Chasm is often referred to as a gap in needs between early product adopters and the early majority users in the context of diffusion of innovation theory. Service design on the other hand can be a human centred way of closing such gaps by helping to understand the root cause of the problem and developing the right solution that would keep in mind all involved stakeholders.

In order to address the problems created by chasm it is important to understand why the chasm has evolved and is relevant to the particular product or service that is approaching the early majority commonly also referred to as pragmatists. What are the differences in the needs that are prioritised by early adopters vs the highly sought after needs of the early majority? Service design is able to find answers to the above question as it is always based on reliable research that is using a variety of research methods in order to have reliable insights into the problem.

Service designers are looking at the problem from the perspectives of different people by using the research data and modelling user personas representing different user groups. This can lead to understanding what are the exact differences in needs which helps defining the problem and shaping the “How Might We?” question, which in order opens the door for an iterative journey into finding the right way of solving the problem.

The most authoritative book on the matter is “Crossing the Chasm” by Geoffrey A. Moore. In his book Moore provides strategies for successfully crossing chasm, such as gaining deeper understanding of the whole product concept, adjusting marketing strategies, improving positioning of the product, selecting appropriate distribution channels, and pricing strategies. Service design might be helpful to make it clear what part of the product concept exactly is not fitting the needs of early majority, what are the differences between the two user groups that marketers should consider, and what are the differences that should be taken into account when any strategy (channels, pricing etc.) is adjusted to cross the chasm.

It might as well be the case in some occasions that those needs are not that much different between the two groups at all. It is just the way different groups of people define them, the way they expect the needs to be addressed or differences in forming opinions based on thinking patterns emerging from different backgrounds. In such cases the problem is not the product or service but rather the small details service designers are able to spot and point out for further development.

In conclusion – chasm is a phenomenon driven purely by human factors, a mismatch of understanding between the involved stakeholders, a state of confusion where clarity can be introduced by using tools and methods of service design.