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Behind every great service is a great organisation

In Part 2 of this six-part series, we investigate the first fundamental of our Design-led approach – Designing the Experience.

Businesses need a compelling vision to create a remarkable, valuable and branded experience. Without a clear vision, an understanding of your customers and a definition of the target experience (in a form that everyone can understand, and get excited about), there is no defined target for the service and value it should provide. Contributing teams and front-line colleagues need to understand why and in what they are investing their time and energy for them to be motivated and committed.

The associated challenges that businesses face:

  • Imagining what a new service or experience could be and how to build it.
  • Finding ways to differentiate and create new value for both customers and the business.
  • Not only improving the service but making it feel distinctly branded.
  • Needing to get everything aligned around a central view of customers and their needs, to avoid wasted effort.
  • Developing an experience that understands the questions and challenges being posed of the current operation and business.

The activities and assets that help you succeed:

  • Conducting qualitative design research and drawing inspiration from leaders in related worlds.
  • Developing the vision and strategy for the target experience and the principles that underpin success.
  • Creating customer personas to build empathy with the needs and values of those you are designing for.
  • Imagining the ideas and new solutions and designing the journeys from which new services are assembled.
  • Detailing the omnichannel design across all the interrelated touchpoints and channels in play.
  • Prototyping and piloting the selected solutions to assess the customer and business value in the real world.
  • Defining the value case to reassure decision-makers of the rationale for investment and change.

 

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