Improving user experience and communication of digitally enhanced advanced services (DEAS) offers in manufacturing sector

Mohammed Soheeb Khan*, Vassilis Charissis, Phil Godsiff, Zena Wood, Jannat F. Falah, Salsabeel F.M. Alfalah, David K. Harrison

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

1 Citation (Scopus)
48 Downloads (Pure)


Digitally enhanced advanced services (DEAS), offered currently by various industries, could be a challenging concept to comprehend for potential clients. This could result in limited interest in adopting (DEAS) or even understanding its true value with significant financial implications for the providers. Innovative ways to present and simplify complex information are provided by serious games and gamification, which simplify and engage users with intricate information in an enjoyable manner. Despite the use of serious games and gamification in other areas, only a few examples have been documented to convey servitization offers. This research explores the design and development of a serious game for the Howden Group, a real-world industry partner aiming to simplify and convey existing service agreement packages. The system was developed under the consultation of a focus group comprising five members of the industrial partner. The final system was evaluated by 30 participants from engineering and servitization disciplines who volunteered to test online the proposed system and discuss their user experience (UX) and future application requirements. The analysis of users’ feedback presented encouraging results, with 90% confirming that they understood the DEAS concept and offers. To conclude, the paper presents a tentative plan for future work which will address the issues highlighted by users’ feedback and enhance the positive aspects of similar applications.
Original languageEnglish
Article number21
JournalMultimodal Technologies and Interaction
Issue number3
Publication statusPublished - 16 Mar 2022


  • human-computer interaction
  • serious games
  • manufacturing
  • simulation education
  • user experience
  • interaction design
  • Digitally Enhanced Advance Service (DEAS)
  • engineering management
  • commercialisation
  • user interface design
  • 3D visualisation
  • gamification

ASJC Scopus subject areas

  • Human-Computer Interaction
  • Industrial and Manufacturing Engineering
  • Management of Technology and Innovation
  • Marketing
  • Management Science and Operations Research


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