Module 2

Improving user experiences involves collecting, synthesizing, and analyzing user feedback. 

From user feedback, service designers are able to test and measure key determinants for shaping a service, such as user interests in the service outcome, their motivations to use the service, and most of all, whether users are satisfied.

In The Apprentice, the first course in this service design learning series, we defined a successful service as delivering satisfactory user experiences and desired outcomes. Put another way, a user who is satisfied with a service is one of the strongest measures of a successful service.

When groups of users are satisfied, designers can assume the design is adequate: the service is functioning for those groups of users who say they are satisfied. Obviously, the more users who substantiate satisfaction, the greater the proof. Still, there is always room for improvement, which requires user feedback.

NOTE: Besides garnering many satisfied users, the service must function reliably, and most of all, achieve the service provider’s goal.

While designers can easily discover a collective opinion about a service from a leadership perspective, gathering and prioritizing opinions from users requires a degree of skill.

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The Value of User Feedback

Our list for using input from users:

♦  Improve the how the service performs.

♦  Determine whether a service adequately responds to users.

♦  Create or validate user personas.

♦  Gauge users’ needs and expectations, and try and uncover their motivations.

♦  Explore unmet user needs that require developing other services.

♦  Support users during a service.

♦  Uncover parts of a service that may be failing. 

Next Steps

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