User-specific service generation: a morphological approach to customized blog creation

Authors:
Namjoong Kim;Hyojeong Lim;Sookyeong Seo;Yoo Suk Hong;Yongtae Park
Affiliations:
Graduation Program in Technology and Management, Seoul National University, Korea;Graduation Program in Technology and Management, Seoul National University, Korea;Graduation Program in Technology and Management, Seoul National University, Korea;Graduation Program in Technology and Management, Seoul National University, Korea and Department of Industrial Engineering, Seoul National University, Korea;Department of Industrial Engineering, Seoul National University, Korea
Venue:
UI-HCII'07 Proceedings of the 2nd international conference on Usability and internationalization
Year:
2007

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Abstract

As the growth of service industry, new service creation has become as important as traditional view on new product development. It is particularly recognized that users want customized services for their intention. This study weighs blog-service characteristics (functions) based on user intentions and suggests a new service design method to combine functional levels among the existing blog service characteristics to meet each user intention. This research conducts online surveys to identify different user intentions, clusters them into five user intention groups, and then determines functional levels for a specific blogger group for an exemplified application. Morphology analysis is used to combine functional characteristics and the existing service levels at each function to generate a new blog concept for the target user group.