Master thesis Inside-out Creature: Application of service design tools for value proposition communication
Author
Saavedra Hernandez, Maria Angelica
Term
4. term
Education
Publication year
2016
Submitted on
2016-06-02
Abstract
This thesis explores how service design tools can be applied to clarify and improve communication of Creature Aps’s value proposition to both clients and team members during a period of growth. Framed by the research question of how to generate a better communication process for the company’s value offer, the project follows IDEO’s five-stage design thinking process (Discovery, Interpretation, Ideation, Experimentation, Evaluation) in a human-centered, co-creative collaboration with the company. The research includes team and client interviews, workshop shadowing, customer journey mapping and comparison, development of client and company personas, a stakeholder map, and a competitor matrix, complemented by ideation workshops. Based on these insights, the thesis proposes and prototypes a practical tool—a pitch deck—to enable clear and consistent articulation of the value proposition for onboarding and training as well as for sales communications. The report outlines the design and prototyping plan and reflects on the benefits of integrating service design methods into inside-out business development.
Dette speciale undersøger, hvordan servicedesignværktøjer kan bruges til at gøre Creature Aps’ værditilbud tydeligere og lettere at kommunikere til både kunder og team i en vækstfase. Med udgangspunkt i problemformuleringen om, hvordan kommunikationen af virksomhedens værditilbud kan forbedres internt og eksternt, anvendes IDEOs fem faser (Discovery, Interpretation, Ideation, Experimentation, Evaluation) i et menneskecentreret og samskabende forløb med virksomheden. Undersøgelsen omfatter interviews med team og kunder, workshop-shadowing, kortlægning og sammenligning af kunderejser, udvikling af klient- og virksomheds-personaer, interessentkort og konkurrentmatrix samt idéworkshops. På baggrund af indsigterne udvikles og prototypes et konkret værktøj – et pitch deck – der skal understøtte en klar og konsistent formidling af værditilbuddet og anvendes både i onboarding/træning af nye medarbejdere og som led i salgsstrategien. Rapporten beskriver design- og afprøvningsplanen samt refleksioner over, hvordan servicedesignmetoder kan integreres i forretningsudvikling indefra og ud.
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