diverge · Ideation · 60–90 min · 3-10 people · medium energy

Service Naming Workshop

This workshop helps teams generate and refine potential names for a service, ensuring it resonates with users and accurately reflects its purpose. By focusing on user needs and common language, the team can arrive at a name that is both understandable and discoverable.

When to use Service Naming Workshop

Use this method when launching a new service or rebranding an existing one. It's particularly useful when the initial name is confusing or doesn't align with user expectations.

What it solves

A service name that is internally focused, confusing to users, or difficult to find online.

How to run Service Naming Workshop, step by step

  1. (10 min) Review the service's purpose and target audience. Discuss the problem the service solves and the user needs it addresses.
  2. (20 min) Brainstorm potential names. Encourage participants to use verbs and focus on the task the user is trying to accomplish.
  3. (20 min) Evaluate names against criteria: clarity, memorability, searchability, and alignment with user language.
  4. (20 min) Refine the shortlist. Combine elements from different names, iterate on promising options, and eliminate those that don't meet the criteria.
  5. (10 min) Prioritize the top 3-5 names for further testing and validation.

Materials needed

  • Whiteboard or online collaboration tool
  • Markers or digital pens
  • Sticky notes (optional)
  • Timer

Facilitator tips

  • Encourage participants to think like users and use their language.
  • Remind the team to avoid jargon and internal terminology.
  • Keep the focus on the task the user is trying to accomplish, not the technology behind the service.

Common pitfalls

  • Getting bogged down in internal politics or branding considerations. Remind the team to focus on user needs.
  • Generating too many names without a clear evaluation process. Use the criteria to narrow down the options.

Variations

  • Conduct a 'bad name' brainstorm to identify what to avoid.
  • Involve users in the naming process through surveys or interviews.

Running it online or hybrid

Use a collaborative online whiteboard like Miro or Mural to capture ideas and conduct dot voting remotely.

What it produces

A shortlist of 3-5 service names, validated by user research and search data.

Origin

Adapted from GOV.UK Service Manual — source

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METODIC places Service Naming Workshop inside a complete, timed session plan — agenda, worksheets, facilitator guide and slides — matched to your group and goal.

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