Objectives

In this workshop, we look for contributions that combine the ideas of UX, service, and/or omnichannel design. We are especially interested in case studies where experience design has focused on multiple touchpoints and channels, and considers both the user and company perspective, including value co-creation.

The four objectives of the workshop are to:

  1. Discuss the similarities and differences between these two design practices.
  2. Share your successes and failures when blending service and experience design.
  3. Identify key issues that the service design and experience design research communities must address.
  4. Connect with a global group of designers and design researchers working at the intersection of these two practices.

According to our review of CHI publications on service experience, only 16 papers have listed ‘service design’ as a keyword. Most of these focus on designing a single application and do not utilize the basic service design methods such as customer journey mapping or involving stakeholders beyond the users. This is the first workshop in this area, and we are aware that not much research has been done on this topic in the field of HCI field so far. Companies are already facing the challenge of working in the intersection of service and UX design (Dove et al. 2016), this is why we reach for the industry to learn about the opportunities and challenges of multi-touchpoint design in real life. We invite researchers and practitioners from HCI, service design, and marketing to share their experiences of working in the intersection of experience, service, and omnichannel design.

We aim to raise the awareness on the topic within the UX and Service Design community by sharing the results on a course at CHI’19.

  1. Dove, L., Reinach, S., & Kwan, I. (2016, May). Lightweight Journey Mapping: The Integration of Marketing and User Experience through Customer Driven Narratives. In Proceedings of the 2016 CHI Conference Extended Abstracts on Human Factors in Computing Systems (pp. 880-888). ACM.