20160109 service design tools for prototyping

2016.01.09

Product Service System Design Studio 2015-2016 | Tongji UniversityAndrea Carlon, Francesco Petronelli

Towards Service Prototyping

Introduction to Service Design Tools for Prototyping

Product Service System Design Studio 2015-2016 | Tongji UniversityIntroduction to Service Design Tools for Prototyping | 2016.01.09

MinimumViable Product

3.1 Minimum Viable ProductDefinition3.2 Types of Minimum Viable Product3.3 Pivot Definition

MVPTechniques

4.1 Introduction4.2 Explainer Video4.3 A Landing Page4.4 Wizard of Oz4.5 Concierge4.6 Raise Funds for Customers4.7 A Single Featured MVP

Contents

Tools ofPrototyping

1.1 Introduction

StagingTechniques

2.1 Fast prototyping and Simulation for Evaluation2.2 Experience Prototyping


Tools of Prototyping

1.1 Introduction

1


Introduction1.1


These tools provide modes to quickly test out new service ideas during workshops or in real settings with people. They allow people to experiment with new service models, reducing the risk of failure and enhancing the possibility of generating more meaningful and desirable features

Introduction1.1


2 Staging Techniques

2.1 Fast prototyping and Simulation for Evaluation2.2 Experience Prototyping


WhatFASPE is an approach to service test and evaluation based on paper prototypes and dramatisation activities. Service simulation is carried out through the mise en scène of the main service processes, so creating living storyboards. Critical aspects, related to human interaction and service procedures, can be explored effectively and borderline cases can be spotted.

Fast Prototyping and Simulation for Evaluation2.1


WhereFASPE activities should be performed as a physical design stage of the project, that is when the service concept is mature and its main features are set, in order to evaluate them. Simulations can also support the choice between different design options. FASPE can be also adopted as a didactic approach, to emphasise the difference between conceptual and physical service design.

Fast Prototyping and Simulation for Evaluation2.1


Fast Prototyping and Simulation for Evaluation

HowSimulation activities can be performed in real contexts taken as a reference during design, or anywhere else. Dramatisations can focus on aspects of single processes, or on main procedures. In order to create realistic conditions most enabling physical solutions should be available or should be emulated using paper prototyping techniques. Participants should be divided into three groups: a first team representing service staff, a second team impersonating users and a third group acting as external observers, also in charge of the documentation production.

2.1


WhatExperience prototyping is a tool for shaping and testing out the kinds of interactions that might take place in a new service, helping to decide how it should happen. It consists in ‘sketching out’ a new service in real time, by adapting the conditions that affect relationships and behaviours as you go along, in response to feedback from participants. The tool can lead to the emergence of what works to achieve the goal, what role the service plays in people’s lives, how it could be implemented, what reduces cost, what affects how people experience it.

Experience Prototyping2.2


WhereExperience prototype can be used at different stages of the development of a service: during idea generation – by role-playing interactions – or to identify opportunities for a new service, by making a new technology available to people and seeing how they use it; when a service concept exists but is still very open ended (prototyping can allow participants to further shape a rough idea) or when the service content is defined but you want to compare methods (different delivery channels).



HowThe conditions for an intended experience are set up as closely or loosely as required to gain answers with as few materials as possible, and with members of the design team or client team playing the new roles imagined. Touch-points are mocked up so that the service feels real enough. The prototype might run for a day or a number of weeks. Regular reviews are held to get feedback, iterate the concept and try different ways of doing things. The full impact of a service may not be visible within the prototyping period, so it is especially important to be agnostic about what is and is not working.



3 Minimum Viable Product

3.1 Minimum Viable Product Definition3.2 Types of Minimum Viable Product3.3 Pivot Definition


Minimum Viable Product Definition

A minimum viable product is “that product which has just those features and no more that allows you to ship a product that early adopters see and, at least some of

whom resonate with, pay you money for, and start to give you feedback on”.

3.1


ProductPitch

ProblemExploration Concierge

Types of Minimum Viable Product3.2


An interaction with the customer that focuses on investigating his or her problems to understand past behavior and see if it is top of mind.

ProblemExploration



An interaction with the customer thaAn attempt to sell the product to a customer in exchange for some form of currency: time, money, or work.

ProductPitch



Delivering the product as a service to the customer to see if the delivery matches the customer’s expectations.

Concierge



Pivot Definition

Pivots are high-level changes in strategy: if you were to scrap all of your features to buckle down and reorient your service one core feature, that would

constitute a pivot. _

In an environment of high uncertainty, we need to mitigate risk by moving as quickly as possible toward product- market fit.

_

They are vision driven changes, not test driven.

3.3


4 MVP Techniques

4.1 Introduction4.2 Explainer Video4.3 A Landing Page4.4 Wizard of Oz4.5 Concierge4.6 Raise Funds for Customers4.7 A Single Featured MVP


You don’t want to waste your time and money building a product no one will want to use or pay for. So, first get out of the building and talk to your customers

Introduction4.1


But there’s a world of difference between talk and action. What your customers say, and what

they eventually do. Talking, and putting the product in their hands. And yes: asking money for it

Introduction4.1


Here are 6 inspirational MVP examples to get you started this week...


Explainer video is a short video that explains what your product does and why people should buy it. Often a simple, 90 seconds animation. Using an explainer video as a minimum viable product has served Dropbox very well. They started with an explainer video – a 3m screencast published on Hacker news. The screencast was enough to give the early adopters a hint of the product experience.

Explainer Video4.2


A landing page is a web page where visitors “land” after clicking a link from an ad, e-mail or another type of a campaign. The landing page validates your value proposition, product-solution fit, sales argumentation and can even validate your pricing, and all that in an environment of brutal and merciless honesty: anonymous Internet browsing.

A Landing Page4.3


A “Wizard of Oz” MVP is when you put up a front that looks like a real working product, but you manually carry out product functions. It’s also known as “Flinstoning”. Zappos shoes is the biggest online shoe retailer, with annual sales exceding $1 billion. The founder went to local shoe shops. He would asked the owner’s permission to take photos of shoes and put them online. Once the orders started flown in, he went to the shop, bought the pair that was ordered, shipped it, handled payments, returns… all of it himself, and by hand. This was an experiment designed focused on answering one question: is there already sufficient demand for a superior online shopping experience for shoes?

Wizard of Oz4.4


Instead of providing a product, you start with a manual service that consist of exactly the same steps people would go through with your product. “Food on the table” provides easy weekly recipe and grocery lists based on sales at your store. The founder chose one shopper from their local store in Austin, and gave her a concierge treatment by visiting her every week. Each week, they would learn more about what it takes to make their product a success. One week they start sending lists and recipes via e-mail. A next one they wrote a piece of software to parse promotional store lists. Eventually, they started taking payments online.

Concierge4.5


This is a special case of “sell it before you build it”. The basic idea is simple: launch a crowdfunding campaign on platforms such as Kickstarter, IndieGoGo and RocketHub. Not only will you validate if customers want to buy your product, but you will also raise money. And the benefits do not stop there. What you win in a successful crowdfunding campaign is a tribe of early adopters and raving fans. Of course, crowdfunding will not work for just any type of product. Most products seem to have a strong consumer focus, and a value that is easy to communicate.

Raise Funds from Customers4.6


Google and Dropbox remain relatively the same as when they launched. In fact, many unsuccessful business relate that their first mistake was to make too many features. The key is to restate any hard problem that requires a lot of software into a simple problem that requires much less. You may not be solving exactly the same problem but that’s alright. Solving 80% of the original problem for 20% of the effort is a major win. The original problem is almost never so bad that it’s worth five times the effort to solve it.

A Single Featured MVP4.7


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Product Service System Design Studio 2015-2016 | Tongji UniversityAndrea Carlon, Francesco Petronelli

20160109 service design tools for prototyping

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