Category: generalization

Tragedy of Costs

Services are hardly designed >> Benefits poorly articulated or unaccounted for, while costs are readily apparent >> Costs are overt, benefits are covert >> Customers become cost-conscious >> Cost-cutting ensues >> Benefits decline >> Cost-benefit ratio suffers >> More cost-cutting >> Lean operations prone to failure without adequate safety margins >> Business as usual >> […]

Four types of stakeholders in services

Every service has four types of stakeholders, whose interests define the outcomes and experiences, and give shape to the contract.It is these stakeholders you’re designing for. Payers and enterprises are entities that define the outcomes. Users and agents are personas that define the experiences. In general there can be 1…N entities and personas on each […]

Ephemeral projections

How exactly the experience plays out on the front-stage depends to a great extent on the timeline and tempo. A trade may execute on a stock exchange within minutes and seconds. A hotel stay may be longer. However long or short, the performances and affordances on the front-stage are visualized in terms of a window […]