Page 523 - Value Proposition Design: How to Create Products and Services Customers Want - PDFDrive.com

Prototype Spaces

These are spaces to cocreate products and service experiences with customers
and/or observe their behavior to gain new insights. Invite potential customers to
create their own perfect experience. Include industry experts to help build and
test new concepts and ideas.

Hotel chain Marriott built a prototyping space in its headquarters’ basement
called the Underground. Guests and experts are invited to create the hotel
experience of the future by cocreating hotel rooms and other spaces. Guests are
invited to add furniture, electricity outlets, electronic gadgets, and more, to hotel
room replicas that can easily be reconfigured.

Tips

Make sure you validate life-size prototypes and service experiences with a
CTA. Customers will always be tempted to create the perfect experience in
a prototype setting, whereas they might not be willing to pay for it in real
life.

Use quicker and cheaper validation methods before you draw on life-size
prototypes and real-world replicas of service experiences.

Don’t let the costs for this type of prototyping get out of hand. Stick to the
principles of rapid, quick, and low-cost prototyping as much as possible,