Capturing multi-stakeholder needs in customer-centric cloud service design

Cloud computing applications and services go hand in hand, yet there is no clear mechanism for ensuring that the cloud applications are designed from a customer's perspective. Likewise services can require adaptation for multiple customers of stakeholders, which require differing user experience outcomes. This paper describes the initial design and development of a predictive analytics cloud service application, which uses historic customer data to predict the existing customers that are most likely to churn. Service blueprinting, a service innovation method, was used as the underlying design model for developing an initial shared understanding of the required service. Personas were used in the requirements analysis to develop insights into multi- stakeholder needs. Using the design science paradigm an extended cloud service design theory is proposed, as an outcome of the ongoing development of this analytic s platform.