Discover Real-work of How Prototype Phase Drive Service Design! 👇
- Daniel Ling
- Jan 17, 2024
- 4 min read
Updated: May 30
Discover Real-work of How Prototype Phase Drive Service Design! 👇
There are 4 types of prototypes in Prototype Phase for Service Design:
4️⃣ Space Prototypes
5️⃣ Product or Collateral Prototypes
6️⃣ Role-plays
7️⃣ Storyboard
4️⃣ Space Prototypes
Not all prototypes exist in the digital realm. Space Prototypes are tangible models of structures, products and interaction spaces frequently used in Service Design. For example, in the banking industry- we built a lot of such space prototypes to simulate the real scenario in a branch setting so that we can role-play and test the space and service delivery between the staff and customers.
In OCBC, we built a Space Prototype to experiment and test with youths on the concept of FRANK by OCBC.
In DBS, we built a Space Prototype to experiment various Digital Transformation initiatives of DBS / POSB branches such as SMS Q, Cash Processing and Teller Services.
In NTUC Income, we built a Space Prototype to re-imagine the Branch of the Future for insurance customers.
On a high-level- with Prototype Phase on service and digital transformation to branches, we look to:
Improve Customer Experience
How can the experience help customers save time?
How can the experience give customers peace of mind?
How can the experience serve customers and meet their needs?
Accelerate Digital
Would the experience educate more digital usage?
Would the experience drive more traffic online?
Reduce Cost
Would the experience be able to reduce backend processing cost?
Would the experience be able to rationalize manpower?
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5️⃣ Product or Collateral Prototypes
Physical collaterals are tangible materials or artifacts used to support and enhance service experiences. These collaterals play a crucial role in communicating information, guiding users, and shaping perceptions throughout the service journey. They are to understand users’ interaction with a product or element of information, usually small or hand-held.
List of product collateral prototypes:
Brochures
Signages
Packaging
Forms
Tickets
Merchandise
Devices
Tools
Anything that the user will use, operate and experience in the service journey. Physical collaterals serve as touchpoints that bridge the gap between digital interactions and real-world encounters.
By designing collaterals that are user-friendly, have clear information and delightful create cohesive and memorable experiences that engage customers, build trust, and reinforce design values. At the same time- using A-B Testing, one can use physical collaterals to test the effectiveness of the outcome.
6️⃣ Role-plays
Role-plays are immersive exercises where participants take on various roles within a service system to simulate real-world interactions and experiences. These role-plays allow teams to explore and understand the complexities of service delivery, identify pain points, and uncover opportunities for improvement.
By embodying different personas such as customers, employees, or stakeholders, participants gain empathy and insights into the diverse perspectives involved in the service journey.
Through scenario-based role-play, participants:
Get immersed in situations.
Able to problem-solve scenarios.
Collaborate and build on tasks together.
Iterate and test solutions.
Co-create and innovate creative ideas.
Role-play is very dynamic and immersive. This Prototype is easily the most engaging and constructive... try it!
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7️⃣ Storyboard
Storyboard prototypes are dynamic visual narratives that depict the journey of users as they interact with a service design. Storyboards utilize a sequence of illustrated frames or panels to illustrate various touchpoints, actions, and emotions experienced by users throughout the service experience.
By capturing key moments, pain points, and opportunities for improvement, storyboard prototypes enable service designers to effectively communicate complex ideas, test hypotheses, and gather feedback from stakeholders.
They serve as powerful tools for aligning teams, uncovering insights, and iterating on service concepts iteratively.
Here's how storyboards follow a simple framework on:
BEFORE
Who’s the user? What’s the user problem? What’s the situation? When? Where?
DURING
What’s the solution? How it works? Why its good?
AFTER
What’s the benefit for the user? What's the outcome?
Through the collaborative creation and refinement of storyboard prototypes, service designers can co-create compelling service experiences that meet user needs, enhance satisfaction, and drive business success.
Conclusion:
Prototyping is a versatile and integral aspect of the Design Thinking process. Whether you're sketching on paper, creating interactive digital interfaces, or building physical models, the goal remains the same – to bring ideas to life, test them, and refine them based on user feedback.
By exploring various examples of prototypes, designers can choose the right method for the specific needs of their project, ultimately leading to more effective and user-centric solutions.
Last Words
I will be adding more articles on Design Thinking, Strategy and Innovation throughout the year. Articles of these 5 Step Action Plan and Modern Soft Skills will be added periodically to give my readers a broader insights to how to crush complex problems, overcome future challenges and spot AI opportunities.
Check out more articles via my blog:https://www.emerge-creatives.com/blog-1
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About the Author
Daniel Ling is a regional ex-Design Leader turned educator, and business owner of Emerge Creatives, an registered SSG training provider (RTP) to deliver modern soft skills to professionals through Design Thinking, Business Strategy, and AI Innovation.
With over 15 years of experience in the financial and e-commerce tech industries- including key leadership roles at Lazada, NTUC Income, OCBC, and DBS- Daniel has led cross-regional design teams, built design functions from the ground up, and spearheaded large-scale transformation initiatives. But beyond industry success,
Daniel has reinvented himself as a “designer in a business suit”- equally fluent in creative strategy and commercial impact.
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