VR service walkthrough: A virtual reality-based method for service prototyping

This work introduces a new service prototyping method called the VR (virtual reality) service walkthrough. The VR service walkthrough is a virtual simulation of a service journey, representing how the service unfolds over space and time. The ultimate goal of the method is to enable service designers to increase empathy with the potential customer groups. The goal is pursued by engaging and immersing the service user in a prototyped service journey through the use of VR to gain valuable feedback about the service. To evaluate the service experience coming from the method, a case study on prototyping an audio tour guide service is conducted, focusing on the evaluation of the method's outcome and its experiential factors. The case study shows that the method can communicate the service concept in an engaging and immersive way and foster constructive feedback, though its VR interaction elements can be challenging for novice VR users.