3 Key Elements to Drive your Service Design to Success

Translated from Brandon K. Hill

What drives globally popularized brands like Airbnb, Starbucks, or Apple to success? When consumers purchase a product like the latest iPhone, they make choices not only based on hardware improvements like CPU speed or amount of memory, but also the experience they will receive from it. We call this service design.

The key to successful service design derives from consistent and constant R&D to improve the user experience.

At btrax, we specialize in localizing a company’s services and products to ensure that every aspect focuses on the user’s experience. Through our 16+ years of working with clients, we have realized 3 key elements that help drive a successful expansion into a new market.

What Drives Your Service Design to Success?

1. Efficiency
2. Personalization
3. Experiential

1. Efficiency

Users should be able to intuitively and quickly navigate through on-demand services. When reducing the number of steps from 2 to 1, services instantly become more enjoyable and convenient.

Amazon Go raised the bar for e-commerce UX by prioritizing the convenience a customer expects with their 1-Click Checkout. As the name implies, the service allows orders to be completed in one click based on user data saved from previous orders. Uber Eats cut the hassle out of pre-scheduling with instant delivery when they want it, where they want it.

More examples of efficient services:

• Uber Eats : Food delivery anytime, anywhere
• Postmates : Order whatever you want, whenever you want
• Enjoy : Deliver and teach you how to use electrical appliances the day it arrives
• Amazon Go : No cashier store
• Google Express : Delivery of what you want, when you want it
• Doordash : Your favorite restaurants, delivered
• Instacart : Groceries delivered in as little as one hour
• Getaround : Instantly rent cars near you

2. Personalization

The dawn of big data has made it possible to apply artificial intelligence and machine learning technologies to create a more personalized user experience. Now, hyper-personalized content is the norm. Through an understanding of user’s needs and wants, companies have been able to create content and services to provide a better experience.

Well known services that provide personalization:

• Netflix : See what’s next for you
• Spotify : Music for every mood, for everybody
• Stitch Fix : Your perfect style, your perfect fit
• Care / of : Find the right vitamins, protein, and now collagen too, personalized just for you.
• function of beauty : Customizable beauty – hair, skin, and body care products made for you
• Dia & Co : Your personal style

Experiential

78% of millennials prefer experiences over possessions, and 72% expect to spend more on experiences over possessions. America’s largest generation no longer wants to invest in material wealth, but instead in intangible experiences. Services and brands are steadily reflecting this desire, and User Experience (UX) design is the key.

Japan’s version of America’s millennials, known as Shinjinrui Junior Generation, have also adapted the new, less materialistic attitudes. And this is continuously reflected in younger generations as well. Japan’s Yutori generation is the first generation of consumers who are not fully satisfied with luxury brands.

Japanese consumers are changing not only what they buy, but also how they buy it. The consumer market is seeing a higher number of stand-alone specialty shops, and especially through online shopping. This emphasizes the importance of User Interaction (UI) design as we take consumers through their shopping journey.

More examples of experiential-based services:

• Allbirds : Run in eco-friendly sneakers, supporting Allbird’s no carbon mission
• Tesla : Rethinking driving
• Nike : Wear THE sneakers, always in trend
• American Girl : Be a part of your doll’s world, each with their own story
• La Croix : Condensing the excitement of fitness and festivals into beverage products
• Rent the Runway : Walk into the designer world of fashion

At btrax, we continue to work with companies who understand the need to create efficient, personalized, and experiential user experiences for a global audience.

Japanese consumers expect more than a translated experience, they want one that is tailored to their culture and needs. If interested in Japanese market entry and growth, please contact us here.

We specialize in expansion to Japan!! btrax is proud to serve as a cultural liaison between Japan and the US. We help companies bridge market opportunities by localizing the experience, content, and product.

btrax can help your brand expand to Japan. We provide comprehensive support including market research, UI/UX design, and growth marketing. Click here for more details!