Research MSAC PROJECT (Melbourne Sportclub)

MSAC

Melbourne Sports and Aquatic Centre

HDG 604-5 DESIGN AS A SERVICE Project 1: Investigate a Service Semester: 2/2008 Lecturers: Emily Wright & Nick Riddett Deadline Date: 29 September 2008

Introduction Service Design for health asks what can service design learn from the world health and wellbeing? By adopting qualities of health such as humor, narrative, sociality and play. Form the research, believe that daily interactions that we have with services can not only serve our needs but also enrich our lives in both healthy and fashionable ways.

Name: (Pae) thitawat, LURTBUTSAKHON Student ID: 5772508 Course: Communication Design

Name: (Pete) pee, CHUENCHOOPHOL Student ID: 5782678 Course: Multimedia Design

Service Design for health asks how can service design save the athletes?

This report exploring new services concept and suggestions in a concept of designing a excellence health and well being services rather than a square space under one roof.

Name: (Tan) Arveeyodh, KIJCHAROENKARNKUL Student ID: 5669537 Course: Multimedia Design

Name: (kwan) ruenaglada, PUNYAKIHIT Student ID: 5753295 Course: Multimedia Design

|2

Introduction

Systems and Service Design Approach

|3

What is Service Design?

How is it used and why is it important?

What is service design?1

How does it work?

Why design a service?

Service Design is a discipline that helps you to innovate in services. It’s a specialism within innovation management that helps design and deliver great services. Service design is the practice of defining and building customer experiences that are compelling and transformational. Service design projects improve factors like ease, satisfaction, loyalty and efficiency right across areas such as environments, communications and products and not forgetting the people who deliver the service. Anybody who provides a service, whether within a physical environment such as a hotel, school, airport, hospital, or public transport system – or through other means, for example a mobile phone, cable television, or online.

Service design begins with understanding what you’re trying to make better, why you want to make it better and how it could best serve people’s needs.

Service design helps you imagine a variety of solutions and decide which would be most appropriate. It shows how to make the new service idea come to life through the things that users of the service would experience, and help to understand what needs to happen behind the scenes to ensure the service performs well.

If you’re a commercial business it’s well worth looking at whether your offer is as worthwhile and enjoyable for customers as it can be. The better the experience the more they’ll return. Public sector organizations don’t need to make a profit in the same way but as it’s tax payers’ money they’re spending, they too need to be as effective as possible.

Providers like schools and hospitals have a duty to work even harder than commercial brands to create services that make people feel positive about the experiences they are having.

1. Copenhagen Institute of Interaction Design, http://ciid.dk/education/teaching/design-theory

|4

What is Service Design?

What is health?

“Design of experiences that reach people through many different touch-points, and that happen over time.” 2

“Health is a state of complete physical, mental, and social well-being and not merely the absence of disease or infirmity. There are many avenues to achieve this state and they all work interdependently” 3

An old practice but a new design discipline.

– livework

The pillars of health are exercise, good nutrition, and a healthy lifesytle.

– ACS Distance Education

2. http://www.livework.co.uk , IDEO, the Design Council, IDII, IIT, Carnegie Mellon, Politecnico di Milano, and Cologne International School of Design 3. http://www.acs.edu.au/Info/Recreation-and-Fitness/Health/What-Is-Health.aspx

|5

Research

Background of organisation

|6

MSAC Melbourne Sports and Aquatic Centre |7

“Idea from the question.....�

How would you like to meet all your sport, recreation, rehabilitation, relaxation, health, well-being, fitness and educational needs under the one roof?

|8

What is MSAC ?

What is MSAC ?

4

MSAC is a short name of Melbourne Sports and Aquatic Centre. As Australia’s leading sport and recreation facility. MSAC opened with a huge splash of a weekend on the 24th of July 1997.

4. http://www.msac.com.au

Who Managed MSAC?

What is Range of Services Provided?

MSAC is managed by the State Sport Centres Trust (SSCT) and is guided by the SSCT Act (1996). The Trust oversees the operation of 3 businesses, Melbourne Sports and Aquatic Centre (MSAC), State Netball Hockey Centre (SNHC) and the Melbourne School of Sport and Recreation Management (MSSRM).

The Act outlines the range of services to be provided as sporting, educational, recreational, social and entertainment.

|9

Mission

Vision The Melbourne Sports and Aquatic Centre will be a world leader in the staging of sporting events, and in the provision

• Be the leading destination in Victoria for sport and recreation.

• Ensure optimal access to, and utilization of, the facility by the Victorian Community.

• Provide first class facilities for major sporting events.

• Continually strive to improve the delivery of customer focused programs, events and services.

• Achieve best practice in all aspects of operation.

• Conduct all activities in a safe and hygienic environment.

• Maintain financial viability.

of activities that enhance community health and well being. | 10

• The 10 millionth visitor walked through the doors in October 2004.

• MSAC welcomes, an average of 3,420 visitors per day.

• Visitors range from 6 week old babies in the crèche to the oldest member who is 84 years of age.

• MSAC have hosted over 43 international events including the 2006 Commonwealth Games, 2007 12th FINA World Swimming Championships, Swimming World Cups, World Squash Championships, World Masters Games and Deaflympic Games; • Over 135 national events including National Basketball League, Schools Volleyball, Wheelchair Rugby, Australian Swimming Championships both Age and Open: • Over 380 state events; and • Over 1,100 other events.

• The Swim School has grown to over 2000 budding swimmers from 6-month-old ‘water babies’ to development squads and adult classes, with a very committed 70-year-old participant.

• The Wellness Zone opened in 2003 to form part of the Health and Wellness Program.

• The SplashOUT program was developed and introduced in 2002 and can be experienced every school holiday.

• Over the past 8 years MSAC has seen over 16,000 members in the Health and Wellness area.

• MSAC is home to a number of Olympic athletes from swimming, diving, squash, basketball and table tennis.

• The 75m competition pool holds 5 million litres of water.

Some interesting facts about MSAC | 11

As well know MSAC is managed by Trust which is a huge organization so, that why members of trust is came from people who has an experience from many many areas.

Stakeholder

| 12

Members of the Trust

MR BRIAN LOWRIE (CHAIRMAN OF THE TRUST) Principle of Pharmedex (Australia), president of phamarcy guild of Australia, chairman of directors of the general insurance and services group guild commercial., Ltd. MR ANDREW FRIED Practice Leader, Director in the Consulting Practice of IMS Health.

MR MARK NAUGHTON Director and Principal of Planning and Property Partners Pty Ltd.

| 13

Health and Wellness Service

According to MSAC 2007 ANNUAL REPORT, The realignment of membership categories, the introduction of casual options improved member communication and service delivery underpinned by a strong marketingand promotional strategy has resulted in the Health and Wellness revenue growth of 10.9% in 2006/07.

As with other areas of the business, Health and Wellness successfully managed the impact of major events, such as the Grand Prix and the FINA World Championships, through member compensation and clear communication of impending closures which resulted in very few member cancellations over the period.

Health and Wellness member services were strategically positioned resulting In October,TrewHealth Personal Training commenced operation as the in a competitive platform in the metropolitan fitness market and enabled net exclusive license holder for personal training at the Melbourne Sports and membership growth of 11.3% over the year.

Aquatic Centre.TrewHealth offer a number of new services to Health and Wellness members including bootcamps, educational seminars and injury The introduction of the Platinum Membership as the pinnacle package rehabilitation services and have assisted to raise the profile of the venue in offers unlimited admission to the fitness centre,wellness zone and aquatic the corporate market place. facilities and access to more than 75 group exercises classes per week. It is resoundingly the most popular membership category providing optimum Upgrades to programs and facilities to enhance the member experience flexibility of facility use. throughout the year also included: • Introduction of the Les Mills Body Vive program, the BoxCombo circuit The launch of MSAC Club late in the year has for the first time created a and the Bike/Run class to the group exercise timetable. casual health and wellness option. MSAC Club allows users to pay-asthey- go • An enhanced and significantly improved music system comprising music or purchase bulk (multi) visits upfront at a reduced price, offering the ultimate videos and a library of 1000s of programmable songs to cater to the in flexibility and value. MSAC Club provides a membership alternative to • wide diversity of member music tastes. people who are unable to commit to regular use or who frequently travel • A new stage in the Aerobics room for improved instructor visibility and away from the area. risk management within the zone.

| 14

Who is our target market and segmentation?

And why we picked them?

According to this graph the primary target market is booking people

and casual.

For this result, we have to focus on customer who go to MSAC as a casual and give them a best services also persuade them in to our MSAC members.

| 15

Stadium Facilities

• • • • • • •

Show Court Stadium 10 Basketball courts 12 Badminton courts 33 Table Tennis tables 3 Volleyball courts 10 Squash courts Business / Meeting Rooms

A review of programs, stronger 13 emphasis on sales and customer service and the acquisition of business from non-sporting sectors resulted in the Stadiums business unit achieving its best financial performance since 1997.

A review of the stadium programs and the outsourcing of two programs allowed for greater attention to be laced on developing and expanding the flagship programs such as: • Planet Sport during school holidays • SportsOut and Mega Sports during school terms The 16% increase on net position of the Stadiums • Birthday Parties business unit over the reporting period was driven • Modified Sports for disabled young adults income growth in the key areas of: • Junior Squash programs • Programs: 30% growth • Social Squash and Badminton • Bookings: 22% growth • Casual: 9% growth Stadiums continued to offer regular access to all its sporting facilities for unstructured activity for the local Integral to Stadiums success was its growth with community. Assisted by the introduction of increased customers outside the boundaries of sport, which operational presence, casual usage rose by 19% during attracted new patrons from various community and the period. business sectors for both events and bookings.

Bookings income growth of 22% was achieved by These included RMIT Examinations ($140,000),Martial offering rooms and sports halls to a variety of users, Arts ($30,000), educational exhibitions ($30,000) and ranging from schools, community clubs and groups, various media and film shoots ($40,000). corporate sector, film and media, elite athlete programs and AFL clubs.

| 16

Who is our target market and segmentation?

And why we picked them?

From graph can see the number

of MSAC’s customer have increasing but on the other hand

the number of staffs is still same that why staff is not enough for provided the excellence service to customers which is support by the result from user journeys.

| 17

Research Relevant Case Studies

| 18

“More Companies are offering On-Site Health Care Services For Workers.”

Companies offering on-site health care5 According to the Inquirer, a “downside” of on-site health centers is potential breaches of privacy, through which bosses could discover employees’ “infirmities or unhealthy lifestyle.”

In response, some companies have hired outside firms, which must uphold the same privacy regulations as any other health provider, to alleviate those concerns.

1. Rate increased from 27% in 2006 to 29% in 2008.

2. A great way to deliver medicine, particularly preventive medicine.

3. 40 percent to 50 percent of health-care costs related to preventable problems.

5. Article Date: 04 Sep 2008 - 7:00 PDT www.medicalnewstoday.com/articles/120269.php, www.philly.com/philly/news/homepage/27801304.html

| 19

“Effective use of service blueprinting can enhance customer satisfaction” Project: Outpatients department improvement Client: Exeter Wonford Hospital outpatients Designer: Lyn Randall, Bournemouth University Year: 19926 The hospital was about to purchase more land to increase the size of its overcrowded car park. When the improvements to the outpatients department were implemented it was found that the car park was significantly less crowded and the purchase of land to enlarge it was (at that time) unnecessary, saving £1million.

1. Exeter Wonford outpatients’ service blueprint exercise completed in 1992 2. customer’s experience improved and the throughput of patients increased 3. new land for its car park purchased 4. new car park (valued £1million) significantly less crowded

6. http://www.designcouncil.org.uk

| 20

Understanding Field Work

| 21

Field Work

Visit Site Observation Interview Touchpoint Analysis Mapping | 22

Touchpoints

| 23

Understanding User Journeys

| 24

User Journeys

| 25

| 26

Experience Prototyping

| 27

Analysis Systems Map

| 28

| 29

Analysis

User Profiles and Scenarios

| 30

Scenarios 01 Name: Michael Age: 15 Gender: Female Need: Separate a counter to each kind of sport, phone in the court Desire: More staff Michael is an international university student. She is doing an interior at the RMIT University. She lives in Melbourne almost 3 years. From last month she gains her weight so she would like to go to exercise. She invites her friend to go to play badminton with her. She actually goes to the MSAC sport club once every two weeks but she do not have time to exercise since last month because she got a new job.

On Saturday, Michael and friends catch a tram number 6 from Burke Street to Albert Park (MSAC sport club) and got off at stop 129. After that she have to walk for 500 m. to get to the entrance she reach the sport club in the afternoon which is not the busy time.

Then they head to the information desk to confirm their booking with the staff but unfortunately there is only one staff at the counter so they have to wait around 5 minute. Then they were told to go to court 10 which they were booking for so they walk from the information desk to the court. Once they reach the court they have to go get change in the bathroom.

However, they have lots of stuffs and bags with them but there is no place

for them to keep their stuff such as locker. For the reason

they have to carry their stuff to the court with them. When they arrived the court 10 the staffs haven’t turn on the light and have to make them walk back to the information desk to inform them about the light. And then walk back to the court, which waste 20 minute of their time.

Also while they are playing one of their friend slips over and get hurt on the ankle but there is no emergency phone nearby so they have to find the emergency room but they couldn’t find it so they have to walk to the information desk and ask for help. But they were told to go back to the court and wait there then they’ll come right over then they turn up 15 minute later. After time’s up they have to carry all their stuff to the change room, from that they have to walk back to the information desk to pay for the court but there still only one staff working at the counter which make them wait to pay so they can go home.

| 31

Scenarios 01 (con.)

| 32

Scenarios 01 (con.)

| 33

Scenarios 02 Name: David Lim Age: 36 Gender: Male Need: private changing room Desire: more staff, more drink machine

Mr. David Lim is from Hong Kong. He graduated in Programmer course at University of Melbourne. He is working as a businessman in the computer area in Melbourne. He loves to work out twice a week and love to work out with his friends. He found the MSAC sport club on the way home. He feels happy with the environmental of MSAC. Then he went to apply the member of MSAC sport club. MSAC sport club is his favorite place. Mostly he goes to MSAC sport club to swim, play badminton and sauna.

ing the game he get tried and need a drink but there is nowhere around the badminton court, it make him walk out from the court to find

the drink. Once he fined the drink machine he does not have any coin to buy it so he has to walk for long distance to

the information desk to change coin.

However, the staff doesn’t provide a proper service as they suppose to with an unwelcoming face. After that their time’s up but they still want to continue Every Wednesday and Friday after work, Mr. David drives from his office in their time so they walk to the information desk. But there are only ST. Kilda to Albert Park but it very busy as it during the weekend and in the two staff working during the time with plenty of cuspeak hour. Also because it during the peak hour. It very hard for him tomers lining up make them waste their time on only to find parking space it take him a while to find the parking. Then he just paying. Then they walk to ticket machine to pay for their parking has to walk from the car park straight to badminton court as his friends are and walk to his car. already waiting there. He goes to the changing room. There are many people in the room and he want to change his cloth but it does not have the private space for him. He feels shy because he is Asia which conservative background. He has to wait until other people finish dressing up. Dur-

| 34

Scenarios 02 (con.)

| 35

Scenarios 02 (con.)

| 36

Scenarios 03

Mr. Tayson is an Australian electrician. He was actually born in Brisbane however, he moves to Melbourne since last year because of his new job. He love to work out and he ask his friends to suggest some place for him. And his friends show him a website of MSAC sport club. He access to the website and he found many information of the MSAC.

Name: Tayson Mumford Age: 21 Gender: Male Need: A sign at the tram stop, A booking online Desire: More Cleary sign or Cleary Symbol

located on that stop.

When they walk to the stop 129 there is no sign to tell this stop is MSAC or Albert Park so they

have to ask a girl again how to go to the Gym. The girl tells them to walk

through the car park and the entrance is on the left hand side. They walk around a kilometer to On Sunday, he persuades his friends to go to play get there. They walk through the left entrance. It badminton and survey around the sport club. He looks so huge but actually they have two goes to MSAC to play badminton with his friend for the first time, so he asks his friends to meet up entrances. The main entrance is at Glenferrie station. Then catch a train Belgrave on the right hand side which is a line and get off at Southern Cross station. When MSAC sign but another one on left they get off from the train station they have to hand side it does not have any sign continue with tram No. 96 to MSAC sport club. or symbol to show the visitor.

While they are on the tram they ask the man in the tram what stop they have to take off that man tell them to notice the sign because he not sure which stop it is. Then they see the Albert

Park on stop 128 but when they get off the tram there is no MSAC sport club around there. They ask people who

jogging pass them where is MSAC? They tell them to walk to stop 129 because the MSAC is

to wait around 20 munities to get the court. After that they walk to the court and go to the changing room to get change. During the game they feel tried and would to have some water. Then they walk to the drink machine but they have to walk through the basketball court. And there are only 2 machines around there and many people line up to buy water. Moreover, one of the machines is broken. They feel angry and thirsty. After finish game they walk back to the information desk to pay for the court still only staff working at the counter.

They feel boring to wait for the queue they feel hungry and want to have dinner.They spend another 10 minutes to pay the court. Then they want to catch a tram but pretty dark outside they haven’t see any sign to tell them which way lead them to Then they straight to the information desk to the tram stop or train station. They have to ask the people at the car park where tram stop is? They ask about how to booking the badminton court walk to the tram stop but they get lost on the way but no staff at the desk there is only a back also, it does not have many lights on the way small sign given direction to another counter on and they cannot see the sign. the other side. They walk to the counter there are many people line up for them so they have to get in line and then on his turn they ask the staff for booking the badminton court but there are full but there are no sign or monitor to show. So they have | 37

Scenarios 04

Name: Naomi Newbound and her kids (David & Rachel) Age: 40 Gender: Female Need: a space for children in changing room Desire: more trainers, more staffs

to walk to stop 129 because the MSAC is there are no sign or monitor to show. So they have to wait around 20 munities to get the court. After located on that stop. that they walk to the court and go to the changing When they walk to the stop 129 there is no sign room to get change. During the game they feel to tell this stop is MSAC or Albert Park so they tried and would to have some water. Then they have to ask a girl again how to walk to the drink machine but they have to walk go to the Gym. The girl tells them to walk through the basketball court. And there are only 2 machines around there and many people line up to through the car park and the entrance is on the buy water. Moreover, one of the machines is broken. left hand side. They walk around a kilometer to On Sunday, he persuades his friends to go to play They feel angry and thirsty. After finish game they get there. They walk through the left entrance. It badminton and survey around the sport club. He walk back to the information desk to pay for the goes to MSAC to play badminton with his friend looks so huge but actually they have two court still only staff working at the counter. for the first time, so he asks his friends to meet up entrances. The main entrance is at Glenferrie station. Then catch a train Belgrave on the right hand side which is a They feel boring to wait for the queue they feel line and get off at Southern Cross station. When MSAC sign but another one on left hungry and want to have dinner. They spend they get off from the train station they have to hand side it does not have any sign another 10 minutes to pay the court. Then they continue with tram No. 96 to MSAC sport club. want to catch a tram but pretty dark outside they or symbol to show the visitor. haven’t see any sign to tell them which way lead While they are on the tram they ask the man in the them to the tram stop or train station. They have Then they straight to the information desk to tram what stop they have to take off that man tell to ask the people at the car park where tram stop ask about how to booking the badminton court them to notice the sign because he not sure which is? They walk to the tram stop but they get lost on but no staff at the desk there is only a the way back also, it does not have many lights on stop it is. Then they see the Albert small sign given direction to another counter on the way and they cannot see the sign.

Park on stop 128 but when they the other side. They walk to the counter there are get off the tram there is no MSAC many people line up for them so they have to get sport club around there. They ask people who in line and then on his turn they ask the staff for jogging pass them where is MSAC? They tell them booking the badminton court but there are full but Mr. Tayson is an Australian electrician. He was actually born in Brisbane however, he moves to Melbourne since last year because of his new job.

He love to work out and he ask his friends to suggest some place for him. And his friends show him a website of MSAC sport club. He access to the website and he found many information of the MSAC.

| 38

Scenarios 04

Name: Thitawat Lurtbutsakhon Age: 26 Gender: male Want: emergency implements, wheelchairs, physicians, clear map, private changing room

This is a first time he worked out in Melbourne. He is a little bit shy person.

Thitawat is an international student doing master degree in Melbourne He felt uncomfortable in the changing room. The problem was there is almost 2 years. He loves playing sports. One day, his friends asked him to play not any private room to get dressed. It is not his culture badminton at MSAC. He really needs to go but he does not know to naked in front of other people. He hided his body behind the wall tried how to get there. He tried to figure out how to get getting dressed quickly then running away. there by going through the website. It ‘s a little bit far from his house. He went to the city by catching train and then waiting for his During he was playing badminton running on the court and swinging a racket friends to pick him up. When he was in to MSAC he realized that it is not hardly. He has forgotten that the tendon of his right knee was broken 2 years hard to find but if he came alone he would absolutely loose the way because ago. He stumbled on the floor his friend was shocked.They tried to call some staff to help him. 20 minutes later some staff who is a person that there is no sign or map.

just talked with him at counter came with implement

English is not his native language. While talking to some staff at reception which is an ice bag. He asked his name and contact number write them down counter, he observed that a staff speaks like a machine gun onto his hand. The problem was the way back to the tram stop is half and not friendly as he should be. He got to try to understand what kilometre walk, it really hard for him to walk there. he talking while he was giving money for renting badminton court.

| 39

Suggestions

Gaps in the systems and Recommendations

| 40

Gap 01

Staff not enough at information desk during peak hour Suggestion: In peak hour, MSAC should have separate information desk in each section because at this moment every section have had information desk but there is no one working there.

| 41

Gap 02

There is no private space in changing room.

Suggestion: As this report was mention befor, Asian traditional is quite different from western people. So, MSAC should divide some area to be private bathroom or private changing room for them. I think it not very hard to do because changing area is very big.

| 42

Gap 03

Long distance and hard to contact.

Suggestion: Sometime we need to contact MSAC staffs about general matter such as extended playing time, asking for some help in case of accident and so on. We have to waste a lot of time to walk and wait at information desk. Therefore, intercom system should be the excellent way to solve this problem.

| 43

Gap 04

Not enough car parking space and ticket machine during peak time.

Suggestion: In this case, MSAC shouldn’t do more parking area because it unnecessary in general time. So, it would be better if MSAC use another way, which is increasing parking ticket rat during peaking time instead.

| 44

Gap 05

Unclear Sign and Map system.

Suggestion: For the first time that we went to MSAC we haven’t know where MSAC exactly is or how to get into the MAS. So, MSAC should increase assistant signs and remap again to make it clear, easy to understand, and up to date. v

| 45

Gap 06

There is no Booking online service.

Suggestion: Booking online service should be very helpful for customer and it is much faster than calling system because we also have to spend a lot time on call waiting. So, this service should be developed on MSAC website.

| 46

Suggestions Concepts

| 47

Concept 1 Developed base on both international and local people All services need to be developed base on both international and local people. This is because many oversea people are not familiar with Australia traditional and they also need proper services from MSAC such as politely respond from staffs as well as facility to fulfill their need in any situation.

For instance, MSAC should increase sign or symbol to let’s people know exactly where MSAC is or developing public area suitable for international traditional.

| 48

Concept 2

Adequate and clear signs It would be better if MSAC improved internal communication.

This is because MSAC is a very huge place where there is insufficient staff working inside. Hence, accurate communication is crucial problem that is happened all the time. Therefore, adequate and clear signs inside the MSAC area might be the excellent way to communicate visitors to precisely know where they have to go or how to use the MSAC services.

| 49

Reference lists and Bibliographies Service Design Glossary, Live|work, viewed 4 September 2008, http://www.servicedesign.org/service_design/ Bitner, Mary Jo. “Servicescapes: The Impact of Physical Surroundings on Customers and Employees”, Journal of Marketing, 562, 1992, pp. 56-71.

Where next? Service design by Bill Hollins, Design Council, viewed 3 September 2008, http://www.designcouncil.org.uk/en/About-Design/Design-Disciplines/ Service-design-by-Bill-Hollins/Where-next/ Designed service – Service Design – an innovative field of work in design, Köln International School of Design, viewed 6 September 2008, http://kisd.de/subject_sd.html?&lang=en Design methods, Design Council, viewed 3 September 2008, http://www.designcouncil.org.uk/en/About-Design/Design-Methods/?PageNum=2 Service Innovation and Design, Live|work, viewed 4 September 2008, http://www.livework.co.uk/ Buchenau, Marion, Jane Fulton Suri, “Experience Prototyping”, Symposium on Designing Interactive Systems, p424-433, 2000.

Engine’s Service Design, enginegroup, viewed 4 September 2008, http://www.enginegroup.co.uk/service_design/ Experience Surveying, enginegroup, viewed 5 September 2008, http://www.enginegroup.co.uk/service_design/m_page/experience_surveying

| 50

Reference lists and Bibliographies Service Design Explained, Innovationinsight, viewed 3 September 2008, http://www.innovationinsight.net/source/viewpoints/service_design.htm Case study: Melbourne Sports and Aquatic Centre, GPG Plumbing, viewed 6 September 2008, http://www.gpgplumbing.com.au/case_study_2.htm Shostack, G. Lynne. “Designing Services that Deliver”, Harvard Business Review, vol. 62, no. 1 January - February 1984, pp. 133-139.

Design Research: From Market-Driven Era To User Centered Innovation, Robin Good, Professional Online Publishing, viewed 3 September 2008, http://www.masternewmedia.org Heskett, James L., Thomas O. Jones, Gary Loveman, W. Earl Sasser, Leonard A. Schlesinger, “Putting the Service-Profit Chain to Work”, Harvard Business Review, vol. 72, no. 2 March - April 1994, pp. 164-174.

Chase, Richard B. and Sriram Dasu, “Want to Perfect Your Company”s Service? Use Behavioral Science”, Harvard Business Review, vol. 79, no. 6 June 2001, pp. 78-84.

S. L. Vargo and R. F. Lusch, “The Four Services Marketing Myths: Remnants from a Manufacturing Model,” Journal of Service Research 6, No. 4, 324–335 (2004).

| 51