Service Safari

WHAT IS SERVICE SAFARI?

Service safari is a research technique which makes it possible to see a service from the user’s perspective. During research, the participant completes a task and a camera on their neck records the whole process.

Thanks to it, we can watch the recording together and when we refer to the recorded behaviour and events, we can ask aboutspecific decisions, even if the participant does not think they are significant and did not pay any attention to them This type of research can also be conducted remotely.

WHEN DO WE USE SERVICE SAFARI?

• When we want to precisely follow the user’s interactions with the service step by step.
• When we want to compare what the consumers say (declarative level) and what they actually do (behavioural level).
• When we want to deepen the customer journey map.

• What is the decision-making process of someone who plays a lottery at a LOTTO point of sale and what role is played by specific touchpoints?
• What information is sought by a customer of a Żabka convenience store during their sales missions and which information should be displayed on digital signage screens?

RESULTS OF WORKING WITH SERVICE SAFARI:

• Customer Journey Map
• Catalogue of strengths and weaknesses of a service
• Description of sales missions
• Decision tree.

See how we tested the InPost Parcel Locker using this method.