explore · Prototyping, Testing · 60–180 min · 2-10 people · medium energy

Service Prototype

Service Prototyping simulates the end-to-end experience of a service to validate design choices and identify potential issues. By replicating the service interaction, teams can observe how different touchpoints work together and refine the overall design.

When to use Service Prototype

Use this method when you need to test a service concept holistically, especially when it involves multiple touchpoints and interactions. It's ideal for identifying friction points and ensuring a seamless user experience before launch.

What it solves

Lack of user feedback on the overall service experience, difficulty visualizing complex service interactions, assumptions about user behavior that need validation.

How to run Service Prototype, step by step

  1. Define the scope of the service prototype, including key touchpoints and user interactions. (15 minutes)
  2. Develop a script or storyboard outlining the user journey through the service. (30 minutes)
  3. Create or simulate the necessary touchpoints (e.g., mockups of interfaces, role-playing of staff interactions). (45 minutes)
  4. Recruit participants to interact with the service prototype and provide feedback. (30 minutes)
  5. Observe and document the user's experience, noting any pain points or areas for improvement. (30 minutes)

Materials needed

  • Script or storyboard
  • Mockups of interfaces or physical touchpoints
  • Props for role-playing
  • Note-taking materials
  • Participants

Facilitator tips

  • Clearly instruct participants on their roles and the purpose of the simulation.
  • Encourage participants to provide honest and detailed feedback.
  • Focus on observing the user's emotional response and overall satisfaction.

Common pitfalls

  • Participants not taking the simulation seriously. Emphasize the importance of their feedback.
  • Focusing too much on individual touchpoints and not the overall experience. Remind the team to consider the entire user journey.
  • Not having a clear script or storyboard. Invest time in planning the simulation.

Variations

  • Vary the fidelity of the prototype, from low-fidelity paper prototypes to high-fidelity digital simulations.
  • Focus on specific aspects of the service, such as onboarding or customer support.
  • Incorporate A/B testing to compare different design options.

Running it online or hybrid

Use virtual whiteboards to map out the service journey and simulate touchpoints. Video conferencing can facilitate role-playing of service interactions.

What it produces

A simulated service experience, user feedback on the prototype, identified areas for improvement in the service design.

Origin

Adapted from ServiceDesignTools.org — source

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