Service Scenario
SERVICE SCENARIO
WHY
The Service Scenario is a tool which will help you visualize the steps and actions your persona takes when using the service or product of your company. It is a visualization of the end user experience while using the service designed based on the ideas coming out of the ideation process. By drawing the end user emotional experience ideas really come to life. This tool helps you to prepare for a storyline to be shared with your personas in order to collect additional insights that will help you to sharpen your idea.
HOW
Here are the steps on how to use this tool: 1. Draw the Customer Experience: in the Canvas there are a number of areas where you can draw a certain situation your persona is in. Try to think of scenes (9 or any other number) which are key in the enduser experience of using a service. Where does the experience of the persona start? In every visualization
the end-user needs to be playing a role. Drawing is necessary to make things explicit. 2. Value Proposition: the value proposition of your company should be clear. Think of what value you want to deliver to your customers both on a functional, emotional and maybe social level. Try to find key words that describe this and formulate a sentence based on these keywords. 3. Cost Structure and Revenue Streams: in this step you think of two things: what are the most important cost components to build and run the service. Revenue streams are based on values that are delivered that the end-user actually is paying for money terms.
EXAMPLE For a consumer electronics firm, the team used the Service Scenario to describe the possible different storyboards of use of new products.