Design de serviço no desenvolvimento de artefato digital para o setor de transporte escolar privado na cidade de Campina Grande – PB.

Abstract

This work is a case study of the application of Service Design in the private school transportation sector in Campina Grande – PB. Its objective was to develop a digital artifact that contributes to enhancing the user experience in private school transportation services. The study focused on the period between 2015 and 2023, but due to the covid-19 pandemic, school activities were suspended during 2020 and 2021. The justification for this research lies in the fact that Service Design offers valuable contributions to both the organizational field, as it provides a new way of thinking, and the academic field, by expanding discussions on the subject. The methodological procedure adopted was developed in two phases. The first phase involved building the theoretical framework based on relevant literature, characterizing the research as applied, with a phenomenological approach, and a theoretical foundation rooted in constructivist premises, with exploratory objectives. The second phase comprised four stages: research, ideation, prototyping, and implementation. The goal was to understand the users’ needs in order to develop a digital artifact. In the research stage, information was collected to comprehend the user profiles, including 32 students, 36 guardians, and 20 transporters. Based on the Personas tool archetypes to represent these user groups were created. During the ideation phase, various alternatives were generated using Brainstorming tools, service Blueprints, user journey mapping, and sitemaps to structure the digital artifact. The third stage involved prototyping the artifact in the Figma software, defining the system’s architecture. Finally, in the implementation stage, the digital artifact was tested with 5 representatives from each user group involved in the service process. The results were achieved by applying the Service Design approach proposed by Stickdorn. Through data collection, interpretation, and the use of proposed tools, it was confirmed that it is possible to create an artifact that improves both the service in question and the user’s experience.