Touchpoint Value Assessment

 

Touchpoint: The Journal of Service Design is a comprehensive collection of articles, cases and interviews from international service design experts, published since 2009.

 

Touchpoint Value Assessment was a collaborative project between Savannah College of Art (SCAD) and Service Design Network (SDN).  This project was entirely done by students enrolled in Service Design Studio class at SCAD, hence, the content does not necessarily reflect the views of the SCAD. It was produced in the Winter Quarter of 2016 (10 weeks) between January and March. 

GOAL
Understand perceptions and value of Touchpoint and envision the future of the Journal of Service Design. 
PROCESS

INTRODUCTION

We began this project by interviewing with internal Touchpoint stakeholders in order to align the project objectives. We searched for a pre-validated survey that would help us assess the perceptions and value of Touchpoint, and launched it shortly after aligning objectives. The interview process was initiated 2 weeks after the survey was launched. Literature was researched and reviewed in parallel to interviews and survey response collection. The data from these were then affinitized to uncover main research questions. 

SURVEY AND INTERVIEWS 
DEMOGRAPHICS
SURVEY QUESTIONS

We based our survey off of a pre-validated study on “Assessing the Dimensionality and Structure of the Consumption Experience: Evaluation, Feeling, and Satisfaction.”

Reference: Mano, H., & Oliver, R. L. (1993). Assessing the Dimensionality and Structure of the Consumption Experience: Evaluation, Feeling, and Satisfaction. J CONSUM RES Journal of Consumer Research, 20(3), 451. doi:10.1086/209361 

FINDINGS

This section includes the main findings from our research on the perception and value of Touchpoint: The Journal of Service Design. These findings are titled as “Appeal, Need, and Desirability,” “Digital vs. Physical,” “Content and Interest,” and “Publics.” Each highlights data from the survey, quotes from interviews, secondary research, and main insights.

The bar graph shown above is a visualization of the bipolar matrix results which gave participants the opportunity to rate Touchpoint on Need. There are similar graphs throughout this section/page showing the bipolar matrix results also for the Appeal and Value bipolar matrices from the Touchpoint Evaluation Survey.

 

The y-axis represents the number of respondents, and the x-axis represents utility and heuristic evaluation sets adopted from a pre-validated survey, as referenced in section 1 of this report. The respondents ranked each evaluation set for Touchpoint on a scale of 1 to 7, with 1 being negative and 7 being positive. Within each finding  a specific set is highlighted in red to annotate the insight.

APPEAL, NEED AND VALUE
DIGITAL VS PHYSICAL
CONTENT AND INTEREST
Publics

(n.) A public is “a body of strangers united by the circulation of a discourse,” while a community has a “saturated identity” such as “Service Designers.” Belonging to a public requires minimal participation, while belonging to a community requires more involvement and committment. 

STRATEGY

After understanding the concept of public and community in the previous section, we recognized the Service Design Network and Touchpoint as mediums which can address both the Service Design community and public. The community and public are parts of a continuum, and they can only grow by approaching and acknowledging this continuum. Touchpoint will achieve maximum value with its readers when inclusion of the public is considered.

CONTENT AND CHANNEL
INTERNAL STRUCTURE
COMMUNICATION

CONCLUSION

To grow Touchpoint’s readership and establish a value network, content must capture the attention and

gain interest from different publics. This new approach will enhance the innovative edge of Touchpoint and will give readers the resources and knowledge needed in order to contribute to industry growth.

TEAM
Haotian Du, Jagriti Kumar, Jackson Woods, Isaac Hsu, Chelsea Lyle and Prof. Mauricio Manhaes

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