I come here today to share my first experience in the Service Design area. The request came not from any client, but from an application exercise for a job, which was done about 2 weeks ago. Although the job offer no longer exists and has been extinguished, this exercise was worthwhile to take the first steps in this area that you can hear so much.
The goal was to design a digital experience for customers in pharmacies in Portugal. The exercise had to address some premises such as:
– Customer recognition;
– The customer has access to digital technology;
– Exist self-service option;
– Contact with campaigns and promotions;
– Circulation by the pharmacy, allowing access to the products on the shelves;
Having these points to address, I first had to put myself in the shoes of the client and user to know what their goals, frustrations and fears might be. Nothing is better than defining personas to define the needs of the client / user. I defined 2 personas, one of them was an old person and another younger, mother of 2 children.
Although I know that older people are not the most frequent public told by statistics, I chose to move forward to be a representative of a more vulnerable group of the population.
The other person was a person of about 30 years who works and already has family responsibilities, that has more contact with the technology and has a more fulfilled life.
I then defined for each of them a profile associated with the experience in a pharmacy.
Name: Júlia Sousa – 73 years old
– Buy drugs and meds
– Likes to leave home
– Likes to have a little chat with the pharmacy staff;
– Likes to receive technical advice
You are afraid of being on your feet for a long time;
You are afraid of not communicating very well when you need an over-the-counter medication;
Persona Nº 2 Teresa Almeida – 29 years old
Characteristics: Teacher, mother of 2 children
You must buy medicines regularly for your children;
Likes technology to make life easier
Likes services to be fast
Like advice to find the best products for your children;
You are afraid of taking too long;
He prefers to do the shopping alone, with the children he becomes more painful;
Sometimes he forgets his wallet;
He hates to walk with the receipts in his suitcase, until it is opportune to enter a pharmacy;
The personas defined goals and fears made it possible to create new ideas and concepts for a pharmacy experience. These data were based on my own experience in pharmacies and on the observation of other clients. Some research was done too, but it was not deep, nor data-based, since I did not have access to them.
From here I wrote some ideas on paper and did some schemas and some flows that helped me define the characteristics of my ideas.
With the ideas on paper, I found it difficult to present the ideas clearly and demonstrate the sequences of experiences. I did some research and came across some online examples that helped me build and present the customer experience process.
I felt the need to represent them with images, accompanied by the description of each moment.
The result was this visually:
The results of the experiments consisted in 3 types:
1 – The Traditional Experience. (Person 1-2)
Although I am exposing my ideas and the risks involved, I would like to present them to the world and contribute to the well-being of people and their experiences.