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Service and product design workshop
- 1. Service and product design workshop Markko Karu helps companies to improve and innovate
- 2. Design is a process of making something better for someone.
- 3. donejob your product / service anything else What they need? Do they see the difference? Can you deliver?
- 4. design creative problem solving creative use of material
- 5. Design Effectiveness Awards 2015: BT Home Hub 5 The BT Home Hub 5 is an integrated VDSL modem and wireless router and is the core device used to connect customers to the BT fibre optic network.
- 6. Kuidas ma saan asjadest teada?discover define Problem context Solution context BRIIF Choose the best solution Create alternatives Frame the context Examine the user and the problem develop deliver
- 7. User-centered design is a process that ensures that the designs match the needs and capabilities of the people for whom they are intended
- 8. Why it is important?
- 9. “People can get the Model T in any color they want, as long as it is black” Henry Ford
- 11. The best camera is the one you have with you when something interesting happens
- 12. Home blindness: inability to observe enviroments and situations from an objective stand point.
- 15. Customer Validation Customer Discovery Customer Creation Company Building Problem-Solution fit Proposed MVP Proposed funnel(s) Product-Market fit Business model Sales & Marketing roadmap Scale Execution Scale Organisation and Operations © Steve Blank Pivot
- 16. 1. Build empathy
- 17. imaginary people buy nothing.
- 21. MIT Agnes suit
- 22. Collect data Observe Map and describe Prototype and test Get out of the building!
- 23. The customer does not behave as they say, they do not say what they think and they do not think what they feel.
- 26. opinion event experience Ask Test Discuss Use or purchaseDo you understand? Do you like? Pains / Gains Convenience Usability
- 27. User interview is a research method for learning about the user’s motivation and decision-making process as we ask them to describe their past experiences and take interest in their feelings and thoughts during that.
- 28. Learn about… • What is their life about? • What are their goals? • What they are comparing/replacing you with? • How they feel during the service provision? • What were the obstacles/motivation?
- 31. © MailChimp
- 32. Markko Karu, 2019www.digitalmarketer.com Persona Goals and Values Sources of information Challenges & Pain points Objections & Roles Service attitude Goals: what she wants to achieve? Values: What is she committed to? Loyalty? Comfort? Joy? Books: Magazines: Blogs / Websites: Conferences: Opinion leaders: Friends: Family: Other: Possible objections (why she says “no” to you) Do It Yourselfer: takes pride in self-reliance Challenges: what make her job/life hard? (jobs-to-be-done) Pain points: what she dislikes/avoids? Role in the Purchase Process Name Occupation / Role Education Location / Type of habitat Income Work-Life tempo Age Gender / Marital status Advice seeker: knowledgable but needs feedback Delegator: spare the details, just get it done User: cares about usage Decision maker: cares about investment Advisor: cares about mechanics How they live? Whom they listen? What they believe in? What they find difficult? How they decide? How they interact?
- 33. 2. Define value
- 34. What? Why?
- 35. thebrandmanual.com “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!” Theodore Levitt
- 36. You are looking for customer… Pains Jobs Gains
- 38. “The cheapest car in the world (for Indian market)”
- 39. PainsGains “What I have to endure”“What do I get” search / buy learn / try implement cost/time savings effect / advantage reputation etc © Michael Skok
- 40. PainGain © Michael Skok Inertia Switching costs? Default = do nothing Alternatives? Good enough is good enough RISK on a startup
- 41. privacy return rewind privacy return privacy
- 42. Maslow’s Hierarchy of Needs PHYSIOLOGICAL SAFETY SOCIAL ESTEEM COGNITIVE AESTHETIC SELF-ACTUALIZATION TRANSCENDENCE Emotional needs Functional / moment needs
- 43. strategyzer.com
- 45. CUSTOMER GAINS GAIN CREATORS PAIN RELIEVERS PRODUCTS AND SERVICES CUSTOMER PAINS CUSTOMER JOBS What makes a good experience? What holds them back? What they want to get done?What do I sell? What do I do to cheer them up? What do I do to remove obstacles?
- 46. Gain Creators Products & services Pain Relievers Customer job(s) Tasks they are trying to perform and complete, the problems they are trying to solve, or the needs they are trying to satisfy. Pains Anything that annoys your customers before, during, and after trying to get a job done or simply prevents them from getting a job done. Pains also describe risks, that is, potential bad outcomes, related to getting a job done badly or not at all. Gains Anything that your customer expects, desires, or would be surprised by, including functional utility, social gains, positive emotions, and cost savings. TeamThe Value Proposition Canvas Markko Karu, 2019 www.strategyzer.com What makes a good experience? What holds them back? What they want to get done? What do I sell? What do I do to cheer them up? What do I do to remove obstacles?
- 47. 3. Define critical moments
- 48. Customer comes in / calls Says what she needs Chooses and pays Leaves ©Brand Manual
- 49. A reason Remembers previous experience Asks around / surfs the net Considers “all” options Puts it on the backburner because it isn’t urgent Calls and asks for information anonymously Finds time to visit / calls Drives up and parks / walks from the bus stop Customer comes in / calls Says what she needs Chooses and pays Leaves Is at work with the product Unpacking Using Develops an opinion of the product or service
- 50. BEFORE AFTERDURING + - CHOOSING A PLAY BUYING A TICKET DRESSING UP PARKING ARRIVAL WARDROBE TOILET FIRST SCENE QUEUING AT THE BAR QUEUING ATTHE WARDROBE SECOND SCENE PARKING TICKET ARRIVE HOME SHARING THE EXPERIENCE
- 51. Service design is about removing obstacles, uncertainty and confusion from customer’s way and and helping them to achieve their goals with a least effort.
- 52. SINU VAJADUS MÜÜA EI PANE MIND OSTMA 1 MINUTE WALK 7 MINUTE WAIT 7 MINUTE WALK 1 MINUTE WAIT
- 54. ATTRACT CHOOSE USESUPPORT RETAIN• Set expectations • Make a compelling impression • Capture peoples’ imaginations
- 56. ATTRACT CHOOSE USESUPPORT RETAIN• Help customers discover you • Make opting-in easy • Offer reassurance
- 57. Tick, if you want to be an organ donor. Tick, if you don’t want to be an organ donor. ORGAN DONORS: 5% ORGAN DONORS: 95%
- 58. Sheena Iyengar 24 tastes 60% tried 6 tastes 40% tried 3% bought 30% bought
- 59. ATTRACT CHOOSE USESUPPORT RETAIN • Understand people’s needs • Make using simple and easy • Ensure the solution becomes part of the user’s life
- 60. BRC case 60 Case study: BALTIC RELOCATION SERVICES
- 61. ATTRACT CHOOSE USESUPPORT RETAIN• Understand the issues • Empathise with the customer • Provide a solution
- 63. ATTRACT CHOOSE USESUPPORT RETAIN • Conclude the experience • Instil positive memories • Build advocates • “You have to try this!”
- 65. BEFORE AFTERDURING + - Definitive moment ATTRACT CHOOSE USE SUPPORT RETAIN First interaction Decision Event Event Event Event
- 66. 4. Find competitive angle
- 67. Mastery takes 10 000 hours of practice
- 68. Feature creep
- 69. Where we compete? How we plan to win?
- 71. Problem-solution landscape Customer Problem Solution Product Strengths Weaknesses Non-techies Shared fun experience Board game Monopoly Affordable Well-known Takes too long to play Seen as boring Game console PlayStation Good graphics Good games Learning curve Game console Wii Easy to learn Movement controller Less capable Less games
- 72. How others are solving the same problem?
- 73. 5. Test your assumptions
- 74. “No battle plan ever survives contact with the enemy” Helmuth Karl Bernhard Graf von Moltke
- 76. Easy to set up Statistics and user/location management Type in your name! Use paper tickets or…
- 79. The Mom Test — what people think You: Mom. I have a business idea. Do you have 5 minutes? Mom: Of course, dear. You: You like your iPad and use it a lot? Mom: Sure, it's great. You: Would you buy a cookbook app? Mom: I love cookbooks. sounds nice. Does it come with vegan recipes? Or something special for Xmas? Well, I have plenty of cookbooks. I don't need a computer in my kitchen — it might get dirty! App? I never bought an app. Don't you need to enter your credit card for that? Sounds complicated.. I use it to check email on the sofa. I’m proud of you and support you.
- 80. The Mom Test - How to do it right • Mom, when did you used your iPad lately? For what? • Have you ever used it in the kitchen? • Have you ever bought an app? Which? Why? For how much? • Do you use your cookbooks? • Is there anything you dislike about them? • What was the last cookbook you bought? When? Why?
- 81. Good or bad feedback? “That’s so cool. I love it!” “There are a couple of people I can introduce you to when you’re ready.” “What are the next steps?” “I would definitely buy that.” “When can you come back and talk to the rest of the team?” No commitment Mostly fail Success! Mostly fail Success!
- 82. Progress = validated learning about customers
- 85. Learning Card We believed that step 1: hypothesis Insight Name Person Responsible Date of Learning From that we learned that step 3: learnings and insights We observed step 2: observation Therefore, we will step 4: decisions and actions Data Reliability: Action Required: The makers of Business Model Generation and StrategyzerCopyright Strategyzer AG Test Card We believe that step 1: hypothesis And measure step 3: metric To verify that, we will step 2: test We are right if step 4: criteria The makers of Business Model Generation and StrategyzerCopyright Strategyzer AG Test Cost: Data Reliability: Critical: Time Required: Test Name Assigned to Deadline Duration http://blog.strategyzer.com/posts/2015/3/5/validate-your-ideas-with-the-test-card
- 86. What is your current assumption and how can you test it?
- 87. 6. Wrap up
- 88. Reality resists (new) ideas.
- 89. Choose to work on things that create value for users. @markkokaru
- 90. donejob your product / service anything else What they need? Do they see the difference? Can you deliver?
- 91. Customers people want: • being empowered • being in control and competent • being surprised and remembered • experiences
- 92. What we all can do better: • observe/test more, assume less • try to see situations from their point of view • keep the end goal in mind • all rules can be questioned
- 94. See You tomorrow! Markko Karu hello@markkokaru.com