Preparing Tampa Service Jammers to begin developing personas and research their Jam project idea.

2. Empathy, noun ˈem-pə-thē:
the feeling that you understand and share
another person's experiences and emotions:
the ability to share someone else's feelings

3. Empathy is critical to successful service design
To design effective products and services you must care to
understand whether and how it solves your constituents’
problems.
Service design helps you develop your empathy
Almost without effort, by following services design practices and
participating in service design engagements, you will find
yourself being more objective and looking for context in
situations that don’t seem to be going well.

4. Per demographic research:
• Male
• Born in 1948
• Raised in England
• Married
• Have at least 2 children
• Like dogs
• Successful and wealthy
• Love the Alps
From This is Service Design Thinking. Illustrations by @Adrian_Paulsen

5. Per demographic research:
• Male
• Born in 1948
• Raised in England
• Married
• Have at least 2 children
• Like dogs
• Successful and wealthy
• Love the Alps
From This is Service Design Thinking. Illustrations by @Adrian_Paulsen

6. Per demographic research:
• Male
• Born in 1948
• Raised in England
• Married
• Have at least 2 children
• Like dogs
• Successful and wealthy
• Love the Alps
From This is Service Design Thinking

7. Service design relies on qualitative research
One must understand context to truly
understand a service experience

8. Observe
Observe your constituents in their service environment. When
it’s not feasible to observe them, as them to document their
experience through pictures, journals and mobile ethnography
apps.
Engage
Don’t just ask about an incident or an interaction, talk about
the entirety of a customers’ experience, from pre-consideration
through reconsideration.

9. Seek out extreme users
Looking outside the median can lead to brilliant insights from
users who are actively using your product or service.
Look for problems and workarounds
People will, in the immortal words of
Tim Gunn, Make it Work.
How are they using and adapting your
product or service? If this is what your
service is supposed to do, why are they
working so hard? What can you learn
from this?

10. Cool story, bro
This all takes time. Know what we don’t have a lot of this
weekend? Time.
But that’s OK!

11. Rapid Persona Development
Create a persona, any persona. Let’s call her Susan
How old is she? Is she married? Have kids? What does
she do for a living? What does she WISH she did for a
living.
Give her personality – is she a dog or cat person?
What’s her favorite TV show? Where does she like to
vacation?
Give her a face – cut a picture out of a magazine (no
on famous).
Think about her as your developing your idea. How
will she react? What will she think?
Don’t think about how a user would interact with
your service, think about how your new friend Susan
would interact.
Ther Persona Core Poster by Creation Companion

12. Now that you know Susan, put her into the service environment. What is she
thinking and feeling? Seeing, hearing. What pain is she feeling? What value is she
receiving?

13. Additionally, hop online or chat up people in your vicinity. But
don’t spend too much time on this.
You want to begin incorporating what you’ve learned to adapt
your idea as necessary.

14. Field Research
Once you’re on a path with your idea, you’ll want to make it
tangible and hit the streets.
Make it tangible? Already?
This can be a sketch of what a app might look like, a cardboard
mockup of a product, or a way to stage a service prototype. You
just want something people can respond to and interact with.

15. Do I have to talk to people?
Well, that’s gonna help. Approach people with a friendly request
for their feedback, let them know you’re not selling or signing
them up for anything.
Explain that you’re learning a new way to create better customer
experience, and you’ll surprised at how much people want to
talk to you.
If you really don’t want to talk to people, you can document* the
interaction.
*Always ask before taking pictures or filming, but documenting with notes will keep what you learned fresh
accessible once you’re back at the Jam.

16. Listen
Let people talk to you, listen to their stories
Listen for when emotion comes in
Don’t be scared of silences

17. Laura Andersen
Customer Experience
and Service Design
la@lauraandersen.com
@LA0811
+1 612 839 6770
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