Customer experience modeling: designing interactions for service systems

Authors:
Jorge Teixeira;Lia Patrício;Nuno J. Nunes;Leonel Nóbrega
Affiliations:
Madeira Interactive Technologies Institute, University of Madeira, Portugal;College of Engineering, University of Porto, Portugal;Madeira Interactive Technologies Institute, University of Madeira, Portugal;Madeira Interactive Technologies Institute, University of Madeira, Portugal
Venue:
INTERACT'11 Proceedings of the 13th IFIP TC 13 international conference on Human-computer interaction - Volume Part IV
Year:
2011

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Abstract

Designers aspire to create engaging and desirable experiences. To that end they study users, aiming to better understand their preferences, ways of thinking and desired outcomes. In the service sector this task is more intricate as experiences encompass the whole customer journey, or the sequence of moments of interaction between customer and company. In services, one poorly designed interaction can severely compromise the overall experience. Despite experience holistic nature, current methods address its components separately, failing to provide an overall systematized picture. This paper presents Customer Experience Modeling, a novel multidisciplinary approach to systematize, represent and evaluate customer experiences to guide service and interaction design efforts. We illustrate this method with an application to a multimedia service provider built upon 17 interviews with service users.