Service Design


Discover the latent, underlying needs of your customers.

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Discover latent customer needs.

Understanding your customer is key for developing meaningful services. Contextmapping is an exploratory research method to uncover latent customer needs. These latent needs are hidden within people’s subconscious, making them hard to express. In contextmapping, we treat the customer as ‘the expert of his or her experience’ and help them to express their needs, motivations, barriers and experiences through generative exercises. Insights from contextmapping are used to create customer journeys, value propositions and psychological profiles.

“It is impressive to see what people write
down in those contextmapping booklets.
Things that they would normally never
express to a stranger.”

Employee Department of Social Affairs and Employment
City of The Hague