Читать книгу Service Design - Ben Reason - Страница 10

The approach taken in the Gjensidige project is an example of classic service design—insights research, workshops, service blueprinting, service proposition development, concept sketches and presentations, experience prototyping, testing, and delivery. A fairly small sample of users was involved in the research, but the research went deep. The design team visited and spoke to three people working in Gjensidige’s call centers and offices, as well as six customers, to look at both the delivery side and the recipient side of the service. To people used to working with larger data samples, nine people might not sound like enough, but Gjensidige already had a great deal of quantitative information. This information didn’t have the detail of the qualitative research needed for an innovation project, however. Quantitative methods are good for creating knowledge and understanding the field, but they are not very useful for translating knowledge into action and helping organizations do something with it. Qualitative studies are very good at bridging this gap.

Five different areas were researched with the participants: insurance in general, social aspects, choices, contact, and tools for staff. What Gjensidige and the service design team discovered were some important differences between what people say and what they do. Some of the insights that were uncovered are described below. Many are questions and needs, and one can see how this kind of research immediately gets the problem-solving juices flowing.