The social nature of service delivery and use presents challenges to more traditional product design and development approaches. A collaborative approach provides an opportunity to better understand the ways that customers interact, co-opt and adapt services, as well as allowing for the collection of valuable input from customers.

Our approach aims to tactically involve end-users of a service in the process of designing them, early and often during the process. This approach helps ensure that the end result is squarely aligned with their needs, expectations and aspirations, while being cognisant of organisational requirements and goals.

Experience tells us that working with something in the “real world” often uncovers flaws in a conceptual design, no matter how detailed or well thought through. For this reason, we take an iterative approach to designing and developing services, including prototypes — quickly created examples of components of a deliverable (product, service or system) that serve to communicate ideas and test concepts.

Prototyping quickly and inexpensively turns ideas and designs into something tangible, enabling us to understand real use and uncover potential issues before they become costly errors — reducing the risks typically associated with innovation.