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Innovations in service experiences; the AT-ONE method

Simon Clatworthy

We live in a service economy and more than 70% of total value added in the OECD countries comes from services. In Norway, eight out of 10 new jobs are created within service industries and three out of four employees work in service provision. Services are not the same as products, yet we often find companies designing services using product-based methods with the result that the design of the user experience is not given the focus it deserves. This paper describes a method, AT-ONE, which is being developed to assist in the early stages of the service innovation process. Its focus is to design innovative and engaging service experiences, and at the same time, encourage design thinking in the organisation. The paper describes the background for the method, the method itself and first results from its use within several service providers.