Services are increasingly competing on ‘how’ they provide their service, not what their service does. Uber, Deliveroo and Airbnb are all perfect examples of this, taking the traditional services of taxis, food delivery and short-term accommodation booking and delivering them in a convenient way that increases their value to users. However, unless they describe why they do what they do, who their service is for and what their service does, these efforts fall just as flat as the DVLA trying to get the right users to register a medical condition.
When considering these things, ask yourself the following four questions and make sure they are clear to users at all points of the journey:
What does the service do?
Clearly express what the service tangibly does for your user. Be factual, avoid marketing promises. Stick to the functionality. What outcome will it achieve for the user?
How does the service work?
Sometimes how your service works is almost as important as what it does. Who is able to use it? How is it paid for? Is it a subscription or a one-off purchase? How quickly can you do the thing you’re offering? What is it about the way your service works that makes it quicker or more convenient for your users than any other? Are there any other benefits to your service besides basic convenience? Is your service sustainable or funded/made in a way that benefits society at large?
Who is the service for?
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