Development ofMethodology forService Concept Creation
Atsuko Koizumil, Chiaki Hirai, Takahiko Nomura · 2007
We aredeveloping a methodology forservice concept creation. Taking anapproach consisting offoursteps; observation (involvement inpilot projects), conceptualization, modeling, anddeployment, wehaveclarified thebasic concept ofourmethodology anddesigned aprocess forservice concept creation. Theprocess includes (1)sharing a vision ofnew services, (2)exploring customervalues, and(3)creating a service conceptconsisting oftarget users(WHO),customer values (WHAT),andkeytechnologies (HOW).Inthis paperwe illustrate this process andpropose methodsdesigned tobeused intheprocess byfocusing oneffective useofobservation, story telling, andanalogies forabductive reasoning inthestepof searching forcustomer values. I.INTRODUCTION