Service design and branding blog

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The root cause of every misunderstanding is a communication problem

There’s a video that we often use in lectures on service design. It’s a film about a door that people keep trying to pull instead of pushing. It’s a perfect illustration of a communication problem. The door handle says “pull me”. And that’s what people do, and then the door screams “push”, by just not […]

The Problem with Service Design

The Problem with Service Design

Avoiding lost in translation between strategy and execution is hard. But in order to succeed at service design, you have to learn to create teams that work from the beginning of discovery all the way to the end of delivery.

Jobs to be done

Jobs to be done

There’s a classic (at least we think so) film of Clayton Christensen explaining the job a milkshake does. This idea, that customers aren’t necessarily buying what you are selling isn’t new. But the jobs to be done theory does help to clarify the difference between what is important to you, the seller, and what is […]

Context: How to avoid misunderstandings.

Context: How to avoid misunderstandings.

Context is the key to understanding customer behaviour. People act the way they do because of the situation, in which they find themselves. Simply put, if you are in a hurry then a 10 second wait is an eternity. If you’re feeling really relaxed, 5 minutes is an instant.

Personas. Why they’re good for business.

Personas. Why they’re good for business.

Personas are a short cut. Unless you can have a real-life unbiased customer sitting in your office 24/7, answering and reacting naturally to every idea you have, then the next best thing is a persona. To put it very bluntly, personas help you empathise. And empathy is the secret ingredient to creating products and services […]

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