Service design and design sprints
We encourage you to try a different process at work. Nowadays it’s not enough to check out what’s cool, do marketing research, or follow your competition - you need tо be closer to the people that you are designing for. We help you get closer, understand them, spot their unmet needs, see the opportunities and create relevant solutions.
No product or service stands alone – it is always part of an eco system, part of an experience. We can help you understand the ecosystem and develop your product or service in a way that it perfectly adds to the whole experience. We do workshops, as well as full-blown end-to-end projects, where we facilitate the process of designing or redesigning your services.
As part of the repositioning and restructuring of the children academy at Maleeva Tennis Club, we were asked to help with the design of the service experience, and to align the service delivery accordingly. We redefined the task for our team: How can we design a sustainable model that engages trainers, parents and kids into supporting the children’s love for the game, and helps children develop their full potential?
Process and outcome
Starting with the empathy phase, we went through lots of interviews, observations and discussions with all the “actors” in this play. We discovered insights that helped us build the different Personas, and inspired us in the design of the service scenarios that would deliver a great experience. After testing and adjusting the flow of the customer journey steps we started developing the back-end of the service, which was necessary to support the experience. This entailed well-defined and meaningful roles and responsibilities of the trainers and staff, as well as well coordinated processes and behaviours that would help keep the promise of the Brand. This resulted in a Service Blueprint, which we believe is a “living” document, which constantly evolves as the service evolves around the changing needs of the people it was designed for.
At the end of a 4-month process we were ready to launch The Maleeva Way: a method and a dream to make the Academy a modern and exemplary place for tennis players, which will attract passionate trainers and players to inspire and train the next generation of happy champions.
Majio (design sprint*)
Our client, Majio, an HR tech company from the Eleven portfolio, came to us with the challenge to help them redesign an existing product they had for large corporates. During the initial fact gathering it was getting more and more obvious that it might be, that this product is not the one that Majio, or their target of least resistance, need. So we went into the Design Sprint (a three day, very focused and dedicated time spent with the team, working on their challenge) with the idea that anything is possible as an outcome.
Indeed, during the course of the 3 days we effectively killed the product we were supposed to initially redesign. We revisited and agreed upon their point of least resistance customer (that would be Jim, a recruitment agency owner, who we all love by now) and came up with a new product that Jim would actually love and buy. The process started with discussing the challenge, the ecosystem we operate in, the most appropriate audience. Then we prepared our hypotheses and conducted some empathy research with potential customers, as well as some outliers. It was important to look at all view points and get the full picture during this stage of customer development. The uncovered insights led us to the actual persona – Jim, and we understood that the current product does not address his needs. After we got a clear idea of what Jim actually needs and dreams of, the team went into the ideation phase, and ended up with their new product – The Placement Feed. A prototype, go-to market plan and a business model canvas (with a design twist) finalized the process.
The team left the Design Sprint with an agreement of what they should focus on in the next 6 to 12 months. They had a living persona, a prototype of a product and an execution plan, including ideas on who to recruit, when and for what. Less than 2 months later, the company has now a new website of their Placement feed product and is executing the go-to market plan. We are quite proud of what we achieved and of the dedication and engagement of the whole team, and we wish them all the success they deserve.
* Design Sprints are 3 to 5 days sprints where in a multidisciplinary team, we tackle a particular challenge - from challenge definition to prototype. Modelled by the IDEO Design Sprints approach, we have already used this method with several startups and achieved great results. To get a better idea, check out some of our case studies below.
Clients we've worked with in this area