Service Prototyping
How might we make a Service “Experience” visible and tangible?
When it comes to business, leaders must explore new opportunities and weigh the risks and benefits of a service.
Through prototyping, we explore new ideas, assess their risks and develop methods to reduce uncertainty for stakeholders.
The LEGO® SERIOUS PLAY® method
Purpose: Imagine future state of an Airport
LEGO® Serious Play® (LSP) enables end users to work directly with service designers in a collaborative process. LSP can be used to prototype during the speculative design phase, it can involve end users in the development phase and it can be used with experience prototyping to align strategic direction across all functions.
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Physical Requirements
Lego base model, glue, color pens, cardboard, sticky notes, digital camera, black cardboard
Participants
12
Research techniques
Use-it-yourself (autoethnography), participant observation,
co-creative workshops
Expected output
Documentation of processes and stakeholder journeys, shared understanding about criticality and dependencies of elements
Investigative Rehearsal–Cardboard Prototyping
Purpose: Investigate the current state of a Starbucks Outlet
Investigative rehearsal is a structured, constructive, full-body way to examine interactions and develop new strategies. It is a powerful technique based on Forum Theater, and can be used to examine, understand, and try out behavior or processes. It clarifies the emotional side of an experience and can reveal many practicalities of the use of physical space, language, and tone of voice.
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Physical Requirements
A flexible space with good lighting and enough room to build, people, sheets of corrugated cardboard or foam board, scissors, tape, cutting mats
Participants
12
Research techniques
Use-it-yourself (autoethnography), participant observation,
co-creative workshops
Expected Output
Research data (specifically a list of bugs, insights, and new ideas), raw video footage and photos, more questions and hypotheses
Rehearsing Digital Services
Purpose: To prototype Kroger's checkout system
Investigative rehearsal for digital services is a theatrical method to enable deep understanding and exploration of interaction patterns, behaviors, processes, and user motivations through iterative rehearsal sessions. Based on Forum Theater, it is a structured, full-body way to clarify the use context and emotional side of an experience and reveal practicalities around physical space, language, and tone of voice – insights which are then turned into exciting user interfaces within the digital arena.
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Physical Requirements
A flexible, private space, furniture, whatever objects are at hand, a flipchart, a starting point
Researchers
5
Research Techniques
Use-it-yourself (autoethnography), participant observation,
co-creative workshops
Expected Output
Insights, ideas, often also more questions and hypotheses, raw video footage and photos
Desktop Walkthrough
Purpose: To analyse the current service state of the emergency unit at St. Joseph Candler Hospital, GA
The desktop walkthrough is one of the signature methods of service design. It helps to make the experiential process nature of a service – a story unfolding over time – tangible. Compared to paper tools like customer journey maps, desktop walkthroughs allow service concepts to be iterated at a much faster pace. New ideas can be instantly identified, tried, and tested. The service concepts get refined quickly.
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Physical Requirements
Pens, scissors, glue, paper, cardboard, plasticine, toy figurines, flipchart paper, sticky notes, digital camera
Researchers
5
Research Techniques
Participant observation, interviews, co-creative workshops
Expected Output
Documentation of processes and stakeholder journeys, shared understanding about criticality of elements
3D Modeling Service Environments
Purpose: To visualize the physical evidence at MLK Savannah Visitor Center
3D modeling can enhance the quality and user experience of a service by allowing designers to visualize the service environment in a realistic and interactive manner. It can help test and refine design elements, facilitate effective communication with stakeholders, and engage customers in new and immersive ways. This can result in a more engaging and successful service that meets the needs of both customers and service providers.
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Physical Requirements
Measuring tape, sketchbook, Desktop with AutoCAD, 3D Sketchup and Lumion 3D rendering softwares installed
Participants
12
Research techniques
Use-it-yourself (autoethnography), co-creative workshops
Expected Output
High quality simulation of the service environment
