End-to-End Methodological Approach for the Data-Driven Design of Customer-Centered Digital Services

  • Jürg MeierhoferEmail author
  • Anne Herrmann
Conference paper
Part of the Lecture Notes in Business Information Processing book series (LNBIP, volume 331)


The collection, analysis, and interpretation of digital data has become an important factor for the provision of services. However, there is a lack of methodologies for using data analytics systematically in an end-to-end process for designing services. Therefore, in this paper, we develop a conceptual approach covering the innovation funnel from idea generation to market deployment. In particular, we describe how qualitative approaches alternate with quantitative approaches along the innovation process. We pay special attention to the design of data-driven value propositions including the analysis and modeling of the customer needs, a phase in which the concept of hidden needs and pains is applied. To conclude, we propose the development of a tool to support and industrialize the approach discussed in this paper.


Data-driven value creation Data-driven innovation process Service innovation 


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Authors and Affiliations

  1. 1.School of EngineeringZHAW Zurich University of Applied SciencesWinterthurSwitzerland
  2. 2.School of Applied PsychologyFHNW University of Applied Sciences and Arts Northwestern SwitzerlandOltenSwitzerland
  3. 3.Expert Group Smart ServicesSwiss Alliance for Data-Intensive ServicesThunSwitzerland

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