what is it
Service Safari is a research tool that helps designers develop interesting insights and inspirations by experiencing a service in first-person, as they were ‘in the shoes’ of a user. While pretending to be a user, designers can understand in detail all the aspects of the interaction with the service, observe how other people in the same space/environment behave, and eventually intercept the opinions and perceptions of other users. After having gone through the service, journey maps help generate a documentation of the experience that can be used for ideation and comparison purposes. Often times, the safari could be replicated going through the competitors’ service as well.
use it to
Develop a complete first-hand understanding of the service experience, before further research investigations.
Set a clear protocol for the observation and immersion, to be carefully followed along the journey.