{"id":35129,"date":"2025-12-09T12:14:51","date_gmt":"2025-12-09T08:14:51","guid":{"rendered":"https:\/\/cue.edu.ge\/?post_type=articles&#038;p=35129"},"modified":"2025-12-09T12:15:09","modified_gmt":"2025-12-09T08:15:09","slug":"designing-experience-in-service-processes-using-multi-disciplinary-concepts","status":"publish","type":"articles","link":"https:\/\/cue.edu.ge\/en\/articles\/designing-experience-in-service-processes-using-multi-disciplinary-concepts\/","title":{"rendered":"Designing Experience in Service Processes Using Multi-Disciplinary Concepts"},"content":{"rendered":"<p><strong>Ashis Dutta<\/strong><\/p>\n<p>CCE Software P Ltd., Bangalore, India.<\/p>\n<p><a href=\"mailto:ashisdutta@gmail.com\">ashisdutta@gmail.com<\/a><\/p>\n<p>&nbsp;<\/p>\n<p><strong>Abstract<\/strong><\/p>\n<p>The paper attempts to create a structured framework for designing Service Processes for enhanced User Experience (as a User experiences a service process. E.g. check-in process in a hotel, complaint process through mobile in e-commerce, etc.). Using multi-disciplinary concepts of User Experience (UX) Design, Evolutionary Psychology (EP), Behavioral Economics (BE) and Business Process Engineering (BPE).<\/p>\n<p>User Experience happens (the User experiences a process) within social, cultural, psychological, demographic and evolutionary contexts.<\/p>\n<p>While interacting with a process, the User not only has Functional Goals (Hard Goals) to achieve, the User also has Psychological and Sociological aspects (Soft Goals) to satisfy. While designing a process, the psychological and sociological aspects of humans are often neglected. And emphasis is usually given solely to accomplish the functional goal.<\/p>\n<p>The structured framework treats the User not in mechanical term of attaining a functional goal, but as is a living, thinking, emotional being, evolved through millennia.<\/p>\n<p>The framework uses concepts of: 1.Evolutionary psychology; 2.User Experience (UX) Design; 3.Behavioral Economics; 4. Business Process Engineering (BPE).<\/p>\n<p>The framework puts User at the center of design initiative. And offers a clear methodology to the organization to design the process for desired experience by the User.<\/p>\n<p>Having built in the different concepts stated above, the practice adopted for modelling the Process is the extended Event-Driven Process Chain (e-EPC). e-EPC is robust and time-tested and have been used for Process Modelling for many SAP implementations across the globe.<\/p>\n<p>This framework can be used for designing Service Processes across industries &#8211; IT, non-IT, brick-and-mortar. Where ever there is direct or indirect human interface or perception is involved.<\/p>\n<p>The Framework, thus, offers a step-by-step method to design Processes for delivering a Service, which provides high degree of Experience on all counts from the User\u2019s point of view. Assuring not only functional excellence, but also satisfying and often delighting the User psychologically and sociologically.<\/p>\n<p><strong>Keywords:<\/strong> design, user-experience (UX), process, service<\/p>\n<p><strong>JEL: <\/strong>\u00a0L86; M31; D81; D91<\/p>\n<p><strong>DOI: <\/strong>10.52244\/c2025.12<\/p>\n<p><a href=\"https:\/\/cue.edu.ge\/wp-content\/uploads\/2025\/12\/Designing-Experience-in-Service-Processes-Using-Multi-Disciplinary-Concepts.pdf\" target=\"_blank\" rel=\"noopener\"><strong>Article<\/strong><\/a><\/p>\n<p><strong>Reference<\/strong><\/p>\n<p>A W Scheer: ARIS \u2014 From the Vision to Practical Process Control; Springer<\/p>\n<p>Matt Watkinson: The Ten Principles Behind Great Customer Experiences; Pearson<\/p>\n<p>Karen Donoghue: Built for Use; McGraw-Hill Education<\/p>\n<p>Daniel Kahneman: Thinking, Fast &amp; Slow; Penguin<\/p>\n<p>Tom Kelley and David Kelley: Creative Confidence; William Collins<\/p>\n<p>Ashis Dutta: ERP a Managerial Perspective, edited by S Sadagopan; Tata McGraw Hill<\/p>\n","protected":false},"featured_media":0,"template":"","meta":{"_acf_changed":false},"gonisdziebebi":[103],"class_list":["post-35129","articles","type-articles","status-publish","hentry","gonisdziebebi-2025-en"],"acf":[],"_links":{"self":[{"href":"https:\/\/cue.edu.ge\/en\/wp-json\/wp\/v2\/articles\/35129","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/cue.edu.ge\/en\/wp-json\/wp\/v2\/articles"}],"about":[{"href":"https:\/\/cue.edu.ge\/en\/wp-json\/wp\/v2\/types\/articles"}],"wp:attachment":[{"href":"https:\/\/cue.edu.ge\/en\/wp-json\/wp\/v2\/media?parent=35129"}],"wp:term":[{"taxonomy":"gonisdziebebi","embeddable":true,"href":"https:\/\/cue.edu.ge\/en\/wp-json\/wp\/v2\/gonisdziebebi?post=35129"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}