Designing a Convergence Service: A Case of Mobile Telematics Service

The purpose of this study is to provide an effective design strategy for a convergence service (i.e. Mobile Telematics Service) in consideration of user experience. It aims to identify core elements in designing Mobile Telematics Service and the effects of each design element on different types of user experience. This study dichotomized service design elements into two different dimensions of; - (i) service content and (ii) service delivery approach, and classifies user experience into three types of; - (i) functional, (ii) affective, and (iii) spiritual user experience. A series of surveys are conducted with 200 mobile telematics users. Using the data collected through the survey, the research conducted conjoint analysis and regression analysis to examine the relationship between the Mobile Telematics Service design elements and user experiences. The findings of this study are as follows: First, statistically significant influence of service content approach on user experience as well as the significant influence of service delivery approach on user experience were found. Second, the effects of service design on user experience could either be positive or negative depending on the type of user experience. For instance, navigation had statistically positive influence on functional user experience. Information service had positive influence on affective user experience while safety and eco-efficiency service had positive influence on spiritual user experience. Third, designing service delivery approach is no less important than service content. The use of open mobile telematics platform had positive influence on the users’ functional and spiritual experience. Having automobile company as main telematics service provider increased affective user experience, whereas having a lump-sum payment method to pay for the telematics service increased functional user experience. These results shed some insight on creating an effective design strategy for convergence service (like Mobile Telematics Service) and understanding the relationships between the convergence service design and user experience.