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Service Design at Icarus

A holistic, strategic framework to understand and design better services for the people that use and deliver them.

Service Design offers a framework and common language for various disciplines to work together to deliver a cohesive and valuable experience for a customer, again and again.

We at Icarus, bring together research, insight & work with you to strategically define a compelling & unique service proposition. This might be framed around understanding and improving an existing service experience or around creating new opportunities through (product / business / service) innovation.

For a customer, what you offer is felt as one experience. Our process identifies and defines the key customer journeys and attributes of your service that contribute to these defining customer experiences. The touch-points that support these customer journeys are then designed and orchestrated to work cohesively together. Vertical organisational processes which are often built to support product efficiencies, can sometimes be deterrents to happy customer journeys that flow horizontally forward with time.

Our capabilities across design research, strategy, digital experience, product design, brand design, , engineering, graphics, and copywriting allow us to craft compelling Service Experiences. It’s the one discipline when all our areas of expertise come together to create something bigger than the sum of it's parts. We see it as a holistic, strategic way to design better services for the people that use and deliver them. Here’s a peek into some of our Service Design projects...

Bengaluru Service Jam 2017 17th & 18th February

Bengaluru Service Jam 2017 17th & 18th February

Global Service Jam is an event that happens simultaneously across the globe every year. Unlike any other kind of design event, at a Jam, small teams of people get to work together to build prototypes of their service ideas in under 48 hours.

In 2017, we hosted the Bengaluru chapter at our office and had 20 happy jammers research and bring their solutions to life. A jam is high energy, its fast paced, its global, it's about doing (not talking), prototypes (not presentations!) and of course, Service Design.

As hosts and facilitators, we encouraged our jammers to frame challenges based on real needs, find pressing problems to solve, listen to each other and build on ideas and show prototypes to real customers for the most learnings. We devised, designed and stocked up on slick tools and fun methods to break ice, help teams get unstuck, stop arguments, role-play solutions, loosen up, think quick, make, break and most of all have a great time creating together. We got to take Service Design out of the safe walls of the studio and invite others to design with us.

We had a great time working with people from various backgrounds -from students to experienced professionals in completely different disciplines. The jam was also a fantastic opportunity to connect to the global design community and organizations working within the service design space across the world. It left us feeling inspired and wanting more!

Jam time! #doingnottalking

Jam time! #doingnottalking

Build to understand...

Build to understand...

Namma GovJam 2017 16th & 17th May

A sister of Global Service Jam, The Global GovJam is a similar high energy design event with a focus on bringing creativity and problem solving to the world of public sector services. We at Icarus saw this an opportunity to apply the Service Design framework to this context of the creating better public services. The focus for us was to experimentally bring together government officials, citizens, designers, researchers and anyone interested in improving public services, in a room together for 2 days. Once again, jammers would work together in small teams and focus on prototyping solutions rather than discussing problems or presenting ideas.

Namma GovJam 2017 was hosted at the BMTC premises in Shanti Nagar Bengaluru and we were delighted that officials from the BMTC, KSRTC and DULT could jam with us! We had an equal representation of enthusiastic citizens and together they formed small, well balanced teams. Teams set about framing a challenge around real observed needs and delving into the challenge area through street research and conversations with customers. Our jammers were encouraged to test their prototypes early & often and make each version better than the previous.

The jam opened up new ways of working and looking at problems and taught us the immense value design can bring to the public sector - especially when there are opportunities to look at systems and services holistically – from the point of view of those who create, deliver and use them. NammaGovJam was a taste of a quick, fun way to work through practical solutions to big, serious problems.

Icarus co-hosted NammaGovJam with the WRI Ross Center for Sustainable Cities. Their extensive experience in research across the world and on the ground delivery of public sector services in transportation in India, kept our jammers grounded and focussed on tackling real challlenges.

Namma
Namma
Namma
Namma
Namma

Kaya Skin Bar

BACKGROUND

There are over 100 Kaya Skin Clinics across the country and in the Middle East. The service in the clinics are rendered through a combination of dermatologist consultations, therapies and proprietary product formulations. For over 10 years, the Kaya brand was known for its dermatological expertise and clinical consultation experience. Kaya Skin Clinic saw an opportunity to extend its brand to a new context - moving from a dermatologist led chain of 'clinics' with a doctor at every store, to standalone spaces selling only products - without consultation of a dermatologist. This new format, called The Kaya Skin Bar, would be situated in malls and high streets.

CHALLENGE

This new proposition to make the dermatological expertise of KAYA Skin Clinic easily accessible through a product-only store threw us several challenges from the perspective of orchestrating the service to work together to feel like the Kaya experience that customers had grown to trust.

  • The new stores would seek to address a far younger audience with motivations quite different from the older audience of the Kaya Skin Clinic.
  • Malls and the shop- in shop format create an altogether new context for Kaya.
  • How would the service work without the dermatologist? The products on shelf not only needed to be independently browsable, but also the approach to selling had to be consultative and customised.
  • Small format stores (around 500 sqft) with the possibility of product ranges which could be added in the future

RESEARCH

Our research work focussed on understanding key customer types, their journeys and motivations and the experience gaps in the new Kaya Skin Bar format that customers were used to in the Clinics. Mapping the service experience allowed us to spot, evaluate and fix critical gaps in experience through design interventions.

Kaya

RESPONSE

This meant orchestrating touch points around brand, space, technology and human interactions to create the new Skin Bar experience.

The Brand strategy focussed on "beauty prescriptions" and from this, stemmed all aspects of brand work, which we executed completely in house. Kaya's new identity, store signage, product range architecture, colour systems, nomenclature and descriptors for every product, including packaging design were synched up to reinforce each other.

We worked closely with space designers to bring to life modular shelving units, lighting and shelf categorization that would allow the customer to make an effective choice. Every time detail like mirrors, bins and sizes of display units were planned and executed. A script for staff, in the absence of a dermatologist was a key touch-point as the typical Kaya customer was very well informed about their own skin issues.

Technology had a key role to play is allowing the customer to make an informed choice but was also identified as a key pain point in the journey, the digital app had left customers feeling overwhelmed and confused. The app was redesigned in a way that a person could choose their 'easily identifiable issue'. The app would then relate that to a basic set of products suitable for them - making the decision making easier for a customer.

Kaya

Doables

BACKGROUND

A brazilian B2B major wanted to establish a digital B2C business in India. There were some initial hypotheses around an IOT service, focused around home utilities and impacting Energy, Air and Water. We were tasked with ratifying the hypothesis and suggesting modifications or completely new opportunities.

RESEARCH

We built out the complete IOT hardware /software solution which was hypothesized and deployed it across 4 locations around the country and collected real time data from these devices for two months. This data was analyzed, along with a mapping of attitudes and behavior which came in from a separate in-depth, observational study. We concluded that we needed to radically modify the initial hypothesis.

Doables

RESPONSE

On the basis of very strong insights which came out of the research phase, we proposed a digital platform solution which leveraged local ecosystems to solve home problems - large and small. This Platform MVP was fully built up for real interactions between users and launched through a Facebook campaign. The measurable response that we got - real downloads and an understanding of usage patterns - strongly supported the new business and value proposition gave our client confidence in decision making as it was substantiated by user behavior.

The Platform, called Doables, is in the process of being re-launched following the creation of a legal business entity in India. Doables is an example of quickly prototyping a Service Experience to lead to fresh insights, refinements and new understanding.

We’re Bangalore based, but we work with clients across the globe. We’d love to hear from you!

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