Assignment 3

Introduc)on

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

“Back in the Day Bakery is a food lover's des6na6on serving up Savannah's best desserts and treats, rus6c breads, and award-‐winning cupcakes along with the best coffee, espresso, and lunch.”

-‐www.backinthedaybakery.com

Service Safari


Being Customer Being Service Designer

1.  Learn about an experience of how Back in the Day Bakery provides a service.

2.  Iden)fy some personal opinions based on specific needs, sensory impressions, emo)ons, and pain points.

3.  Personal opinions lead to become a service designer and start analyze a further research.

1.  Iden)fy the bakery’s environments, zones, encounters from the experience of being customer.

2.  Segment markets and develop stakeholder.

3.  Based on markets and stakeholder, build personas and use scenarios.

4.  Discover an uncover deep insights and frame strategic problems.

Service Environments and Zones

Zones Environment

Parking lot

Parking lot

Exit

Entrance

Order

Throw trash away

Social/Seat Area

Bathroom Bakery sells

things Back in the Day Bakery

Outside

Outside

Seek drink supplies


Major Insight

Segmen)ng the Market

Single With Friend(s) With Families With Couple

Solo Group


General Targets


Solo


5-‐Minute Resident 20-‐Minute Resident

Specific Targets


5-‐Minute Resident 20-‐Minute Resident

non-‐users everyday users

cash credit

stay in To-‐Go

meal drink

lunch breakfast


Stakeholder Map

1. 5-‐Minute Resident / 10-‐Minute Resident 2. Workers 3. #1 Owner 4. #2 Owner 5. Solo Customer 6. Tourists 7. Co-‐Workers 8. Friend-‐Customers 9. Family-‐Customers 10. Couple Customers

x 3

1

3

2

9

4

8

7

6

5

10

User

Stakeholders who will interact with the user

Stakeholders who, while visible, will not necessarily interact with the user

Group


Introduc)on Personas

#1 Persona (5-‐Minute Resident) Donald Burris-‐Gomer Jr.

#2 Persona (20-‐Minute Resident)

Brook Bennee


Inputs: Meet Donald!

“I love to explore something new in Savannah to release my daily rou)ne back at my home!”


26 years old

Savannah, GA

Graduate Cer)ficate in Jim Evans Academy of

Professional Umpiring

Baseball Umpire

$40,000 3 Bedroom House

In Rela)onship

AGE LOCATION EDUCATION OCCUPATION SALARY HOME MARTIAL STATUS

Key Mo6vator

Want to go out of his house (daily rou)ne)

Deaf Social Events

Refresh his mind from

being passive

Wish to spend some )me with

his busy-‐girlfriend

Explicit Needs Implicit Needs

Func)o

nal N

eeds

Emo)

onal Needs

BEFORE SERVICE

Stable, Energe)c, Hungry

Open, Not fully confidence

Worry, Wonder, Responsive well

Get a meal to eat

Experience Goals

Physical States

Emo)onal States

Expecta)on

Mental States

Feel sa)sfied with his meal End Goals

Deaf-‐friendly feeling

Get a meal to eat

Enter the Bakery

Exit the Bakery

The experience of Visi)ng Back in the

Day Bakery

Visit before the service encounter

Visit during the service encounter

Visit aner the service encounter

Trigger

Donald’s Process

11 Sa)sfac)on Dissa)sfac)on * Pain Point

Func)o

nal N

eeds

Use paper and pen or deaf-‐friendly method to

communicate

Explicit Needs

Treats for his hearing service dog

Implicit Needs

Emo)

onal Needs

Feel efficient and be sa)sfied with his meal

Explicit Needs

Feel comfortable with his seat and service dog’s space

Implicit Needs

Specific Needs

Take a seat with his

service dog

Request worker for Wi-‐Fi

informa)on Go to the bathroom

Custom

er

Ac)o

ns

Approach Order Counter

Cashier Enter Back in the

Day Bakery Proceed to

observe menu

*

Place the order Pay for the order

Receive the order

Have to use paper and pen to communicate

Greet his friend to seele down

and chat

Make an anerward plan with his friends aner receive a closed )me

reminder from a worker

Leave the Bakery due to closed )me

Go through a crowd prep. room aner request a worker if they had one

and where was it.

Point-‐of-‐Service Blueprint

20 minutes seele down with his friend aner she finally arrived from her work was not enough.

Wonder if Bakery had Wi-‐Fi service and use paper and pen to

request

Insufficient comfortable space for his service dog

Have a hard )me to find a food menu with prices

Could not hear the call when an order is

delivered

Donald’s Sensory Impressions


“As I entered the bakery for first )me, the first impression I no)ced is the way interior design lined my energy up immediately. A lot of visions enjoy me to secretly being in a fantasy. As I approached a counter cashier, I was not surprised about the communica)on barrier, because I experienced the same thing from other services. Not just by that, I had to face a worker about four )mes according an order call, Wi-‐Fi informa)on, bathroom direc)on, and others. Communica)on barrier is not the only thing I worried about, because my service dog’s space is one of my concerns. However, meal had me sa)sfied, and I don’t mind coming back again to get used to the new service. Probably workers would learn something to service me beeer.”

Output: Donald’s Sa)sfac)on


low

high

Welcome Price Service Encounter

Quality of Drinks

Quality of Meals

Comfortable of

bathroom

Comfortable of social/seat

area

Wi-‐Fi Service

Overall Customer Service

What I expected to get What I (perceived I) got Perceived Performance Expected Performance ?

< = > < > > < <

Therefore, Donald’s most of expecta)ons are more than perspec)ves, which are sa)sfied. Donald has been returned to the bakery for several )mes, but he wishes to see few improvements from the Bakery to meet his deaf-‐friendly expecta)ons. Deaf-‐friendly conveniences would suggest owners to find a way to remove a communica)on barrier and allow deaf customers to do a self-‐service. If Donald’s wish was made, he will come more onen than regular to support doing with Bakery’s suppor)ve service.

>

Cap)oner

Inputs: Meet Brook!

“So )red! I am so mood for going out to socialize with my friend, so I can have some break from my work!”


22 years old

Savannah, GA

Associate Degree in Stark State College of Technology

$80,000 2 Bedroom House

Engaged

AGE LOCATION EDUCATION OCCUPATION SALARY HOME MARTIAL STATUS

Key Mo6vator

Need a new environment to fresh her mind through socialize with her friends and eat a meal.

Wish she would bring her dog with

her

Enjoy some news from her friends and feel sa)sfied with her meal.

Desperate someone to take care of

her dog back at her home.

Explicit Needs Implicit Needs

Func)o

nal N

eeds

Emo)

onal Needs

BEFORE SERVICE

Tired

Excited, Moved

Calm

Have a good )me with friends and sa)sfy her

hungry stomach

Experience Goals

Physical States

Emo)onal States

Expecta)on

Mental States

Get to socialize with her friend and eat a small

meal End Goals

Deaf-‐friendly feeling

To social with friends

Enter the Bakery

Exit the Bakery

The experience of Visi)ng Back in the

Day Bakery

Visit before the service encounter

Visit during the service encounter

Visit aner the service encounter

Trigger

Brook’s Process


Sa)sfac)on Dissa)sfac)on * Pain Point

Receive the order

Take a seat with her friends

Chat with her friends and drink her tea

Custom

er

Ac)o

ns

Approach her friends

Enter Back in the Day Bakery

Approach Order Counter

Cashier

* Proceed to

observe menu Place the order

Pay for the order

Not a lot of Vegan op)ons and learned that meals are no longer

provided aner 3:30 pm

Receive a closed )me reminder from a worker

Make an anerward plan with her friends

Leave the Bakery due to closed )me

20 minutes seele down with her hardly-‐see-‐friends aner an order was not enough.

Point-‐of-‐Service Blueprint

Func)o

nal N

eeds

Want to see vegetarian food op)ons

Explicit Needs

Dog-‐Friendly place to

social with her friends

Implicit Needs

Emo)

onal Needs

Feel efficient and be sa)sfied with her meal

Explicit Needs

Desperate for being fluent in American Sign Language to talk with her deaf

friends

Implicit Needs

Specific Needs

Brook’s Sensory Impressions


“The interior design impressed me inspira)onally, because it helped boost my energy up. I was decreasingly excited as I observed a menu, because I learned that the bakery gave me a limited vegetarian op)on. Not just by that, I live 20 minutes far away from the bakery, I also found out that meals are no longer provided aner 3:30pm. My work schedule tends to finish at either anernoon or evening, and the dinner has never created to meet my stomach )me. Even sadly, I finally met my friend to seele down for just 20 minutes un)l closed )me. It ended me with a disappointment.”

Output: Brook’s Sa)sfac)on


low

high

Welcome Price Service Encounter

Quality of Drinks

Quality of Meals

Comfortable of social/seat

area

Wi-‐Fi Service

Overall Customer Service

What I expected to get What I (perceived I) got Expected Performance Perceived Performance ?

< = = > > > >

Therefore, Brook’s most of perspec)ves are less than expecta)ons, which is dissa)sfied. Since she lives 20 minutes away, she may highly not be returned. However, the focus of improving the dissa)sfac)on is mee)ng Brook’s service expecta)on. The improvements may be suggested as providing her more vegetarian op)ons and allow business availability to be exaggerated un)l dinner evening, so 20 minutes away would worth her return more onen.

>

Uncover Deep Insights


Environment is Friendly. An entrance is a big

recogni)on of feminine decora)on to invite

customers’ energy openly.

Go flow with business hours. Most of bakery cafés tend to provide a breakfast and lunch

hours, and it brings an uniform society to customers’ awareness that Back in the Day Bakery is one of them.

People have a quiet ac)vity. Most of customers like to come in for a relax social,

calmly use non-‐digitals and/or digitals, and/or a meal to

happily eat.

The Bakery highly provides a service. Most of customers reply on workers to do the most of services for them

instead of being self-‐serviced.

Strategic Problem


How can Back in the Day Bakery improve a way to remove few barriers:

communica)on, vegetarian op)ons, business availability, and feminine

decora)on to bring more customers?

Thank You

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

Education

Assignment 3