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The Human Side of Service Science, Engineering and Management
Challenges and Justifications for A User-Centric Quality Model of Services and Service
Systems
Ahmed Seffah Keynote talk for the Second International
Conference on Exploring Services Sciences, Geneva, February 16, 2011
Human-Centric Quality Model
For today, how/for what and not why?
Agenda
Quality attributes and model of services and service systems
Implications on/for human-centric service design
Persona, measures and patterns as design tools
Motivations Software and service Service as a software Service systems and software systems Service-oriented engineering
Where previously objects were linked to compose software systems,
We now see the emergence of independent services that can be put together dynamically at run time to form a system of services
Motivations
Technology side SOA, Web services such as directory services, description languages, and invocation standards, Universal Description, Discovery and Integration (UDDI), Web Services Description Language (WSDL), and the Simple Object Access Protocol (SOAP)
Human side The interfaces and interactions between the services, service systems and/or service developers, providers, brokers, users consumers and the many other stakeholders
Service
Service
Human
Human
Service
Human
Service Systems
Service Systems
What is service systems quality?
A service system is a configuration of hardware, software, information, technology and organizational
networks designed to deliver services that satisfy the needs and aspirations
of customers.
The back and front side of service systems quality
The back side
The front side: the human and the multiple user interfaces
Existing service quality model
SERVQUAL Service quality can be measured as the gap between
the service that customers expect and the performance they perceive to have received.
Respondents rate their expectations of service from an excellent organization, and then rate the performance they received
Service quality is calculated as the difference in the two scores where better service quality results in a smaller gap (Landrum, Prybutok, Kappelman, & Zhang, 2008).
The 10 aspects of service quality in EVALQUAL Reliability, responsiveness, competence,
access, courtesy, communication, credibility, security, understanding or knowing the customer and tangibles
Nyeck, S., Morales, M., Ladhari, R., & Pons, F. (2002). "10 years of service quality measurement: reviewing the use of the SERVQUAL instrument."
Other models
Variants of SERVIQUAL such as SERVPERF
Satisfaction questionnaire Key indicators performance (KPIs) ISO standards such as ISO 9000, ISO
9126, etc.
Traditional versus computerized (electronic or SasS) services Patterns of human experience and behaviors
New factors are emerging Trust, privacy, universality,
Predictive measures Assess frequently and as early as possible is
better Lack of tools and standardized benchmarks for
testing
Drawbacks
Beside quality models, design patterns … Proven solutions for well-known problems
that occurs in several usage contexts and projects
Trustfulness
McKnight & Chervany (1996) Trust is the extent to which and individual
or an organization is willing to depend on something (e.g service or system) or somebody (human, organization) in a given context with a feeling of relative security and safety, even though negative consequences are possible.
Pattern of trustfulness Online shopping takes place between parties who have never transacted
with each other before, in an environment The service consumer often has insufficient information about the
service provider, and about the goods and services offered. E.g. The consumer generally has no opportunity to see and try
products, i.e. to “squeeze the oranges”, before he buys. The service provider, on the other hand, knows exactly what he gets, as
long as he is paid in money. Face to face communication patterns cannot be applied, call us, we will
help you! Also does not work
(Barnes et Vidgen, 2001a ; Bressolles, 2002a; Wolfinbarger et Gilly, 2002) proposed a design pattern If the consumer can not try the product or service in advance, he can be
confident that it will be what he expects as long as he or she gets all the information online.
The pattern indicate how much, when and how to make visible the information
Privacy
Privacy is the ability of an individual or a group of people (an organization, a community) to stop information about themselves from becoming known to an individual, a group of people and organization other than those they choose to give the information to
Pattern of privacy and reputation It is difficult, if not impossible, to complete a transaction
without revealing some personal data – a shipping address, billing information, or product preference.
Users may be unwilling to provide this necessary information or even to browse online
(Hafiz, 2006) suggeted four design patterns that can aide the decision making process for the designers of privacy protecting systems.
These patterns are applicable to the design of anonymity systems for various types of online communication, online data sharing, location monitoring, voting and electronic cash management.
Universality
Universality is the ability to supporting a broad range of hardware, software, and network access and accommodating users with different skills, knowledge, age, gender, handicaps, literacy, culture, income, while bridging the user knowledge gap between what users know and what they need to know
Patterns for universality Sorry, I do not have
it yet Ph.D thesis Designing a
universal online service: investigating patterns for universal design
Facebook, twitter, yahoo, etc. are good examples of universal services
But…
We need to assess the quality of design patterns as well
The three legs of a user-centric quality model of services
When (Practices), What (Factors) and Who (Human) in the Design Loop
Prac%ces Usage
Requirements Design Evolu4on Maintenance Management Governance Deployment Marke4ng Quality assurance Process
improvement
Factors 1. Usability 2. Effec4veness 3. Efficiency
4. Sa4sfac4on 5. Learnability 6. Universality 7. Acceptability 8. Adop4veness 9. TrusPulness 10. Safety 11. Usefulness 12. Privacy 13. Sustainability 14. Comprehension
15. Accountability
Human • End-‐Users • Indirect-‐users Stakeholders • Human factors /HCI expert • UI developers • Programmers • Analysts • Technical support • Educators • Managers • Providers • Brokers • Etc.
Quality model components A set of factors
15 factors A list of criteria which are
measurable sub-factors 30 criteria
A large repository of measures both qualitative and quantitative 50 measures
The related techniques to collect and analyze data
Data are collected using final service, Final service or service system
Design artifacts
Data
Measure
Criteria
Factors
Not just…
Services Service systems But, Early design artifacts: prototypes, storyboards,
sketches, Engineering documents: requirement portfolio,
business plan
Example 1: Design of ATM services Factors
Example 2: Usability Evaluation of ATM services
User/usage-centered design
Understanding and modeling user and user experiences Identify and examine the different types of
people who could play a role A persona contains information about a
fictitious, archetypical person who holds an interest in the service. User Knowledge, skills, and abilities goals, motives, and concerns Usage patterns that a user would have of the
system.
Patrick
Scenario of usage, behavioral path
Human-centric service design: The whole picture Scenario + persona as a platform for
human engagement and service consumer experiences modeling
Patterns as a tool to derive service system from scenarios and persona
Quality model to assess and predict quality in use of services and service systems
Conclusion
Bridging the front and the back side in service design
Closing the gap between disciplines as stated by SSME manifesto
Further reading
Adding User Experience into the Interactive Service Design Loop: A Persona-Based Method, Behavior and Information Technology Journal
P2P Mapper: A Tool for Modeling User Experiences and Deriving User-Experience Driven Designs. AIS Transaction on Human Computer Interaction
Join us…
Special Session on HCI concerns in Service Engineering. First Conference on the Human Side of Service Engineering, Jan Jose, July 2011
Workshop on HCI concerns in Service Design and Engineering 2011 Edition - Software as a Service: A User Experience Design
Perspective In conjunction with IEEE SERVICES 2011 – The Seventh World Congress on
Services, July 5-10, 2011, Washington DC, USA INTERACT 2011 – 13th IFIP-TC 13 Conference on Human
Computer Interaction September 5-9, 2011, Lisbon, Portugal