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picture News January, 22 2019
image: The Service Design Workshop The Service Design Workshop

- To consistently deliver a valuable customer experience, you need to understand what underlying needs your product or service actually satisfy, said Dan Mikkin of Brand Manual at the 2 February SCCE workshop on service design.

In other words - to be successful on the market you need to do your homework on the four D’s; Discover, Define, Develop, Deliver.

Businesses often make a mistake by defining their target groups just by age, gender and income. In reality, every person is unique and has personal needs regardless of their age, gender and income. Consequently service design is done specifically and never generally.

Dan also shared some cases with us from Brand Manual’s business. For example the Apollo bookstore chain who made their homework and really researched what and how their customers consume in terms of content. For their efforts Apollo won the prestigious Service Design Award for Best Professional Project in 2016.

Following Dan’s introductory presentation, we teamed up in groups, selected a random service and defined what this particular service provider is selling, what are his future challenges, and what are the customers really buying.

Team „A76“ analyzed gas stations, team „Dream Travelers“ took on the website, the „Red Team“ analyzed the electricity market, and team „World’s Best Hotel“ studied the hospitality trade. The findings were presented by two team members and duly discussed among us.


Many thanks to Dan Mikkin and Brand Manual for a couple of very refreshing and inspiring After Business Hours; you really made us talk about you! My thanks also go to Park Inn by Radisson Meriton Conference & Spa Hotel for a splendid buffet and a very nice set up. And, last but not least, my thanks also go to our members who all took a very active part in our workshop.


Kristiina Sikk

SCCE Ombudsman

read more:
· Service design
· Brand Manual

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