Service design in the physical space and why it makes sense to design for a minority
The physical environment in which a service plays out has a significant influence on the experience of a service. So itâ€™s not uncommon for service design projects to take the physical environment into account.
In a recent project focused on the physical environment of the train station, the Dutch service design consultancy 31 Volts, specifically looked at the â€œextreme usersâ€œ; that small group of people which cause a rather big impact on the experience of the larger group of â€œnormal usersâ€.
So instead of analyzing and optimizing the existing customer journey they took the lateral approach and explored the weird and quirky behavior, because extreme users bring an environment to life that would otherwise be sterile.