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e-se rvice
quality

               red
a course prepa
               r
by yves pigneu


                                    spired
                     presentation in
                                    lds
                     by Garr Reyno
e-business
se rvice design
scenario &    storytelling
 ta sk analysis
 p rototyping
       vice quality  & usability
 !ser
  busi ness process ation
  bluepr  int & visualiz
  service pr  oductivity
  servic  e compliance
   bu siness model
   value cha  in & network l innovation
    service & b  usiness mode
the desig   ner’s
toolk it ...
parti cipati ng ...
service quality
              ^
   u sab ility
?
      to define se rvice quality
how




                                     illustrations.fr
product quality
www.sxc.hu/
object quality
www.sxc.hu/
swiss quality
service quality
www.sxc.hu/
e-service quality
SERVICE
QUALITY
^
e-service quality
                                l.
                 Z eithaml et a
    according to




“   can be defined as the extent to which
    a Web site facilitates efficient and
    effective shopping, purchasing, and
                                     ”
    delivery of products and services.
usability
             ^  according
                & Carrol
                         l
                           to Ross
                                   on




“   The extent to which a system with
    given functionality can be used by
    specified users to achieve goals with
    effectiveness, and satisfaction in
    specified context of use.
                                ”
service
qu ality
SERVQUAL
            ^according to
             Parasuraman
                         , Zeithaml, a
                                       nd Berry




 based on measured gap between consumer
 expectations and perceptions

 measured according to five service dimensions
GAPS MODEL
     according t o Parasuraman, et a
                                    ^l.

knowledge gap

standards gap

delivery gap

communication gap

perception gap
Knowledge gap
   what customers
                  ^
   expect




 difference between company perceptions of what
 customers expect and what customers really
 expect
Standard gap
                 ^
 standards reflect
 expectations




 difference between company perceptions and
 service quality specifications
Delivery gap
              ^
performance meets
standards




 difference between service quality specifications
 and actual service delivery
^
Communication gap

                     es
co mmunication promis
are realistic




 difference between service delivery and what is
 communicated
Perception gap
                   ^
 align perception and
 expectation




  difference between what customers expect of a
  service and what they actually receive
SERVICE DIMENSIONS
      according t o Parasuraman, et a
                                     ^l.

Tangibles

Reliability

Responsiveness

Assurance

Empathy
e-se rvice
 qu ality
^
e-service quality dimensions
                                 ese
    accordin g to Fassnacht & Ko
e-SERVICE DIMENSIONS
     accordin g to Fassnacht & Ko
                                  ^
                                  ese


ease of use
appearance & quality of layout
information quality & content
reliability & fulfillment
responsiveness & speed
assurance & privacy/security
ease of use
appearance
information quality
reliability
responsiveness
assurance
usab  ility
evalu ation
design


evaluate
“ success, it must provide the
  For an interface to be a

  right functionality, at the right
  time, in the right place, and in
  the right form from the user’s
  point of view.
                                 ”
    C. Wharton, et al.
     The Cognitive Walkthrough Method: A Practitioner’s Guide
Usability evaluation

ac cording to R
                osson & Carro
                             ^ll




  analysis or empirical study of the usability of a
  prototype or a system for providing feedback and
  supporting an iterative development process

  helps designer recognize that there is a problem,
  understand the problem and its underlying
  causes, and plan changes to correct the problem
Usability evaluation

heuristic evaluation
cognitive walk-through
interview
focus group
survey
lab experiment
field study
heuristic evaluation
we will do it ...




cognitive walkthrough
ge t users involved
interview
focus group
survey
lab experiment
field study
cog  nitive
wa lkthr ough
task
experience
interface

  cognitive walkthrough
task
                                           check
                                        consultation
                                                   SEQ
                        check               record                         give
                       request           consultation                   document
                  1.
                          SEQ           2.                            3.


                       check                                    check
                  who & what                               consultation
                  1.1.   PAR                               1.2.
                                                                 PAR
        check                  check          check                   check
        analyst              document       availability           accreditation
1.1.1                      1.1.2           1.2.1                   1.2.2
experience
interface
analyst                                   document
                               check                                  check
number                         analyst              ref             document


     name                                         title

      level                                      code

                                           location give
  check
                                                        document
accreditation    check
                availability              record
                                         consultation
     check                 record                                  help
scenario-based
prototype


  cognitive walkthrough
scenario-based ...
... prototype
WALKTHROUGH
^
WALKTHROUGH PROCEDURE
                              on
           according to Whart



Define the inputs to the walkthrough
Walk through the actions for each task
Record critical information


Revise the interface to fix the problems
Critical questions


quot; Is the action obviously available?

quot; Does the action (control) match the goal?

quot; Is there appropriate feedback?
case
analyst                document
number a123                ref

  name Cécile             title

  level 5                 code

                       location



  check       record              help
case
analyst                document
number a123                ref    d987

  name Cécile             title   Systèmes ...

  level 5                 code    2

                       location sh_1-9



  check       record                     help
v ariant (1)                case
analyst                 document
number a123                 ref    d987

  name Cécile              title   s*

   level 5                 code    2

                        location sh_1-9



  check        record                     help
case
analyst                document
number a123                    ref   d987

  name Cécile              title     Systèmes ...

  level 5                 code       2

                       location sh_1-9
                        allowed
                          ok
  check       record                        help
v ariant (2)                  case
analyst               document
number a123                   ref    d987

  name Cécile                title   Systèmes ...

   level 5                  code     2

                          location sh_1-9

                allowed
  check         confirm                     help
case
analyst                 document
number a123                 ref    d987

  name Cécile              title   Systèmes ...

  level 5                  code    2

   give document        location sh_1-9
          ok


  check        record                     help
v ariant (3)                                                                                                                                       case
analyst         RSV
                        RS
                        RO JT
                                                                                    Espace
                                                                                  périodiques
                                                                                                                     document
                                                                                                                    Administration
                                                               ATF
                           ATF                                  JT                                             Bureaux des bibliothécaires
                                         Jurisprudence 34.0.08



number a123                                                                                                                                        ref   d987
                                                                               Fiches juridiques
                                         Périodiques ZAG                 34.0.04


              Feuille fédérale                                                                     1er
                                                                                                   étage
              Lois 34.0.07
                                                         DROIT
              Périodiques B       34.2.8                             Monographies       34.0.01 Ascenseur                           Salle
                                                                                                                                de discussion


  name Cécile                                                                                                                                 title      Systèmes ...
               Monographies                                                                                    Prêt
                                                                                                           Information
               34.2.9
                              34.3.100                                                                                           Quotidiens,
                                                   Dictionnaires, encyclopédies                                                  Hebdomadaires

                                                                                           Espace
                                                                                        documentaire                                     Bornes
                                                                                                                                         Situnil



   level 5                                                                                                                                   code        2
                                                                                    Borne                                     Photocopieurs
                                                                                   de prêt
                 Monographies
                                                     Monographies


               Mélanges 34.0.05                                                                                      Entrée

    Accès



                                                                                                                         location sh_1-9
    Fleuret             DPB                 SCIENCES ECONOMIQUES




                                          DPA                 B       Statistiques
                                                       Périodiques                                                                BFSH 1

                                                                                                                                ok
                                                                                                                                  Hall d'entrée




  check                                                 record                                                                                                  help
Be skeptical
service
       quality

review quot; gaps
       quot; dimensions
       quot; usability
e-service
        quality

review quot; ease of use
        quot; quality of appearance
        quot; information quality
        quot; reliability & speed
interface
        usability

review quot; cognitive walk-through
        quot; interview & focus group
        quot; survey
cognitive
       walk-through

review quot; task
       quot; user experience
       quot; interface & prototype

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service quality & usability

  • 1. e-se rvice quality red a course prepa r by yves pigneu spired presentation in lds by Garr Reyno
  • 2. e-business se rvice design scenario & storytelling ta sk analysis p rototyping vice quality & usability !ser busi ness process ation bluepr int & visualiz service pr oductivity servic e compliance bu siness model value cha in & network l innovation service & b usiness mode
  • 3. the desig ner’s toolk it ...
  • 5.
  • 6. service quality ^ u sab ility
  • 7. ? to define se rvice quality how illustrations.fr
  • 15. ^ e-service quality l. Z eithaml et a according to “ can be defined as the extent to which a Web site facilitates efficient and effective shopping, purchasing, and ” delivery of products and services.
  • 16. usability ^ according & Carrol l to Ross on “ The extent to which a system with given functionality can be used by specified users to achieve goals with effectiveness, and satisfaction in specified context of use. ”
  • 18. SERVQUAL ^according to Parasuraman , Zeithaml, a nd Berry based on measured gap between consumer expectations and perceptions measured according to five service dimensions
  • 19. GAPS MODEL according t o Parasuraman, et a ^l. knowledge gap standards gap delivery gap communication gap perception gap
  • 20. Knowledge gap what customers ^ expect difference between company perceptions of what customers expect and what customers really expect
  • 21. Standard gap ^ standards reflect expectations difference between company perceptions and service quality specifications
  • 22. Delivery gap ^ performance meets standards difference between service quality specifications and actual service delivery
  • 23. ^ Communication gap es co mmunication promis are realistic difference between service delivery and what is communicated
  • 24. Perception gap ^ align perception and expectation difference between what customers expect of a service and what they actually receive
  • 25. SERVICE DIMENSIONS according t o Parasuraman, et a ^l. Tangibles Reliability Responsiveness Assurance Empathy
  • 26. e-se rvice qu ality
  • 27. ^ e-service quality dimensions ese accordin g to Fassnacht & Ko
  • 28. e-SERVICE DIMENSIONS accordin g to Fassnacht & Ko ^ ese ease of use appearance & quality of layout information quality & content reliability & fulfillment responsiveness & speed assurance & privacy/security
  • 37. “ success, it must provide the For an interface to be a right functionality, at the right time, in the right place, and in the right form from the user’s point of view. ” C. Wharton, et al. The Cognitive Walkthrough Method: A Practitioner’s Guide
  • 38. Usability evaluation ac cording to R osson & Carro ^ll analysis or empirical study of the usability of a prototype or a system for providing feedback and supporting an iterative development process helps designer recognize that there is a problem, understand the problem and its underlying causes, and plan changes to correct the problem
  • 39. Usability evaluation heuristic evaluation cognitive walk-through interview focus group survey lab experiment field study
  • 41. we will do it ... cognitive walkthrough
  • 42. ge t users involved
  • 48.
  • 49. cog nitive wa lkthr ough
  • 51. task check consultation SEQ check record give request consultation document 1. SEQ 2. 3. check check who & what consultation 1.1. PAR 1.2. PAR check check check check analyst document availability accreditation 1.1.1 1.1.2 1.2.1 1.2.2
  • 53. interface analyst document check check number analyst ref document name title level code location give check document accreditation check availability record consultation check record help
  • 58. ^ WALKTHROUGH PROCEDURE on according to Whart Define the inputs to the walkthrough Walk through the actions for each task Record critical information Revise the interface to fix the problems
  • 59. Critical questions quot; Is the action obviously available? quot; Does the action (control) match the goal? quot; Is there appropriate feedback?
  • 60. case analyst document number a123 ref name Cécile title level 5 code location check record help
  • 61. case analyst document number a123 ref d987 name Cécile title Systèmes ... level 5 code 2 location sh_1-9 check record help
  • 62. v ariant (1) case analyst document number a123 ref d987 name Cécile title s* level 5 code 2 location sh_1-9 check record help
  • 63. case analyst document number a123 ref d987 name Cécile title Systèmes ... level 5 code 2 location sh_1-9 allowed ok check record help
  • 64. v ariant (2) case analyst document number a123 ref d987 name Cécile title Systèmes ... level 5 code 2 location sh_1-9 allowed check confirm help
  • 65. case analyst document number a123 ref d987 name Cécile title Systèmes ... level 5 code 2 give document location sh_1-9 ok check record help
  • 66. v ariant (3) case analyst RSV RS RO JT Espace périodiques document Administration ATF ATF JT Bureaux des bibliothécaires Jurisprudence 34.0.08 number a123 ref d987 Fiches juridiques Périodiques ZAG 34.0.04 Feuille fédérale 1er étage Lois 34.0.07 DROIT Périodiques B 34.2.8 Monographies 34.0.01 Ascenseur Salle de discussion name Cécile title Systèmes ... Monographies Prêt Information 34.2.9 34.3.100 Quotidiens, Dictionnaires, encyclopédies Hebdomadaires Espace documentaire Bornes Situnil level 5 code 2 Borne Photocopieurs de prêt Monographies Monographies Mélanges 34.0.05 Entrée Accès location sh_1-9 Fleuret DPB SCIENCES ECONOMIQUES DPA B Statistiques Périodiques BFSH 1 ok Hall d'entrée check record help
  • 68. service quality review quot; gaps quot; dimensions quot; usability
  • 69. e-service quality review quot; ease of use quot; quality of appearance quot; information quality quot; reliability & speed
  • 70. interface usability review quot; cognitive walk-through quot; interview & focus group quot; survey
  • 71. cognitive walk-through review quot; task quot; user experience quot; interface & prototype