Multi-Channel Service Concept Design and Prototyping

Designing e-services which have to function in a multi-channel context has proved to be challenging for organizations. Previous research has shown that structured design methods are useful to structure the design process. In this paper we proceed from an existing method (which identifies multi-channel customer needs and functional requirements) based on QFD (quality function deployment). We create a method to be used by teams for specifying detailed navigation structures and web page design. The output is a prototype that can be used in further design tasks. The method was validated in projects with three companies. Participants evaluated our method based on five design support requirements. The combination of speed, customer orientation, and involvement of relevant stakeholders, as well as the visualization of multi-channel and technical issues in an e-service prototype, are considered to be valuable contributions to the design (process).