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Multimodal Technologies Interact. 2018, 2(2), 14; https://doi.org/10.3390/mti2020014

Virtual Reality for Prototyping Service Journeys

SINTEF Digital, Forskningsveien 1, 0373 Oslo, Norway
Received: 11 March 2018 / Revised: 1 April 2018 / Accepted: 2 April 2018 / Published: 10 April 2018
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Abstract

The use of virtual elements for developing new service prototyping environments and more realistic simulations has been suggested as a way to optimise the service prototyping process. This work examines the application of virtual reality (VR) in prototyping service journeys and it hypothesises that VR can recreate service journeys in a highly immersive, agile, and inexpensive manner, thus allowing users to have a representative service experience and enabling service designers to extract high-quality user feedback. To that end, a new service prototyping method, called VR service walkthrough, is presented and evaluated through an empirical comparative study. A VR service walkthrough is a virtual simulation of a service journey, representing how the service unfolds over space and time. A comparative study between the VR service walkthrough method and an adapted service walkthrough method evaluates the application of both methods using a location-based audio tour guide service as a case study. Two user groups (each with 21 users) were used to evaluate both methods based on two factors: the user experience they offered and the subjective meaningfulness and quality of feedback they produced. Results show that the VR service walkthrough method gave a performance similar to that of the service walkthrough method. It was also able to communicate the service concept in an immersive way and foster constructive feedback. View Full-Text
Keywords: service design; service prototyping; service walkthrough; user experience; virtual reality service design; service prototyping; service walkthrough; user experience; virtual reality
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This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. (CC BY 4.0).
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Boletsis, C. Virtual Reality for Prototyping Service Journeys. Multimodal Technologies Interact. 2018, 2, 14.

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