Contrary to the industrial approach, which separates production and distribution, in a service model production and consumption are very often simultaneous. In other words, the service is produced at the same moment of its consumption: it cannot be stocked. Without the presence of the user, the service simply doesn’t “exist”.
Nevertheless services are often designed without taking into consideration their users. As revealed by a recent international study on innovation published by Nielsen, the majority of new products and services are withdrew from the market within the first three years following their launch; and, among those that aren’t withdrawn, more then two thirds are doomed to failure.
The pertinence of a new product or service, in terms of consistency with users’ real needs (and not only perceived ones), together with its usability, are unquestionably among the key factors of its success. Especially today, when consumers often don’t demand to own objects at all costs anymore, but to dispose of a “time of consumption” of a good or a service.
It is for this reason that our starting point in the definition, conception and development of a service is always the user, true soul of the whole service.