Ask me my consent before you do something and say how it will feel

Daniele Catalanotto
Oct 1, 2022


A Service Design Principle to make users part of the service creation.

You’re visiting a doctor. You know there will be a moment when he will osculate you. As he prepares to touch you, he says: “I’ll have to touch your belly, you might feel a little pressure, and sorry, my hands are cold. Is it okay for you?”

“Sure!”

When a doctor asks for consent like this, it’s brilliant because it ensures the patient understands what is happening.

It’s clever because it reassures. You might not know precisely what will happen during the whole session with the doctor, but you are now sure that he will ask you for your consent before doing anything.

Asking for consent also has a kind of symbolic and ceremonial value. Like when you are at the table with friends, before they pour water into your empty glass, they ask you if you want some more, even if they know the answer is undoubted yes and that it’s a good thing for you.

Finally, it creates a break in the service experience where people are provided with time to reflect. They ask themselves, “Is this still something I’m okay with? Will this be helpful to me?” (1).

This example shows us that it can be wise to ask permission, even for trivial things, as it gives power back to people. However, if people refuse, you know the relationship is broken.

The challenge is finding a good balance between including people and overwhelming them with requests.

So let me ask you:

When could you involve more of your users by asking them for their consent?

Footnotes

(1) That’s what some call a rational override, the opposite of a nudge.

Thanks to Loris Olivier, who told me the story of how he felt during a doctor’s appointment. His story inspired several service design principles, and this is one of these. Thanks, mate.

Daniele's personal notes

  • This is the first draft of this Service Design Principle.
  • Once adapted, even more, this principle could be part of the book "Service Design Principles 201-300"
  • As always feel free to share comments, feedback or personal stories to improve this principle.
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Daniele Catalanotto
Oct 20, 2022

The second version of this Service Design Principle

You’re at the doctor's. You know there’ll be a moment when he’ll osculate you. Here it comes. The doctor says: “I’ll have to touch your belly. You might feel a little pressure, and sorry, my hands are cold. Is it okay for you?”

“Sure!”

Asking for consent like this is brilliant. It ensures the patient understands what is happening, and it reassures him. As a patient, you might not know all that will happen during the whole session. But you are sure that the doctor will ask you before doing anything.

Such a moment also has some symbolic value. It shows that you have the power to say no even if you won’t (1)

Finally, it creates a break in the service experience. It’s a moment where people get some time to reflect (2): “Is this still something I’m okay with? Will this be helpful to me?”.

So it can be wise to ask permission, even for trivial things (3). And, when people refuse, you know there is something off in the relationship.

So let me ask you:

When could you involve more of your users by asking them for their consent?

Footnotes

(1) It’s like when you are at the table with friends. Before someone pours water into your glass, the person asks you if you want some more. They do this if they know the answer is undoubted yes and that it’s a good thing for you.

(2) That’s what some call a rational override, the opposite of a nudge. — Anne van Lieren, dr. Giulia Calabretta and Prof. dr. Jan Schoormans (2018). Rational Overrides: Influencing Behaviour Beyond Nudging. Livework Studio. Available at https://extra.swissinnovation.academy/V1dV accessed 20 October 2022.

(3) The challenge is finding a good balance between including people and overwhelming them with requests.

A big thank you to Loris Olivier for sharing the service experience that inspired this principle with the co-creator community.

Daniele’s notes

  • This is the second draft of this principle.
  • I’ve reduced the length of this principle by 27% compared to its first draft.
Daniele Catalanotto
Oct 31, 2022

The third draft of this Service Design Principle

Your doctor says: “I’ll have to touch your belly. You might feel a little pressure, and sorry, my hands are cold. Okay for you?”

“Sure!”

This question ensures you understand what is happening, and it reassures you. Of course, you might not know all that will happen during the whole session. But you are sure that the doctor will ask you before doing anything.

Such a moment is also symbolic. It shows that you have the power to say no even if, in most cases, you won’t (1).

Finally, it creates a break in the service to reflect (2): “Is this still something I’m okay with? Will this be helpful?”.

So it can be wise to ask permission, even for trivial things (3). Because when people refuse, you know you lost their trust.

So let me ask.

When can you involve your users by asking them for their consent?

Footnotes

(1) It’s like when you are at the table with friends. Before someone pours water into your glass, the person asks you if you want some more. They do this if they know the answer is undoubted yes and that it’s a good thing for you.

(2) That’s what some call a rational override, the opposite of a nudge. — Anne van Lieren, dr. Giulia Calabretta and Prof. dr. Jan Schoormans (2018). Rational Overrides: Influencing Behaviour Beyond Nudging. Livework Studio. Available at https://extra.swissinnovation.academy/V1dV accessed 20 October 2022.

(3) The challenge is finding a good balance between including people and overwhelming them with requests.

A big thank you to Loris Olivier for sharing the service experience that inspired this principle with the co-creator community.

Daniele’s notes

  • This is the third draft of this principle.
  • I’ve reduced the length of this principle by 22 % compared to the previous draft.