Improving Customer Centric Design for Self-service Predictive Analytics

Customer-centric design is critical to the success of delivering Predictive Analytics (PA) as a Self-Service Technology (SST), yet efforts to date have focused upon the related technical challenges. This research turns to the multidisciplinary field of Service Design to address this where its centerpiece Service Blueprint (SB) method has the potential to support such customer-centric design. However the fields' long-standing emphasis on traditional high-touch low-tech services limits its utility for the design of SSTs. This research adopts a Design Science approach to improve upon the SB to offer a more complete solution beyond these traditional boundaries. As output, a new multi-model is proposed with an enhanced SB at its center, enabling design practitioners to rise to the challenges of these technology-enabled services. Besides providing the necessary customer-focused design for PA SSTs, the research contributes to the development of a more holistic approach to the broader practice of Service Design.