“Survival in the global economy has driven many companies to evolve from being simple creators of products to being creators of added value by providing sophisticated services that support their customers’ use of their products. Digital service design provides many new opportunities to bridge the analog and digital divide, and supports new ways to integrate real products with virtual experiences, and create entirely fresh, new services and experiences.
Digital service design used to be about content and architecture, but now it is about experience; it’s no longer simply about information architecture but rather experience architecture. To imagine the many connections that can be made, design managers need to have a solid understanding of their target audiences’ digital daily life, and the motivations that convert them to experiencing their product and service providers digitally. This understanding provides insights into the aspects of daily life that reveal unmet needs and desires and indicate opportunities to satisfy them.”