Creating Spatial-Interactive Service...

317Human-Computer Interaction - Volume 2 - eCAADe 30 |

INTRODUCTIONComputational media brought into the realm of ar-chitectural design not only changes in design pro-cesses, methods, and techniques, but also a major reshaping of our physical environment in the form of a movement towards prospects known as Intelligent Environment (Droege 1997), Ubiquitous Computing [1] or Ambient Intelligence (Aarts and Marzano 2003). Sensors, interactive touch screens, and a variety of in-terface technologies have been blended into the fab-ric of everyday environments, redefining the way we interact with architectural space.

Within this trend, interactive spaces have emerged as a new typology in architectural design (Huang 2008), and have proven to be stimulating and beneficial in commercial application that makes an emotional journey of discovery (Lucas 2012). Interac-tive interfaces and installations also facilitate services inside many public or private service spaces such as train stations, hospitals, or consumer reception areas

in stores, as the physical environment plays a critical role in the quality of service experiences (Bitner 1992).

Nevertheless, there seems not to be a framework for incorporating service thinking in interactive space context. Thus, in line with this physical-digitalization phenomenon, we are motivated to develop an inter-active service space framework in the hope of helping designers better create spaces of spatial-interactive service experiences.

EXPLORATIONSWe are motivated to link interactive space to service design by exploring the concept of interactive service space to address the following questions: Is it possi-ble to create service opportunities using an interac-tive space approach? What is the best approach to designing an interactive service space? How can one incorporate, design, and implement a spatial-interac-tive service experience?

Creating Spatial-Interactive Service Experiences

A framework for designing interactive service spaces

Ting-Han Chen1, Kai-Tzu Lu2

1Royal College of Art, UK, 2XXtraLab Design, Co., Taiwan1,[email protected], [email protected]

Abstract. Inspired by the emergence of interactive space design and service design, this paper explores the concept of interactive service space and proposes a framework for designing interactive service space experiences. The framework has been applied in two design projects of successful commercial setting, mojo iCuisine interactive restaurant and Yun-Ching Real Estate VIP Center, as validation of its feasibility and applicability. We believe that this framework is beneficial for designers who have interests in creating service experience with interactive space approach, and for further studies regarding the concept of interactive service space. Keywords. Service design; interaction design; interactive space; interactive exhibit; user experience.

318 | eCAADe 30 - Volume 2 - Human-Computer Interaction

To answer these questions, this paper proposes a framework for designing interactive service space, and discusses how this framework can assist design-ers in creating spatial-interactive service applica-tions so as to create service model that works.

RELATED WORKSThis paper is situated in the intersection between interactive spaces and service design. Relevant works can be grouped into three categories, as elaborated in detail below.

Application frameworks for interactive spaces“Interactive Space” is used as a general term to re-fer to the architectural spaces integrated with input/output devices that interact with people (Winograd 2001, Streitz et al. 2003). Jeng (2003; 2009) proposed a conceptual framework that integrates interac-tion interfaces, sensing technologies, application control, and human adaptation to provide a design and implementation strategy for interactive spaces. Huang and Waldvogel (2004; 2008) envisioned inter-active architectural spaces as a novel type of “inhab-itable media”, and identified key ideas that form the basis for an inhabitable media system. Furthermore, Achten and Kopriva (2010) proposed a methodolog-ical framework that uses analysis, concept genera-tion, simulation, and assessment to help designers evaluate and design better interactive architectural spaces.

The interactive space frameworks mentioned above all centre on human experience, which ori-ents a significant fundamental understanding for designing and implementing interactive architec-tural spaces.

User interfaces for interactive spacesSpatial interface technologies relate to space design both in technical and spatial-ergonomic ways (Ting-Han et al. 2010; Miles 2008). The dimension of the device, environmental lighting, power cord routing, and heat problems could be serious issues when in-tegrating a multi-touch screen module into a space.

Additionally, this in turn provides spatial constraints and reshapes the form of the space being designed.

Streitz et al. (1998) and Huang and Waldvogel (2004) have built real interactive environments and discussed practical issues in integrating interactive spatial elements into architectural spaces, whilst Snibbe and Raffle (2009) summarize valuable design principles for integrating interactive camera/projec-tor systems from their interactive exhibit practices experience.

Other spatial interactive interfaces applications and technical research can also be found in relevant conferences, such as ACM Interactive Tabletops and Surfaces [2], which provides practical methods and techniques in implementing and integrating spatial interactive interfaces into architectural spaces.

Service DesignService Design investigates the interactive relation-ship between the service provider and the service users by planning people, infrastructure, communi-cations, materials and objects (Marc and Jakob 2011). Service design has emerged as a branch of study in interaction design in recent years, both of which fields share a common interest in creating user-centred experiences (Holmlid 2007). Similarly, Simon (2011) sees service design as arranging a series of in-teraction points between customers and the service system through many different touch-points during the customer journey.

The “customer journey map” is a multi-channel and time-based method in designing immersive user-focused service experience (Zomerdijk and Voss 2010). Similarly, the “service experience blue-print” method, as proposed by Lia et al. (2008), is a user-centered approach that defines the relationship among products, services, people, and their environ-ments and leads users move around different service interfaces.

Some service design case employs advanced in-teractive interface as a method to improve user expe-riences in a service space. In a project of redesigning ATM experience by BBVA and IDEO [3] demonstrates how banking service can be empowered via digital interactive interface in a self-serving banking space.


SummaryAccording to the reviews above, it is surprising that very little work discusses service design within inter-active space design context, and the integration of interactive interfaces and service spaces. Hence, this paper differentiates itself by bringing service design into the interactive space context and fosters a new interactive space genre.

TOWARDS AN INTERACTIVE SERVICE SPACE FRAMEWORK

Methods and stepsThis research started by studying relevant works in the context of interactive spaces and service design. Then, in order to further the understanding of the field, we also empirically studied our previous com-mercial works on interactive exhibit space in order to assess both the theoretical aspects and the prac-ticability of designing interactive service spaces. Secondly, based on the analysis of previous studies, we propose a framework as a hypothesis of this re-search. Finally, we conduct two commercial interac-tive service space projects and use the framework to map and analyze them to verify and further refine the framework.

Interactive space compositionsBy empirically assessing the design compositions of our previous interactive space projects [4], we found

that interactive space composition contains 3 as-pects: space, installation, and interface (as shown in Figure 1).

The three levels of the interactive space com-position entail specific respective design consid-erations, but collectively they constitute a minimal basic model for an interactive space. Space-level design should involve integration issues of installa-tions, and installation-level design should consider the affordance and representational issues of the user interface. There are some similarities between planning a ser-vice and planning an exhibit, such as the focus on user experience, and the applicability and flexibility in integrating interactive media to shape better ex-periences. Also, both visiting experiences can be de-signed as a journey of a user experiencing different interaction touch-points.

The idea of customer journey map in service de-sign resembles the route planning in designing an interactive exhibit. Therefore, to further refine the framework specifically for interactive service space, we employ an interaction design viewpoint for ser-vice design that sees service as a series of interactive experiences (Simon 2011) by adding a service level on top of the three levels of the interactive space composition. Thus, the composition becomes a 4-level structure: Service, Interface, Installation, and Space.

Figure 1

Basic composition of an

interactive space.


THE FRAMEWORKBased on the extraction and refinement of the 4 lev-els of interactive service space, we further extract the framework into a composition of 6 application levels. The Service level is extended and interpreted into Touch-points level, Interface level to the Interac-tion level and the Interface level, whilst the Installa-tion level remains the same, and Space level to the Location level and the Interactive Service Space level. These 6 application levels constitute the body of the framework (Figure 2).

The framework can be applied by starting with an envisioned service scenario or a revision of a cur-rent service workflow, and dividing this into a few different service touch-points in Touch-point level.

Service facilitation can then be followed by con-sidering and specifying each correspondent level: Interaction, Interface, Installation, Location, and In-teractive Service Space. The meaning of each level is explained as follows.

Touch-point is where and when a service can be offered, or a situation in which a user meets service. A touch-point can be a part of a series of services or an interaction opportunity that provides relevant in-formation for the user.

Interaction here means the interactive opportu-nities that can be created in the context of a service touch-point. It should be defined and developed as specific and clear functions with which users can in-teract to obtain the service.

Figure 2

The Interactive Service Space

framework.


The touch-points are transformed into interactions, the interactions are realized with interfaces, the interfaces are implemented with installations, the installations are arranged and embedded into dif-ferent locations within the interactive service space. Each level, except for the touch-point level and the interactive service space level, has a direct inheriting relationship with its previous level and integration issues with its next level. The framework should be seen from a user-centred viewpoint, designed from touch-point level downwards to each level, and re-sult in the interactive service space level. It should be noted that the framework here only expresses the relationship between different levels within a single service touch-point context. In an application, it should be applied in a context of multiple touch-points that composes of a sensible spatial service experience journey.

Interface is the appropriate user interface tech-nology or method that facilitates the interactions for users to obtain the service in an intuitive and comprehensive way. For example, employing multi-touch gestures may be more appropriate than using a computer mouse and keyboard (Ting-Han 2011).

Installation is the hardware or facility that com-plies with the interfaces, and offers a physical and spatial context for the interaction. Installations can be as large as a spatial element or as small as a per-sonal mobile device.

Location is where the installations are placed within the space. By connecting different locations of installations with a planned route, the service ex-perience journey can be created and allocated.

Interactive service space should be represented as a whole and enabling users to navigate within it correctly and effectively. This can sometimes be achieved by spatial implication design or guiding graphics.

Figure 3

The mojo iCuisine application

example of Interactive Service

Space framework.


In design applications, the designer defines the spa-tial interactive service journey compositions involv-ing all levels. The framework serves as a design and analytical tool to help designers strategically deploy spatial and interactive resources to help achieve service goals at each touch-point along the service journey. Nevertheless, although this framework en-courages designers to think in multi-level of design, this does not mean that every touch-point should be facilitated, specified or intervened with interac-tive interfaces or technologies in each correspond-ing level.

TWO EXAMPLESIn this section, we analyze two interactive service space design projects in a successful commercial setting with our framework as contextual demon-stration. Two examples are mojo iCuisine and Yun-Ching Real Estate VIP Center.

mojo iCuisineThis example demonstrates how we develop an interactive restaurant by augmenting and expand-ing new digital interactive functions on a catering service experience. The framework analysis of mojo iCuisine is shown in Figure 3.

The restaurant was opened in October 2009 in Taipei. A total of 22 dining tables in the restaurant are equipped with interactive interfaces via which restaurant consumers can browse menus, order dishes/drinks, play games while waiting for the meals, view advertisements, fill out customer opin-ion forms, and pay the bills, as all of the interactive dining tables are connected with a database and the accounting system in the restaurant. The colourful and flourishing landscape composed of these inter-active dining tables is also a catalyst to empower a joyful experience in the restaurant. The overall de-sign and implementation are detailed in Ting-Han et al. (2011).

Based on the framework of interactive service space of 6 application levels, the whole spatial ser-vice experience journey is defined and divided into 7 steps of touch-points, starting with the customer

entering the space and ending with them leaving the restaurant. The whole journey is designed to occur only within mojo iCuisine, interactive service space, restaurant, which comprises the entrance, dining area, and the exit, as revealed in the location level. A projection wall projecting greeting images and touch dining tables with interactive menus (as indicated in the installation level and the interface level) are two installations that are realized the in-teractive functional components in the interaction level designed to meet the service touch-points in the touch-point level.

Yun-Ching Real Estate VIP CenterThis example shows the framework analysis of Yun-Ching VIP Centre visiting experience extended from a 190” multi-touch real estate presentation experience (Lu et al. 2012). The initial idea for the establishment of this centre was to develop a presentation system for salespersons in Yun-Ching Real Estate Company to present company profiles, products, and relevant real estate information to VIP guests who visit the VIP Centre. However, to better craft the visiting experi-ence, we further develop the system as part of a spa-tial interactive service experience and thus result in a design as shown in Figure 4.

In this case, the spatial interactive journey is de-fined in a 5-step touch-points scope, starting from the customer arriving at the VIP Centre and ending up with them making the buying decision. The key installation incorporated in this project is the 190” multi-touch screen, which achieves the functions of house information detail description and the house selection process in the interaction level by defined multi-touch gestures in an interface level including drag, zoom in/out, mark, delete, and pull.

Unlike the first example, in which the service interactions all take place within a single space, the second example involves two spaces, the VIP Cen-tre and the residential house, which demonstrates a cross-space design application and planning possi-bility. The second example reserved a lot more rooms as unspecified, and it shows the opportunities for fu-ture facilitations in different levels of design.


DISCUSSIONSThe concept of interactive service space offers an op-tion for designers to develop a service that incorpo-rates spatial and interactive resources and features. This research proposed a framework and uses two examples of commercial design practice to validate its feasibility. The framework serves as a conceptual tool to help interactive service space designers think in a multi-level fashion when designing a spatial ser-vice experience. Nevertheless, the success of the ser-vice quality still relies on the insights and cleverness in deploying service touch-points in a sensible and appropriate context. Some design principle regard-ing user experience, user-centred design and service design thinking could be beneficial in planning the right spatial interactive service scenarios when ap-plying this framework to design.

Some benefits of the frameworkOur framework achieves certain benefits, as de-scribed below:

The framework can be served as a design tool to help designers analyze, develop, or innovate their interactive service space under certain constraints in aspects of service touch-points planning, inter-action design, interface design, installation design, and spatial design. Different levels of design con-straints ensure the feasibility and applicability of their design.

This framework also provides a practical struc-ture for division of labour, as different levels can be assigned to different professionals. For example, the service journey can be planned by service designers. The following interactive functions can be devel-oped by the interaction designers and software pro-

Figure 4

The Yun-Ching Real Estate VIP

Centre application example

of Interactive Service Space

framework.


grammer, installations can be designed by hardware engineers, and the spaces can be designed by archi-tectural interior designers. In a collaborative design context such as this, the framework serves as a col-laborative framework that defines the relationships between different professions that have mutual influences and integrity issues between upper and lower levels of the profession.

The framework can also be used as a tool for cur-rent service renovation. By putting an existing ser-vice journey into the framework, this framework can help designers think about possibilities of integrat-ing interactive and spatial resources to facilitate or enhance the existing service quality or further trans-form the service into a brand new spatial-interactive experience.

Possible impact and implicationsIn the last years, design has shifted from a form and function paradigm to a multifaceted and complex problem-solving task. A contemporary designer does not merely deal with form and functional is-sues in a design, but also digitality, interactions, and other design dimensions. The framework this research proposes suggests a design thinking that goes beyond simply form and function, towards the level of service and interaction that is usually beyond the scope of an architectural space design. In other words, this research tries to bridge service interaction design and architectural spatial design, and the proposed framework makes the service in-teraction and spatial design concurrent in design thinking possible, and this offers designers the pos-sibility of dealing with design problems in more complex design dimensions. Designers can design not only the space but the service experience within the space or even create novel interactive service experience through different levels of interrelated and integrated thinking among services, interfaces, installations, and spaces in parallel.

CONCLUSIONSWe have proposed a framework of interactive ser-vice space that contains 6 application levels: Touch-

points, Interaction, Interface, Installation, Location, and Interactive Service Space. We have also dem-onstrated the framework application examples on two interactive service space design practice, mojo iCuisine and Yun-Ching VIP Center. Though this framework is an approach rather than a formal and structured method, with application validation, we believe that this framework could potentially bene-fit designers in designing interactive service spaces.

This research is novel in the way that it bridges service design and interactive spaces. To an extent, this paper has approached a new strand of interac-tive service space research, but is limited in adopt-ing the touch-point journey approach, whilst there are other service design approaches and interpreta-tions of a service. Another limitation of this research is the lack of service quality evaluation, which may be an important factor for designing a successful service.

The next stage for this research is to further re-fine and detail the framework and incorporate ser-vice quality assessment and innovation mechanisms to make it a useful tool for creating innovative busi-ness by interactive service space design.

ACKNOWLEDGEMENTThe authors would like to thank Shiau-Yuan Du for her valuable suggestions to this work.

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[1] http://www.ubiq.com/hypertext/weiser/SciAmDraft3.html[2] ACM Interactive Tabletops and Surfaces [3] http://www.ideo.com/work/redefining-self-service-banking-for-bbva/[4] http://www.xxtralab.com

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