Abstract
With the era of service economy, new service development has already become a significant issue since the exact services could achieve benefits. By following standardized procedure of new service development could assist service companies to reduce the waste of resources and time costs. Besides, in order to fulfill customer needs with quality, new service development especially puts the emphasis upon customer viewpoints through studying target users in multiple methods. As a result, new services create the positive value for both, enterprise and customer. This research aims to aid enterprise in tailoring the processes of new service development over further discussing literature and integrating realistic practice together. Some previous studies focused on standardizing the processes, setting the specific issue and then approaching to the step development. The common studies include the steps of digging into customer needs, idea generation, market testing, etc., performing market survey, questionnaire and interview. However, customers often could not discover or disclose their potential needs in short minutes, so the service developer need to collect more information such as their perception and behaviors for designing the service; therefore, cultural probes is proposed to investigate their daily information in a period of time. Cultural probes provides a way of gathering information about people and their activities, moreover, deep down to their personal belief and feelings; which was used to do new product innovation and surprisingly, few studies looking into the service field. This study is generated from a new service development project by taking cultural probes method into practice. The final outcomes of new service are described and suggestions are provided among different service development stages.