Predictive analytics(PA) that is delivered as a service, presents unique challenges from a design perspective. This paper outlines a predictive analytics solution for customer retention that was applied to magazine subscription and university student retention. Service design is different from more conventional design paradigms, as it requires immersion in the user experience. The service design in this case applied service blueprinting and personas to align the development team with this required customer perspective. This implementation applied a design science approach during the multi-phase artefact development iterations. The chosen techniques achieved this goal, but lack specific technical design capabilities to capture appropriate user interface layouts.

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