We see poor service design everywhere - so many services that don’t work, take up too much time and simply do not help users do the one thing they need to do - get their job done. So, how might we redesign the customer’s experience with our service? Where do we start?
Any service redesign process needs to start with a deep understanding of the most important questions: who is using this service and what are they using it for? Or in service design language: “What job is someone trying to get done by using this service?”
People don’t need services, they need to get things (jobs) done. In this sense, you don’t actually need a bank, you need a place to hold your money. You don’t need a mobile service provider, you need to be able to make and receive calls. All these things are jobs to be done. After having defined the jobs to be done, it’s time to map out the customer journey or overall experience our user has with our service. This is done using journey mapping tools and a lot of empathy.
Can we do it remotely while having no direct contact with our users because of the “virtual reality” we all live in? How can we map the end-to-end journey while everybody is at home? There was no predefined formula for this. We, at launchlabs - created one.
The service redesign sprint in a nutshell
Redesigning Services: Customer Journey Mapping Sprint is a customizable program for virtual sessions where multidisciplinary teams map and visualize the experience of their customers by mapping out the client journey in detail. Essentially, the Customer Journey Remote Sprint will allow the team to map all the company operations related to a specific service from the perspective of overall relationship with the customers.
When should we run a service redesign sprint?
For redesigning existing or creating new services, consider running a Customer Journey Mapping Sprint. This will allow quick concept validations, prototypes and service improvements with direct feedback from users in real time. It’s ultimately human-centered design at it’s finest: designing for real needs vs for hypothetical needs with features that nobody wants or will use.
What does it look like, how long will it take?
/ Pre-design with the project owner
This sprint is tailored for teams and managers who want to shift to an agile way of working by improving and keeping on track their customer’ satisfaction. We’ll have to download all the necessary information that will help us customize the sprint and maximize the outcomes.
/ Understanding your customers is crucial (Research & Profiling)
The main difficulties in finding valuable insights from journeys come from the lack of real data to support them. This is why we conduct qualitative and quantitative research, which will lead to the most detailed and accurate information. Including the profiling of customers.
/ Interactive journey mapping workshops
Each workshop represents the steps of a classic service design sprint.
// The kick-off session is dedicated to the preparation of the research;
// The second workshop consists of the journey mapping itself;
// The last session is dedicated to adjustment of the journey and the generation of solutions on how to improve the customer experience.
Follow-up coaching sessions for better transfer of the insights and generated solutions into actionable steps.
How do we customize it for a specific service?
As business redesigners, we know that each industry has its unique challenges and needs and a one-size-fits-all approach is hardly ever the answer. That’s why when starting a sprint, we always co-create. In other words, we go through a sprint planning phase together with our clients, to define and pre-design the sprint so it works to solve the specific task at hand considering the company’s DNA, processes and workflow.
Examples of sprints we’ve done?
How to run the sprint remotely?
By using interactive and efficient digital collaboration tools like interactive whiteboards and break-out sessions for work in multiple groups, shifting to remote sprinting is easy.
We’ve tested more than 20 different online platforms, and combinations thereof, in order to create the closest possible scenario to an effective and meaningful live interaction. We’ve run internal tests, and tests with clients willing to be a step ahead and redesigned our portfolio for remote work and facilitation. Our selected credentials include Accenture Global, Deutsche Telecom, Telenor, Roche, Raiffeisen Bank and many others.
Not sure if the customer journey mapping sprint will be the right choice for you? You can start by trying the Pre-design Workshop first. It’s a 1-hour workshop that reflects the workflow, mechanics, and, most importantly, the speed of the design sprint process.