Enhancing customer experience — creating a human-centered concept with design thinking
Järveläinen, Laura (2019)
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019052311610
https://urn.fi/URN:NBN:fi:amk-2019052311610
Tiivistelmä
Public services are facing unprecedented challenges. Better services are required with less resources. The growing demand for more personalized and experiential services should drive organizations to create truly human-centered solutions. The role of customers as well as interaction between customers and organizations are changing. This means that customers are more aware and able to challenge and demand organizations to offer better services than before.
The importance of design in generating value for customers, organization, and other stakeholders cannot be highlighted too much. Today’s versatile problems and challenges are too complex to be tackled by a single discipline or approach. Driven by human-centered approach, creative and analytical thinking, empathy, and iteration, design thinking can be utilized from problem definition to change management and solving wicked problems.
The purpose of this project is to develop a new concept for the courtyard of Riihimäki Town Museum by focusing on human-centered approach. The objective is to explore the context and customers’ expectations of their spare time and through in-depth understanding produce insight about customers’ lives. The goal is to co-create solutions which respond the demands of the customers. Also, the aim is to support the case organization to be more customer- centered through understanding customers and exploiting holistic and human-centered approach.
The theoretical grounding of this thesis is based on understanding the customer-dominant logic and human-centered design. Moreover, it discusses also design thinking and service design, as its methods are applied in the empirical part of the thesis. The empirical part of this thesis consists of first three phases of the double diamond model starting from under- standing and proceeding to reflection and ideation. As the case organization is undergoing big changes, implementation is not included in the scope of this project.
The importance of design in generating value for customers, organization, and other stakeholders cannot be highlighted too much. Today’s versatile problems and challenges are too complex to be tackled by a single discipline or approach. Driven by human-centered approach, creative and analytical thinking, empathy, and iteration, design thinking can be utilized from problem definition to change management and solving wicked problems.
The purpose of this project is to develop a new concept for the courtyard of Riihimäki Town Museum by focusing on human-centered approach. The objective is to explore the context and customers’ expectations of their spare time and through in-depth understanding produce insight about customers’ lives. The goal is to co-create solutions which respond the demands of the customers. Also, the aim is to support the case organization to be more customer- centered through understanding customers and exploiting holistic and human-centered approach.
The theoretical grounding of this thesis is based on understanding the customer-dominant logic and human-centered design. Moreover, it discusses also design thinking and service design, as its methods are applied in the empirical part of the thesis. The empirical part of this thesis consists of first three phases of the double diamond model starting from under- standing and proceeding to reflection and ideation. As the case organization is undergoing big changes, implementation is not included in the scope of this project.