experiment board lecture
TRANSCRIPT
PALMU
Designing Services with the Experiment board
Johannes Hirvonsalo 20.4. Content1. Intro on Service Design 2. Problem Finding 3. Experiment Board 4. Designing tests
Intro Hi, I am Johannes A Service Designer from Palmu Inc.
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How did I end up in Service Design?
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Facts about PALMU
0 to 50 employees in 36 months
From start-‐ups to mul6na6onals as
clients
Revenue appr. € 6 mio in 2014 and profitable
100% employee owned
50+ employees ACADEMIC BACKGROUNDS: anthropologist, engineer, economist, cultural researcher, micro-‐mechanic, psychologist, sociologist, industrial designer, visual designer
Finance
Food
Media
Travel & Logistics
ICT
Healthcare
Retail
Forestry
Energy
Engineering
Startups
Web services
Public sector
Telecom
Real estate
Chemical
Service models and -‐processes
Roles and goals for service redesign
Service environments
Service style and gestures
Communica8on & interac8on
Tools to support behavioural change
The service experience is born
out of human (inter)action
What do service designers design?
”The Committee needs to review and approve”
“Brandguidelines say you can’t do that”
“Back-end IT changes take a year”
The new director has new ideas
“This service was not invented here”
IT department has gone into defensive mode
“We need to think about sales this quarter!”
Someone just doesn’t like the new service
Fantastic concept,
and our customer
insight and test
support it!
It’s usually a grind.
DESIGN THINKING
Design thinking is generally considered the ability to combine
Empathy for insights about real people and the context of the problem, problem framing for figuring out what is really important and
creativity in the generation of insights and solutions
Relentless customer focus
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A few thoughts on the process of designing new
service concepts
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What usually causes the death of good ideas, service concepts or startups?
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”No Service Concept survives it’s first contact with the customer.” -‐ Steve Blank
”Design 10 weeks"
”Test 1 week"
"OK!" 50%
50%
”Research 2 weeks"
”It works!"
”Design"
”Design"
”Design"
”Design"
”Design"
”Design"
"Test" "Test" "Test" "Test" "Test" "Test"
”Understanding Peoples problems And their reactions to services"
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Prioritize building something to test your hypothesis (idea)
On finding the right problem
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Before going to your solution
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Find a meaningful problem worth solving
What is the
Job to be done
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Some examples of jobs-to-be-done related to money …that came to mind this weekend
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Job-to-be-done: I would really like to make money work on its own. (The psychology of automation)
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Job-to-be-done: Buying financial products. It used to be a lot easier 10 years ago. (Paradox of choice)
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Job-to-be-done: Splitting restaurant bills or paying / charging in the flea market. It used to be a pain in the butt. Not any more. (Ease-of-use)
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Job-to-be-done: Personal budgeting or some way to see different scenarios going forward
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Job-to-be-done: Agreeing on how to spend and invest money. Not easy (Unless you’re both bankers)
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Task: What is the job to be done you are working on? Have a 5 minute discussion with your group Let’s discuss a couple of examples
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Not all problems are equal.
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Headache Migrane
The Experiment Board Use it to 1. Design tests 2. Document learnings from people 3. Make decisions
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The Experiment Board Case: Vapaa paikka
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20 minute session
People who
Would like to share
Instead of own
Clothes Boats Cars
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Sharing of clothes
Young women
Are there exis6ng
behaviours? Y/N
Interviews. Success criterion was set to 4/10 with wished behaviour
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Sharing of clothes
Young women
Are there exis6ng
behaviours?
No there are not
Older women though Pivot
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Sharing of clothes
Young women
Are there exis6ng
behaviours?
No there are not
Older women though
People in 30s No car
Sharing of cars
Are there exis6ng
behaviours?
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Interviews & Phone calls to acquaintances. Success criterion: Spending money monthly
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Sharing of clothes
Young women
Are there exis6ng
behaviours?
No there are not
Older women though
People in 30s No car
Sharing of cars
Are there exis6ng
behaviours?
Yes, there are some
Not interes6ng
Parking is major pain!
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Sharing of clothes
Young women
Are there exis6ng
behaviours?
No there are not
Older women though
People in 30s No car
Sharing of cars
Are there exis6ng
behaviours?
Yes, there are some
Not interes6ng
People who live
downtown w/ car
Find parking place
App that shows free
spots
Money
LP + ad
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Vaikeuksia löytää vapaa parkkipaikka tällä alueella?
Helpotamme tuskaasi kertomalla,missä lähin vapaa paikka sijaitsee.
Tutustu heti puhelimesi selaimella: www.vapaapaikka.fi
2.99 € per month
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Sharing of clothes
Young women
Are there exis6ng
behaviours?
No there are not
Older women though
People in 30s No car
Sharing of cars
Are there exis6ng
behaviours?
Yes, there are some
Not interes6ng
People who live
downtown w/ car
Find parking place
App that shows free
spots
Money
LP + ad
Demand+
Ads in car work
Task: What is it you need to test? Discuss what signals from people do you need to know about your job to be done? No need to design test method yet. Take 5 minutes
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Designing a test
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Checklist1. What am i trying to learn? 2. What are the main signals i need
from the market to validate my hypothesis?
3. What’s the fastest way to find this information?
How to approach testing
Customer experience
Usability
Functionality
These are often tested
This is what should be tested
Examples of experiments
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Interviews With sketches
Landing page (Ubounce) Facebook
Adwords E-mail
Physical sales point
Interviews• Producing test material
– Advertisement or – Paper sketches or – Clickable demo – Themes of discussion
• Filtering of who to test – Who should you talk to, where can you find them – Is it important to talk in context or not in context
• How many people to test – In qualitiative tests 5-8 persons is usually enough – In quantitative tests a few hundred persons, depending
on sub-segments A capable designer visualizes insights ans draws new designs during and right after the tests
Early stage prototypesü Early stage prototypes can be
• Sketches drawn with a pen • Wireframes done with
prototyping software (eg. Omnigraffle)
• Visual layouts done with eg Photoshop
ü Sometimes the concept idea can
be prototyped with only text
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2. Wireframes 1. Sketches 3. Layouts
A conceptual drawing of the service done in the very early stage. It let’s you test reactions to different value propositions.
The wireframe is made to support layout design and can be made into a clickable prototype. It let’s you test interactions.
The final UI is made into a layout, style guide and element library. It is done in order to carry out a live test of the service.
EARLY STAGE MOCK UP 1+ HOUR(S)
UI-‐ CONCEPT
2+ DAYS
UI-‐ DESIGN & PROTOTYPE 10+ DAYS
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How to test reactions to daily micro-actions?
You app
Biggest challenge: Bias
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The Van Westendorp method
1. TOO EXPENSIVE: What price would you think the service should cost that you wouldn’t think about buying it?
2. TOO CHEAP: What price would you say the service costs so less that it is not of very good quality?
3. A LITTLE TOO EXPENSIVE: With what price would you think the service is too expensive, but you would consider it nevertheless?
4. CHEAP: With what price would you think the service is a bargain – with great price quality ratio?
A method designed for quan8ta8ve research, also applies to qualita8ve. The customers are asked to relate to certain price points regarding the tested concept
Van Westendorp's Price Sensi6vity Meter | hdp://en.wikipedia.org/wiki/Van_Westendorp's_Price_Sensi6vity_Meter The Price Sensi6vity Meter (PSM) is a market technique for determining consumer price preferences. It was introduced in 1976 by Dutch economist Peter van Westendorp. The technique has been used by a wide variety of researchers in the market research industry. The PSM approach was a staple technique for addressing pricing issues for the past 20 years. It historically has been promoted by many professional market research associa6ons in their training and professional development programs. The PSM approach con6nues to be used widely throughout the market research industry and descrip6ons can be easily found in many market research websites.
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Design a test: What would be the best experiment to try to validate your problem statement? 5-10 minutes designing with team Discussion of 2-3 examples
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