Strategy, Methodology, Service Design
PH1 Research's Service Transformation Methodology
– By Arpy Dragffy
How we combine Service Design, Behavioural Science & Design Thinking to transform organizations and their products/services
Since founding PH1 in 2012 as a UX studio the world has changed a lot and so have our capabilities.
Back then our goal was to improve conversions; today our goal is to transform how organizations operate and engage audiences. As the tools, data, and mindsets within organizations have evolved, so has our desire to deliver impact. This is also why have created and refined a methodology that incorporates service design, behavioural science, and design thinking.
I'd like to share our Service Transformation Methodology because it can help various teams —UX, research, CX, product, communication, human resources. sales— to find unique solutions to challenging problems.
We have used this method to:
Transform how a large insurance firm trains and manages teams
Enable startups to pivot to what customers and the market want
Deliver universally accessible public health services
Innovate the approach of a destination marketing organization
Support universities to better meet the needs of students in the face of various disruption
Services impact a diverse range of internal and external stakeholders. Unfortunately many stakeholders aren’t engaged in key decisions and their needs aren’t considered. This is increasingly important as services must become more universally accessible and easy-to-use.
Our projects begin by mapping the stakeholder ecosystem and finding ways of bridging divides. We make sure that all voices are heard by conducting targeted consultations, co-creation workshops, and recruiting hard-to-reach audiences.
Research obsesses about what’s wrong with a service when it should be exploring what’s possible. Tools and tactics are constantly innovating and a small team can achieve more than ever before. Systemic research opens these possibilities by exploring a variety of potential service transformations.
We believe research is capable of more and that’s why our inspiration comes from behavioural science and data science. Our hybrid research approach evaluates existing services before guiding participants through exercises that focus on ‘What if?’
While strategic foresight exercises shine light on what’s possible, rapid prototyping provides a way to find out which are impactful and viable. It’s also cost-effective and provides unimaginable ROI by getting real insights from actual users. It also dispels assumptions that often limit innovation.
Service transformation isn’t a linear process. For every concept that fails you get one step closer to a true innovation. Usability, information architecture, marketing all become refined as a result. The process also unites teams around the impact created rather than siloed beliefs.
The uncomfortable truth is that innovation and transformation projects often fail. Designs are handed off without a consideration for how they need to be implemented and sweeping changes are planned without teams understanding the why or the how. We believe this final stage is the most critical to success.
We create service blueprints and lead training workshops to make sure your service transformation will succeed. Just like our projects begin bridging divides, we close them strengthening those relationships so we can deliver services that impact all.
Over the next two months we will be publishing a series of guides to enable in-house teams to do this work and become more customer-centric. If you would like to receive these guides send me an email email@example.com
View More Resources
Strategy, Travel, Lessons10 business lessons we learned travelling around the world
Trends, Strategy, Design2016 Design trends: Do not fear the competition, no matter how big they are.
Trends, InnovationWin Audiences in 2016: 6 Strategic Tips for Entrepreneurs and Business Leaders
Strategy, Gamification, MarketingGuide to gamification: strategies to increase engagement and make your audience feel special
Tips4 ways we helped entrepreneurs and business leaders around the world
Innovation, Strategy, DisruptionThe disruption no one is talking about
Innovation, AssessmentYour business model will be disrupted if this describes your organization
AI, Innovation, Design ThinkingThe key to solving problems and designing solutions that an AI can’t: Irrational behaviour
Innovation, Future-proofingThanks to Google, the end of the mobile app is near
Innovation, Engagement, FutureForget VR — Mobile cameras are the greatest innovation your business must embrace
Travel, Tourism, TrendsAsia-Pacific travellers: about to transform the global tourism industry
Article, Innovation, CompetitionIt’s time to realize you’re already competing with Amazon, Google, Facebook, Apple
Not only is health care challenged by aging, so is the way of life of rural citizensJapan and North America's Aging Problem that startups must address
CX, UX, ResearchInnovating your organization begins by understanding your customer experience
CX, UX, ResearchBecoming customer-centric: What most organizations get wrong
Research, Public Health, StrategyOur personal views about health are changing the way we want to be engaged
CX, ToolkitsBecoming customer-centric: 3 toolkits to measure your Customer Experience
COVID-19, Resources, ResearchPH1's research initiative to improve the CX of organisations impacted by COVID-19
BlackLivesMatter, AccessibilityResearchers can help end systemic racism that plagues products and services
Research, COVID-19, Lessons3 lessons: Becoming an adaptive & resilient organization
Public health guideInformation Architecture for Public Health Organizations
Tips & lessonsStrategies for success: Usability testing & user research of government websites and public services
Tips & lessonsRecruit the right audience for your research: Social media recruitment
Methodology and ExamplesIntro to Customer Experience
Tips & lessonsHow to create customer journey maps & journey mapping tips
Outcome of our annual planning retreatPH1 Research's 2022 Strategic Vision
Methodology and ExamplesIntro to Service Design
Methodology and ExamplesIntro to Innovation Sprints
UX, strategy, human-centred designUX needs to set the bar higher than usability
Innovation methodologyTurning Fandom into Revenue with Web3
About UsOur Epic Annual Remote Retreat: Colombia Edition
Innovation research guideGuide to researching new products & testing concepts
Innovation methodologyA guide to overcoming uncertainty impacting your product or service
Innovation methodologyFor More Impactful UX Strategy, Use Futures Thinking
Audit & analysisWeb3 has a major UX problem
Tips & lessons10 lessons about how to improve tech & your success as a researcher, designer, product manager
Strategy, Methodology, Service DesignPH1 Research's Service Transformation Methodology