We don’t treat the service design phases as discrete stage in the development of a digital service, although each has specific outputs and outcomes. Instead, we have developed a framework which enables us to drive out and test the Minimum Viable Product (MVP) through a process of validated learning.
Each project has its own requirements and capabilities. Our framework ensures a flexible but rigorous approach which is applied to the services level, the product level or when considering the design of individual features.
Frame the opportunity
The opportunity is explored at a high level from a number of perspectives. Who are the users, what problems do they have that the opportunity aims to solve, what are the current workarounds, what value will the users get from the proposed opportunity?
Understand users and options
Building on the understanding gained when framing the opportunity, a more detailed picture of the users and their specific needs is explored. A detailed picture of the options available to address the opportunity is developed.
The most promising options are developed into testable journeys and prototypes. During this phase, the MVP is increasingly driven out through the collaborative design process. The cost of delivery of each solution versus the expected value that will be delivered is roughly estimated.
Learn and validate
The possible solutions are tested with target users and feedback is incorporated into designs. The MVP is established, the value of the opportunity is validated and the expected cost of delivery determined.
Like any framework, our FUEL framework doesn’t provide the answers in itself, but it does scaffold the process of discovery and validation necessary to building a shared understanding of what needs to be delivered and why.
The approach is scalable in that the framework can be applied to understand and test a whole service, a key product in the delivery of that service, or the features that make up the product.