Lecture held at Aalto Service Camp 20.4.

1.
PALMU
Designing Services with
the Experiment board
Johannes Hirvonsalo 20.4.
Content
1. Intro on Service Design
2. Problem Finding
3. Experiment Board
4. Designing tests

2. Intro
Hi, I am
Johannes
A Service
Designer from
Palmu Inc.
PALMU

3. How did I end
up in Service
Design?
PALMU

4. PALMU

5. PALMU

6. PALMU

7. 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

8. Finance
Food
Media
Travel & Logistics
ICT
Healthcare
Retail
Forestry
Energy
Engineering
Startups
Web services
Public sector
Telecom
Real estate
Chemical

9. 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?

10. ”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.

11. 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

12. Relentless customer focus

15. PALMU
A few thoughts on
the process of
designing new
service concepts

16. PALMU
What usually causes the death of good
ideas, service concepts or startups?

17. PALMU
”No
Service
Concept
survives
it’s
first
contact
with
the
customer.”
-­‐
Steve
Blank

18. ”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"

19. PALMU
Prioritize building something to test your hypothesis (idea)

20. On finding the right problem
PALMU

21. Before going to your
solution
PALMU
Find a meaningful
problem worth solving

22. What
is
the
Job
to
be
done
PALMU

23. Some examples of jobs-to-be-
done related to money
…that came to mind this
weekend
PALMU

24.
Job-to-be-done:
I would really like to
make money work on
its own.
(The psychology of
automation)
PALMU

25.
Job-to-be-done:
Buying financial
products. It used to
be a lot easier 10
years ago.
(Paradox of choice)
PALMU

26. 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)
PALMU

27. Job-to-be-done:
Personal budgeting
or some way to see
different scenarios
going forward
PALMU

28. Job-to-be-done:
Agreeing on how to
spend and invest
money.
Not easy (Unless
you’re both bankers)
PALMU

29. 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
PALMU

30. Not all problems are equal.
PALMU
Headache Migrane

32. The Experiment Board
Use it to
1. Design tests
2. Document learnings from people
3. Make decisions
PALMU

33. The Experiment Board
Case: Vapaa paikka
PALMU

34. PALMU
20
minute
session
People
who
Would
like
to
share
Instead
of
own
Clothes
Boats
Cars

35. PALMU
Sharing
of
clothes
Young
women
Are
there
exis6ng
behaviours?
Y/N

36. Interviews.
Success criterion was set to
4/10 with wished behaviour

37. PALMU
Sharing
of
clothes
Young
women
Are
there
exis6ng
behaviours?
No
there
are
not
Older
women
though
Pivot

38. PALMU
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?

39. PALMU
Interviews & Phone calls to
acquaintances.
Success criterion: Spending
money monthly

40. PALMU
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!

41. PALMU
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

42. PALMU
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

43. PALMU
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

44. 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
PALMU

45. Designing a test
PALMU
Checklist
1. 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?

46. How to approach testing
Customer
experience
Usability
Functionality
These are often tested
This is what should be tested

47. Examples of experiments
PALMU
Interviews
With sketches
Landing page
(Ubounce)
Facebook
AdwordsE-mail
Physical sales
point

48. 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

49. Early stage prototypes
ü 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
49

50. 2. Wireframes1. 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
50

53. How to test reactions to
daily micro-actions?

54. You
app
Biggest challenge:
Bias

55. PALMU

56. 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.

57. Ota kuva sähkölaskustasi.
Teemme sinulle paremman
tarjouksen.
TEE EDULLINEN
SÄHKÖSOPIMUS
Ota kuva sähkölaskustasi.
Se voi olla paperinen lasku
tai kuva laskusta tietokoneen
näytöltä.
Lähetä kuva meille
tekstiviestillä numeroon:
050 461 9279
tai sähköpostilla:
tarjous@vantaanenergia.fi
1
2
Tiimimme lähettää sinulle
vastatarjouksen seuraavana
arkipäivänä.
€
TOIMI NÄIN
Iivari Airaksinen
Asiakkuuspäällikkö
Asiakaspalvelu (09) 829 0225 ma-pe 8.30-16.00
3
ROSKISTA SÄHKÖÄ!
Mutta vain nopeimmille.

59. 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
PALMU

60.
PALMU
Thank you.
johannes.hirvonsalo@palmu.fi