The Study of tendencies and factors related to users adoption of the new service design at Thai Embassy, Stockholm

Abstract: This master thesis studied key determinants in service innovation that contribute to user adoption. The study applies design method to understand Visa applicant experiences and tendency to adopt a new service design, which the standard is set up by production workers at Thai embassy in Stockholm Sweden. The methodology for the design research includes participant observation, staff interview and user survey, which provided insights on users and determinants reflecting on the relevance of co-designing solution by media consultant and production staffs. The results show that service design that is pioneered by production workers shows a positive result. Most participants did not find the current process difficult, however, more than 70% are willing to use the new service and willing to pay an extra fee. Non-first-time users and participants who live out of Stockholm show the highest willingness to adopt and willingness to purchase the new service even though their rating to the convenience of the current service is the highest among other groups of participants. The study also shows that the participants in all age group are adoptive and shows high willingness-to-pay towards add-on services.