User Experience, Business Models, and Service Design in Concert: Towards a General Methodological Framework for Value Proposition Enhancement

Abstract

Companies in all businesses need efficient and user-friendly tools for experience design in a fast-paced digitalized world searching for sustainability. Although there are hundreds of methods and models in the interdisciplinary area of experience design, a general methodological framework for capturing the user experience as a personal outcome of the interaction with digitalized products and services into the value proposition of a business model is missing. In this paper, we develop a methodological framework for service design that guides the experience design process, aiming to enrich the value proposition with user experience in a business model. The framework is developed by integrating the fields of user experience design, service design, and business model design based on the notion of service-dominant logic and following design science principles. The framework is evaluated according to the design science methodology by applying multiple case studies in seven small and medium-sized companies in Croatia.

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