Research, Insight & Customer Journey Mapping

Service design is the foundation of our ‘People-Inspired’ approach.

We have found there’s sometimes disconnect in the Middle East in terms of how Service Design is perceived and applied. Many of our clients have existing market research and data about their customers – but that doesn’t tell the full story when it comes to real people in real scenarios.

Of course, we need to know how you want your customers to think, feel and behave when interacting with your brand – but the better starting point is to understand your customers’ functional needs and emotional wants.

With this in mind, we employ a range of qualitative research methods ranging from in-depth interviews to experience maps, customer journeys, and contextual enquiries to help set the scene. Our investigation drills down to the core of the experience you offer your customers, and from this stems a deep understanding of their current pain-points and a clear sense of where improvements can and should be made.

This work can be applied to individual channels such as a brick-and-mortar store, a call centre, an ATM screen or an app – but we often find that a more comprehensive and valuable output can be achieved when we take a holistic approach to your omni-channel strategy and its executed.

The findings from this body of work are fed into workshops with our clients where we marry customer perceptions and demands with your core business objectives. The output of this work forms a project Road Map and a Creative Brief for the design process.