Assignment 5 final

Introduc)on

2 Tiffany Slieff | Professor Bau | SCAD | School of Design | Service Design| SERV 216 | Winter 2013 | Assignment 5

Insights Problem(s) Solu)on(s)

Iden)fying Problems Defining/Framing Problems Solving Problems

Framing the Strategic Problem

3

How can incen)ves be enhanced to meet customers’ preferences and

desirability, thus encouraging them to returned more oTen?

Tiffany Slieff | Professor Bau | SCAD | School of Design | Service Design| SERV 216 | Winter 2013 | Assignment 5


Op)miza)on


1.  Affability is unthinkable. 2.  Accessibility is inefficient. 3.  Adaptability is unreliable. 4.  Ac)ons of Customers is insufficiency. 5.  Accountability is inconstant. 6.  Area / Appearance is unbalance.

We categorized affinity ideas into 6 A’s:

Affini)zing, Screening and Selec)ng Ideas

Genera)ng Ideas for Op)miza)on


Remove Reduce Raise Add

Four Ac)on Framework is one of genera)ng ideas.

Increase the promo)ons and

mo)va)ons on the counter display

Remove Awards from the bathroom and move them into the customers’ vision

Genera)ng Ideas for Op)miza)on


Remove

2 out of 260 examples of Four Ac)on Framework:

Reduce Raise Add

“Before” Insights

1

2

Incomplete Prep Room Display

Package Design

Remove a brick wall & add windows to bright a nature light

Reduce too many stuff to make customers feel

crowd and unsure

Provide a comfortable path for customer to walk through and also add a nice bathroom sign

Add window display to make customers feel wow instead of

trespassed.

Remove white bag for cookies. Need more exci)ng vision

to the bag.

Reduce designing separate food and drink packages.

Provide more logo and promo)ons on the package design.

Add a cool/inspired package to carry (match with its bakery style)



Decision Matrix (scale 1-‐10)

680

Decision Criteria

Reliability

Desirability

Accessibility

Usability

Adaptability

20

20

20

20

20

Weight

100

8

7

9

8

7

Online/APP to look up & order reserva)on

780

4

8

8

7

7

Hand an ID to a worker or look up a menu

7

6

8

6

8

Look up some promo)ons or selling during wait next to

the counter

700

5

6

6

6

5

Get order/Get a Wi-‐Fi

informa)on

560

2

5

4

5

2

See a direc)on to a bathroom / see a prep display

360

Visualizing Concepts


Look up online to make an order reserva)on, so customer won’t be in the line.

Enter the Bakery and walk to the counter.

Give the license or ID to the worker for check a match name with an order.

Look through promo)ons/selling things during wai)ng )me.

Ask for WIFI informa)on as get an order!

Leave trash up to waitress to clean and go to bathroom.

All ready to go back home.

Op)miza)on Blueprint


Point-‐of-‐Service Blueprint

Find the bathroom

sign to follow

Take a look thoroughly prep. room display

Receive the I.D. back

Custom

er

Ac)o

ns

Look for the menu Check an online

Place the order to be reserved

Drive to the Back in the Day

Bakery Enter the door

Approach a counter cashier

Leave the Bakery

Hand a worker the I.D.

Take a seat in a wai)ng area for

the order delivery

Look thoroughly promo)ons and/or selling

things

Learn about Wi-‐Fi informa)on

Receive the order while hand a Wi-‐Fi promo)on

Enter I-‐Pad or I-‐phone internet

to turn the Wi-‐Fi on

Pre-‐Service Point-‐of-‐Service


Transforma)on


Select nouns at random in a dic)onary is one of genera)ng tenta)ve ideas.

Genera)ng Ideas for Transforma)on


1.  Bakery Style 2.  Dog Ideas 3.  Things to be Used 4.  Ac)vi)es 5.  Provide Services 6.  Stakeholders

We divided roughly 120 noun ideas into 6 categories.


620



Decision Criteria

Reliability

Desirability

Accessibility

Usability

Adaptability

20

20

20

20

20

Weight

100

Decision Matrix (scale 1-‐10)

9

7

6

8

9

Human and Dog Bakery

780

7

7

5

5

7

Dog Walk-‐Thru

7

6

7

8

8

Tea and Coffee Self-‐Service

720

8

5

5

6

9

Buffet

620

9

7

7

8

7

School Supplies

760


Conceptualiza)on

Turning Ideas Into Concepts

Dog Ideas

Dog Menus

Lease Holder

Dog Supplies

Park Bakery

Dog Bakery

Chris)an Bakery

Bakery Styles

Library Bakery

Mascot

Babysiker

Stakeholders

Interpreter

Tea Teacher

Borrow Cameras

Ac)vi)es

Bake Experience

Tea guns Training class

Provide Services

Delivery

Massage

Seven ideas into one concept created a complete transforma)on of Back in the Day Bakery, which is a dog park bakery. The goal of the transforma)on is bringing people and dogs closer and able to service more for its own beker profit.

Visualizing Concepts


Enter the gates. Walk toward the dog bakery and allow dog to show what he likes.

Release the lease and allow him to play or provide dog an interac)ve game.

Get the bakery meal to sit down and eat during watching a dog.

Call back the dog and feed him a food or save it for later.

Exit the gates.

Transforma)on Blueprint


Take a seat and wait for the order delivery

Receive the order

Custom

er

Ac)o

ns

Approach the dog bakery

Enter the dog park gates

Proceed to observe menu while dog seeks his dog foods

Place human and dog orders

Pay for orders

Release the dog to allow him play around

Call the dog to put a lease on

Leave the dog park gates

Praise the dog with a new treat

Point-‐of-‐Service

Conclusion

18

Once the bakery is transformed, Brook and Donald will feel more mo)vated to come back not for just food to eat but also be able to social with their friends and dogs more oTen. As for

communica)on, Donald may spread a word of mouth about how high deaf-‐friendly Back in the Day Bakery is enough to encourage more customers to come.

Tiffany Slieff | Professor Bau | SCAD | School of Design | Service Design| SERV 216 | Winter 2013 | Assignment 5

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Assignment 5 final

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