Engage your clients in product and service development with the tools of service design
Does the following sound familiar?
Developing new business starts from the internal processes of the company, technology first.
Concepting new products and services is too often based on existing processes and technological know-how. Finally, the customer is sat down, even forced into the process created for them and then maybe the creator wonders why the customer is not acting in the manner the design of the product requires them to act.
Service design, on the other hand, starts from the inner hidden needs of customers, so we can create products and services that the clients truly need.
The power of customers has grown. In addition, the understanding has dawned that products and services need to be working from the point of view of the client. In other words, the products/services need to create value for the client: To solve problems in their everyday life.
Many organisations talk of customer-centric operation models and that customers are important, but most often they keep the clients at a safe distance from themselves.
Organisations traditionally implement customer satisfaction surveys and talk with customers at organized customer events. These activities rarely bring out the hidden needs of clients, the needs the clients find it hard to put into words. These needs are best uncovered by service design and co-creation.
Hidden needs can be mapped by engaging the customers in a co-creation workshop.
The work can start from e.g. building service paths from the POV of the client. Then we understand the path the customer is progressing on when they use the product/service.
Many different service design games like CoCo Cosmos help to agilely describe how the customer works and what they value/do not value or feel useless or even hard.
Workshop activity results need to be analysed – you need detective work and a researcher attitude to not just pick the low-hanging fruits of easy results, but to get deeper, combine clues and bring new points of view into the mix.