CHT MOD (Chunghwa Telecom Multimedia On Demand) is a Taiwan-based consumer IPTV service, operated by Chunghwa Telecom. MOD customers can access linear televi-sion programs, video-on-demand and other services. It had over 161 broadcasting channels and over 12,000 hours of on-demand programs and served approximately 1.3 million cus-tomers. That includes 98 high definition (HD) channels and other HD video-on-demand programs, such as sports, movies and knowledge materials.
In this thesis, we reconstruct the holistic design process by adopting design thinking pro-cess incorporate with Service-Dominant Logic (SDL) approach, toward to customer-centric business logic and provides clarity as to what needs to be understood about the customers side. In this re-innovation design thinking process, we identify the key process in com-municating with stakeholders such as customers and resource providers by inspiring for the circumstance of potential problems and opportunities and learn how to capture unexpected insights and produce innovations in which we participate in customers’ value formation. Through the some technical of inspiring and ideation process such as focus group and in-depth interview with users, we synthesize user (interests, needs…) and business (con-straints, strength…) perspectives and drive incremental service innovations practically in detailed design of Video-on-Demand (VOD) services. In summary, this methodology and reformulating design thinking process giving CHT to aim for a deep understanding of cus-tomers and totally transferred the service creation process from a technology-driven toward to a user-centric design-thinking driven process.

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