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Requirements Engineering for Services New methods for incorporating experience requirements into sevice design
The new service environment ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],© Lia Patrício
Service Science Management and Engineering ,[object Object],[object Object],[object Object],[object Object],© Lia Patrício
The new service centered paradigm ,[object Object],[object Object],[object Object],© Lia Patrício
Requirements ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],© Lia Patrício
Service experiences  (Berry et. al 2002) ,[object Object],[object Object],[object Object],[object Object],[object Object],© Lia Patrício
Challenges for Requirements Engineering for Services ,[object Object],[object Object],[object Object],© Lia Patrício
Service Experience Blueprint  (Patrício, Fisk, Cunha 2008) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],© Lia Patrício
Previous research ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],© Lia Patrício
Methods used in service marketing and requirements engineering ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],© Lia Patrício
Service Experience Blueprint Method ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],© Lia Patrício
Service Experience Blueprint (SEB) diagram ,[object Object],[object Object],[object Object],[object Object],© Lia Patrício
Redesign of banking service interaction experiences
SEB stage I: Map the customer experience across the different service interfaces
Study to map customer interaction experiences ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],© Lia Patrício
Service interface relative performance in the three dimensions analyzed © Lia Patrício
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**
Study results and implications ,[object Object],[object Object],[object Object],© Lia Patrício
SEB Stage II: Service experience design at the Essential Use Case level
Current account information gathering
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
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
Use case diagram for multi-interface service design © Lia Patrício
Mortgage loan application
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
© 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 + - - + + + + -
SEB Stage III: Service experience design at the Concrete Use Case level
Current account information gathering
© Lia Patrício
© Lia Patrício
© Lia Patrício
Mortgage loan application
© Lia Patrício
© Lia Patrício
Stock trading
© Lia Patrício
© Lia Patrício
© Lia Patrício
© Lia Patrício
© Lia Patrício
Conclusion and future work ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],© Lia Patrício

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Requirements Engineering for Services

  • 1. Requirements Engineering for Services New methods for incorporating experience requirements into sevice design
  • 2.
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  • 13. Redesign of banking service interaction experiences
  • 14. SEB stage I: Map the customer experience across the different service interfaces
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  • 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**
  • 18.
  • 19. SEB Stage II: Service experience design at the Essential Use Case level
  • 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
  • 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
  • 41.