1. The document discusses developing service applications using tools of service design. It introduces CXdesign, which helps companies ensure product-market fit by uncovering customer needs. 2. It discusses service-dominant logic and how customers co-create value through problem solving. The focus is on understanding the steps customers currently take to solve problems and defining requirements for minimal viable services. 3. The presentation provides examples of mapping customer journeys and personas. It emphasizes the importance of talking to multiple clients to understand challenges and evidence of current problem solving in order to design minimal viable services centered around customer goals.

1. Developing Service
Applications using Tools of
Service Design
Oleg Koss, CXdesign

2. Shall we introduce ourselves (30 sec)?
Our Company|Product|Service helps Customer(s) doing Customer Job by Gain
creator|Pain reliever.
kmbs helps future business leaders to expend their business by spotting new opportunities
for profitable growth
CXdesign helps mature companies and startups to ensure product-market fit of their
products by uncovering real needs of their future customers

3. A bit of theory

4. Service Dominant Logic

5. A user co-creates service

6. The product is only an avatar

7. Your aim is to help customer to achieve HIS goal

8. Your customer is already achieving his goal WITHOUT YOU

11. How does your customer solve her problem
(now)?
CXdesign helps mature companies and startups to ensure product-market fit of their
products by uncovering real needs of their future customers
Currently our clients start with MVPs. They get market feedback
but waste a lot of time and resources creating and re-doing their
MVPs.

12. How does your customer solve her problem
(now)?
kmbs helps future business leaders to expand their business by spotting new
opportunities for profitable growth
Currently our students read books and attend conferences.
They get fresh ideas but their knowledge lacks the system.

15. How do I?
1. Find 10-20 questions which have no answers
2. Talk to clients
3. Understand the key challenge that needs to be addressed
4. Define the requirements for a minimal viable service
5. Create MVS
Doing, not talking

16. Try to imagine what steps your clients are taking
now solving their problem
• 15-20 steps, described in VERBS
• What he thinks, what she does, what they strive for

17. 10987654321
Узнаю Планирую Начинаю Логинюсь Покупаю
билет
Жду Сажусь в
поезд
Еду в
поезде
Прибываю Продолжаю
путешествие
Пример Кейса:
Amtrak Acela
Customer Journey
Source: Jeneanne Rae, Peer Insight/IDEO
Слишком сильный фокус здесь
приводит к игнорированию
цельности клиентского опыта
Например: На возле дороги 128 не
было аренды автомобиля, поэтому
Acela помогла создать такой сервис
перед открытием своего терминала

18. 10987654321
Learn Plan Book Go to the
terminal
Undergo
security
check
Wait Board Travel in
the car
Unboard Continue
travel
Amtrak Acela
Customer Journey
Source: Jeneanne Rae, Peer Insight/IDEO
Too much focus here

19. 10987654321
Learn Plan Book Go to the
terminal
Undergo
security
check
Wait Board Travel in
the car
Unboard Continue
travel
Amtrak Acela
Customer Journey
Source: Jeneanne Rae, Peer Insight/IDEO
Too much focus here

20. Meet VARIOUS clients

21. What evidence
do you have?
What you (future) customer does now to achieve HER goal

23. Главная Страница
CARBOOK.UA

24. Персоны После
CARBOOK.UA
Разбираюсь в
машине
Не разбираюсь
в машине
В машину вкладываю
Машину использую
Пассажир
Passenger
Бывалый
Experienced
Фанат
Hobbyst
Скряга
Scrooge

26. CARBOOK.UA
Главная Страница После

33. Actual needs
When something happens to my car I call trusted friend to get an advice on what to
do
When I perform surgery on the open heart, I touch the veins to check the flow of
blood so I can continue with the surgery.
When I received an order, I rush to meet a passenger in order not to make him
waiting

34. Design your minimal viable Service
• 15-20 steps, described in VERBS
• What your customer does, not what do you do

35. Створіть MVS – minimal viable service

40. Створіть MVS

41. Try Out Your Minimum Valuable Service
Before Your Minimum Viable Product
Minimal VIABLE Product
• I have an idea of the product
• I want to test if my customer
likes my product
• To improve my product I will add
more features
Minimal VALUABLE Service
• I have an idea in doing what my
customer needs my help
• I want to see if I can help my
customer to achieve his goal
• To improve my service I will
provide more help to the
customer

43. How do I?
1. Find 10-20 questions which have no answers
2. Talk to clients
3. Understand the key challenge that needs to be addressed
4. Define the requirements for a minimal viable service
5. Create MVS
Doing, not talking

44. Oleg Koss
www.CXdesign.design
www.facebook.com/CustomerEXperienceDesign
+380 68 340 3330
Oleg.Koss@CXdesign.design