A New Framework on Measuring Customer Perceived Value in Service Interface Design

This paper explored the possible ways to apply various principles of NPD, NSP and UCD, and combined them appropriately in context of mobile internet service development in order to provide a high customer value via useful and usable service design. We investigated the characteristics of mobile internet and usability problems, and identified the benefits and limitations of previous UCD principles applied to mobile internet service development. Then applicability of CPV in mobile service design has been investigated in phases of divergent and convergent thinking. During the scenario-based ideation, potential customer values can be used as ideation stimuli in the process of structured brainstorming. In divergent thinking, CPV can be applied as evaluation criteria in comparing new ideas with alternative services. For the efficient implementation, work templates for accelerated front-end UCD are developed in co-operation with mobile service staffs in Korean mobile operator. This paper could be helpful for mobile industry and practitioners to develop and evaluate new mobile internet service which reflects users' implicit needs and CPV concept in the efficient and effective way.

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