Designing a connected service experience around real customer needs.
Service design for a yoga and active-lifestyle proposition in the British Virgin Islands.
DigiFixIT’s service-design work focused on understanding customers, defining the wider service proposition and connecting customer expectations with the touchpoints and delivery activities around the service.
The engagement included customer and market research, experience thinking, stakeholder coordination and project delivery.
Five Feathers was not approached simply as a visual-design exercise. The service needed to make sense to the people who would encounter, participate in and potentially continue engaging with it.
The service-design work therefore began with understanding the customer and considering the wider experience surrounding the core yoga proposition.
Research and service thinking helped connect audience needs, market context, the service proposition, customer interactions and practical delivery considerations.
A customer does not experience individual design assets. They experience the complete service created by the proposition, interactions, environment, people and delivery around it.
Turn an emerging proposition into a coherent customer experience.
The challenge was to understand what customers needed and how different parts of the proposition could work together as one service.
Understand the audience
Identify the needs, expectations, behaviours and interests of the people the service intended to attract.
Clarify what the service offered
Connect the core yoga proposition with the wider lifestyle experience in a way that customers could understand.
Connect the touchpoints
Consider how different customer interactions contributed to the overall perception of the service.
Coordinate implementation
Align stakeholders and delivery activity so customer-facing elements supported the same overall service direction.
Connect what customers need with what the service must deliver.
The service was considered as a connected system of evidence, proposition, interactions and delivery rather than isolated creative outputs.
Customer understanding
Research into customer expectations, preferences, behaviours and the wider context surrounding the service.
Customer priorities
Translate evidence into a clearer understanding of what customers needed from the overall experience.
Service direction
Connect the core yoga offer to the broader customer and lifestyle proposition.
Customer touchpoints
Consider how individual interactions combine to influence the customer’s view of the service.
Delivery coordination
Connect stakeholders, production activity and implementation requirements around the service.
Future opportunities
Create a service foundation capable of supporting additional interactions and future development.
One coherent customer experience.
Customer evidence informs the proposition. The proposition shapes the experience. The experience depends on coordinated delivery behind the scenes.
Start with evidence, not assumptions.
Research provided the context needed to understand the potential customer and shape the wider service direction.
Understand potential customers
Explore who the service needed to engage and the characteristics of the intended audience.
Identify expectations
Understand customer interests, preferences and expectations surrounding the experience.
Understand the wider context
Explore the surrounding wellness, yoga and active-lifestyle environment in which the service would operate.
Connect the evidence
Bring research observations together to identify themes relevant to proposition and experience decisions.
Inform service decisions
Use the evidence base to support choices around the wider customer and service proposition.
Create shared understanding
Give stakeholders a clearer basis for discussing the customer and the intended service experience.
Understand how the service is experienced across different touchpoints.
Individual interactions were considered as parts of the wider experience rather than disconnected design elements.
Core yoga experience
The primary service interaction around which the wider customer proposition was structured.
Physical context
Consider how the setting and service environment contribute to customer perception.
Customer information
Information and communication help customers understand what the service is and what it offers.
Supporting touchpoints
Physical products can extend the service relationship beyond the immediate yoga experience.
Connected experience
Different customer interactions should reinforce the same underlying service proposition.
Scalable touchpoints
Service thinking created a foundation for considering additional customer interactions over time.
Service design led the experience thinking. Specialist creative skills supported delivery.
The project involved different disciplines. The case study separates the service-design contribution from specialist graphic-design work.
Customer research, service thinking and delivery coordination.
DigiFixIT’s role focused on understanding customer and market context, shaping the service proposition, considering the wider customer experience and touchpoints, coordinating stakeholders and supporting delivery around the service.
Graphic design & visual identity.
Specialist graphic-design work supported the visual expression of the proposition, including identity and associated creative applications. Those visual outputs formed supporting customer touchpoints rather than the core DigiFixIT service-design contribution.
Move from evidence to a service that can be delivered.
Service design connected research, customer experience and practical implementation rather than treating them as separate stages.
Research
Understand customers, context and the wider service environment.
Interpret
Connect evidence into useful themes and service considerations.
Shape
Clarify the proposition and intended customer experience.
Coordinate
Connect stakeholders, specialist contributors and delivery activity.
Implement
Translate the service direction into tangible customer-facing interactions.
Outputs focused on understanding and improving the service.
The service-design contribution created a clearer connection between customer evidence, service direction and delivery.
Customer insight
A clearer understanding of customer characteristics, expectations and context.
Proposition direction
A clearer connection between customer needs and the wider service offer.
Touchpoint thinking
Consideration of how individual interactions combine into the overall experience.
Connected service view
A broader perspective connecting customer, proposition, interactions and delivery.
Stakeholder alignment
Coordination between service thinking, specialist contributors and implementation activity.
Improvement opportunities
A service foundation capable of supporting future customer touchpoints and development.
Service thinking extends beyond the core interaction.
Visual and physical outputs are shown here as examples of customer touchpoints within the wider service. The visual identity itself was delivered through specialist graphic-design collaboration.
The service-design work created a clearer relationship between customer evidence, the Five Feathers proposition and the experience delivered around it.
Research helped move decisions away from assumptions, while service thinking connected individual customer interactions to the wider proposition and delivery model.
Specialist graphic-design work supported the visual expression of the service, while DigiFixIT’s contribution centred on customer understanding, service design, stakeholder alignment and implementation coordination.
Start with the customer. Understand the service. Then design what needs to work better.
If your organisation needs to understand customers, clarify a service proposition, connect fragmented touchpoints or improve how a service is delivered, tell us what needs to work better.
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