#iterative approach

In this TV comedy show, an eternal being called Michael tries to create a new version of the afterlife. His first attempt goes wrong, but he convinces his ‘boss’ to try again. The second attempt fails too, but he keeps trying. [spoilers ahead] While his ‘guests’ think he is trying to recreate Heaven, he is actually trying to create a version of Hell where people unwillingly torture each other.

Let's analyse the accuracy of the scene

An iterative approach is about continuous testing and improvement. It's a fundamental concept in many design disciplines, from industrial design to service design. Michael calls his approach an "experiment" from the very beginning - so iterations also seem to work for improving the afterlife...

Michael does a great job at being systematic. He makes daily note logs to record what is being done. He analysis data to see what works, and what does not. This is important both for a project, and for the organization as a whole.

Changes are not being made randomly: what works is kept (e.g. the physical environment), and things that do not work are changed ("soulmates"). Results are recorded, and tweaked until they work well. Handle your project as the sum of small changeable parts, but also keep an eye on the bigger picture.

Michael is not shy about making radical changes, such as assigning a female or a dog as a soulmate for our female protagonist.

He gets disapointed at one point, as his undertaking does not seem to be working. It's important to be able to have outside advice, and own the project as a team, rather than as an individual. Actually, this happens in the series at a later episode.

Not being open about the number of iterations to his 'boss' ("Shaun") is a mistake. Transparency is key not only towards your boss, but the wider team, and potentially even your customers (not an option for Michael, as he is trying to actively trick them).

It is not stated what success looks like for this new afterlife. Setting an ultimate goal, and/or smaller interim ones is important. And so is defining your key performance indicators (KPIs). Otherwise you won't know when you succeded.

Other aspects of service design shown in the clip:

Most people in this afterlife are built-in 'agents', who do continuous 'participant observation' - a reserach technique. which is a re. In reality operating hundreds of people just to observe 4 'customers' is not viable. Nonetheless, continuous observation and measurement along set parameters are key.

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