The document discusses requirements engineering for services and proposes a new method called the Service Experience Blueprint (SEB). The SEB allows designers to 1) map customer experiences across multiple service interfaces, 2) identify which interfaces best satisfy experience requirements for different tasks, and 3) design each interface in a way that enhances the overall customer experience. The method was tested by redesigning the customer experience for two online stock trading services. Results showed the SEB approach improved the integration of service interfaces and better addressed customer experience needs.

1. Requirements Engineering for Services New methods for incorporating experience requirements into sevice design

13. Redesign of banking service interaction experiences

14. SEB stage I: Map the customer experience across the different service interfaces

16. Service interface relative performance in the three dimensions analyzed © Lia Patrício

17. Customer experience requirements for different essential use cases © Lia Patrício Construct means (summated scales) in a 0-10 scale; ** statistically significant at p<0.01 Importance of CERs: 0 - not at all important; 10 – extremely important IB and BB satisfaction: 0 - totally unsatisfied; 10 – totally satisfied IB and BB usage: 0 – never use this service interface for this financial activity; 10 always use this service interface Importance given to CERs Current account Mortgage loan Mean difference usefulness 8.94 9.04 -0.10 efficiency 9.37 8.76 0.61** personal contact 8.07 9.10 -1.02** IB satisfaction 8.90 4.27 4.64** usage 8.85 3.27 5.59** BB satisfaction 6.11 7.92 -1.81** usage 2.51 8.19 -5.68**

19. SEB Stage II: Service experience design at the Essential Use Case level

20. Current account information gathering

21. Essential use case and experience requirements for current account information © Lia Patrício Construct means (summated scales) in a 0-10 scale Importance of CERs: 0 - not at all important; 10 – extremely important IB and BB satisfaction: 0 - totally unsatisfied; 10 – totally satisfied IB and BB usage: 0 – never use this service interface for this financial activity; 10 always use this service interface Basic functional-requirements Customer Bank Intentions responsibilities Importance of experience requirements Service interface satisfaction and usage Request information of account balance Provide information of account balance 1.efficiency 9.4 2. usefulness 8.9 3. personal contact 8.1 IB satisfaction 8.9 IB usage 8.9 BB satisfaction 6.1 BB usage 2.5

22. Goal-oriented analysis © Lia Patrício Branch Banking Satisfaction for current account information gathering Efficiency Usefulness P. Contact ! Current account information Internet Banking Specialized personnel Limited Opening hours Physical branch Internet access Self- service 24 hours service + - + + - - + softgoal or experience requirement goal or functional requirement

23. Use case diagram for multi-interface service design © Lia Patrício

24. Mortgage loan application

25. Essential use case and experience requirements for mortgage loan application © Lia Patrício Construct means (summated scales) in a 0-10 scale Importance of CERs: 0 - not at all important; 10 – extremely important IB and BB satisfaction: 0 - totally unsatisfied; 10 – totally satisfied IB and BB usage: 0 – never use this service interface for this financial activity; 10 always use this service interface Basic functional-requirements Customer Bank Intentions responsibilities Importance of experience requirements Service interface satisfaction and usage Request loan Request formal and informal information about customer Provide information requested Analyze information Approve/reject loan Propose loan conditions (amount, price, term…) Accept/reject/negotiate loan conditions 1. personal contact 9.1 2. usefulness 9.0 3. efficiency 8.8 BB satisfaction 7.9 BB usage 8.2 IB satisfaction 4.3 IB usage 3.3

26. © Lia Patrício Efficiency Usefulness P. Contact Satisfaction with mortgage application ! Mortgage application Internet Banking by Branch Banking Account manager Specialized personnel Physical branch Internet access Self- service No personal advice + - - + + + + -

27. SEB Stage III: Service experience design at the Concrete Use Case level

28. Current account information gathering

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32. Mortgage loan application

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35. Stock trading

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