Challenge - In Need of Guidance
While customer-centric organizations may succeed in identifying customer needs and business challenges, operationalizing the necessary solutions can be a challenge and often great ideas are never implemented. Additionally, there is lack of clarity regarding what constitutes Service Design, as it is sometimes confused with user experience (UX) and even user interface design (UI). Applying a Service Design method can help, and yields significant benefits for both the business and customers.
Solution - Going Deep for Superior Customer Experiences
Our Service Design experts have an end-to-end approach, looking deep into customer scenarios and what is going on behind the scenes in order to determine what they are experiencing before, between, and after the screen interactions. As a result, we have a better understanding of customer needs. We:
- Help enhance value propositions and interactions across all touchpoints, not necessarily just digital
- Leverage a unique approach combining our Service Design experts with teams across a wide range of Digital Key Capabilities, including User Xperience, Digital Strategy, eCommerce, Digital Marketing, and Software Development
- Provide our clients with a more complete and technologically advanced strategy
At the start of a project, we gather inspiration and insights, collecting as much information as possible to identify user needs and develop initial ideas.
Specific methods include market research, user research, empathy maps, competitive benchmarking, and design research groups
In this phase we extract insights from the information and analysis to make sense of all the possibilities identified in the Discovery phase.
Which matter most? Which features are the customers more likely to pay for? Which should we act on first? Using Design Thinking techniques–and a good deal of creativity!–we conduct workshops to co-create ideas and frame the design challenge.
Our designers work iteratively to test out ideas and improve them throughout the entire development process. Using storytelling and mockups to make an idea tangible from an early stage helps to save resources and minimize risk. Prototyping can be applied to both products and services, and allows real world feedback from users that ensures better, more relevant outcomes. It also provides a technical viability checkpoint so that the development team can understand the requirements and dependencies (Service Blueprint), process, and cost before it is rolled out.
Our goal is to deliver a Minimum Viable Product (MVP) with just enough features to satisfy early customers and provide feedback for future product development. We start with a simple product–resisting the temptation to solve everything at once–and with every iteration solve an additional problem. Delivery is key and technology should be seamlessly integrated at all stages of the process.
We finalize and test to validate that our product or service effectively addresses the needs identified in the Discovery phase. Using previously defined checkpoints defining how success should be identified and measured, we then zero in on specific changes that need to be made and corresponding timelines. Monitoring these metrics ongoingly provides the feedback and new knowledge necessary to iterate and keep all stakeholders in the loop.