to enhance overall customer experience across channels?
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8. Service Experience Blueprint (Patrício, Fisk, Cunha 2008)
A new approach to multi-interface service design
Designing multi-interfaces service experiences
Service Experience Blueprint
The study
Qualitative and quantitative studies of two online stock trading services
Redesign of the multi-interface stock trading experience
Conclusion
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9. Previous research Multi-interface services Experience design
Rayport and Jaworski 2004; Montoya-Weiss et al. 2003; Meuter et al. 2000, Rangaswamy and Van Bruggen 2005.
Experience design
Haeckel et al. 2003; Berry et al. 2002; Shaw and Ivens 2002.
The need for a multidisciplinary approach
Parasuraman and Zinkhan 2002.
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10. Methods used in service marketing and requirements engineering
Services marketing
Service Blueprint (Shostack 1984, 1985)
Quality Function Deployment (Houser 1988, Stuart and Tax 1996, Tax 1997)
Requirements engineering
Unified Modeling Language – UML (Booch, Rambaugh, Jacobson 1999)
Use case diagrams
Activity diagrams
Goal-Oriented Requirements Analysis (Mylopoulos, Chung, Yu 1999, 2001)
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11. Service Experience Blueprint Method
SEB Stage I: Map the customer experience across channels
Identification and assessment of customer experience requirements at the multi-interface level, independently of the interface used, as well as the performance of each service interface in satisfying those requirements.
SEB stage II: Service Experience Design at the Essential Use Case Level
Identify which service interfaces are best suited to provide the desired service experiences, from a multi-interface perspective.
SEB stage III: Service Experience Design at the Concrete Use Case Level
Design each concrete service interface with the SEB diagram, establishing links between service interfaces whenever it enhances the overall experience.
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12. Service Experience Blueprint (SEB) diagram
A representation technique that maps the service experience at each service interface.
SEB blends technology and service design issues, integrating interaction diagrams with service blueprint.
Customer experience requirements are used to evaluate service interface design alternatives.
SEB integrates each channel into the multi-interface service, explicitly designing links between interfaces whenever it enhances overall experience.
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13. Redesign of banking service interaction experiences

14. SEB stage I: Map the customer experience across the different service interfaces

15. Study to map customer interaction experiences
Qualitative studies
Interviews and focus groups with 36 bank customers
Usability testing and focus group with 23 customers
Quantitative studies
Telephone survey with 2142 customers
survey with 1934 customers
survey with 425 customers
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16. Service interface relative performance in the three dimensions analyzed
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17. Customer experience requirements for different essential use cases
Importance given to CERs
Current account
Mortgage loan
Mean difference
usefulness
8.94
9.04
-0.10
efficiency
9.37
8.76
0.61**
personal contact
8.07
9.10
-1.02** IB
satisfaction
8.90
4.27
4.64**
usage
8.85
3.27
5.59** BB
6.11
7.92
-1.81**
2.51
8.19
-5.68**
Construct means (summated scales) in a 0-10 scale; ** statistically significant at p<0.01
Importance of CERs: 0 - not at all important; 10 – extremely important
IB and BB satisfaction: 0 - totally unsatisfied; 10 – totally satisfied
IB and BB usage: 0 – never use this service interface for this financial activity; 10 always use this service interface
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18. Study results and implications
Each service interface has its advantages and disadvantages, and no one is best in every dimension.
Customers use a mix of service interfaces in their general relationship with the bank, and then choose the one that best satisfies the needs generated by each financial activity at hand.
Service interfaces are substitutes for each service activity, but complement each other in offering an overall satisfying experience.
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19. SEB Stage II: Service experience design at the Essential Use Case level

20. Current account information gathering

21. Essential use case and experience requirements for current account information
Basic functional-requirements
Customer Bank
Intentions responsibilities
Importance of experience requirements
Service interface satisfaction and usage
Request information
of account balance
Provide information
1.efficiency
2. usefulness
3. personal contact 8.1
IB satisfaction
IB usage
BB satisfaction
BB usage
Construct means (summated scales) in a 0-10 scale
Importance of CERs: 0 - not at all important; 10 – extremely important
IB and BB satisfaction: 0 - totally unsatisfied; 10 – totally satisfied
IB and BB usage: 0 – never use this service interface for this financial activity; 10 always use this service interface
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22. Goal-oriented analysis
Satisfaction for
current account information gathering
softgoal or experience requirement
goal or functional requirement
Usefulness
Efficiency
P. Contact
Current account
information ! + + - - + + -
Internet
Banking
Branch
Banking
Internet
access
Self-
service
24 hours
service
Physical
branch
Limited
Opening hours
Specialized
personnel
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23. Use case diagram for multi-interface service design
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24. Mortgage loan application

25. Essential use case and experience requirements for mortgage loan application
Basic functional-requirements
Customer Bank
Intentions responsibilities
Importance of experience requirements
Service interface satisfaction and usage
Request loan
Request formal and informal information about customer
Provide information requested
Analyze information
Approve/reject loan
Propose loan conditions
(amount, price, term…)
Accept/reject/negotiate
loan conditions
1. personal contact 9.1
2. usefulness
3. efficiency
BB satisfaction
BB usage
IB satisfaction
IB usage
Construct means (summated scales) in a 0-10 scale
Importance of CERs: 0 - not at all important; 10 – extremely important
IB and BB satisfaction: 0 - totally unsatisfied; 10 – totally satisfied
IB and BB usage: 0 – never use this service interface for this financial activity; 10 always use this service interface
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26. ! + + - - + - + + Satisfaction with mortgage application Mortgage
Usefulness
Efficiency
P. Contact
Mortgage
application ! + + - - + - + +
Internet
Banking by
Branch
Banking
Internet
access
Self-
service
Physical
branch
Account
manager
Specialized
personnel
No personal
advice
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27. SEB Stage III: Service experience design at the Concrete Use Case level

28. Current account information gathering

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32. Mortgage loan application

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35. Stock trading

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41. Conclusion and future work
The SEB method contributes to improve service interaction design:
SEB provides a common language and tool to help interaction designers and service managers work together.
It carefully incorporates customer experience requirements and interactivity into design.
It makes an integrated design of the multi-interface offering.
Future work
Better integration of SEB with existing interaction design and software development methods, languages and tools.
Better integration with backstage components of service interaction design.
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