JP2010231497A - Service system design/management support method, device, and program - Google Patents

Abstract

<P>PROBLEM TO BE SOLVED: To design and develop a service system which is high in satisfaction of a user. <P>SOLUTION: A user persona including a use case and user significance showing significance viewed from the user of the use case associated with the use case and a role persona including a function to be provided by a service provider in a service system and provider significance showing significance viewed from the service provider associated with the function are stored in a storage device, and function provision information showing the association of the use case with the function is generated and stored in the storage device. A significance correspondence table in which the user significance and the provider significance are associated with each other is generated on the basis of the user persona, the role persona and the function provision information stored in the storage device. <P>COPYRIGHT: (C)2011,JPO&INPIT

Description

  The present invention relates to service system design and development, and more particularly, to service system development and design support with high user satisfaction.

  In requirements engineering, which is one of the research areas of software engineering, research on acquisition, description, verification, and management of requirements is conducted. Patent Document 1 discloses a technique for accurately capturing a request for a customer's system and preventing a flaw between a customer and a developer. Here, the customer's use of the service pattern is described with a use case diagram and an activity diagram, and the solution is achieved by a mechanism for sharing the description diagram. A use case is a description of a system that focuses on the use, not the function.

  In this type of conventional technology, attention is focused on creating a more accurate scenario of how a customer uses the functions of a product or service. There was no consideration for the scenario of the customer's evaluation of products and services. For this reason, the life cycle of customers' use of products and services, including the process from when a customer recognizes a product or service, to the use of that product or service, and finally to the evaluation of that product or service. It was difficult or impossible to create a scenario from a viewpoint and refer to it when designing products and services.

  In particular, the service industry has increased in recent years, and there is an expectation for a shift from the conventional product business to a service business that replaces the functions of the product as a service, such as private car sales to car rental and car sharing. is there. The characteristics of services generally include properties such as simultaneity (production and consumption occur simultaneously), extinction (cannot be stored), intangibility (not visible), and variability (depending on how they are provided). The process before and after using the service is more important than the product, such as promotion activities that lead to the customer's use decision making and follow-up activities that lead to the customer's reuse or evaluation.

  Such promotions and follow-ups are provided by functions and people who have different roles within the service provider. However, since the conventional technology is a development framework limited to the usage phase, there is a problem that it is difficult to design and develop service functions in an orderly manner from the viewpoint of the life cycle.

  On the other hand, when developing products and services, there is a persona method as a method for drawing a virtual customer image in order to embody the customer image. In the persona law, the personality, family structure, and role in society are described as if the assumed customer actually exists. In addition, use behaviors of products and services performed by virtual customer images are described as scenarios. As a result, the segmented customer image is clarified, and the developer of the product or service can finely design and develop the functions of the product or service. For example, Non-Patent Document 1 shows an outline of the persona method and an application example for marketing and product development. Non-Patent Document 2 proposes a design tool for describing a persona and structuring the value obtained by the persona.

JP2007-233905A

John S. Pluit, Persona Strategy-Marketing, Product Development, Design-oriented, Diamond, 2007 T.A. Hara, T .; Arai, Y .; Shimomura, A Concept of Service Engineering: A Modeling Method and A Tool for Service Design, IEEE 2006

  The present invention has been made in view of such a situation, and the problem to be solved by the present invention is a service system development / design support apparatus capable of designing and developing a service system with high user satisfaction, It is to provide a method and a program.

  In order to solve the above problems, the present invention provides the following service system design / development support method, apparatus, and program.

  First, as one aspect of the present invention, a user persona which is information including a use case and a user importance level indicating the importance level viewed from the user of the use case associated with the use case, and a service system The storage device stores a role persona that is information including the function provided by the service provider in FIG. 5 and the provider importance indicating the importance viewed from the service provider associated with the function; The function providing information indicating the association with the function is generated and stored in the storage device, and the user importance and the provider importance are associated based on the user persona, the role persona, and the function providing information stored in the storage device. Including a stage in which the information processing apparatus executes a process of generating the importance correspondence table. To provide a service system design and management support method.

  Further, as another aspect, a service in a user persona, which is information including a use case and a user importance level indicating the importance viewed from the user of the use case associated with the use case, and a service system A storage device that stores a role persona that is information including a function provided by a provider and a provider importance indicating the importance viewed from the service provider associated with the function, and an association between the use case and the function Important to generate importance correspondence table that correlates user importance and provider importance based on storage device that stores function providing information and user persona, role persona, and function providing information stored in storage device Service system design / management support device, characterized in that That.

  As yet another aspect, a user persona that is information including a use case and a user importance level indicating the importance level viewed from the user of the use case associated with the use case, and a service provider in the service system Means for storing the role persona, which is information including the function provided by, and the provider importance indicating the importance viewed from the service provider associated with the function in the storage device, and the association between the use case and the function Means for generating the function providing information indicating the user information and storing the information in the storage device, and the user persona, the role persona, and the importance associated with the provider importance based on the function providing information stored in the storage device Providing a program for causing a computer to function as a means for generating a correspondence table

  According to the present invention, since an importance correspondence table in which user importance and provider importance are associated is generated, a design developer who designs and develops a service system is provided as a part of service by a service provider. Contrast the importance when the service provider evaluates the function to be performed (provider importance) and the importance when the user who uses the service evaluates the use case corresponding to the function (user importance) Can be considered. For this reason, the design developer can easily grasp the difference between the consciousness of the service provider and the consciousness of the user.

1 is a functional block diagram of a service system design / development support apparatus 100 according to an embodiment of the present invention. 4 is a flowchart for explaining an operation of a service system design / development support apparatus 100. 4 is a flowchart for explaining an operation of a service system design / development support apparatus 100. It is a figure which shows an example of the data structure of user persona information. It is a figure which shows an example of the data structure of roll persona information. It is a figure which shows an example of the data structure of an importance correspondence table. It is a figure which shows the relationship between the stakeholders of the online education service system which is an example of the service system which designs and develops using the service system design and development assistance apparatus. It is a figure which shows an example of the display form of an importance correspondence table | surface.

  A service system design / management support apparatus 100 according to an embodiment of the present invention will be described. The service system design / management support device 100 is a device that supports design and management of a service system with a persona as a center. The service system design / management support apparatus 100 is an information processing apparatus, which is a central processing unit (CPU), an input device such as a mouse and a keyboard, an output device such as a monitor, a memory, and a hard disk device (HDD; A storage device such as Hard Disk Drive) is provided. The service system design / management support program stored in the storage device includes a classification calculation unit 110, an importance calculation unit 120, a similarity calculation unit 130, a persona editing / display unit 140, a persona information storage unit 150, shown in FIG. This is a program that causes the information processing apparatus to function as the comparison calculation unit 160, the importance level correspondence unit 170, and the importance level correspondence table display unit 180. Questionnaire responses are those that associate the important quality that the respondents of the questionnaire should evaluate with the degree of information that the respondent gives to the important quality. Responses from questionnaires from multiple respondents A collection of data is called collective data.

  The classification calculation unit 110 clusters the input group data and outputs a data cluster. Each data cluster corresponds to one customer group.

  The importance calculation unit 120 calculates the importance based on the degree information of the important quality in the data cluster of the designated customer group, and creates the importance list 121 of the customer group. Multivariate analysis processing may be performed for this calculation. The important quality degree information is information composed of a set of important quality and degree information corresponding to the important quality.

  The similarity calculation unit 130 obtains the importance list 121 created by the importance calculation unit 120 and the importance list of each individual generated by conducting interviews on a plurality of individuals belonging to the specified customer group. A persona editing / displaying unit is selected by comparing the importance list 121 that is most similar to the importance list 121 from each individual's importance list and associating the selected importance list with the corresponding use case list for each process. The process which outputs to 140 is performed.

  The persona editing / display unit 140 displays user persona information 141, receives and displays input of role persona information 142, and receives and displays input of function providing information 143. The user persona information 141 includes an importance list selected by the similarity calculator 130 and a process-specific use case list corresponding to the importance list. One use case in the process-specific use case list and one importance in the importance list are associated with 1: 1. The roll persona information 142 is input for each stakeholder such as a person or organization that provides a function to the service system. The roll persona information 142 includes a function list and an importance list. One function in the function list and one importance in the importance list are associated with 1: 1. Hereinafter, the importance of the importance list of the user persona information 141 and the importance of the importance list of the role persona 142 may be distinguished, and the former may be referred to as user importance and the latter as provider importance. The function provision information 143 is information indicating a function delivery relationship between roll personas and a correspondence relationship between the function of the roll persona and the use case of the user persona.

  The persona information storage unit 150 includes a function / use case information storage unit 151 and an importance level information storage unit 152. The function / use case information storage unit 151 stores the process-specific use cases of the user persona information 141, the functions of the roll persona information 142, and the function provision information 143. The importance level information storage unit 152 stores an importance level list of the user persona information 141 and an importance level list of the roll persona information 142.

  The comparison calculation unit 160 processes the values in the importance list of the user persona and the importance list of the role persona, that is, normalizes the user importance and the provider importance, in a comparable form.

  The importance level correspondence unit 170 uses the information stored in the function / use case information storage unit 151 and the information output from the comparison calculation unit 160 to set the combination of function and provider importance level and use case for each process. An importance level correspondence table that associates a set of user importance levels with each other is generated.

  The importance correspondence display unit 180 displays the importance correspondence table 181 output from the importance correspondence unit 170.

  Next, the operation of the service system design / management support apparatus 100 will be described. As shown in FIG. 2, first, a user persona as a target is created (step S111). This step will be described in more detail with reference to FIG.

  First, in order to determine a target customer group, a questionnaire is sent to a plurality of end users of the service system asking how much importance is placed on each quality important in evaluating the service system. The information obtained from this questionnaire is called important quality degree information. An operator of the service system design / management support apparatus 100 (hereinafter simply referred to as an operator) inputs information on the degree of important quality to the service system design / management support apparatus 100 via an input device such as a keyboard (step S112). By obtaining questionnaire responses from a plurality of users, the degree information of important quality becomes data obtained from a plurality of users, that is, group data.

  The degree information of the important quality as the group data is clustered by the classification calculation unit 110 (step S113). Collective data is classified into a plurality of groups by clustering.

  The operator performs an input via the input device to select an arbitrary group having a characteristic to be targeted from among the plurality of classified groups (step S114).

  The importance calculation unit 120 extracts the importance from the degree information of the important quality of the data belonging to the selected group, and creates the importance list 121 (step S115). Here, the importance is extracted by performing multivariate analysis on the data belonging to the selected group, for example.

  An interview or the like is performed on a plurality of individuals belonging to the group selected in step S114, and a use case and an importance list for each service use process of the service system are created for each of the plurality of individuals. The operator inputs the created process use case and importance list to the similarity calculation unit 130 (step S116).

  The similarity calculation unit 130 calculates the similarity between the importance list 121 created in step S115 and the individual importance list input in step S116, the most similar importance list, and its importance User persona information including process-specific use cases corresponding to the list is created (step S117).

  Returning to FIG. 2 and continuing the description, next, the operator extracts the stakeholder on the service provider side and the user side, creates a roll persona for each stakeholder, and inputs it to the persona editing / display unit 140 ( Step S121). The operator extracts the functions that each roll persona gives to other personas including the user persona, and creates a function list included in the roll persona information 142 for each roll persona. Further, the degree of importance is extracted for each function based on the result of the interview or the like, and the roll persona information is completed and input to the persona editing / display unit 140.

  Next, the operator inputs from the persona editing / display unit 140 function providing information 143 that is information indicating the relationship between the transfer of functions between the roll personas and the relationship between the function of the roll persona and the use cases of the user personas. Step S131).

  Here, the persona editing / display unit 140 executes a process of confirming whether or not all process use cases of the user persona information 141 are associated with any function of the role persona information 142 (step S141). If there is no function corresponding to the roll persona side, the operator determines that the extraction of the roll persona and its function is insufficient, and returns to step S121 to extract the stakeholder, function, importance, and add roll persona information. A message prompting the user is displayed on the persona editing / display unit 140. However, if the corresponding function is not provided, the process proceeds without using the function for the process-specific use case.

  In this way, the persona editing / display unit 140 stores the user persona information 141, the roll persona information 142, and the function provision information 143 input in steps S111 and S121 in the persona information storage unit 150 (step S161).

  When all the use cases according to the process of the user persona information 141 are associated with any function of the roll persona information 142 and stored in the persona information storage unit 150, the comparison calculation unit 160 is stored in the persona information storage unit 150. Processing to convert the importance in the importance list of the user persona information, that is, the importance of the user in the importance list of the role persona, that is, the importance of the provider, that is, the provider importance, by using the information I do. This processing is performed by normalizing the user importance level and the provider importance level, for example. As an example of normalization, it is conceivable to perform proportional conversion so that the mean square is 1, or to perform linear conversion so that the average is 0 and the variance is 1.

  Next, the importance level correspondence unit 170 associates a set of function and provider importance level after conversion with a set of use case and user importance level after conversion for each use case of each user persona. A degree correspondence table is generated and output to the importance degree correspondence table display unit 180 (step S171).

  The importance level correspondence table display unit 180 compares the converted user importance level and the converted provider importance level corresponding to each other in the input importance level correspondence table, extracts different correspondences, and both are the same. A display form different from the correspondence is displayed (step S181). For example, when displaying on the importance correspondence table display unit 180, the line with the same user importance after conversion and the line with the same provider importance after conversion are displayed in different colors. The operator can see the importance of the function recognized by the service provider and the importance of the use case corresponding to the function recognized by the user by looking at the line displayed in another display form. It can be easily recognized that there is a gap between them. When the converted user importance and the converted provider importance have different correspondences, the operator redesigns the function of the service provider in consideration of this difference (step S191).

  An example of the data structure of the user persona information will be described with reference to FIG. The information from the first tag <Persona> to the last tag </ Persona> is persona information, and the element “ID 1” between the tag <identifier> and the tag </ identifier> on the second line is this user persona. Indicates that the information ID is 1. The element “user” between the tags <type> and </ type> on the third line indicates that this persona information is user persona information. A use case of this user persona information is described between tags <use case> and </ use case>. The phase in the tag <phase> refers to the process in the process-specific use case. As described between the tags <phase> and </ phase>, the process-specific use case of the user persona information is “diagnosis”. Is a diagnosis. A description of the process-specific use case is described between the tags <description> and </ description>, but is omitted as an element “---” in this example. The element “4” between the tags <importance> and </ importance> is the importance, and the user importance because it is the importance of the user persona information.

  An example of the data structure of the roll persona information will be described with reference to FIG. The information from the first tag <Persona> to the last tag </ Persona> is persona information, and the element “ID 5” between the tag <identifier> and the tag </ identifier> on the second line is this user persona. Indicates that the information ID is 5. Similar to the user persona information in FIG. 4, the role persona information is also a kind of persona information, but it is described in the element “role” between the tags <type> and </ type> that it is the role persona information. . The function of the roll persona information is described between the tags <function> and </ function>. A description of the function is described between the tags <description> and </ description>, but is omitted as an element “---” in this example. The element between the tag <link to> and </ link to> and the element between the tag <link type> and </ link type> are function providing information 143. In the user persona information, an identifier of a process-specific use case is described as an element between tags <link to> to </ link to>. Between the tag <link type> and </ link type>, the extension of user persona information or roll persona information is described as an element. The element “2.5” between the tags <importance> and </ importance> is the importance and the provider importance because it is the importance of the role persona information.

  An example of the data structure of the importance correspondence table will be described with reference to FIG. Tags <Comparison> and </ Comparison> are tags indicating that an element between them is an importance correspondence table. In this example, the user importance level and the provider importance level in two use cases by process are compared, and two sets of tags <phase> and </ phase> are described.

  The name of the first set of process use cases is “access” or access as described between the tags <phase name> and </ phase name>. Use Case by Process The access provider is a provider having “ID 5” described between the tag <identifier> and the tag </ identifier>. A description of the function provided by this provider is described between <function description> and </ function description>, but in this example, it is abbreviated as “---”. As described between the tags <importance> and </ importance>, the provider importance is “2.0”. On the other hand, a user who is provided with a function in the use case access by process is described between tags <receiver> and </ receiver>. As shown in the figure, “ID 1”, the description is abbreviated as “−−−”, and the user importance is “3.0”.

  Similarly, the name of the next process use case is “delivery” or delivery. Process-specific use case The delivery provider is abbreviated as “ID 4”, the function of this provider is abbreviated as “---”, and the provider importance is “5.0”. On the other hand, the user who receives the function in the process-specific use case delivery is “ID 1”, the description is abbreviated as “---”, and the user importance is “5.0”.

  According to the service system design / development apparatus 100, by displaying the importance level correspondence table for the service system design developer, the user who is the target of the service provided in the service system to be designed / developed, that is, Since it is possible to comprehensively present the types of functions that users expect in the process of using the service and the importance of the functions as seen by the users, a service system that gives users a high level of satisfaction Be able to design and develop.

  Here, the process of using a service by a user is specifically a process of knowing the existence of a service, a process of showing its own existence to a service, a process of contacting a service system to receive a service, and a service from a service system. It can be considered to include the process of receiving, finishing the service, and evaluating the service. In particular, by including the process of knowing the existence of a service and the process of evaluating a service, it is possible to design and develop a service system from the viewpoint of the service life cycle.

  Further, according to the service system design / development support apparatus 100, in the process of generating the importance correspondence table, a stakeholder having a role is extracted from the service provider, and the function provided by the stakeholder is targeted. Since it corresponds to the user's behavior scenario, that is, the use case according to the process, it becomes easy to systematically design the functions to be provided by the service provider, it becomes easier to grasp the boundary of the service system to be designed and developed, and as a result, the service provider. Can contribute to improving productivity.

  Next, the operation of the service system design / management support apparatus 100 will be described using a more specific embodiment. In this example, as shown in FIG. 7, a service provider that provides an online education service for a company uses a service system design / management support apparatus 100 when developing an online education service for a general customer. Will be described. Originally, this online education service is provided for businesses. For this reason, students and training planners are assumed as stakeholders on the service user side. However, when providing online education services to general customers, the training planner is the student.

  This will be described with reference to FIG. First, the user persona of the student who is the target of the service is created (step S111). Here, as shown in FIG. 3, in order to determine a target customer group, the degree information of the important quality in the online education service is collected from questionnaire data or the like (step S112). Next, these questionnaire data are grouped by the classification calculation unit 110 (step S113), and a group having a characteristic to be targeted is selected (step S114). Here, it is assumed that the group is selected for a group that is highly motivated for self-development and has not yet experienced online education services for the general public. Next, the questionnaire data of the selected group is subjected to multivariate analysis by the importance calculation unit 120, the importance is extracted, and the importance list 121 is created (step S115). Next, an interview or the like is performed on a plurality of persons belonging to the selected group, and a use case for each service use process and an importance list are created (step S116). Next, the similarity calculation unit 130 calculates the similarity to the above importance list, and specifies the person with the highest similarity (step S117).

  Returning to FIG. 2, the service provider side and user side stakeholders are extracted to create a roll persona (step S121). As a result, the training operator, the content developer, the server administrator, the help desk staff, and the training planning staff shown in FIG. 7 are modeled as role personas as role personas.

  Extract the functions that each roll persona gives to other personas, make it a function list, link the personas, and make sure that all user persona use cases are associated with the functions of the role persona. Confirmation (steps S131, S141, S151).

  Based on the role persona, the service provider is interviewed, an importance list on the service provider side is created, and stored in the persona information storage unit 150 in association with each function of the roll persona (step S161). ).

  The comparison calculation unit 160 and the importance level correspondence unit 170 process the function / use case information, importance level, and function provision information stored in the persona information storage unit 150, and generate the importance level correspondence table 181 (step S171). Are displayed on the importance correspondence display unit 180.

  An example of the importance correspondence table displayed here will be described with reference to FIG. In this table, the order of execution, provider importance, function provided by the service provider, user importance, and service receiver, that is, use cases by process by the user, are stored in order from the left. In the table, the lines where the provider importance and the user importance do not match are highlighted. Since the online education service for enterprises was provided to general customers, the user became both a training planner and a student, so the importance assumed by the service provider and the importance seen by the user appear to differ It has become. In other words, in the case of services for companies, customers such as the human resources department that pays the consideration and users such as employees who use the services are expressed as different personas. Differences occur because they are both customers and users. By looking at the importance level correspondence table, the service provider can grasp where and how much the consciousness shift with the user due to the difference in the model of the service system has occurred. It is possible to improve the design to a matched service.

  As mentioned above, although this invention was demonstrated according to embodiment and an Example, this invention is not limited to these, It cannot be overemphasized that it can change freely within the technical scope of invention. For example, the service system design / management support apparatus 100 has been described on the assumption that it is a single information processing apparatus. However, even if each process is distributed to a plurality of information processing apparatuses, the same effect can be obtained. It will be clear to the contractor.

100 Service System Design / Management Support Device 110 Classification Calculation Unit 120 Importance Calculation Unit 121 Importance List 130 Similarity Calculation Unit 140 Persona Editing / Display Unit 141 User Persona Information 142 Roll Persona Information 143 Function Provision Information 150 Persona Information Storage Unit 151 Function / use case information storage unit 152 Importance level information storage unit 160 Comparison calculation unit 170 Importance level correspondence unit 180 Importance level correspondence table display unit 181 Importance level correspondence table

Claims (9)

A user persona that is information including a use case and a user importance level indicating the importance level viewed from the user of the use case associated with the use case, and a function provided by the service provider in the service system; The storage device stores a role persona, which is information including provider importance indicating the importance viewed from the service provider associated with the function;
A step of generating function provision information indicating an association between a use case and a function and storing the storage device;
The information processing apparatus includes a step of executing processing for generating an importance correspondence table in which user importance and provider importance are associated with each other based on the user persona, role persona, and function provision information stored in the storage device Service system design / management support method characterized by   The service system design / management support method according to claim 1, further comprising a step in which the information processing apparatus executes a process of converting the user importance level and the provider importance level so that they can be compared with each other. Design / management support method. 3. The service system design / management support method according to claim 1, wherein the user persona is:
Use cases related to the process of user recognition of services provided by the service system,
Use cases related to the user's use of the service, and
A service system design / management support method characterized by including at least one use case related to a process in which a user evaluates the service. A user persona that is information including a use case and a user importance level indicating the importance level viewed from the user of the use case associated with the use case, and a function provided by the service provider in the service system; A storage device that stores a role persona that is information including the importance of the provider as viewed from the service provider associated with the function;
A storage device for storing function provision information indicating an association between a use case and a function;
Service comprising: importance correspondence means for generating an importance correspondence table in which user importance and provider importance are associated with each other based on user persona, role persona, and function provision information stored in a storage device System design / management support device.   5. The service system design / management support apparatus according to claim 4, further comprising comparison calculation means for converting the user importance level and the provider importance level so that they can be compared with each other. In the service system design / management support apparatus according to any one of claims 4 and 5, the user persona is:
Use cases related to the process of user recognition of services provided by the service system,
Use cases related to the user's use of the service, and
A service system design / management support apparatus characterized by including at least one use case related to a process in which a user evaluates the service. A user persona that is information including a use case and a user importance level indicating the importance level viewed from the user of the use case associated with the use case, and a function provided by the service provider in the service system; Means for storing in a storage device a role persona, which is information including provider importance indicating the importance viewed from the service provider associated with the function;
Means for generating function provision information indicating an association between a use case and a function and storing the information in a storage device; and
A program for causing a computer to function as means for generating an importance correspondence table in which user importance and provider importance are associated with each other based on user persona, roll persona, and function provision information stored in a storage device.   8. The program according to claim 7, further comprising a computer functioning as means for converting the user importance level and the provider importance level so that they can be compared with each other. The program according to any one of claims 7 and 8, wherein the user persona is:
Use cases related to the process of user recognition of services provided by the service system,
Use cases related to the user's use of the service, and
A program characterized in that it includes at least one use case relating to a process in which a user evaluates the service.

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