Phase 1
The Output
Service Diagnosis
This will be your business's
North Star
your roadmap & game plan...
IPO's
Insights
Problems
Oportunities
Researching & mapping all relevant information
Collecting data, interviews, surveys, & observation. Bringing everything out on the table in order viasualize and map it.
Extracting insight from the information collected
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Making sense of things, and interpreting what we are learning, to know what we are dealing with. Defining problems and opportunities.
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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 calls, or by phone
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One on one or group sessions with employees, customers and stakeholders
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Goal: ask questions and dig deeper to get valuable insight
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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Receive internal (company) and external (user) input
COVERT
OBSERVATION
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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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Immersing in the company setting to experience the service first hand; observing, taking notes, photos...
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May be overt or covert
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 or virtual (Miro tool)
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Cinco + selected company team members
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Internal collaborative work session
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 or virtual (Miro tool)
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Selected key players are invited to participate
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Highly interactive, structured, and dynamic session with a goal in mind
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.
ESSENCE
Current 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.
Competition
Trend Report
To stay ahead of the curve and anticipate future customer needs, preferences and behaviors. This report allows us to create innovative and RELEVANT solutions and adaptations that meet the changing demands of the market.
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.
Benchmark
Comparing the performance of your service to industry standards and best practices. It involves analyzing strengths and weaknesses to identify areas where your services excel and areas where it lags behind.
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Current Brand Definition
The mission and vision of the company, taking in mind the values, goals, and experience principles to define its direction.
Current 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
(as is)
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
(as is)
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.
ESSENCE
A combination of the territory the brand occupies in the user's mind, the role (as an archetype) it plays in society, and definition of its personality.
Current Brand Positioning
A combination of the territory the brand occupies in the user's mind, the role (as an archetype) it plays in society, and definition of its personality.
Current Brand Personality
TANGIBLES
Spaces
Ambiance Sensory Analysis
Analyzing the design of the space and objects to see if it is inclusive and accessible for people with different abilities and needs, ensuring it complies with accessibility standards.
Accessibility Analysis
Analyzing the design of the space and objects to see if it is inclusive and accessible for people with different abilities and needs, ensuring it complies with accessibility standards.
TOUCHPOINTS
Digital
Digital Touchpoint Analysis
Evaluating the digital touchpoints to add, maintain, improve, transform, or eliminate elements.
Physical
Physical Touchpoint Analysis
Evaluation of the physical touchpoints to Add, Maintain, Improve, Transform, or Eliminate elements.
Objects
Object Analysis
Used to evaluate the current design of existing artifacts, identifying what things should be Added, Maintained, Improved, Transformed, or Eliminated.
Ergonomics Analysis
Evaluate the adaptability and comfort of the design elements, ensuring that the things are functional and ergonomic.
Processes
Backstage
Analyze and categorize service processes by identifying what to Add, Maintain, Modify, Transform, or Eliminate.
