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We apply design research techniques to explore human behaviour and collect stories that inspire future ideas and visions. 

USER RESEARCH AND BEHAVIOURAL INSIGHTS

Collecting insights

We turn insights and data into bespoke visualisations and maps, to better manage complexity and enhance communication, storytelling and participation.

VISUAL MAPPING AND STORYTELLING

Navigating complexity

Through critical thinking and scenario building, we challenge assumptions to reshape design interventions, match needs, and guide decision-making.

SERVICE DESIGN AND STRATEGY

Re-framing visions

Through co-design, testing and prototyping techniques, we transform ideas into tangible products and service visions.

UX DESIGN AND PROTOTYPING

Making ideas tangible

 Unlock a over a decade of service design expertise, tools and resources on our open platform, Service Design Tools.

Touch-base with participants in advance to ease relationship building at distance, during remote research

Light Survey

Orchestrate the work of multiple teams at distance, for effective service design.

Asynchronous co-creation

Make initial service ideas more tangible by illustrating the most important steps of the whole experience

Illustrated scenarios

The process of delivering legal documents to citizens represents both a huge cost for the State (for printing and mailing, potentially multiple times), and a painful experience for citizens (who may not be able to access their physical mailbox all the time).

In order to encourage the adoption of a digital-based delivering system of documents with legal value, the government introduced the idea of a new platform able to execute a safe and certified digital delivery from Public Administrations to citizens, initially called Piattaforma Notifiche (ref. Decreto Semplificazione, 2020). In this context, together with a broader team involving external stakeholders, engineers, legal experts and designers, we conducted a detailed functional analysis of the future platform, defining roles, actors and processes needed to execute the new service - and so contribute to consolidate the related policy. The blueprint map has been an essential tool in that phase of work: it helped explore different scenarios, iterate and co-design with various stakeholders, and align decision-makers on the proposed solution and workflow.


Once the process was clearer, we translated all the requirements described in the functional analysis into a low-fidelity interactive prototype, able to show the key functionalities of the future platform and encourage further reflections on the experience itself. The prototype simulated the experience of sending a document with legal value and checking costs, timings and status of delivery (for Public Administration users), and the experience of receiving a document in the personal inbox, checking the details and performing a related payment (for citizens). Both experiences were completed by the mock-up of onboarding, set-up and management aspects - such as registering in the system, modifying addresses or other preferences, defining deputy roles.

The role of the prototypes was to help refining the overall service model and functional analysis, as well as to enable user testing sessions that helped better understanding the perspective of individual citizens and legal entities while interacting with the platform.

Thanks to the user testing, we were able to better understand users’ expectations, and transfer the insights to the broader team of decision-makers. The input gathered during the test informed both strategic directions (e.g. how to conceive deputy roles, how to communicate the service to the citizens, etc.) and specific refinements aimed at improving the whole user experience (e.g. how to convey the delivery timeline, how to label the specific status of the act communicated, etc.).  Overall, a great interest emerged from citizens of all age ranges and backgrounds towards this kind of platform, to be finally able to receive prompt communications from the Public Administration - without being forced to go to the Post Office to retrieve important acts after the failure of a home delivery.

How to conceive a service model to digitize the sending and receiving of acts with legal value, that takes into consideration citizens’ needs and diverse levels of adoption of digital tools?

Designing and testing the concept platform of SEND - the brand new service that allows citizens and Public Administrations to digitally receive and manage documents with legal value.

A detailed description of functional and experience requirements to develop and deploy the new platform, with specifications related to supporting back-end processes as well as front-end features.

We explored different user scenarios and used them to shape a detailed blueprint of the new communication system, in a collaborative process that involved all the main public sectors’ institutions. The blueprint became the starting point to then build the first low-fi prototype of the future platform, showing the experience for citizens, public administrations, system administrators and third parties.

SEND: the new government service for legal notices

Preparing and drinking coffee is dense with routine and habitual gestures for most of us.

In this project, we had the opportunity to uncover meanings and needs around this ritual, with the goal of identifying opportunities that could make a service experience around it more distinctive and contemporary. Our starting point has been foundational and extensive research combining qualitative and quantitative techniques (service safari, diary study, digital ethnography, online surveys), aimed at understanding every moment of the as-is journey of single-serve consumers.

As a result, we identified a set of key behavioral drivers around coffee consumption, that helped us frame and analyze specific expectations and gaps in current experiences. The behavioural drivers, together with the comprehensive and detailed analysis of Lavazza AMM's customer journey, represented the starting point to imagine new types of experiences. Those initial stimuli and inspirations were then used to facilitate two co-design sessions in Milan and Naples, hosted in temporary dedicated spaces ("Future Coffee Experience Room") to open the ideation process and involve coffee and single-serve consumers. Lot of ideas emerged, from supporting people in finding the perfect blend for their daily breaks, to identifying media partnerships that could enrich the tasting moment.

All the ideas converged into a catalogue of validated solutions and initiatives, shaping the vision of the to-be experience.

A key insight from the research was that most single-serve consumers actually drink coffee in a variety of ways - based on the moment of the day, where they are and what they are looking for. Based on this insight, we started to consider the idea of an expanded set of coffee products that could support customers having their favourite blends ready for single-serve machines, moka or other brewing methods - no matter what they choose in a given moment. Those considerations led to the idea of a subscription-based experience, that could help curious customers expanding even more their perspective on coffee products and preparations, by receiving thematic boxes containing all their coffee supply for the week/s, together with additional accessories and stories. The last step was designing how the subscription model could work, both in terms of narratives and value propositions towards the customer, and in terms of specific moments of interaction and touchpoints.

Through prototypes and iterative experiments, we moved from exploring different value propositions to designing, testing and validating the core features of the new subscription-based experience in the US and Italian market.

How to build a distinctive and memorable experience around an everyday commodity? What features and moments could keep the customers in the loop, in a market characterized by huge competition and decreasing margins?

Analysing the customer journey of Lavazza A Modo Mio to envision new service opportunities that could improve and expand customer acquisition and loyalty.

Among the various ideas co-designed along the project, the subscription model emerged as a promising scenario to build a longer-term relationship with Lavazza customers, and shift the focus from purely single-serve to a broader perspective on coffee-related products and experiences.

We started by framing an extensive and detailed map of the as-is experience for Lavazza A Modo Mio consumers, and compared it with the product, services and experiences provided by competitors. Building on emerging insights, opportunities and key drivers, we identified a set of ideas and initiatives that Lavazza could experiment with.

Thinking in depth,
designing with care

We bring innovation to life by

Projects

Learnings

Thinking in depth,designing with care

We bring innovation to life by

Projects

Learnings

Thinking in depth,
designing with care