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Don’t Create Friction For 
Your Customers 
A Case Study on how a use a Service Design 
Project Sprint to help you make bet...
Background
In Kuala Lumpur the KLIA 
Express is the fastest way to get 
to the airport from the city and 
vice versa.
It costs Rm35 and only takes 28 
minutes.
This is how a ticket used to 
look.
You’d feed the ticket into the 
barrier machine and it would be 
returned to you once the barrier 
opened.
You needed to reuse the ticket 
at you destination station to exit.
It caused some queues at the 
exit barrier resulting in a delay 
for passengers.
This is what they use now.
No doubt that QR codes are a 
“newer” technology.
But do they make sense from a 
user perspective?
Do they make our lives any 
easier than the old system?
No.
It takes more time for you to 
scan the QR code at the barrier.
It may only take an extra 4-10 
seconds.
But if you have 100 people 
trying to exit at once, it adds up.
An extra 4 seconds per person 
results in more than a 6 minute 
delay for everybody on the train 
to clear the exit barrie...
As a user this delay is incredibly 
frustrating.
By installing QR Code tickets 
KLIA Express has created more 
friction for their customers.
Updating to a new technology 
without understanding how it will 
impact people…
…is a killer mistake that many 
people make.
QR codes are great, and 
incredibly useful if applied to the 
right problem.
But implementing them because 
they are “new” ends up creating 
a frustrating situation for your 
users.
And it probably cost them a lot 
of time and money to 
implement.
They basically spent time and 
money to create a service that 
is worse than before.
How could this have been 
prevented?
By taking a human centred 
approach to the problem.
They could have spent time 
observing how people use their 
service.
They could have prototyped and 
tested the use of QR codes.
They probably tested the 
technical feasibility of QR 
codes.
But not the usability and 
desirability from the users.
In less than a week they could 
have learnt that implementing 
QR codes would have no 
benefit to their users.
And moved their focus onto 
projects that could create a 
more positive impact.
The theory behind Human 
Centred Design is fairly simple.
The application can be hard.
Let us guide you.
Or if you don’t have the time let 
us do it for you.
We can do the work while you 
reap the benefits.
Let’s connect. 
Share your experiences with us 
or learn how we can help you. 
@The_Dot_Connect 
http://www.slideshare.net...
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Don't Create Friction For Your Customers - A case study on how a service design project sprint can help you make better decisions Slide 1 Don't Create Friction For Your Customers - A case study on how a service design project sprint can help you make better decisions Slide 2 Don't Create Friction For Your Customers - A case study on how a service design project sprint can help you make better decisions Slide 3 Don't Create Friction For Your Customers - A case study on how a service design project sprint can help you make better decisions Slide 4 Don't Create Friction For Your Customers - A case study on how a service design project sprint can help you make better decisions Slide 5 Don't Create Friction For Your Customers - A case study on how a service design project sprint can help you make better decisions Slide 6 Don't Create Friction For Your Customers - A case study on how a service design project sprint can help you make better decisions Slide 7 Don't Create Friction For Your Customers - A case study on how a service design project sprint can help you make better decisions Slide 8 Don't Create Friction For Your Customers - A case study on how a service design project sprint can help you make better decisions Slide 9 Don't Create Friction For Your Customers - A case study on how a service design project sprint can help you make better decisions Slide 10 Don't Create Friction For Your Customers - A case study on how a service design project sprint can help you make better decisions Slide 11 Don't Create Friction For Your Customers - A case study on how a service design project sprint can help you make better decisions Slide 12 Don't Create Friction For Your Customers - A case study on how a service design project sprint can help you make better decisions Slide 13 Don't Create Friction For Your Customers - A case study on how a service design project sprint can help you make better decisions Slide 14 Don't Create Friction For Your Customers - A case study on how a service design project sprint can help you make better decisions Slide 15 Don't Create Friction For Your Customers - A case study on how a service design project sprint can help you make better decisions Slide 16 Don't Create Friction For Your Customers - A case study on how a service design project sprint can help you make better decisions Slide 17 Don't Create Friction For Your Customers - A case study on how a service design project sprint can help you make better decisions Slide 18 Don't Create Friction For Your Customers - A case study on how a service design project sprint can help you make better decisions Slide 19 Don't Create Friction For Your Customers - A case study on how a service design project sprint can help you make better decisions Slide 20 Don't Create Friction For Your Customers - A case study on how a service design project sprint can help you make better decisions Slide 21 Don't Create Friction For Your Customers - A case study on how a service design project sprint can help you make better decisions Slide 22 Don't Create Friction For Your Customers - A case study on how a service design project sprint can help you make better decisions Slide 23 Don't Create Friction For Your Customers - A case study on how a service design project sprint can help you make better decisions Slide 24 Don't Create Friction For Your Customers - A case study on how a service design project sprint can help you make better decisions Slide 25 Don't Create Friction For Your Customers - A case study on how a service design project sprint can help you make better decisions Slide 26 Don't Create Friction For Your Customers - A case study on how a service design project sprint can help you make better decisions Slide 27 Don't Create Friction For Your Customers - A case study on how a service design project sprint can help you make better decisions Slide 28 Don't Create Friction For Your Customers - A case study on how a service design project sprint can help you make better decisions Slide 29 Don't Create Friction For Your Customers - A case study on how a service design project sprint can help you make better decisions Slide 30 Don't Create Friction For Your Customers - A case study on how a service design project sprint can help you make better decisions Slide 31 Don't Create Friction For Your Customers - A case study on how a service design project sprint can help you make better decisions Slide 32 Don't Create Friction For Your Customers - A case study on how a service design project sprint can help you make better decisions Slide 33 Don't Create Friction For Your Customers - A case study on how a service design project sprint can help you make better decisions Slide 34 Don't Create Friction For Your Customers - A case study on how a service design project sprint can help you make better decisions Slide 35 Don't Create Friction For Your Customers - A case study on how a service design project sprint can help you make better decisions Slide 36 Don't Create Friction For Your Customers - A case study on how a service design project sprint can help you make better decisions Slide 37 Don't Create Friction For Your Customers - A case study on how a service design project sprint can help you make better decisions Slide 38 Don't Create Friction For Your Customers - A case study on how a service design project sprint can help you make better decisions Slide 39
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Don't Create Friction For Your Customers - A case study on how a service design project sprint can help you make better decisions

Don't create extra friction for your customers. Learn how a Service Design Sprint can help you make better decisions and offer better services to your customers. Sometimes we implement things with the best intentions but without really understanding the impact it will have on our customers. Quite often it causes additional friction that frustrates your customers. A Service Design Project Sprint can help you learn quickly and cheaply if you idea is going to create a positive impact or if it is going to create more friction.

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Don't Create Friction For Your Customers - A case study on how a service design project sprint can help you make better decisions

  1. 1. Don’t Create Friction For Your Customers A Case Study on how a use a Service Design Project Sprint to help you make better decisions.
  2. 2. Background
  3. 3. In Kuala Lumpur the KLIA Express is the fastest way to get to the airport from the city and vice versa.
  4. 4. It costs Rm35 and only takes 28 minutes.
  5. 5. This is how a ticket used to look.
  6. 6. You’d feed the ticket into the barrier machine and it would be returned to you once the barrier opened.
  7. 7. You needed to reuse the ticket at you destination station to exit.
  8. 8. It caused some queues at the exit barrier resulting in a delay for passengers.
  9. 9. This is what they use now.
  10. 10. No doubt that QR codes are a “newer” technology.
  11. 11. But do they make sense from a user perspective?
  12. 12. Do they make our lives any easier than the old system?
  13. 13. No.
  14. 14. It takes more time for you to scan the QR code at the barrier.
  15. 15. It may only take an extra 4-10 seconds.
  16. 16. But if you have 100 people trying to exit at once, it adds up.
  17. 17. An extra 4 seconds per person results in more than a 6 minute delay for everybody on the train to clear the exit barrier.
  18. 18. As a user this delay is incredibly frustrating.
  19. 19. By installing QR Code tickets KLIA Express has created more friction for their customers.
  20. 20. Updating to a new technology without understanding how it will impact people…
  21. 21. …is a killer mistake that many people make.
  22. 22. QR codes are great, and incredibly useful if applied to the right problem.
  23. 23. But implementing them because they are “new” ends up creating a frustrating situation for your users.
  24. 24. And it probably cost them a lot of time and money to implement.
  25. 25. They basically spent time and money to create a service that is worse than before.
  26. 26. How could this have been prevented?
  27. 27. By taking a human centred approach to the problem.
  28. 28. They could have spent time observing how people use their service.
  29. 29. They could have prototyped and tested the use of QR codes.
  30. 30. They probably tested the technical feasibility of QR codes.
  31. 31. But not the usability and desirability from the users.
  32. 32. In less than a week they could have learnt that implementing QR codes would have no benefit to their users.
  33. 33. And moved their focus onto projects that could create a more positive impact.
  34. 34. The theory behind Human Centred Design is fairly simple.
  35. 35. The application can be hard.
  36. 36. Let us guide you.
  37. 37. Or if you don’t have the time let us do it for you.
  38. 38. We can do the work while you reap the benefits.
  39. 39. Let’s connect. Share your experiences with us or learn how we can help you. @The_Dot_Connect http://www.slideshare.net/hiongyt www.thedotconnect.com findhiong@gmail.com
  • Paulodoc

    May. 9, 2019

Don't create extra friction for your customers. Learn how a Service Design Sprint can help you make better decisions and offer better services to your customers. Sometimes we implement things with the best intentions but without really understanding the impact it will have on our customers. Quite often it causes additional friction that frustrates your customers. A Service Design Project Sprint can help you learn quickly and cheaply if you idea is going to create a positive impact or if it is going to create more friction.

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