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Peter J Wild <[log in to unmask]>
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Peter J Wild <[log in to unmask]>
Wed, 25 Jun 2008 10:46:24 +0100
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HCI and the Analysis, Design and Evaluation of Services

Peter J Wild
Institute for Manufacturing and the Engineering Design Centre
University of Cambridge


As well as becoming an ever more important part of local and global
economies; Services and Service Design are emerging, crossing, and in
some cases redefining disciplinary boundaries.  A number of papers are
emerging in HCI venues that have explicitly examined services.
Service has emerged as a frequent metaphor for a range of computing
applications, both web based, pervasive and ubiquitous; here
researchers and practitioners often talk of services instead of
applications.  In addition Service-oriented architectures receive
continued attention in Computing but research is often divorced from
issues of concern to HCI.

In turn the user, value, and worth centred ethos of HCI of existing
and emerging approaches, and is making its way into Service design
approaches (for example the use of personas in Parker and Heapy's
Journey to the Interface).

Service definitions and Service design has often stressed the
intangible, activity and participatory nature of service acts.  Vargo
and Lusch define Services as "the application of specialized
competences (knowledge and skills), through deeds, processes, and
performances for the benefit of another entity or the entity itself."
This definition stresses the activity based nature of services.  HCI
has much to offer in this area, from the foundation principles
espoused by Gould and Lewis, through to approaches that provide
sophisticated analysis of tasks / activities.  In addition
characterisation of Service such as Service as experience, Service as
journey, overlap with experience oriented approaches that have emerged
for analysing and designing computing.

In turn many approaches to Service design either borrow, overlap or
complement HCI's design focus and academic rigour.  For example Parker
and Heapy's use of prototypes, personas, and measurement of the
service experience.
However, explicit links between work on Service definition, Service
Design and HCI are limited.  There has not been any great discussion
on the complements and possible tensions between the areas.  The time
seems appropriate for a workshop on what HCI can give to Service
Design and what Service Design can give to HCI.  This workshop will
undertake such an activity.

The following are goals of the workshop:
:- to bring together researchers and practitioners to inform both
research and practice into Service Design
:-  to explore in more depth the relationships between HCI (and its
manifestations such as Interaction Design, User experience) and
Service Design
: to bring together people in different disciplines to discuss and
address HCI issues in relation to Service Design; and Service Design
issues in relation to HCI;
:- to explore the wider implications of Service Design.
:- to start to build a community of people with interests in the areas.


The workshop relates to existing work and workshops on Services.
Outside of HCI several major research projects and programs are
undertaking research into Services in relation to products (e.g. KIM,
IPAS, S4T).  A recent AHRC network on service design has also been
undertaken at Oxford.

The workshop also builds on the work that has attempted to look at
Services issues in public services; on existing general interest in
HCI; existing general interest in service design; research into the
definition of services; and emerging paradigms for Services.  In
addition the emergence of design consultancies focussed around
services and the wider design and engineering communities growing
interest in the topic.


The workshop aims to include rather than exclude.  Possible
(contradictory) topics include:
:- Do HCI approaches shed new light on definitions of service?
:- Reports of experiences applying HCI approaches (e.g. Personas) to
the design of services.
:- Reports of experiences using Services Marketing (e.g. Blueprinting)
approaches in HCI contexts.
:- Service Quality (e.g. SERVQUAL) in relation to Usability / User
Experience measures.
:- Conflicts and complements between Service as Experience and
'harder' measures of Service quality.
:- Adaptation of existing perspectives to the analysis and design of
Services (e.g., task analysis, Activity Theory, Distributed Cognition)
:- Why Services mean that existing perspectives can no longer apply.
:- From Service to e-Service and back again.
:- Educational perspectives.


Participants will be invited to submit a 4 - 6 page position paper on
their work, along with a candidate service for additional activities.
The morning session will be given over to the presentation and
discussion of these papers.  The afternoon session will be split
between analysis / design of two service examples using constructs
explored in the morning.  In addition there will be a workshop site
linked into the main conference site that will remain active as a
resource for the community.

Participants would be expected from industry and academia, invites to
those in the Service Design community would also be made.

In the first instance through submission of a submission paper is a
requirement.  These should be sent to [log in to unmask]

19th July       Expression of interest / Submission of Position Paper
26-July          Notification of Acceptance


Should be sent to [log in to unmask] As soon as possible.

Peter J Wild
Institute for Manufacturing and the Engineering Design Centre
University of Cambridge
[log in to unmask]


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