Work
Strategic design for Vivago's digital services
Transforming physical solutions into modern digital services
Vivago develops smart safety and wellbeing solutions for elderly patients to help them maintain a safe, independent, and active lifestyle. They commissioned strategic service design work from Sangre, where I served as the lead service designer, contributing my expertise and valuable insights to the project.
Background
Vivago planned to create a new online service channel – Vivago Digital Services – for consumers and corporates to order their services. This new channel integrates digital marketing, order processing, delivery, and customer service. The work focused on consumer markets, with the main requirement being that the new system is also scalable for corporate use.
Project Model
Vivago commissioned Sangre for strategic service design, where I led as the principal service designer. I initiated the project by facilitating workshops with Vivago's C-suites and conducting stakeholder interviews to establish a clear vision. The collaboration progressed smoothly, with the Marketing Director serving as the key point of contact throughout the process.
Service Design
Vivago had already conducted their own customer research, which seemed valid. I refined the customer profiles they created for their physical products to fit the vision for the new digital channel. Based on these profiles, I developed possible user stories and scenarios. By combining the client's insights with my research, I mapped the key stakeholders and their interactions with the envisioned system.
The Vivago Digital Channels stakeholder map, outlined in the original project plan, helped create a more detailed service blueprint, including actors and systems from both frontstage and backstage perspectives.
Strategic Planning
The strategic document created for the client included both a study and a detailed plan with suggestions and recommendations for the subscription-based service model. A key artifact and outcome of the project was the service blueprint providing main insights for the client. It describes the consumers end-to-end order and deployment experience from the perspectives of the main personas, including the device orderer, device user, device monitor, as well as warehouse and postal system workers.
The Vivago ecosystem was mapped during the project, detailing all physical products and digital services and their interrelationships.
Outcome
The outcome was a two-part strategic document detailing the planned system's personas, their user stories & scenarios, stakeholder & ecosystem maps, and a comprehensive service blueprint. It also included sitemaps & concept wireframes for the new system, as well as inspiration and ideas for creating a world-class digital marketplace. The client used this strategic documentation for management decision-making, detailed project planning, and to challenge and solicit bids from digital agencies for the implementation of the new Vivago Digital Services.
Reflection
My professional experience in digital service design, coupled with my educational background in service design, ensured that the outcome aligned with the client's vision. This project provided an excellent opportunity to utilize my service design studies, design thinking expertise, and strategic planning skills. ▪
Methodologies
Service design, design thinking, service blueprint and strategic thinking & planning.