Designing services

We are all familiar with the symptoms of a service failure. Your laptop comes back from the customer service repaired, but with a corner damaged. Your mood goes from happiness to anger, now you will have to argue with the employee, but you have no proof of that so, for you, it will be a long morning…

Examples of poor service are widespread. But, the way managers face them can determinate the success or the failure of the business. Neither blaming the customer for being a liar, nor the employee for being the problem, will help solving the issue.

Even though services can fail because of the incompetence of the people, the reality shows a major problem. There is not a method designed for control, so it’s totally up to the manager.

In the Internet era, when a customer can buy everything with just a click, designing services and analyzing its ROI, (return of investment) can make the difference between getting chosen or skipped.


Resultado de imagen de modomoto

Modomoto is nothing but a curated shopping service for men, with two main services. First one, the customer doesn’t have to go shopping, they do it. Second, the customer will only pay for those outfits he wants to keep. Give backs are for free. And the customer doesn’t have any obligation on keeping at least one.

By doing that, they can analyze if what’s been suggested by its team is being accepted, (and getting sales from it) or if not, they will have them back, receiving an indicator of customers disapproval.

Modomoto is just an example of an e-commerce which put the focus on the final user, key in the Internet era. They developed a new concept, but doing things as easy as possible to help the customer through all the website experience.

When we talk about designing services, we talk about customer needs and how the brand can satisfy them. It’s building an atmosphere in which the user feels comfortable. The manager has to know that it’s all about the user interaction with the brand. The business success depends from its result. So make people feel special!  


Useful links

Example of customer-centric innovation. (very interesting)


Adrià Cabiscol

Audience analysis for “Ahora vuelvo mamá”


“I don’t have time to travel” “I only break from work on Sundays” “Travelling is something rich” “When I win the lottery, I will go to the Caribbean”…  

If yours is an affirmative answer, don’t worry. You’re among the majority of youth people who finds every day more difficult to travel, mostly because their lack of time and money.

Against that inconvenient was born our new website “Ahora vuelvo mamá” which is going to drastically change your concept of leasure and easy travelling. You won’t have to stay in your city every weekend nor to repeat the leasure activities that your surroundings offers you each free day. What’s more, no more uncomfortable baggage and expensive hotel nights needed any more. Now you can travel to each city under two hours flight time for very little money, and to enjoy in this way, a completly new experience.

The idea is based on cheap flights with the best time for those who normally can’t travel. What “Ahora vuelvo mamá” precisely offers are round trip flights –leaving early in the morning and coming back the same night- for the same prize that any leasure activity would cost you. May you have already been in Milano, but… ¿what if we meet there this Saturday to taste some real italian food right after shopping in the fashion capital?

milan compras.jpg         GALERIA VITTORIO EMANUELE, Milan

About costumer
First of all, expose that “Ahora vuelvo mamá” costumers are mostly young people around 20 and 40 years who search to satisfy their need to change their boring routine for one day. They are curious who want to explore new places because they feel uncomfortable with the day to day. Although they lack the time and the savings for long, luxury travels, they feel the need to experience that “freedom”.

Also, because we are talking about young people, “travelling” is for them a big opportunity to be known in the social networks, fact they priorize anytime, normally giving more importance to the photo than to the experience.

However, this dedication to show the best of themselves sometimes becomes exhibitionism and calls particular attention when you can clearly distinguish between the offline person and the one you see on the social networks.

Summarizing, let’s use an example of current costumer:

Maria is 20 and currently studying the international business degree at the UPF. Her biggest hobbies are travelling and photography so, although she’s normally very busy helping out her parents while studying at the university and at the languages academy, she always finds that free day to quick travel anywhere new and to bring with her pictures of it. Pictures, of course, she share on the social networks immediately.

figue top.png

On the second place, glancing at the new options of “micro-segmentation” online, we find that in our website there is evidence of a distinctions between our target according their behaviors, likes or preferences; for instance, there is people who use the website for working purposes. Each costumer needs an appropriate strategy, to better reach them and offer them what they are really looking for. The knowledge we adquire from the microsegmentation technique is something our website treasure.

To conclude, “Ahora vuelvo mamá” costumers look for the occasion to travel anywhere in just a single day, mostly to broke their monotony and above all to share that experience with their relatives.

One of their clients is Maria:


by Meritxell Borrell