Mobile Service Design Thinking for Consumer Decision-Making Under Multichannel Environment

The purpose of this article is to present mobile service design thinking, with the aid of mobile devices and mobile internet, to help consumers make proper decisions throughout the process in today's multichannel environment such that they can complete their activities and thus achieve value. This article first conducts a literature review to examine how consumers conduct activities by using those ancillary services to achieve their value step by step through their decision-making process in the multichannel environment. After that, it adopts the human-centered design toolkit developed by IDEO by three main phases: hear, create, and deliver, which link the process of human-centered design, to present mobile service design thinking. With the ubiquitous ability of mobile devices and mobile network, the mobile service design thinking presented by this study can help consumers make decisions in a more effective and efficient way in the multichannel environment, no matter which channels consumers would finally choose to conduct their activities.