What is it like for the user to start using the service? Do they understand how it works? Is anything explained? Does anyone help?
Is it a smooth experience to use the service? Do the steps and touch points flow together nicely? How?
What physical facilities, equipment, personnel & comms are used? Why do you think they were chosen? How did each contribute to the service & experience?
How are the senses accommodated? What engages sight, touch, sound, smell & taste? In what way and to what effect?