Title: Multi-channel service concept definition and prototyping

Authors: Ron Sperling, Luuk P.A. Simons, Harry Bouwman

Addresses: Aepex (research conducted during employment at TNO ICT), P.O. Box 2011 4200 BA Gorichem, The Netherlands. ' Information and Communication Technology, Faculty of Technology, Policy and Management, Delft University of Technology, P.O. Box 5015, 2600 GA Delft, The Netherlands. ' Information and Communication Technology, Faculty of Technology, Policy and Management, Delft University of Technology, P.O. Box 5015, 2600 GA Delft, The Netherlands

Abstract: Although multi-channel shopping has become normal for customers, firms are struggling with consciously designing their multi-channel mix. Design methods are useful to improve the design process. This paper proceeds from an existing method which identifies multi-channel customer needs and functional requirements, based on Quality Function Deployment (QFD). We created a follow-up method for specifying detailed navigation structures and web page design. Participants from three cases evaluated our method based on five criteria. Valuable for the design process is the combination of speed, customer orientation, involvement of relevant stakeholders, plus the visualisation of multi-channel and technical issues in an e-service prototype.

Keywords: service design; e-services; multi-channel services; design process; QFD; quality function deployment; prototyping; persona; electronic business; e-business; electronic services; customer needs; navigation structures; web page design; customer orientation; stakeholder involvement; visualisation; internet services.

DOI: 10.1504/IJEB.2009.026528

International Journal of Electronic Business, 2009 Vol.7 No.3, pp.237 - 255

Available online: 19 Jun 2009 *

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