In part 1 the Service Design specialization at ITU, I received the following brief: “Research and analyse a service from the perspective of a user group, and identify opportunities for innovation.”
For my research, I looked into mature couples (50+) using Netflix and other video-streaming services. Along with conducting interviews, I did desk research into the service ecosystem.
To understand the service at both the macro and micro level, I analyzed the research data using a mix of core service design methods. I did stakeholder and service ecology mapping, user journey mapping, and service blueprinting — along with more standard design methods such, as persona and scenario writing.
These current-state representations gave me a comprehensive overview, which allowed me to spot a mismatch between the way Netflix’ service was designed and how it was used by the target group. While the couples wanted to watch Netflix as a social activity, the service was optimized for individual watching. Not being able to find and agree on something to watch together was a common and frustrating problem for couples.
Service innovation opportunity
Given the current-state of the service ecosystem, I saw an untapped opportunity for greater levels of value co-creation using existing resources. By using existing infrastructure for collecting user-data, users' viewing preferences could in the future be cross-referenced in order to gennerate co-watching recommendations. Based on this insight, user journeys and touchpoints could be redesigned to provide greater value for couples. Further, data derived from the new practice could also be used to help inform the purchasing and production of the kind of content people enjoy watching together.
An obvious limitation of the work was the limited scope and the lack of access to the "client" organization. I look forward to engaging in a full-scope service design project as I attend part 2 of the Service Design specialization at ITU.