Comparing Different Performance Factors of Conventional VS Immersive Service Prototypes

Service prototyping is an innovative iterative process envisioned to enhance the service development process while refining the anticipated service experience. Immersive technologies, such as: Virtual Reality (VR), Augmented Reality (AR), and Mixed Reality (MR), in service prototyping have the potential to enhancing the co-creation of service ideas. It is intended to transform intangible service aspects into an experience, even before the service exists. However, there is a lack of research studies comparing different forms of service prototype. Such studies would help to find out the most appropriate Service Prototype (SP) form for exploring, communicating and evaluating new service ideas. Several SP experiment sessions were conducted in France and Germany within an academic context in 2018 to compare different performance factors of conventional Service Prototypes (CSP) versus Immersive Service Prototypes (ISP). The participants have to disassemble and then reassemble a simple three-part mechanical element with the aid of four different SP forms. This paper presents the results of the experiment sessions, involving 38 participants, conducted at Furtwangen University campus in Germany. These results reveal that participants preferred ISP forms rather than CSP forms. However, it also confirms that there are still some difficulties in applying and using VR or AR devices.