Don't create extra friction for your customers. Learn how a Service Design Sprint can help you make better decisions and offer better services to your customers. Sometimes we implement things with the best intentions but without really understanding the impact it will have on our customers. Quite often it causes additional friction that frustrates your customers. A Service Design Project Sprint can help you learn quickly and cheaply if you idea is going to create a positive impact or if it is going to create more friction.

1. Don’t Create Friction For
Your Customers
A Case Study on how a use a Service Design
Project Sprint to help you make better decisions.

2. Background

3. In Kuala Lumpur the KLIA
Express is the fastest way to get
to the airport from the city and
vice versa.

4. It costs Rm35 and only takes 28
minutes.

5. This is how a ticket used to
look.

6. You’d feed the ticket into the
barrier machine and it would be
returned to you once the barrier
opened.

7. You needed to reuse the ticket
at you destination station to exit.

8. It caused some queues at the
exit barrier resulting in a delay
for passengers.

9. This is what they use now.

10. No doubt that QR codes are a
“newer” technology.

11. But do they make sense from a
user perspective?

12. Do they make our lives any
easier than the old system?

13. No.

14. It takes more time for you to
scan the QR code at the barrier.

15. It may only take an extra 4-10
seconds.

16. But if you have 100 people
trying to exit at once, it adds up.

17. An extra 4 seconds per person
results in more than a 6 minute
delay for everybody on the train
to clear the exit barrier.

18. As a user this delay is incredibly
frustrating.

19. By installing QR Code tickets
KLIA Express has created more
friction for their customers.

20. Updating to a new technology
without understanding how it will
impact people…

21. …is a killer mistake that many
people make.

22. QR codes are great, and
incredibly useful if applied to the
right problem.

23. But implementing them because
they are “new” ends up creating
a frustrating situation for your
users.

24. And it probably cost them a lot
of time and money to
implement.

25. They basically spent time and
money to create a service that
is worse than before.

26. How could this have been
prevented?

27. By taking a human centred
approach to the problem.

28. They could have spent time
observing how people use their
service.

29. They could have prototyped and
tested the use of QR codes.

30. They probably tested the
technical feasibility of QR
codes.

31. But not the usability and
desirability from the users.

32. In less than a week they could
have learnt that implementing
QR codes would have no
benefit to their users.

33. And moved their focus onto
projects that could create a
more positive impact.

34. The theory behind Human
Centred Design is fairly simple.

35. The application can be hard.

36. Let us guide you.

37. Or if you don’t have the time let
us do it for you.

38. We can do the work while you
reap the benefits.

39. Let’s connect.
Share your experiences with us
or learn how we can help you.
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