The relation between service and digital transition: implications for designers

Service and digital transitions create a range of solutions by combining their features and introducing both human and automated agents as intermediaries. The paper classifies non/digital product/service and explores how these transitions change user involvement. A model is proposed to assess the user's role with human (service) and automated (digital) intermediaries. Utilizing user journey phases, the model is applied to four case studies, revealing commonalities in transition occurrences. Evidence suggest a potential adoption in design identifying the key phases per each transitions.