Midas Research (andana re-design)

Research of midas campus

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index Design thinking …………………………………… pag 3 Our background …………………………………… pag 8 Process ………………………………………….. Pag 9 Conclusions ……………………………………….. Pag 16 BUDGET …………………………………...……….. Pag 17 Empathy Map per space Customer Jouney Map per space Analysis of each touchpoint Solutions for each touchpoint 2

What is the Design Thinking?

The Design Thinking is a process to innovate a product or a service, but in a base way it could be helpful also to solve the problems that appear daily.

Design thinking is generally defined as an analytic and creative

process

that

engages

a

person

in

opportunities to experiment, create and prototype models, gather feedback, and re-design. This process is based on the user´s experience and how the process could help to re-design and transform the

product/service to be more connected and be better for its users.

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Why is it useful?

Because this discipline or process help the product being more likely and completed for its user, this improve the value of the product. “Design Thinkers” produce solutions that generate new meanings and activate diverse elements – cognitive, emotional and sensory – that are involved in the human experience. This process is focused on taking out from the user what are their goals, behaviors, attitudes and analyze it by different tools for taking from

there what they are looking for really and what is going to be the “perfect” product for them.

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Successful example One example of experiential innovation comes from a financial services company. In late 2005 Bank of America launched a new savings account service called “Keep the Change.” IDEO, working with a team from the bank, helped identify a consumer behavior that many people will recognize: After paying cash for something, we put the coins we received in change into a jar at home. Once the jar is full, we take the coins to the bank and deposit

them in a savings account. For many people, it’s an easy way of saving.

Bank of America’s innovation was to build this behavior into a debit card account. Customers who use their debit cards to make purchases can now choose to have the total rounded up to the nearest dollar and the difference deposited in their savings accounts. The success of this innovation lay in its appeal to an instinctive desire we have to put money aside in a painless and invisible way. Keep the Change creates an experience that feels natural because it models behavior that many of us already exhibit.

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To be sure, Bank of America sweetens the deal by matching 100% of the change saved in the first three months and 5% of annual totals (up to $250) thereafter. This encourages customers to try it out. But the real payoff is emotional:

the gratification that comes with monthly statements showing customers they’ve saved money with- out even trying.

In less than a year the program attracted 2.5 million customers. It is credited with 700,000 new checking accounts and a million new savings accounts. Enrollment now totals more than 5 million people who together have saved more than $500 million. Keep the Change demonstrates that design thinking can identify an aspect of human behavior and then convert it into both a customer benefit and a business value.

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Mystery shopping This tool is useful to measure quality of service and to get specific information about products and services. The purpose is generally not known by the establishment being evaluated to get detailed reports or feedback about the experience.

There are different touch points defined and we work on them, then we do a propose about the analysis with the objective of improve.

We have decided to use it in the research of Midas Campus because the mystery shopping will be very useful to get the information we need. This way, it would be more authentically and useful.

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Our backround

User experience DESIGNER

USER INTERACTION ANALYZER

BUSINESS DEVELOPMENT

VISUAL THINKER

CUSTOMER INTERACTION ANALYZER

Assisted to workshops in D-School in

Worked on 5 real cases in

Stanford University

Europe and United States

Certificated in UX Boot Camp

3 years forming ourselfs in

of Cooper company

innovation around the world.

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free premium

process 10 interviews 1 day

Customer Jouney Map

per tounchpoint

Empathy Map per touchpoint

1 PERSONA

Empathy Map & Customer

Journey Map of Midas Campus

Analysis of each touchpoint

Solutions for each touchpoint 9

Complete process 100 interviews 10 days

Customer Jouney Map

per tounchpoint

Empathy Map per touchpoint

3 PERSONA

Empathy Map & Customer

Journey Map of Midas Campus

Analysis of each touchpoint

Solutions for each touchpoint 10

Andana Design has chosen Midas campus to stay for 2 months and we think that is a very good place but could be perfect changing little things.

For this, our first step is to observe this touchpoints (the points between the customers and services) and see what exactly need to improve. For that, we have to define the customer profiles and look for the needs through informal interviews. Basing in that information we will know what they do and the reasons of their behaviour.

We are the first promotion of Team Academy that has come here but the following years will come a lot of students and the need have to be satiated. But how can we design for more than 30 people with their own behaviour and with their own needs and dreams?

For this we had to do a unique profile that unites all this behaviours and needs, a Persona. You can see here:

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Ander ugalde

Ander is a 21 years old post graduated business man. He had come for 2 months to work and he needs coworking places. Before come here he checked the website to look what Midas offers, because Ander travels a lot all over the world and gives feedback of each place.

GOALS • Needs to stay in clean and comfortable places to live properly • To work well a good quality wifi is necessary and people from different countries as well

• The food cant be very spicy because he doesn't like it but Ander wants to be integrate in the countries culture, because he thinks that if it is not like this, the place is not authentically

BEHAVIOURS • He is a hard worker and wants to look after himself

“an image is worth a thousand words”

• Wants to taste new and healthy food and feel as comfortable as at home because he get stressed • To look for new places uses applications like zomato and tripadvisor to meet people and get relaxed.

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With this we go again to all the stores and we research about what would like Ander and what he wouldn´t like in the different interaction points (touchpoints) of Midas Campus. For showing this information we synthesis it with two different tools: Empathy Map & Customer Journey Map. Empathy map:

Good design is grounded in a deep understanding of the person for whom you are designing. Designers have many techniques for developing this sort of empathy. An Empathy Map is one tool to help you synthesize your observations and draw out unexpected insights. For taking this information we do different interviews and get some feedback of each touchpoint (interaction between the service and the user) and then taking some overall statistics we get how is going to be the persona and what are the feelings of it in each interaction. Also we go

again to the coffee stores with the mind of the persona and we tried to do the same observation as in the first part, but with this specific viewpoint, taking more specific information Customer Journey map: The customer journey map is an oriented graph that describes the journey of a user by representing the different touchpoints that characterize his interaction with the service. In this kind of visualization, the interaction is described step by step as in the classical blueprint, but there is a stronger emphasis on some aspects as the flux of information and the physical devices involved. At the same time there is a higher level of synthesis than in the

blueprint: the representation is simplified trough the loss of the redundant information and of the deepest details.

For doing this we started living the experience ourselves and indentifying the touchpoint or the interaction between the service and the user. Then we use the persona and its empathy map for describing the satisfaction in each interactions.

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Empathy map European people needs to feel like home, everything clean, tidy, good and healthy food. Apart from this it is necessary to feel at an oasis to relax from the chaotic Indian streets. Also the customer service from the workers is

friendly and he likes a lot but in general in India the speed of the service itself is very slowly but at the same time is amazing service.

feel

Is a place where everything is taken care to

He doesn't listen any sound and nothing is

detail, the workers are aware of everything

heard, is the calm in the middle of the city and

that

pray that the wing is appreciated work quietly and relax after a long day. The birds hear the

hear

see

happens.

Cleanliness

is

impressive

compared to the reality here. Moreover, we design is a bit dated and not look like a center

trees helps that. It would be nice to hear the

of entrepreneurial innovation.

Indian music in the summing pool or smoking zone to have heard more distraction and

They have great surroundings and security is

Indian culture.

gain

lose

very friendly and fulfills its function.

The service off the workers.

The quality of the WIFI

Good quality off food and water.

The hygiene at the common

Escapism from the noise and chaos of

bathrooms

the streets

Speed of the service to clean

Modern place with gardens and pool.

the

clothes

meals.

and

variety

off

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Customer journey map Stay

Post-stay

Surroundings

Check in Pool/Gym Entering the office

Entering the room

-------------------------------------------

-------------------------------------------

Pre-stay

Arrival Information

Service

---------------------------------------------------------------Website/S ocial

Clothes Washing Food

Wifi

Lecture Hall

User Reviews

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conclusions As anylizers we have identificate some points about the quality of Midas Campus. Most of the services you offer are excellent, for example, as an important point the staff is very profesional. The estructure of the buildings are very good because of the distribution and location of the rooms. This improves the commitment of the people with the work they have to do.

The quality of the wifi is not very good and this is a hurdle to work propperly and to take advantage of the short time we are here. About the food, to be Indian is fantastic but it could be better if you adapt it to the needs of the customer to be in good conditions to achieve goals. Apart of meeting expetations, this place offers a lot of services more like the swiming pool and gym.

Changing these little things would be exactly what the customer wants and will be as comfortable as staying at home.

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budget Price for each

touchpoint analyzed in Midas campus.

Website/Social

Arrival Information

16.000 rp

Entering the room

16.000 rp

Entering the office

Wifi

16.000 rp

Clothes Washing

Check in

Food

Pool/Gym

16.000 rp

16.000 rp

Surroundings

16.000 rp

16.000 rp

16.000 rp

Lecture Hall

16.000 rp

16.000 rp

Service

16.000 rp

16.000 rp

User Reviews

16.000 rp

Discount for taking all: 50%

Total =

104.000 rp