VIVA: A visual language to design value co-creation

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Conference Proceeding
Proceeding - 2018 20th IEEE International Conference on Business Informatics, CBI 2018, 2018, 1 pp. 20 - 29
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© 2018 IEEE. This paper presents initial results on the design of VIVA: a visual language that aims to enable business users to design value co-creation for a given business or service context. VIVA is a language inspired by ideas in business modelling, marketing, service science and domain specific language (DSL) engineering. After describing our conceptual model and visual constructs, we illustrate and evaluate the use of VIVA by means of a case study in which a customer and a travel company co-create value within a travel journey. A subjective evaluation is also conducted based on the case study using a focus group of potential users. Later on, we provide some discussion on main assumptions, lessons learned and open challenges regarding the design of VIVA. Finally, we present conclusions and future work.
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