Using the ‘five fundamentals’ of service, a range of personas and other materials, we’ve created several ‘MyMetrics’ - measures of experience focused on a specific type of service - In our case Independent fashion boutique.
We spent an afternoon observing, analysing and thinking about service design and innovation opportunities for our service…
We went to SoFo at Södermalm in Stockholm, known for it’s many small trendy boutiques. But since it was Monday lots of them were closed. But finally we found four that were open: Tjalla Malla, Grandpa, Twist & Tango and Acne. Since it was lunchtime it wasn’t that busy.
We see a great opportunity for small, exclusive boutiques, to help the insecure, but curious, potential customer to enter unknown territory. By providing a ‘‘neutral’’ informational space in the shop, without interference from the shop assistants, he/she get the chance to check out the place and it’s content, without feeling stupid. With the help of an interface and monitors, the consumer can get information on many different levels; the plain basics or updates on what’s hip and coming, brand info, fashion reports, videos from the catwalks et cetera. Thus, the barrier has been broken down, and he/she is one step closer to experience the rest of the boutique.