With today’s post we start a series to introduce the five main canvases of Lean Service Design: People, Purpose, Opportunities, Ideas and Experiments. As shown in the post about the structure of LSD, a service design process should ideally start with questions about the people involved. That’s why we developed the People Canvas.
With this canvas you get a picture of the different user groups. The canvas can be used to sharpen both customer and stakeholder profiles. It considers on one hand the value set of a user group, on the other hand the concrete needs and problems in the context of a service or product.
This is how it works:
1 Field: Description
Describe the representative persona for this specific group of people. These can be demographic aspects and other attributes that are characteristic of these persons. Be careful not to fall into the cliché trap. People over 60 are not automatically not mobile affine!
2 Field: Values
As described in the post about the importance of values, it is essential to be aware of the values and motivators of a user group. Ask yourself what drives these people and what they are afraid of. Simply mark the values that you have identified in conversations with your customers and stakeholders or make assumptions based on your knowledge of human nature. But be careful! If you are building on assumptions, you need to validate them.
3 Field: Needs/Goals
Describes here the needs and goals that these people have expressed in the context of your services or products.
4 Field: Problems/Pains/Fears
The people you describe here have expressed problems and fears in the context of your service or product. Work out what bothers this group of people.
There are different groups of people
Every service or product is used and influenced by a multitude of people. When you talk about personas, the first thing you think about is the customer or user personas. The context of your service or product is also influenced by stakeholders who pursue significant goals with the service or product. And depending on the business model, intermediaries and business partners are also involved and important for the design of the service. You should work out all groups of people according to their values, needs, goals and problems. For when it comes to defining the purpose of your project in the next step, you will have to include all groups of people in your considerations. Lean Service Design claims to involve both the customer side and the business side equally in the design process, because we are convinced that only a business driven and customer centered design process create successful services that generate real growth.