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Impacts of Immersive Technologies on Service Prototyping : Investigating the performance, experience, and acceptance of different service prototype forms

Abstract : Nowadays, prototyping is widely used in the industry for exploring design alternatives by engaging all project stakeholders. This is especially true at the earlier stage of the design process during both co-creation and exploration activities. However, prototypes have different forms, such as: physical forms like mock-ups, often based on 3D-printing, or virtual forms based on immersive technologies like Virtual Reality (VR), Augmented Reality (AR) or even Mixed Reality (MR). The main advantage of prototyping has been synthesized in a simple sentence, expressed by John Meada, a former MIT professor: “If a picture is worth a thousand words, a prototype is worth a thousand meetings”, cited by Banfield et al. (2017). More recently, the service sector has started to also adopt prototyping for exploring service design alternatives (Blomkvist, 2014). This involves different levels of service complexity, such as: online consultancy, machine configurators, and simulators for the training of machine operators or more simply assembly and disassembly guidance. Nevertheless, the current body of knowledge on Service Prototyping is lacking comparison among Service Prototype (SP) forms - conventional versus immersive - that would help businesses in the service sector to select the most appropriate SP form. In this context of the service sector, our investigation aims to bring new knowledge about the potential impact of immersive technologies on SP. Overall, it would help service organizations to experience a service idea even before this service really exists or to foresee which SP form is the most appropriate according to their specific context and degree of service complexity.A literature review was carried out in order to identify potential objective and subjective impact factors. Our created theoretical SP adoption model allows comparing different forms of Service Prototypes according to their respective performance in terms of completion, errors, and usage perception. This model was used to design an experiment, which involves mixed methods, allowing collecting a sufficient amount of quantitative data for running a statistical analysis formative approach for validating our SP adoption model. First of all, our empirical study has allowed validating our SP adoption model. Secondly, it has unveiled the positive impact of immersive technologies on service prototyping for getting an anticipated experience before a service is implemented. Thirdly, it has revealed the higher performance of AR- and MR-SP forms compared to VR and conventional SP forms. Finally, besides the obvious fact that only AR- and MR-SP forms allow to simultaneously learn a service operation, the VR-SP form is the one exhibiting the highest immersiveness and adoption score, especially because it allows exploring a service before it really exists.
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Submitted on : Thursday, January 28, 2021 - 11:44:08 AM
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  • HAL Id : tel-03123918, version 1

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Abdul-Rahman Abdel-Razek. Impacts of Immersive Technologies on Service Prototyping : Investigating the performance, experience, and acceptance of different service prototype forms. Mechanical engineering [physics.class-ph]. HESAM Université, 2020. English. ⟨NNT : 2020HESAE038⟩. ⟨tel-03123918⟩

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