In the world of service design, understanding the nuances of user experience is paramount. Leanne Munyori – a design lead at MarathonXP, a company specialising in customer experience, service design, and digital transformation – sheds light on how her role aims to enhance customer interactions with products and services.
With a bachelor’s in psychology and counselling, and a master’s in environmental psychology, Leanne brings a unique perspective, not only identifying what users want but also honing in on what they truly need.
“Essentially, my job is to help businesses and organisations improve their experiences for customers,” she says.
While that may sound abstract, her explanation is grounded in everyday interactions.
“Whenever you use a product or service, your feelings guide your thoughts. You either like it, love it, or hate it. That’s what you’ll share in your circles, whether in WhatsApp groups or conversations with friends.”
Using an analogy of traffic to illustrate the complexities of service design, Leanne states, “We think expanding roads will reduce traffic jams, but the real challenge is mobility and efficient transportation.
“Imagine if public transport were more appealing, encouraging people to leave their cars at home could significantly decongest our roads. It’s not just about infrastructure; it’s about the experience we create for users.”
She expertly applies principles of human behaviour to her design work. “There’s a broad application of psychology beyond just therapy. A sports psychologist can significantly enhance performance, just as an organisational psychologist can optimise hiring. Our focus in service design is on emotions, understanding feelings can dramatically improve how a product is received.”
Leanne’s journey into service design wasn’t preordained; it was trial and error. After diving into environmental psychology, she began writing about the design of everyday things and how they frustrate people.
“That’s when a colleague suggested I explore service design, and I thought, ‘Why not?’”
The understanding of user needs is crucial, and Leanne emphasises continual learning.
“I’ve been upskilling through platforms… it’s essential to stay updated, especially since the landscape is always evolving.”
The impact of her work is tangible.
“One client came to us frustrated by customer churn. We discovered users were willing to pay more for a stable service but needed better crisis communication and clarity on their service package,” she recalls, a proud smile evident in her voice.
“Through our research, we implemented changes, and the number of complaints and cancellations began to decline dramatically.”
She reflects on the power of her work, saying people ought not to underestimate their ability to influence the products and services they consume. She believes that by engaging and advocating change, everyone can contribute to a better experience.
Encouraging potential service designers, she advises, “Be curious and care about the world around you. When you notice things that could be improved, whether it’s an app or your supermarket experience don’t just complain.
“Think critically about how it could be better. Start conversations and join communities on platforms like LinkedIn, because collective awareness leads to action.”
