Keywords

1 Introduction

When the ICT industry has evolved, also increased the importance of the user experience. User experience and user experience design are always mentioned when you speak the satisfaction of products and services. On the other hand, the paradigm of the industry is transformed into service industries in the manufacturing industry. And Service Design also began to attract attention. The service design and UX design is activity in analogy with the goal of providing a better experience to the user. Therefore, it is possible to see many cases to make use of methodology each other. For users of experience designers of ICT industry in this study, we conducted a questionnaire survey. The person who answered the questionnaire was 26 people, respondents of majority, you answer it is using the Customer Journey Map when you proceed the user experience design project. In addition, they were responding Customer journey map is difficult to show the journey of these ICT services. To see why such a phenomenon occurs, in this study, it is desired to understand the design of the relationship between the user experience design and service design. And what kind of problem is to let us examine is displayed when you apply the service design of the methodology to user experience design. Finally, in this study, we propose a visualization method that can be applied to customer journey map to ICT services. Detailed progress for this is as follows. Firstly, we have promoted the theoretical study of user experience design and service design. Based on theoretical study, after comparing each design, to study how to visualize the user survey methods and customer journey map. Secondly, the study of natural observation to investigate the user experience and research for the hierarchical analysis task to structure the data collected. And, we will study the information architecture for visualization of customer journey map. Thirdly, by using the information structure, become a customer itinerary ICT services to examine what are. And we study how to visualize the journey visualizations and user satisfaction, and organize the customer journey map visualizations of ICT services. Fourthly, to verify the validity of the provided methods by applying the mobile video service that is serving the customer journey map visualization method proposed in this study.

2 Review of Background Theory

The movement to provide a better user experience design recently very active. The first attempt to understand the user experience based on the previous work of the user experience. User experience design and service design is to try to understand that you what activities to increase the user experience.

2.1 Configuration of User Experience

Prior to study the user experience design, it is necessary to first understand the user experience. ISO 9241-210 define the user experience was as follows: Users experience the user to use the product, system or service, or a user’s perception and reaction to be used to make. In addition, HCI field says: User experience is any process that occurs as a result of interaction between the user and the system, devices, content, interaction is to include the interaction of the body and the environment takes place or situation. How to know if your experience is configured examined the existing research on user experience. Experience of the study was found that the formation by the passage of time and step by step formation. There was a study of the relationship between the flow of time in research. Philips (2007), the user experience was formed stepwise by the axes of the time.

2.2 Service Design and User Experience Design

Previously, user experience design and service design has both similarities and distinction. With reference to studies of KIDP (Korea Institute of Design Promotion) Service design team the many studies on service design can be seen that the following differences. Firstly, there is a difference of perspective overlooking the subject of design. The user experience design to a target to design Front stage as the main point of the range. Can be mentioned as an example UI (User Interface). On the other hand, service design should note the relationships between stakeholders in the Back stage. Innovative way in overall service context can be seen as a difference to find. Secondly, the result is different. Service design of representative output is as follows. It’s typically service blueprint, customer journey map, stakeholders map, and the like. These can be viewed as a point of view overlooking the entire service. And output of user experience design is as follows. It’s typically UI, GUI. They are characterized by depicting specifically. In South Korea design company surveys were conducted had the following results: 77.5 % of the public was thinking the same UI and user experience design. In this study, it was based on the following hypotheses. “Methodology viewpoint other designs overlooking the subject of design can not be made to apply in the same way.” Figure 1 is a schematic view showing the difference between the service design and user experience design.

Fig. 1.
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Differences of service design and user experience design

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2.3 User Research

User research can be understood only enough material already been investigated in many studies. User research is to accurately collect the overall user requirements from different types of data, there is the purpose to be analyzed [1]. Such research approach may be to derive the requirements reflect the user’s experience, to collect essential design information such as the pattern by time and space [2]. If the user survey is performed in the course of initial design for developing excavation and design concept of the new design area, the user research data has the qualitative characteristics. Therefore, In order to effectively utilize the user survey data requires interpretation of the steps will lead to the conclusion that it meets the purpose of the user survey. (Koskinen and Lee, 2009) This procedure is referred to variously analysis, inference, etc., (Jääsköand Keinonen, 2006) are obtained from the data in addition to the design idea and insight accurate analysis and understanding of the user. In addition, researchers can empathize with the user, helping make decisions in the design process, plays a role, such as increasing the reliability and validity. (Kouprie and Visser, 2009; Koskinen and Lee, 2009)

2.4 User Experience Design and Customer Journey Map

In 2013 industrial design statistics of KIDP, design talent in the field of design of service/experience has become a people 34,761. And conducted a randomized questionnaire survey of 34,761 people, 26 people were responding. People who’ve used more than once a customer journey map of the 26 respondents exceeded 50 %. 73 % of respondents have answered was used to understand the usage of services, 92 % showed normal more satisfaction. On the other hand, there were also negative responses. That it is difficult to objectively describe the satisfaction that the information that can be obtained Insight is insufficient, and the like that is difficult to represent the journey to occur within the system. There will also be seen as a disadvantage of customer journey map characteristics of qualitative methodology. However, they have found a pattern by structuring the relationship between the similarity data, or social scientific analysis technique to navigate the design problem is not organized systematically, or clean-up methods are many it is possible to see that it is not known. Fig. 2 is a comparison the journey that appears when there is no restriction on the journey in time and space that appears when there is a restriction on the journey in time and space.

Fig. 2.
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Relationship between the journey and the presence of constraints

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Customer’s journey of general service is configured linearly due to the limitations of time and space. However, the customer’s journey of ICT service is configured free-form. Because no constraint on the time and space. Free forms mentioned above are found to be similar to the information architecture of Fig. 3. Journey of ICT services has seen that there is a deep connection with the information architecture of the system. Therefore, applying the structure of the information when structuring the data in the user research, and would like to propose how to apply this to the visualization method of customer journey map.

Fig. 3.
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Several types of information architecture

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3 User Experience Analysis of ICT Services and Customer Journey Map

Method for visualization of customer journey map ICT services provided is performed in the following procedure. The first, closely observe the form of use of ICT services with minimal interference. Secondly, apply the hierarchical task analysis when cleaning up research data. Then step on the procedure for visualizing the data summarized for effective communication and insight derived.

3.1 Collection of Data Through a Nature Observation

When the natural observation, investigators has to be recorded by capturing the action according to the situation dogged directly subject. However, this study provides a diary written templates because they lack the money and time in nature and used direct observation method to record the circumstances. Diary technique is also called Journaled Sessions. This method is to collect information by users themselves create the experience of using the product. Journaled Sessions is then given by dividing the user to perform the task for a prototype or actual product. And users can capture the screen or write a report and submit it to the researcher. Researchers will analyze the received data.

3.2 Hierarchical Task Analysis

Hierarchical task analysis was applied to structured data collected by observation of nature. The task analysis is a method for systematic analysis of user usage patterns. When the user to use the product or service. And to analyze the user’s usage patterns and user experience. Type of analysis is divided into a specific analysis task and abstract methods. Hierarchical task analysis is one of the specific task analysis [3]. Hierarchical task analysis method is to set a final goal. And separate each issue again follows by dividing the plurality of problems underlying the more challenges. It is hierarchically divided how the problems of achieving this way a final target. Hierarchical task analysis method is a method to hierarchically divide the problems required to achieve the goal. Table 1 is a glossary of hierarchical task analysis.

Table 1. Glossary of hierarchical task analysis
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When applying a hierarchical task analysis to mobile video services are performed in the following procedure. Step 1. Set goal of the mobile video service. Goal of mobile video services can be to as “video viewing”. Step 2. Set the sub task of goal. This sub tasks can be sure to go through in order to achieve the goal. Sub task of mobile video service may be such as “log in”, “Search”. Step 3. Write to the operation when performing a sub task classifies act element generated. Operation of mobile video service may be such as “Category of sort”, “Table of contents selection”.

3.3 Information Architecture

Hierarchical task analysis was applied to structured data collected by observation of nature. Information architecture is directly visible to the user, but the most basic of the system is one of the first factors to consider when designing a system to be the center. Information architecture, it is necessary to understand the context and contents and the user, may be a field requiring seriously studied. (Information architecture, Louis Rosenfeld, Peter Morville) Information architecture consists of organizing system, labeling system, a navigation system, the search system. The four components may be viewed as the framework of the information structure, in addition to have more elements [4]. Information architecture is designed in a hierarchical structure, which has a close relationship with the user’s experience.

3.4 Hierarchical Task Analysis List Created using the Information Architecture

Hierarchical task analysis has difficulty drawbacks partitioning the procedure. So utilize the information architecture to complement the disadvantages of hierarchical task analysis. Information architecture of the web/product design, depth to display the hierarchy and usually depth shows the dependence relationship and order of information of what is made at the stage of the organization of information architecture design. 1 Depth is a layer formed on the user contact with the first when using the system. In general, it belongs to the navigation within the element to design a system. If analyzes the information architecture of the designed system, when performing the hierarchical task analysis, it is possible to step the subdivision to overcome difficult disadvantages.

3.5 Visual Elements of the ICT Services

Information is the most important element in the ICT service. Information that is organized through the process, not only visually, is transmitted through the other sense of the user. Device and containing system may be seen as a role to help ensure the transmission of information made. Humans are mainly used the sense of sight when recognizing information. According to the survey, that human beings occupy a sense of sight more than 80 % in the full meaning [5]. Graphic User Interface was constructed text, icons, images, etc. The GUI allows the user to interact with the system more easily. In addition, GUI has been taken account of graphic design, cognitive engineering, such as cognitive psychology. The user would use the system through the GUI. And GUI visually show a lot of information in the system. GUI can be a factor affecting the user’s journey.

3.6 Information Architecture Visualization of ICT Services

The hierarchical task analysis and information structure is schematized in the form of the step structure. However, problem occurs when visualizing the journey of ICT services. Because ICT services there is a characteristic that can be freely moved. Generally, customer journey map is represented by a one-way flow from the left to the right. The collected data is a form which is arranged in chronological order in one line. However, the form that is designed in a single line, difficult to understand the other effects, may be much difficult to visualize the other effects. To represent the characteristics of the ICT services had suitable radial shape as shown in Fig. 4.

Fig. 4.
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Radial shape of information architecture

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Procedure for visualizing is as follows. Firstly, at the center of Figure, it is the Main of service positioned and it is the 1depth of service positioned at the radial shape. And the main and 1depth is connected to the line. Secondly, it designs so that the relation which is subordinate can show in case there are 2 depths or 3 depths. Similarly, connected to each other by a line.

3.7 Visualization of User Satisfaction

The original customer journey map shows the customer’s satisfaction. However, it is difficult to propose radial shape has a margin for displaying the user’s satisfaction. One of the advantages of the customer journey map is to identify at a glance the user’s satisfaction. In order to have these advantages other user satisfaction visualization method was required. In the course of the observation of nature was determined the average user satisfaction. Satisfaction score is the value when the score with five points. The average value was painted with the color in the shapes of the depth. The colortable like Fig. 5 using the color and chroma was made and it applied. Blue color means that a high satisfaction, the red means a low satisfaction.

Fig. 5.
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Color table of satisfaction score

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In summary the method described earlier can draw a customer journey map of ICT services in the form as shown in Fig. 6.

Fig. 6.
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Customer journey map prototype for ICT service

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4 The Research Conclusion and Limit

4.1 The Research Conclusion

Proposed CJM visualized to the purpose for analyze the experience in which the user used the ICT service, and to visualize the journey ICT services have attempted to overcome the difficulties point. Significance of this study is as follows. Firstly, we researched the disadvantages of the customer journey map when the user experience designer of ICT services to use the customer journey map. Secondly, we have proposed a way to organize the data obtained in the user research. Information architecture and hierarchical task analysis was applied. Thirdly, we have proposed a radial customer journey map that can take advantage of the characteristics of the ICT services. The information architecture of system is applied to the original customer journey map.

4.2 The Limit of the Research and Hereafter Research Subject

In this study, there is a purpose the customer journey map the user experience designers can take advantage of ICT services to be visualized. However, the proposed customer journey map has not been expressed to internal problems with stakeholders. Once, it thinks that it becomes the more efficient tool if the stakeholders concerned related to pain point is visualized.