Vision project
Vision project
Vision project
SaaS
SaaS
SaaS
B2G
B2G
B2G
Service design tool: a visionary fairy tale
Service design tool: a visionary fairy tale
Service design tool: a visionary fairy tale
Service design tool: a visionary fairy tale
Service design tool: a visionary fairy tale
Service design tool: a visionary fairy tale
A unique solution to a complex problem. An attempt to replace a human consultation service with an online self-service tool.
A unique solution to a complex problem. An attempt to replace a human consultation service with an online self-service tool.
A unique solution to a complex problem. An attempt to replace a human consultation service with an online self-service tool.
A unique solution to a complex problem. An attempt to replace a human consultation service with an online self-service tool.
A unique solution to a complex problem. An attempt to replace a human consultation service with an online self-service tool.
A unique solution to a complex problem. An attempt to replace a human consultation service with an online self-service tool.
Once upon a time…
There was a startup with highly motivated people who embarked on a journey to revolutionalize the autonomous on-demand people transportation industry. They've created a fleet orchestration package for transportation providers and private companies that consisted of a driver app, a white-labelled traveler app and a web based dashboard.
However launching a new type of transportation service is not an easy or straightforward task.
Once upon a time…
There was a startup with highly motivated people who embarked on a journey to revolutionalize the autonomous on-demand people transportation industry. They've created a fleet orchestration package for transportation providers and private companies that consisted of a driver app, a white-labelled traveler app and a web based dashboard.
However launching a new type of transportation service is not an easy or straightforward task.
The problem
The problem
1
Designing a transportation service is hard
Designing & efficiently operating flexible on-demand mobility solutions, tailored to the needs of local communities, is a challenge. Satisfying the demand, while keeping the cost at the minimum, entails managing a lot of complexity & uncertainties.
1
Designing a transportation service is hard
Designing & efficiently operating flexible on-demand mobility solutions, tailored to the needs of local communities, is a challenge. Satisfying the demand, while keeping the cost at the minimum, entails managing a lot of complexity & uncertainties.
1
Designing a transportation service is hard
Designing & efficiently operating flexible on-demand mobility solutions, tailored to the needs of local communities, is a challenge. Satisfying the demand, while keeping the cost at the minimum, entails managing a lot of complexity & uncertainties.
1
Designing a transportation service is hard
Designing & efficiently operating flexible on-demand mobility solutions, tailored to the needs of local communities, is a challenge. Satisfying the demand, while keeping the cost at the minimum, entails managing a lot of complexity & uncertainties.
1
Designing a transportation service is hard
Designing & efficiently operating flexible on-demand mobility solutions, tailored to the needs of local communities, is a challenge. Satisfying the demand, while keeping the cost at the minimum, entails managing a lot of complexity & uncertainties.
2
Finding a trustworthy orchestration tool is even harder
Available tools in the market do not provide enough insights about the future operation. Mobility providers only learn how their service performs once they invested a lot of time and money into a platform.
2
Finding a trustworthy orchestration tool is even harder
Available tools in the market do not provide enough insights about the future operation. Mobility providers only learn how their service performs once they invested a lot of time and money into a platform.
2
Finding a trustworthy orchestration tool is even harder
Available tools in the market do not provide enough insights about the future operation. Mobility providers only learn how their service performs once they invested a lot of time and money into a platform.
2
Finding a trustworthy orchestration tool is even harder
Available tools in the market do not provide enough insights about the future operation. Mobility providers only learn how their service performs once they invested a lot of time and money into a platform.
2
Finding a trustworthy orchestration tool is even harder
Available tools in the market do not provide enough insights about the future operation. Mobility providers only learn how their service performs once they invested a lot of time and money into a platform.
3
Optimizing a running service is not easy task
The margin for operating an on-demand mobility service is small. Cutting cost and adapting to changing demand with a better model is essential.
3
Optimizing a running service is not easy task
The margin for operating an on-demand mobility service is small. Cutting cost and adapting to changing demand with a better model is essential.
3
Optimizing a running service is not easy task
The margin for operating an on-demand mobility service is small. Cutting cost and adapting to changing demand with a better model is essential.
3
Optimizing a running service is not easy task
The margin for operating an on-demand mobility service is small. Cutting cost and adapting to changing demand with a better model is essential.
3
Optimizing a running service is not easy task
The margin for operating an on-demand mobility service is small. Cutting cost and adapting to changing demand with a better model is essential.
The original solution
The original solution
The original solution
The original solution
Service design consultancy
For each project a team of researchers and transportation experts gathered to collect all the requirements, examine the service area specificities and demand data. They simulated thousands of scenarios to come up with the best service parameters that are benefitial for the traveler and for the provider as well.
Service design consultancy
For each project a team of researchers and transportation experts gathered to collect all the requirements, examine the service area specificities and demand data. They simulated thousands of scenarios to come up with the best service parameters that are benefitial for the traveler and for the provider as well.
Service design consultancy
For each project a team of researchers and transportation experts gathered to collect all the requirements, examine the service area specificities and demand data. They simulated thousands of scenarios to come up with the best service parameters that are benefitial for the traveler and for the provider as well.
Service design consultancy
For each project a team of researchers and transportation experts gathered to collect all the requirements, examine the service area specificities and demand data. They simulated thousands of scenarios to come up with the best service parameters that are benefitial for the traveler and for the provider as well.
Service design consultancy
For each project a team of researchers and transportation experts gathered to collect all the requirements, examine the service area specificities and demand data. They simulated thousands of scenarios to come up with the best service parameters that are beneficial for the traveler and for the provider as well.
Then came COVID and the startup went bankrupt
Then came COVID and the startup went bankrupt
The new Buyer
The new Buyer
The new Buyer
The new Buyer
The new Buyer
A tech giant made an offer
A tech giant, strong in manufacturing decided to expand its portfolio in the digital space with an ambitious goal: conquer the fleet orchestration industry. As part of a strategic step, the IP of the small startup was aquired and many of the former team members gained back their job.
A tech giant made an offer
A tech giant, strong in manufacturing decided to expand its portfolio in the digital space with an ambitious goal: conquer the fleet orchestration industry. As part of a strategic step, the IP of the small startup was aquired and many of the former team members gained back their job.
A tech giant made an offer
A tech giant, strong in manufacturing decided to expand its portfolio in the digital space with an ambitious goal: conquer the fleet orchestration industry. As part of a strategic step, the IP of the small startup was aquired and many of the former team members gained back their job.
A tech giant made an offer
A tech giant, strong in manufacturing decided to expand its portfolio in the digital space with an ambitious goal: conquer the fleet orchestration industry. As part of a strategic step, the IP of the small startup was aquired and many of the former team members gained back their job.
A tech giant made an offer
A tech giant, strong in manufacturing decided to expand its portfolio in the digital space with an ambitious goal: conquer the fleet orchestration industry. As part of a strategic step, the IP of the small startup was aquired and many of the former team members gained back their job.
A sad twist
A sad twist
The service design consultancy didn't fit into the strategic plan anymore.
The service design consultancy didn't fit into the strategic plan anymore.
The service design consultancy didn't fit into the strategic plan anymore.
The service design consultancy didn't fit into the strategic plan anymore.
The service design consultancy didn't fit into the strategic plan anymore.
A brave response
A brave response
The little team of the ex-startup didn't give up. They saw a business opportunity!
They asked themselves: "What if we build an online self-service tool from the same building blocks that we use for the main platform? Would that be able to replace our researchers and consultation service?"
The little team of the ex-startup didn't give up. They saw a business opportunity!
They asked themselves: "What if we build an online self-service tool from the same building blocks that we use for the main platform? Would that be able to replace our researchers and consultation service?"
The little team of the ex-startup didn't give up. They saw a business opportunity!
They asked themselves: "What if we build an online self-service tool from the same building blocks that we use for the main platform? Would that be able to replace our researchers and consultation service?"
The little team of the ex-startup didn't give up. They saw a business opportunity!
They asked themselves: "What if we build an online self-service tool from the same building blocks that we use for the main platform? Would that be able to replace our researchers and consultation service?"
The little team of the ex-startup didn't give up. They saw a business opportunity!
They asked themselves: "What if we build an online self-service tool from the same building blocks that we use for the main platform? Would that be able to replace our researchers and consultation service?"
The dream team
The dream team
A product owner, a designer and a transportation expert joined their forces and shared their enthusiasm to imagine the future.
A product owner, a designer and a transportation expert joined their forces and shared their enthusiasm to imagine the future.
A product owner, a designer and a transportation expert joined their forces and shared their enthusiasm to imagine the future.
A product owner, a designer and a transportation expert joined their forces and shared their enthusiasm to imagine the future.
A product owner, a designer and a transportation expert joined their forces and shared their enthusiasm to imagine the future.
Product owner
Product owner
UX designer
UX designer
Research consultant
Research consultant
Product owner
UX designer
Research consultant
Then the work has begun…
Then the work has begun…
Over the next three months the three heroines worked day and night to come up with a viable, feasible and desirable solution.
Over the next three months the three heroines worked day and night to come up with a viable, feasible and desirable solution.
Over the next three months the three heroines worked day and night to come up with a viable, feasible and desirable solution.
Over the next three months the three heroines worked day and night to come up with a viable, feasible and desirable solution.
Over the next three months the three heroines worked day and night to come up with a viable, feasible and desirable solution.
They designed the flow…
They designed the flow…
They started sketching…
They started sketching…
Created Figma designs, nice and tidy.
Created Figma designs, nice and tidy.
After many iterations and back and forth they came up with the final main screens.
After many iterations and back and forth they came up with the final main screens.
And presented their work to the business stakeholders.
And presented their work to the business stakeholders.
The outcome
The outcome
1
High fidelity wireframes and prototypes.
1
High fidelity wireframes and prototypes.
1
High fidelity wireframes and prototypes.
1
High fidelity wireframes and prototypes.
1
High fidelity wireframes and prototypes.
1
High fidelity wireframes and prototypes.
2
A business idea to validate with public transportation operators.
2
A business idea to validate with public transportation operators.
2
A business idea to validate with public transportation operators.
2
A business idea to validate with public transportation operators.
2
A business idea to validate with public transportation operators.
2
A business idea to validate with public transportation operators.
3
A highly motivated team with an increased team moral.
3
A highly motivated team with an increased team moral.
3
A highly motivated team with an increased team moral.
3
A highly motivated team with an increased team moral.
3
A highly motivated team with an increased team moral.
3
A highly motivated team with an increased team moral.
4
A stream of new ideas which became the base for many further projects.
4
A stream of new ideas which became the base for many further projects.
4
A stream of new ideas which became the base for many further projects.
4
A stream of new ideas which became the base for many further projects.
4
A stream of new ideas which became the base for many further projects.
4
A stream of new ideas which became the base for many further projects.
What's next?
The project is still waiting to be implemented. Even if priorities shifted, the three heroines learned a lot during the process. Multiple features that later the team developed for the core platform can be traced back to this unique visionary project.
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