Service Safaris

Serviceglossary×ServiceA service is a component or function that performs a specific task within a system.Open glossary term→ safaris are a UX and service designservice×Service DesignMap what happens across teams, systems, and touchpoints so services feel more joined up for users and easier to deliver internally.Open service→ method where teams experience a product or service first-hand by going through it as a user.

This can involve using the serviceglossary×ServiceA service is a component or function that performs a specific task within a system.Open glossary term→ directly, interacting with support, visiting physical locations, or testing different channelsglossary×ChannelA channel is a source or pathway through which users arrive at a product, such as search, social media, paid ads, or direct traffic.Open glossary term→.

The aim is to observe and experience the journeyglossary×Pain PointA specific problem or frustration users experience when trying to complete a task.Open glossary term→ in a real-world contextglossary×ContextThe surrounding conditions that shape behaviour and decisions.Open glossary term→, rather than relying only on researchservice×User ResearchUnderstand user behaviour, validate ideas, and make clearer product decisions with evidence you can act on.Open service→ or assumptions.

It helps teams uncover issues, inconsistencies, and frictionglossary×FrictionFriction refers to anything that slows users down or makes it harder for them to complete a task. It can be caused by poor design, unnecessary steps, unclear messaging, or technical issues.Open glossary term→ that may not be visible from the inside.

The goal is to buildglossary×BuildA build is the process of compiling and packaging code into a runnable application.Open glossary term→ empathy and identify opportunities for improvement through direct experience.

Use this method when you want to understand the experience from the outside in.

It is most useful when:

Set up properly.

Before you start, be clear on what serviceglossary×ServiceA service is a component or function that performs a specific task within a system.Open glossary term→ or journeyglossary×Pain PointA specific problem or frustration users experience when trying to complete a task.Open glossary term→ you are testing, what channelsglossary×ChannelA channel is a source or pathway through which users arrive at a product, such as search, social media, paid ads, or direct traffic.Open glossary term→ or touchpoints to include, and what scenarios or tasks to follow.

Approach it as a real user would.

Run the method.

Serviceglossary×ServiceA service is a component or function that performs a specific task within a system.Open glossary term→ safaris are hands-on and exploratory.

Go through the serviceglossary×ServiceA service is a component or function that performs a specific task within a system.Open glossary term→ end-to-endglossary×End-to-EndEnd-to-end refers to the complete user journey from start to finish across all touchpoints.Open glossary term→. Use multiple channelsglossary×ChannelA channel is a source or pathway through which users arrive at a product, such as search, social media, paid ads, or direct traffic.Open glossary term→ where relevant. Interact with real systems and support. Capture observations, issues, and reactions. Document the experience as it happens.

Focus on real interactionsglossary×InteractionInteraction refers to any action a user takes within a product and how the system responds. It includes clicks, taps, gestures, and inputs that drive the user experience.Open glossary term→ and behaviourglossary×BehaviourBehaviour refers to how users interact with a system, including actions, patterns, and responses.Open glossary term→.

Capture and make sense of it.

The value comes from direct experience.

Look across the safari to identify frictionglossary×FrictionFriction refers to anything that slows users down or makes it harder for them to complete a task. It can be caused by poor design, unnecessary steps, unclear messaging, or technical issues.Open glossary term→ or breakdowns, inconsistencies across touchpointsglossary×TouchpointAny interaction a user has with a service or brand.Open glossary term→, gaps between expectation and reality, and opportunities for improvement.

Use this to inform further researchservice×User ResearchUnderstand user behaviour, validate ideas, and make clearer product decisions with evidence you can act on.Open service→ or action.

Focus on:

Most issues come from:

It’s useful, but it’s not the full picture.

Done properly, this method gives you:

If this sounds like something you need, we can help you run serviceglossary×ServiceA service is a component or function that performs a specific task within a system.Open glossary term→ safaris and uncover what your users are really experiencing.

No guesswork. No assumptions. Just real insightglossary×InsightAn insight is a meaningful understanding that explains why something is happening and what it means.Open glossary term→ from real interactionsglossary×InteractionInteraction refers to any action a user takes within a product and how the system responds. It includes clicks, taps, gestures, and inputs that drive the user experience.Open glossary term→.