The importance is growing of user experience as part of service design to enhance competitive differentiation for companies. In conceptual and practical terms, it is challenging to design service experiences and measure differences in the utility value of service experiences. Our research question is: What is the best way to design and test user experiences of services? We extracted seven service experience factors from literature. For the case under study, an airport transit service, we used Kansei Engineering to design various user experience scenarios. Via four pre-test iterations, we selected three promising factors for service experience differentiation, as well as five target variables to assess experiential utility. We tested user experience based on an orthogonal conjoint analysis (n=123). The main finding is that using the factors from literature as design inputs within an overall Kansei Engineering approach is practically feasible and results in distinctly different user experiences. With regard to the airport case for example, emotional service clues were found to contribute strongly to ‘feeling valued’ and customer participation was found to enhance comfort.
John, Richard A.; Simons, Luuk P.A.; and Bouwman, Harry, "Designing and Testing Service Experiences (Mobile, Web, Public Displays) for Airport Transit" (2009). BLED 2009 Proceedings. 3.