Simo Säde // October 23 2017

“So, what do you think about this idea?”

Simo Säde

Principal Consultant, Service Design & UX

1

What kind of issues have an impact on how attractive a new service concept is in the eyes of a person it is meant for?

When drafting the concepts and designs we always want to know our target users well to create something that resonates with them. As the idea starts to turn into an early design concept we want to know if we are on the right track.

At Digitalist Group we have been piloting an agile lightweight way of measuring the service appeal – how well does the concept attract the users – using the simple model below. The goal is to understand

  • does the service/concept appeal to the users?
  • and more importantly – why it appeals or it does not?

 

 

Service appeal building blocks

There are three things that are essential for creating the attraction.

1. Intuitiveness

  • I can easily understand the idea of the concept and its benefits for me
  • Using the service seems fluent, efficient, and pleasurable

The user experience must be fluent throughout the whole lifecycle of the service. Starting from the concept that is presented to me. If I am confused I am not interested.

2. Relevancy

  • I need the service
  • It solves real problems and is useful to me
  • I am interested in the scope of the service
  • The service is competitive with other solutions

I need to need it. It must give me tangible value by helping me achieve my goals, small or big. I must be interested in the scope of the service. For instance, when going shopping I might find the technically best option by using a website to compare product specifications, but I may rather just buy the best-looking one.

3. Desirability

  • I feel the design is cool
  • The service offers me something new
  • It is well aligned to my values and thinking
  • Using the service brings me social respect

For me to get interested in it, it needs to evoke positive feelings. Design quality, novelty, style, and some little extra magic must make me want it. I need to feel happy to tell my friends about it.

 

 

Measurement

This measurement can be used as part of the user interviews during a concept test, as part of a survey, or as a stand-alone study. The outcome is a piece of summary type, comparable information on users’ perceptions on the concept.

We ask the respondents to give numerical ratings for their impression of the three dimensions, intuitiveness, relevancy, and desirability. The ratings are followed by asking why, what is your main reason to give that number?

This way we see quickly whether the overall concept resonates with people and how strong it is in regards to being intuitive, necessary, and desirable. It is possible to react fast if any of the dimensions would need strengthening. In addition to quick design support the results can be used as longer term documentation of the key experience indicators.

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