Applying Service Design Methods for Multi-channel Service Integration with Mobile Application in Automotive Industry

The automotive industry is transforming as new technologies are emerging. Not only do the new service channels require formulation, but they also have to be implemented to all stakeholders and integrated into the service journey. The objective of the study is to address the challenges the integration of the new mobile application generates. The study follows the frameworks of service design and user experience design and utilizes commonly used tools. Two experts are interviewed to acknowledge relevant methods to achieve the objectives of the study. The empirical part of the study focuses on a single-case and consists of multiple customers’ and dealers’ experience regarding the mobile application introduction and deployment. The data is collected by conducting semi-structured interviews. Additionally, the study includes own interpretation and mobile application testing to comprehend the findings. The basis of the study relies on experiences of customers and dealers, where the influence on the dealer’s actions on the customer journey is studied. The study exposes the relationship between the commonly known service components. Additionally, the study reveals the connection between service design and user experience design. The study addresses the significant issues to take account of regarding the mobile application integration into the multi-channel service journey. While the users of the mobile application arise, the challenges regarding the integration become more painstaking. The research reveals challenges that need to be considered.