Use a Human Centered Design approach using Service Design.
Technologies grow faster than ever before in a world where digital has become the new norm.
Therefore a technology driven approach to strategy and product development seems evident, right?
It’s not wrong, but the most successful, profitable and durable approach puts the (future) customer or employee first - a human centered design approach using service design.
The starting point of service design is the customer. No matter what.
If you are looking for a guide that points you to the right direction, you already found it.
The needs, wishes and urges of your customer are the basis of a service design that comes up with the right solution. A human centered service design should be user centered, co-created, sequenced, validated, and of a holistic nature.
Understand the customer, develop customer-oriented services by gaining insight into the behavior, the social frame of reference and the motives of the customer.
Every stakeholder should be involved in the service design process. Create an environment in which idea sharing and feedback are encouraged.
Services should be visualized as a sequence of interrelated actions. Divide into different processes, such as pre-service, service and post-service.
Validate properly and plenty. Use rapid prototyping to gain immediate feedback from the customer. Iterate to come up with a fully validated concept.
Take the entire context of the customer process into account, from individual touch points to alternative customer journeys.
In the first phase we will set targets for our KPIs. What are your business objectives? Where do you see your company next year? And in 5 years? Take a look at your business model. Is it profitable? Is it sustainable? To answer these questions you need to evaluate your organisation as a whole. In order to do so we have created the candy canvas. This canvas maps the three dimensions of customer, company and employees in a clear and practical manner.
Without data, you’re just another person with an opinion” - this quote by American professor W. Edwards Deming pretty much nails it. We need data to put our ideas to the test. There are plenty of ways to collect relevant data. Market research, competitor analysis, mystery shopping, observational techniques, focus groups, in-depth interviews, analytic tools, surveys, just to name a few.
The results from these are subsequently used to develop personas, fictional types of customers that we will run through the entire customer journey. Through these personas we look for emotions, happy moments, moments of truth and questions that the end user might have. This gives us a perspective of the weaknesses and strengths in the customer journey.
Ideating means brainstorming to come up with solutions - for instance through workshops. With various stakeholders we extract thoughts and ideas and plot them on a value innovation matrix. This shows us exactly what kind of product or service bears the best results based on effort and value.
To ensure that we are indeed on the right track, validation is paramount. It means checking whether the provisional product or service is in line with the goals set at the start of the service design process. Through rapid prototyping - clickable designs for instance - we can easily visualize these early results. Running multiple iterations and adjusting accordingly is necessary in order to present a fully validated concept.
We want to create a Minimum Lovable Product (MLP). A product that can be swiftly launched in the market which contains qualities that generate a feeling of delight and value towards the customer. We map everything that we learned, extracted and measured in a so-called service blueprint. It visualizes exactly what needs to be done to fulfill the needs of the customer, as well as the necessary tools and technology to get there. Additionally we create a roadmap, a go-to-market strategy and a revenue model.