Lean Service Design is alive! This means that it’s constantly improved. Thanks to many workshops, customer feedback and above all feedback from the Lean Service Design user community, we have made the Purpose Canvas even simpler and more comprehensible.

The problem with the goals and Pains

In many customer workshops  I have noticed that in spite of a detailed explanation, filling in the two fields “Pains” and “Motivators” or “Objectives” on the business side causes difficulties for the users. On the one hand they find it difficult to decide what a goal is and what a pain is. Usually they first describe the pain, then describe a “pain killer” as a goal. For example, it is stated: “We have too many manual steps in the process” and at the same time  a goal “Reduce manual step” is described.

Motivation behind the goals

Ultimately, the formulation of goals is about the motivation behind them. This is also the psychological driver that we need to understand in order to design a relevant and meaningful service. Behind a goal  there can be negative motivators, i.e. things that don’t work well and that I want to do better. Or there are positive motivators, i.e. goals that I want to achieve because of themselves and that are not driven by solving a problem. I would like to give you an example. Let’s take taxi ride as a context. A positively driven goal is: “I just want to come from A to B”.  A negatively driven goal would then be: “I want to have price transparency before I start the journey”. The latter goal is based on the problem that with a normal taxi I have no idea how much the ride will cost at the end. This is a pain for me as a user.

Purpose Canvas

Now there is a goal scale

We have now adjusted the Purpose Canvas accordingly. On the customer side as well as on the business side there is only one field “goals” which is provided with a scale from pain to need, i.e. from negatively motivated goals to positively motivated goals. In the Lean Service Design Workshops this is now a step that the participants work on per page.

We already had the opportunity to test the update with customers and it actually works better. The participants are now aware of the differences and there are no more “double goals”. By arranging them along a scale, there is also a certain weighting and grouping of goals.  A further effect of this new arrangement is that one can now arrange vertically goals for different customers (personas).

With the change of the Purpose Canvas we also adjusted the corresponding field on the Persona Canvas, because this is the source of the customer side on the Purpose Canvas.

Persona Canvas

I’m looking forward to the feedback from the LSD-community out there on whether the update works in your workshops. You can download the new canvas-set here.