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Identifiering av kundupplevelser och behov på Tobii Pro med Service Design Thinking
KTH, School of Industrial Engineering and Management (ITM), Machine Design (Dept.).
KTH, School of Industrial Engineering and Management (ITM), Machine Design (Dept.).
2016 (Swedish)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesisAlternative title
Exploring the needs and experiences of Tobii Pro’s academic customers through a Service Design Thinking approach (English)
Abstract [sv]

Detta examensarbete ckService Design Thinking är ett framväxande användarcentrerat förhållningssätt som traditionellt används för att utveckla tjänster, men som även kan användas för andra syften. Syftet med detta arbete var att identifiera Tobii Pros akademiska kunders behov, upplevelser och trösklar genom att använda Service Design Thinking. Vidare var syftet även att utvärdera om förhållningssättet Service Design Thinking för den sortens utredningar var passande på högteknologiska produktföretag liksom Tobii Pro.

Utredningarna utfördes genom att utforska sex övergripande metoder som ingår i förhållningssättet för Service Design Thinking: semi-strukturerade intervjuer, customer experience mapping, kontextuella intervjuer, co-creation genom en pilotstudie, workshop och fokusgrupp. Metoderna genomfördes, analyserades och evaluerades iterativt och parallellt. Sammanfattningsvis visade resultatet av metoderna på följande resultat: explicita behov, upplevelser och trösklar för att börja använda eye-tracking i sin forskning. De akademiska kundernas upplevelser, vilka indikerades vara mestadels positiva, visualiserades i form av customer experience maps. De upptäckta kundbehoven visade sig vara exempelvis att ta sig tid för att lära sig att använda utrustningen och behov av att diskutera med andra forskare innan implementering av eye-tracking i egen forskning. Trösklar för att börja använda eyetrackingutrustning visade sig vara problem relaterade till tid - vid planerandet av ny forskning, pengar - vid finansiering av nya studier och kunskap - att tillgodogöra sig den kunskap som krävs för att kunna tolka eye-trackingdata. Därefter diskuterades och föreslogs koncept för att lösa dessa frågor; exempelvis ett forskarforum för kunskapsutbyte, en instruktionsposter och korta instruktionsguider i videoformat.

Slutsatsen av detta arbete indikerar att förhållningssättet Service Design Thinking är passande för att extrahera användarinsikter på högteknologiska företag liksom Tobii Pro. Samtliga utvärderade metoder indikerade på önskvärda resultat, även om mer forskning bör utföras för att säkerställa det. Slutligen rekommenderas Tobii Pro att implementera och fortsätta testa metoder från Service Design Thinking för att erhålla fler insikter om deras kunder som kan användas i alla delar av deras utvecklingsarbete.

Abstract [en]

This master thesis project tests a Service Design Thinking approach for learning more about Tobii Pro’s customers’ needs and experiences. Service Design Thinking is an emerging usercentered interdisciplinary approach that is traditionally used for service development, but can also be implemented for other purposes. This thesis is performed at Tobii Pro, a division of  TobiiAB, a company that develops and sells products within the field of eye-tracking. The aim of this thesis was to investigate which needs, experiences and thresholds Tobii Pro’s academic customers could be discovered by using a Service Design Thinking approach, and what could be done in order to meet them. Further, the aim was to evaluate if the tested Service Design approach is suitable for identifying the customer needs and experiences, and which methods are appropriate for this kind of investigation at high-technology companies such as Tobii Pro.

The investigations were performed by designing a framework of six main methods included in Service Design Thinking approach: semi-structured interviews, customer experience mapping, contextual interviews, co-creation in a pilot study, workshop and focus group. The methods were executed, analysed and evaluated iteratively and parallelly. In summary, the methods implemented provided the desired outcome: needs, experiences and thresholds of the academic users.The experiences of the academic customers, which were indicated to be mostly positive, were visualized in customer experience maps. The needs that were discovered included acquisition of theoretical knowledge about eye-tracking, time to learn how to use the equipment and possibilities to talk to other researchers, before implementing eye-tracking in research. Thresholds for starting to use the eye-tracking equipment were amongst other discovered to be, issues related to time - when planning new research, money - application for funding, or knowledge - acquisition of technical knowledge for interpreting eye-tracking data. Solutions for solving these matters were discussed and an online forum for knowledge exchange, a quick start instructions poster and video tutorials were proposed.

To conclude, the results of this thesis indicate that the Service Design Thinking approach is suitable in the purpose of gaining more insights about the users for high-technology product companies such as Tobii Pro. All of the methods tested indicated to provide desired results, even though more research needs to be conducted for evidencing. Finally, Tobii Pro was recommended to incorporate and further test methods from the Service Design Thinking approach to achieving more insights about their users.

Place, publisher, year, edition, pages
2016. , 110 p.
Series
MMK 2016:117 IDE 183
National Category
Mechanical Engineering
Identifiers
URN: urn:nbn:se:kth:diva-193028OAI: oai:DiVA.org:kth-193028DiVA: diva2:974408
Supervisors
Examiners
Available from: 2016-09-26 Created: 2016-09-26 Last updated: 2016-09-26Bibliographically approved

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