ON THIS PAGE ARE TWO PROJECTS. PLEASE SCROLL DOWN
- SOLVING PASSENGER PROBLEMS IN THE CITY OF AMSTERDAM - A CX SERVICE DESIGN PROJECT
- SERVICE DESIGN HOUSTON GLOBALJAM 2020 - A CX SERVICE DESIGN PROJECT
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A CX PROJECT FOR CERTIFICATION IN SERVICE DESIGN
SOLVING TOURIST TRANSPORT PROBLEMS IN THE CITY OF AMSTERDAM METHODS AND TOOLS
Field Research traveling local Amsterdam buses and at the Central train station Research Wall Journey Maps in SMAPLY Stakeholder Map in SMAPLY Service Blueprint in MiRO Prototypes with Lego and other physical objects |
Our group was assigned SIGNAGE for our research
We formed a research question: how easy or difficult is it for a visitor to use and understand signage in public transport?
Then we changed it as it was too leading. Our research question now is: How easy or difficult is it for a visitor to use the tools to get to a destination via public transport in Amsterdam?
Then we changed it as it was too leading. Our research question now is: How easy or difficult is it for a visitor to use the tools to get to a destination via public transport in Amsterdam?
Team on a field trip before we disbursed
I run into trouble finding the bus to get back. I ask for help here.
Came back and made a research wall with our artifacts
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Taking the bus to go to the train station in city center
Language, Digital, Employee Help and Use of ticket in vehicle were the categories we formed. Next, we created a persona. Our persona is Jean Claude. He likes to travel with his family. Not very travel savvy and is therefore a little nervous. Does not use devices primarily.
Then we created a Journey map for Jean Claude. 
Journey map for Jean Claude. Understanding joys, pain points, emotions.
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Next we generated some Key Insights (or we could do JTBD or User Stories) such as these below example ones:
Jean Claude likes to travel because he enjoys seeing places but finds planning stressful.
Jean Claude gets lost in Amsterdam Central because he is not digitally savvy but also because a lot of signage is only in Dutch.
Jean Claude wants to save time because he wants to see more sights but he needs to get employee help to get to the tram.
Jean Claude is nervous because he and his family do not get off the tram the right stop but he has to learn it the hard way by observing another passenger.
By writing KIs out we are trying to dig deep into the problem, understand the WHYs. Support each key insight with at least 2–3 pieces of evidence from our research data. This is now the opportunity space.
We then get into the Ideation phase, start of Design.
Jean Claude likes to travel because he enjoys seeing places but finds planning stressful.
Jean Claude gets lost in Amsterdam Central because he is not digitally savvy but also because a lot of signage is only in Dutch.
Jean Claude wants to save time because he wants to see more sights but he needs to get employee help to get to the tram.
Jean Claude is nervous because he and his family do not get off the tram the right stop but he has to learn it the hard way by observing another passenger.
By writing KIs out we are trying to dig deep into the problem, understand the WHYs. Support each key insight with at least 2–3 pieces of evidence from our research data. This is now the opportunity space.
We then get into the Ideation phase, start of Design.
Team ideates individually and together and ideates on how to solve on Key Insights
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Some ideas were:
Give employees proper training on using those digital kiosks, preferably on the job, hands-on Ask staff to job swap Run a volunteer recruitment campaign Paint directions to trains, trams with different colors, on floor Have a sign on the side of the bus Have a handy card or sign on what to do in public transport - example, ring the bell to stop bus even if there is a stop! (since they don't stop otherwise) |
Idea portfolio
Business Model Canvas
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Next, make an Impact vs Priority matrix and create an Idea Portfolio so we know which one(s) to take forward and prototype. We decided to build the prototype for the futuristic automated tourist car that would help those like Jean Claude.
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Below are other artifacts I built much later using Smaply as I wanted to try out the tool. We had built paper versions on the wall in class.
Stakeholder Map
Service Blueprint for a part of Jean Claude's journey
A System Map showing stakeholders, systems and relationships......created in Smaply
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Since this is an image, placing the mouse on the stickies and relationship won't show its description. Below are some described.
In the center is the persona, Jean Claude His relationship is of love with his wife and kids His relationship with AIR, the airport help volunteer, is of seeking help. It is in the innermost circle and so is very important. All his relationships in the innermost circle are with people who can help him during his travel. He takes help from AIR to relate to the ticket kiosk. His relationship with the Kiosk is transactional with money. He is not into technology of any kind. So he does not care about google maps or hotel and flight apps of any kind. These are all therefore in the outermost circle. People tell his to use it when they try to help him. |
Jean Claude Journey Map. Click on image to open a more readable version on pdf.....created in Miro
RESULT AND OUTPUT:
Building Journey maps, Stakeholder maps, Service Blueprint using and learning new tools like SMAPLY and MIRO.
Building Journey maps, Stakeholder maps, Service Blueprint using and learning new tools like SMAPLY and MIRO.
Secret Theme
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SERVICE DESIGN HOUSTON GLOBALJAM 2020
A CX SERVICE DESIGN PROJECT TO MAKE ONLINE GROCERY SHOPPING EXPERIENCE MORE FUTURISTIC We were given a graphic as a team. We had to come up with our interpretation of it and solve the problems we got out of it. We picked a problem of how to improve online grocery shopping experience. METHODS AND TOOLS Assumption based Persona in WORD Empathy Map in WORD User Journey Map and Value Proposition in EXCEL Prototype in PowerPoint Collaboration on Microsoft Teams A few days after Jam, for fun, I created these on my own Journey Map in MIRO Prototype in FIGMA |
How we all interpreted the graphic we were shown
We decided to pick a problem that people commonly faced in the initial months of the pandemic. Shopping for groceries online.
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Julie's Journey map. Click on this image for pdf which can be zoomed in for better readability
Tha Value Promise we created
Previously Julie was disappointed with her shopping experience online at Kroger. That gave us the opportunity space to address issues of the kind that a shopper like Julie has. So we built a prototype for a new store called Falcon. The Prototype during the JAM session was built by us in Powerpoint. We decided it was going to be for a desktop. Here is what happens from the time Julie places her grocery shopping order until she picks it up in the parking lot of the store Falcon.
What we decided to prototype
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We then made a store description giving the Value Proposition that runs like this:
Falcon Groceries is your most efficient and environmentally friendly curbside groceries service. One stop shopping where we get your orders right the first time. 100% customer satisfaction. We promise to provide an easy online grocery experience for curbside pickup that is efficient and frustration free to give you back your time. We use a proprietary tracking tool that helps you stay connected as your order is being fulfilled. Customers interact when choosing substitutions and confirm the final items and cost.
Falcon Groceries is your most efficient and environmentally friendly curbside groceries service. One stop shopping where we get your orders right the first time. 100% customer satisfaction. We promise to provide an easy online grocery experience for curbside pickup that is efficient and frustration free to give you back your time. We use a proprietary tracking tool that helps you stay connected as your order is being fulfilled. Customers interact when choosing substitutions and confirm the final items and cost.
RESULT AND OUTPUT:
While out team exercise stopped at this point, I later on built the journey map in MIRO and created a mobile app for practice using the tool FIGMA, which allowed me to learn these new tools.
Please see details in the video.
While out team exercise stopped at this point, I later on built the journey map in MIRO and created a mobile app for practice using the tool FIGMA, which allowed me to learn these new tools.
Please see details in the video.
