explore · Research, Empathy, Problem Solving · 120–240 min · 1-5 people · medium energy
Service Safari
The Service Safari is a research method where designers immerse themselves in a service experience as a user to gain firsthand understanding and identify pain points. By experiencing the service directly, designers can uncover insights that might be missed through traditional research methods.
When to use Service Safari
Use this method when you need to deeply understand the user experience of a service, identify areas for improvement, or compare your service to competitors.
What it solves
Lack of empathy for the user experience; assumptions about how a service is perceived; siloed understanding of different service touchpoints.
How to run Service Safari, step by step
- Define the scope of the service safari and the specific user journey to be explored. (15 min)
- Develop a research plan with clear objectives and a protocol for observation, including specific questions to answer and areas to focus on. (30 min)
- Conduct the service safari, with each team member acting as a user and documenting their experiences, observations, and interactions. (60-120 min)
- Debrief as a team, sharing individual experiences and consolidating findings into a comprehensive journey map. (30-60 min)
Materials needed
- Research plan
- Notebooks or digital devices for note-taking
- Cameras (optional)
- Journey mapping template
Facilitator tips
- Encourage participants to fully immerse themselves in the experience and act as a typical user.
- Remind participants to document both positive and negative aspects of the service.
Common pitfalls
- Participants may focus on their own biases or assumptions instead of objectively observing the service.
- The research plan may be too broad or lack specific objectives.
Variations
- Conduct a service safari of a competitor's service to identify best practices and areas for differentiation.
- Involve stakeholders from different departments in the service safari to foster a shared understanding of the user experience.
Running it online or hybrid
While a true service safari requires physical presence, elements can be adapted for remote observation using screen sharing, virtual tours, and remote user interviews.
What it produces
A detailed journey map documenting the service experience, including observations, pain points, and opportunities for improvement.
Origin
Adapted from ServiceDesignTools.org — source
Build a session around Service Safari
METODIC places Service Safari inside a complete, timed session plan — agenda, worksheets, facilitator guide and slides — matched to your group and goal.