Modelling and Simulation Perspective in Service Design

Abstract

This chapter discusses the development of improved citizen services taking into consideration integration of agent-based modelling and simulation experience into conceiving, design and implementation activities with a strong focus on technology enabled service systems. Service design is formalized here towards the integration of customer experience, validated through service interaction modelling. Integration of user experience at design stage in the value co-creation process is a possible immediate evolution direction of projects in the Smarter Cities perspective. Guidelines for integrating a modelling and simulation perspective in service design are presented along with the Socio-Technical Systems Engineering process. The case study presented here is dedicated to Smart Transport. The chapter opens a larger discussion on specific research directions and knowledge transfer related to Smart Transport as highlighted in EU projects.