When I sit down in the chair, I want to convey exactly what I want, so I do not walk out with something quite unlike what was in my head.
Khi tôi ngồi xuống ghế, tôi muốn nói được chính xác thứ mình muốn, để không nhận về một kiểu tóc khác hẳn thứ trong đầu mình.
Job context
- Who
- A hair client, usually without the trade's vocabulary
- When
- In the first two minutes after sitting down
- Trigger
- A cut that came out unlike what was described
- Situation
- Two people using two vocabularies for the same thing
- Constraints
- A mistake must be lived with for weeks
5 Pains
No words for what they want
HighHow much is a little shorter.
Root cause: The client lacks the trade vocabulary and the stylist has it
Showing a photograph and getting something else
HighThe hair in the picture is not their hair.
Root cause: The result depends on the hair itself, not only on the style
Not daring to speak up mid-cut
HighSitting still and watching it continue.
Root cause: Interrupting someone mid-work is socially difficult
A mistake means waiting for it to grow
HighThere is no refund that fixes it.
Root cause: The service cannot be reversed by any means
Changing stylist means starting over
MediumThe new one knows nothing about your hair.
Root cause: What is known about a client's hair lives in one person's head
5 Desired Outcomes
Convey precisely what they want
FunctionalKnow whether a style suits their hair
FunctionalSpeak up when it is going wrong
SocialHave a way to fix an unwanted result
FunctionalNot explain from scratch every time
Functional
5 Existing Solutions
A solution is not the same thing as a product, a customer can hire a behaviour or a workaround too.
Bring a reference photograph
WorkaroundThe commonest method, blind to the difference between two heads of hair.
Go back to the same stylist
BehaviourThe most effective route, dependent on that person still being there.
Ask the stylist to advise first
BehaviourBrings expertise in at the right moment, needing a stylist willing to disagree.
Choose the safe, familiar option
WorkaroundNever wrong, and never what was wanted.
Look at the salon's previous clients
ProductThe closest thing to evidence, and only the successes get posted.
2 Opportunity Gaps
Whoever must describe the desired result is the client, who lacks the trade vocabulary, while the person who has it is the one listening.
Why existing solutions fail: The reference photograph is how clients compensate for the missing vocabulary, but it carries another person's hair, face and lighting, so it transmits far more than the intention, and the excess is where the misunderstanding lives.
Potential opportunity: Reversing the direction: the expert states a few concrete options and the client chooses, instead of the client describing.
Knowing whether a style suits requires understanding one's own hair, which the client learns only through attempts, each costing weeks of living with the result.
Why existing solutions fail: The only person who knows a client's hair is the stylist who has done it many times, and that knowledge lives in their memory, vanishing entirely when the client moves or the stylist leaves.
Potential opportunity: A record of the hair belonging to the client rather than the salon, portable when they move.