Empathy, noun ˈem-pə-thē:
the feeling that you understand and share
another person's experiences and emotions:
the ability...
Empathy is critical to successful service design
To design effective products and services you must care to
understand whe...
Per demographic research:
• Male
• Born in 1948
• Raised in England
• Married
• Have at least 2 children
• Like dogs
• Suc...
Per demographic research:
• Male
• Born in 1948
• Raised in England
• Married
• Have at least 2 children
• Like dogs
• Suc...
Per demographic research:
• Male
• Born in 1948
• Raised in England
• Married
• Have at least 2 children
• Like dogs
• Suc...
Service design relies on qualitative research
One must understand context to truly
understand a service experience
Observe
Observe your constituents in their service environment. When
it’s not feasible to observe them, as them to documen...
Seek out extreme users
Looking outside the median can lead to brilliant insights from
users who are actively using your pr...
Cool story, bro
This all takes time. Know what we don’t have a lot of this
weekend? Time.
But that’s OK!
Rapid Persona Development
Create a persona, any persona. Let’s call her Susan
How old is she? Is she married? Have kids? W...
Now that you know Susan, put her into the service environment. What is she
thinking and feeling? Seeing, hearing. What pai...
Additionally, hop online or chat up people in your vicinity. But
don’t spend too much time on this.
You want to begin inco...
Field Research
Once you’re on a path with your idea, you’ll want to make it
tangible and hit the streets.
Make it tangible...
Do I have to talk to people?
Well, that’s gonna help. Approach people with a friendly request
for their feedback, let them...
Listen
Let people talk to you, listen to their stories
Listen for when emotion comes in
Don’t be scared of silences
Laura Andersen
Customer Experience
and Service Design
la@lauraandersen.com
@LA0811
+1 612 839 6770
17
Research and Personas: Tampa Service Jam
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Research and Personas: Tampa Service Jam

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Preparing Tampa Service Jammers to begin developing personas and research their Jam project idea.

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Research and Personas: Tampa Service Jam

  1. 1. Empathy, noun ˈem-pə-thē: the feeling that you understand and share another person's experiences and emotions: the ability to share someone else's feelings
  2. 2. Empathy is critical to successful service design To design effective products and services you must care to understand whether and how it solves your constituents’ problems. Service design helps you develop your empathy Almost without effort, by following services design practices and participating in service design engagements, you will find yourself being more objective and looking for context in situations that don’t seem to be going well.
  3. 3. Per demographic research: • Male • Born in 1948 • Raised in England • Married • Have at least 2 children • Like dogs • Successful and wealthy • Love the Alps From This is Service Design Thinking. Illustrations by @Adrian_Paulsen
  4. 4. Per demographic research: • Male • Born in 1948 • Raised in England • Married • Have at least 2 children • Like dogs • Successful and wealthy • Love the Alps From This is Service Design Thinking. Illustrations by @Adrian_Paulsen
  5. 5. Per demographic research: • Male • Born in 1948 • Raised in England • Married • Have at least 2 children • Like dogs • Successful and wealthy • Love the Alps From This is Service Design Thinking
  6. 6. Service design relies on qualitative research One must understand context to truly understand a service experience
  7. 7. Observe Observe your constituents in their service environment. When it’s not feasible to observe them, as them to document their experience through pictures, journals and mobile ethnography apps. Engage Don’t just ask about an incident or an interaction, talk about the entirety of a customers’ experience, from pre-consideration through reconsideration.
  8. 8. Seek out extreme users Looking outside the median can lead to brilliant insights from users who are actively using your product or service. Look for problems and workarounds People will, in the immortal words of Tim Gunn, Make it Work. How are they using and adapting your product or service? If this is what your service is supposed to do, why are they working so hard? What can you learn from this?
  9. 9. Cool story, bro This all takes time. Know what we don’t have a lot of this weekend? Time. But that’s OK!
  10. 10. Rapid Persona Development Create a persona, any persona. Let’s call her Susan How old is she? Is she married? Have kids? What does she do for a living? What does she WISH she did for a living. Give her personality – is she a dog or cat person? What’s her favorite TV show? Where does she like to vacation? Give her a face – cut a picture out of a magazine (no on famous). Think about her as your developing your idea. How will she react? What will she think? Don’t think about how a user would interact with your service, think about how your new friend Susan would interact. Ther Persona Core Poster by Creation Companion
  11. 11. Now that you know Susan, put her into the service environment. What is she thinking and feeling? Seeing, hearing. What pain is she feeling? What value is she receiving?
  12. 12. Additionally, hop online or chat up people in your vicinity. But don’t spend too much time on this. You want to begin incorporating what you’ve learned to adapt your idea as necessary.
  13. 13. Field Research Once you’re on a path with your idea, you’ll want to make it tangible and hit the streets. Make it tangible? Already? This can be a sketch of what a app might look like, a cardboard mockup of a product, or a way to stage a service prototype. You just want something people can respond to and interact with.
  14. 14. Do I have to talk to people? Well, that’s gonna help. Approach people with a friendly request for their feedback, let them know you’re not selling or signing them up for anything. Explain that you’re learning a new way to create better customer experience, and you’ll surprised at how much people want to talk to you. If you really don’t want to talk to people, you can document* the interaction. *Always ask before taking pictures or filming, but documenting with notes will keep what you learned fresh accessible once you’re back at the Jam.
  15. 15. Listen Let people talk to you, listen to their stories Listen for when emotion comes in Don’t be scared of silences
  16. 16. Laura Andersen Customer Experience and Service Design la@lauraandersen.com @LA0811 +1 612 839 6770 17
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