Discover
Research Tools
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INTERVIEWS
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In person / Miro
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1-3 hours
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Selected key players (stakeholders) are invited to participate
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Highly interactive, structured, and dynamic session with a goal in mind
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In-person, video call, or by phone
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30 minutes
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One on one session, cinco designer and stakeholder
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Task: Ask questions and dig deeper in order to get valuable insight
C✪-DESIGNS
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In person / Miro
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1-3 hours
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Selected key players (stakeholders) are invited to participate
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Highly interactive, structured, and dynamic session with a goal in mind
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In person / Miro
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1-3 hours
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Selected key players (stakeholders) are invited to participate
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Highly interactive, structured, and dynamic session with a goal in mind
WORKSHOPS
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In person / Miro
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1-3 hours
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Selected key players (stakeholders) are invited to participate
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Highly interactive, structured, and dynamic session with a goal in mind
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In person / Miro
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1-2 hours
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Cinco designer and company team
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Internal collaborative work session for specific stage of the project
SURVEYS
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In person / Miro
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1-3 hours
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Selected key players (stakeholders) are invited to participate
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Highly interactive, structured, and dynamic session with a goal in mind
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Online tool
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Collect information on a greater scale
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Internal and external
AUTO-ETHNOGRAPHY
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In person / Miro
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1-3 hours
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Selected key players (stakeholders) are invited to participate
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Highly interactive, structured, and dynamic session with a goal in mind
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In person
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Hours - Days
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Cinco Service Designer immersing themselves in the company to experience the service first hand, observing, taking note, photos...
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Overt or covert
CONTEXT
Surroundings
PESTEL Report
Framework used to evaluate the external macro-environmental factors that can impact the success of a service. Political, Economic, Sociocultural, Technological, Environmental, and Legal factors.
Competition
Market Positioning
The unique position that a brand holds in the minds of its target customers compared to its competitors. Understand how our brand is perceived by customers and where it stands in relation to our competitors.
ESSENCE
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Value Proposition
What clearly communicates the unique benefits that the service offers to its target customer. It is the reason why a customer should choose this service over others.
Brand Definition
The mission and vision of the company, taking in mind the values, goals, and experience principles to define its direction.
Tone & Voice
How a brand speaks and connects with its audience. This includes the tone, personality, and messaging style used across all touchpoints to ensure consistency, authenticity, and alignment with the brand’s essence and values
Jobs to be Done
Identifying the core needs and goals customers aim to achieve when interacting with a service. It helps uncover functional, emotional, and social motivations, ensuring the service is designed to truly solve problems and add value
PEOPLE
Actors
Employee Organizational Map
A visual representation of the different roles, responsibilities, and relationships between employees within an organization. Helps us understand the internal structure.
Helps us identify and understand the individuals and groups that have an impact or are impacted by the service. Ex. customers, employees, suppliers, partners, regulators...
Stakeholder Analysis
Audience
Understand the different groups of people that are usign our service. We categorize them into groups to better understand needs, preferences, and behaviors.
Audience Map
Empathy Maps
An empathy map is a visual representation of the customer's perspective and can be used to capture the customer's thoughts, feelings, and behaviors. It can help us gain a deeper understanding of their needs and wants.
User Personas
Fictional characters that serve as archetypes to represent target audiences. They are used to understand the needs, goals, and motivations of customers. They consider factors such as demographics, behavior patterns, and pain points.
Tangibles
Spaces
Flow Diagram
A map of the step-by-step journey of a service, showing how people, information, and processes interact. It helps identify bottlenecks, inefficiencies, and opportunities to enhance the service experience and efficiency.
Bubble Diagram
Visualize the spatial arrangement of the different spaces using bubbles of varying sizes to represent functional areas. This helps facilitate the understanding of the relationships between spaces to optimize the distribution.
Processes
Backstage
N1-N2 Process Mapping
Describe the primary and secondary processes of the service.
Document Review & Master List
Review all existing documentation. Create a list where all the processes are listed, like a table of contents.
Frontstage
Customer Journey
Mapping the complete experience that a customer has with a company, from initial awareness of the service, through their interactions with it, and beyond. We aim to create a positive and seamless journey during each step of the way.
Service Blueprint
The underlying service delivery system behind the customer journey. It consists of several layers that help to describe the customer experience and the backstage infrastructure, actions, and processes.
