CASE "SERVICE THROUGH THE EYES OF A CONSUMER" TO STUDY THE METHODOLOGY OF CUSTOMER DEVELOPMENT IN THE COURSE OF "INTERNET BUSINESS"

  • Елена Викторовна Васильева Financial University under the Government of the Russian Federation
  • Татьяна Николаевна Губина Bunin Yelets State University http://orcid.org/0000-0002-3362-881X

Abstract

The article presents an example of a business game, which uses Design Thinking and Learn Startup approach. Reviewed such techniques as Customer Journey Mapping, SIL, KJ, grouping of ideas, voting stickers. These tools are useful for analyzing the effectiveness of customer interaction with online services or mobile applications and identify areas to optimize their interfaces, during the brainstorming and coordination of team solutions.

Author Biographies

Елена Викторовна Васильева, Financial University under the Government of the Russian Federation

Doctor of Economics, professor, Department of Business Informatics

Татьяна Николаевна Губина, Bunin Yelets State University

associate Professor, candidate of pedagogical Sciences, Department of Applied Mathematics and Informatics, Researcher of the Center of Open Information Technologies

References

1. Press release International telecommunication Union // URL: http://www.itu.int/net/pressoffice/press_releases/2016/pdf/30-ru.pdf (Accessed 22.07.2016).
2. Report by the Russian branch of the research group GfK (Gesellschaft fur Konsumforschung) Group, 26.01.2017 [online] // URL: http://www.gfk.com/ru/insaity/press-release/issledovanie-gfk-tendencii-razvitija-internet-auditorii-v-rossii/ (Accessed 26.01.2017).
3. Report by Rosstat [online] // URL: http://www.gks.ru (Accessed 01.08.2016).
4. Report by Yandex "Internet Development in Russian regions" [online] // URL: https://yandex.ru/blog/company/internet-v-regionakh-rossii (Accessed 22.05.2017).
5. Report by comScore and IAB RUSSIA [online] // URL: http://www.comscore.com, URL: https://iabrus.ru/news/927 (Accessed 22.05.2017).
6. Blank, Steve, Dorf, Bob. The Startup Owner's Manual: The Step-By-Step Guide for Building a Great Company Hardcover – March 1, 2012.
7. Community, SAP design thinking [online] // URL: http://scn.sap.com/community/design-thinking (Accessed 20.05.2016).
8. HPI School of Design Thinking [online] // URL: http://hpi.de/school-of-design-thinking.html (Accessed 10.10.2016).
9. Zobnina M. R. Internet-predprinimatel'stvo: pod red. M.R. Zobninoj. - Izdatel'skie resheniya, 2016. - 226 s.
10. Klyuchevye metody dizajn-issledovanij [online] // URL: http://edu.lumiknows.com/designresearch (Accessed 10.10.2016).
11. Martin B., Hanington B. (2012). Universal Methods of Design. 100 Ways to Research Complex Problems, Develop Innovative Ideas, and Design Effective Solutions, Rockport Publishers.
12. Dave Grey, Sunni Brown, James Macanufo. (2010). Gamestorming: A Playbook for Innovators, Rule-breakers, and Changemakers. O'Reilly Media.
13. Krogerus M., Cheppeler R. (2008). The Decision Book: 50 Models for Strategic Thinkingю Kein & Aber AG Zürich.
14. Petrov E., Petrov A., «Generaciya proryvnyh idej v biznese» - Izdatel'stvo: Mann, Ivanov i Ferber, 2015.
Published
2017-12-03
How to Cite
ВАСИЛЬЕВА, Елена Викторовна; ГУБИНА, Татьяна Николаевна. CASE "SERVICE THROUGH THE EYES OF A CONSUMER" TO STUDY THE METHODOLOGY OF CUSTOMER DEVELOPMENT IN THE COURSE OF "INTERNET BUSINESS". Modern Information Technologies and IT-Education, [S.l.], v. 13, n. 4, p. 197-206, dec. 2017. ISSN 2411-1473. Available at: <http://sitito.cs.msu.ru/index.php/SITITO/article/view/183>. Date accessed: 05 aug. 2025. doi: https://doi.org/10.25559/SITITO.2017.4.386.
Section
Research and development in the field of new IT and their applications