Don’t spoil the magic of flower delivery!

What an ideal flower delivery should be like

To start off: What is flowers for your birthday all about? What is it about a flower delivery that makes us happy? For me, the answer is: The moment of surprise. Suddenly, I get flowers from someone who is apparently thinking of me! Someone has taken care of all the mundane stuff and the flowers simply show up at my door. It yields a feeling of personal connection, despite the physical distance.

Example of actual flower delivery

One day at work, I received a phone call:

Instead of being the happy receiver of a surprise flower delivery, I was now involuntarily involved in an administrative issue.

It all seemed unnecessary, especially considering that my wife had clearly stated that the flowers were a birthday gift that could be placed outside our door if no one was home.

Looking at the delivery from a service design POV

Translated to service design lingo, I was now involved in a ‘customer journey’, having ‘touchpoints’ with the deliverer. But I was only really interested in one touchpoint: receiving the flowers.

No matter how nice the flower delivery man was during the phone call. It didn’t matter to me how well that touchpoint was designed — it still spoiled the magic.

As service designers, we should not only design great touchpoints, we should work hard to eliminate everything but the essentials.

A five step bureaucratic manual for the deliverer was attached to the gift.

Service design takeaways

In conclusion, I’d gained three takeaways from my birthday flower delivery.



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Johan Dovelius

Johan Dovelius

Designer and strategist at EY Doberman.