In this presentation you will find one example of how to use the service safari tool. This tool/method is extremely flexible and can used to experience any end-to-end service – whether that be calling customer service, using an online service or going out and experiencing the service in real time. A service safari allows individuals/teams to develop a first hand understanding of a service’s qualities – often conducted with parallel sectors.

1. DESIGNING IN THE WILD
Service Safari Workshop
Flaminia Del Conte – Thaís Tozatto Maio - Will Harmer
Livework © 2017 www.liveworkstudio.com London Oslo Rotterdam São Paulo

2. Will
Harmer

3. Flaminia Del
Conte

4. Thaís
Tozatto
Maio

5. Who
we
are

6. Who
we
are
A multi-
skilled
team
Our team of 14 nationalities
has a true blend of talent

7. We are not sector experts.
We are process experts.
Us

8. Agenda of the day
14:00 Introduction
14:10 What is Service Safari
14.40 Activity 1: Getting wild!
16:00 Activity 2: Map
16:50 Activity 3: Reflect
17:10 Summary and closure

9. TIME TO CHECK IN

10. “A Service safari is a quick way
to see the whole story”
Thaís, 2017

11. Example: Imagine you’re visiting the opera

12. o Read reviews
o Buy tickets
o Plan how to get to
venue
o Practical info –
dress code, date
Before During After
o Queue
o Enter the Opera
House and find your
seat
o Queue to buy drinks
during intermission
o Use toilet
o Enjoy the
performance
o Take a leaflet for
upcoming shows
o Purchase a Royal
Opera membership
o Instagram, tweet,
Facebook the event
Visiting the Opera

13. What is a
service safari?
an experiential field trip for
individuals/teams to understand and
experience services from the customer’s
perspective.
“
”

14. allows individuals/teams to develop a
first hand understanding of a
service’s qualities – often conducted
with parallel sectors.
align teams and clients, validate
assumptions and understand
customer needs
Why is it
valuable?
“
”

15. When to use it? Services you’re
designing for
Other services
• see the whole picture
• experience as different people
• compare
• get inspiration from other sectors

16. generally used at the start of projects
to - however it can be used throughout
a project.
Where to use it? “
”

17. NOW…
WE’LL SHOW SOME CASES OF HOW
LIVEWORK HAS USED IT

18. We love to use Service Safaris
Understand the luxury
customer experience
Identify opportunities for
future services
UNNAMED
LUXURY GOODS

19. Service safari helped us

20. o Empathise with luxury customers
Service safari helped us

21. o Empathise with luxury customers
o Identify opportunities and pain points
Service safari helped us

22. o Empathise with luxury customers
o Identify opportunities and pain points
o Quick overview of the user journey
Service safari helped us

23. o Empathise with luxury customers
o Identify opportunities and pain points
o Quick overview of the user journey
o Validate assumptions throughout the project
Service safari helped us

24. o Empathise with luxury customers
o Identify opportunities and pain points
o Quick overview of the user journey
o Validate assumptions throughout the project
Implemented pilot in 150 stores worldwide in a 6 month period
Service safari helped us

25. Identify opportunities for future services

26. HEALTHCARE
Experiencing services by sectors

27. HEALTHCARE RETAIL
Experiencing services by sectors

28. AUTOMOTIVEHEALTHCARE RETAIL
Experiencing services by sectors

29. AUTOMOTIVEHEALTHCARE RETAIL
Experiencing services by sectors

30. AUTOMOTIVEHEALTHCARE RETAIL
Experiencing services by sectors

31. AUTOMOTIVEHEALTHCARE RETAIL
Experiencing services by sectors

32. AUTOMOTIVE
Move about - Book my car

33. Move about - Locating the car
AUTOMOTIVE

34. Move about - Find a banana in the car
AUTOMOTIVE

35. Move about - No key in the car
AUTOMOTIVE

36. Service safari helped us

37. o Identify pain points and opportunities
Service safari helped us

38. o Identify pain points and opportunities
o Collect industry based insights
Service safari helped us

39. o Identify pain points and opportunities
o Collect industry based insights
o Familiarize the team with service thinking
Service safari helped us

40. ALMOST TIME TO GET WILD…

41. Activity 1
FIELD
o Going out to experience
a Service Safari
o Collecting observations
Activity 2
CONFERENCE VENUE
o Mapping your
observations – defining
pain points and
opportunities
Activity 3
CONFERENCE VENUE
o Reflecting on how it
applies to what you do
Activities Overview

42. ACTIVITY 1
GETTING WILD

43. Before you go out,
let’s talk about how we do it

44. Observe in a structured way
Time Touchpoints Documentation

45. Pay attention to touchpoints
INFORMATION
Service information, warnings, bulletins, guides
TRANSACTION
Check-in, payment, order
STAFF
Support staff, guides, operators
FACILITIES
Washrooms, accessibility, location

46. How we capture
COLLECT
Tickets, maps, timetables, leaflets. Screenshots of app and website
PHOTOGRAPH
The environment, what’s happening, etc.
RECORD
Announcements, ambient sound, music
WRITE DOWN
Take notes, draw/sketch

47. NOW…
LET’S TALK ABOUT WHO YOU WILL BE

48. Walking in another person’s shoes
We use personas to to open our eyes to
things that could go unnoticed

49. You will be…
Tourists Visually
impaired
Group of
teenagers
Family with
a small child
Elderly

50. Tourists Visually
impaired
Group of
teenagers
Family with
a small child
Elderly
Consider their different needs

51. NOW…
LET’S TALK ABOUT WHERE YOU’RE
GOING

52. #1 TAKE A BOAT – River Bus

53. #2 VISIT A MUSEUM – National Maritime Museum

54. #3 TAKE THE TUBE - DLR

55. The map!

57. Save the back
for later

58. Choose your service safari
££ Free £

59. NOW…
LET’S CREATE TEAMS

60. SEE YOU IN ONE HOUR (60 mins)

61. WELCOME BACK

62. ACTIVITY 2
MAPPING OBSERVATIONS

63. Use the map behind you

64. Activity 2
1. Service phases - 5 Minutes
2. Elements - 5 Minutes
3. Pain points - 5 Minutes
20 Minutes
4. Opportunities - 5 Minutes

65. Please use the wall behind you to map your
observations

66. Time to spare, consider…
o Potential design opportunities, starting points
o Design challenges

67. ACTIVITY 3
REFLECT & SHARE

68. 1. Reflect

69. 2. Share

70. CONCLUSIONS

71. Service
safari
Is a quick and easy
method to
understand a
service experience
and the customers
that use it.
“
”

72. SERVICE SAFARI is great because
• Understand who you are designing for
• Get on the same page as your team/client
• Avoid “OH SHIT!” moments
• Get inspired!

73. THANK YOU!
#Liveworkstudio #DesignintheWild
flaminia@liveworkstudio.com
@FlaminiaDelCont
thais@liveworkstudio.com will@liveworkstudio.com
@w_harmer