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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.

 

More Engine work

Service design for London Borough of Southwark

London Borough of Southwark

Using service design to tackle the social challenges to healthy eating

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Enhancing passenger experience for Southeastern

Southeastern

Developing the seamless passenger blueprint for an enhanced passenger experience

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Resources

How voice-enabled services are offering a brighter future for healthcare

The use of voice-enabled technology in healthcare is not limited to making it easier for doctors to dictate patient notes. From providing patients with information on their conditions and access to services to detecting and treating various ailments, voice-recognition software offers many possibilities.

Read more

The Patient Experience Reimagined: Diagnosis

Is it time to move away from the rushed, human doctor diagnosis to a data and tech supported diagnosis?

Read more