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.