Project 4 | SERV 216 | Spring 2018 Alessio Rapaglia | Jonathan Potts | Hannah Patience Palkimas
MISSION SCADfit is a boutique gym established to help the SCAD community become more active and follow fitness trends in a beautiful setting.
VISION Our vision is to create an aesthetically pleasing, well-rounded, and inviting gym for the SCAD community so that they can achieve their health and wellness goals.
UNDERSTANDING
UAEOI USERS
Needs Equipment Exercise machines Safe environment Air-conditioning Education/classes Electricity Free space
Students Employees Staff
Personality Devoted Inconsistent Consistent Active Non-active Social
Behaviors
Wants
Cardio Weights Classes Freshening up Listening to music
Cardio Yoga studio Changing room Water fountains Showers
UAEOI ACTIVITIES UAEOI ENVIRONMENT 1. Scan card 2. Enter gym 3. Approach desk 4. Ask questions 5. Store personal items 6. Begin workout 7. End workout 8. Shower/clean 9. Gather belongings and leave
Clean Inviting Loud music Lockers Showers
UAEOI OBJECTS UAEOI INTERACTIONS
CUSTOMER
• SCAD card • Water bottle • Phone • Headphones • Equipment/machines • Towels
• Check in • In locker room
SERVICE PROVIDER
• In locker room • In classes
• Front desk • Card readers • Cleaning items • Equipment/machines
CUSTOMER
CUSTOMER
CUSTOMER
• Objects in locker room • Objects in classes
SERVICE PROVIDER
• Goodbye • Exchanges at beeFUEL CUSTOMER
• During workout • Exchanges at beeFUEL OBJECTS
• Weights/cardio items • Objects at beeFUEL
STAKEHOLDER MAP gym management
IT department
maintenance staff
class instructors cleaning staff
other users customer
cleaning staff
trainers
check in staff interior designer
class instructors
entrance staff
manager Front stage
other users
Back stage
PERSONA 1 OCCASIONAL OLIVER
Year: upcoming sophomore Home: Newcastle Major: architecture
Motivations
Relationships
Wants to keep up socially and cares about his appearance. Is mildly body conscious.
Frequently runs into people he knows Makes friends easily Goes out on weekends In pursuit of a relationship
Behaviors
Tools
Sleeps in Eichberg Lives on campus Indecisive in gym
Phone Headphones Water bottle Hoodie
ENCOUNTER MAP OCCASIONAL OLIVER “I have a free minute and I want to see people I know” Walks by SCADfit everyday Talks to friends about experience Walks next door to beeFUEL for snack
Changes into workout clothes Walks to SCADfit
AFTER BEFORE
Wanders outside Walks around machine area
Walks around to find friend Walks in
DURING
Attempts weights Does cardio
Swipes Card Walks around workout machines
BUBBLE DIAGRAM OCCASIONAL OLIVER
JOURNEY MAP OCCASIONAL OLIVER
SERVICE BLUEPRINT OCCASIONAL OLIVER
SERVICE BLUEPRINT OCCASIONAL OLIVER
SERVICE BLUEPRINT OCCASIONAL OLIVER
STORYBOARD OCCASIONAL OLIVER
Oliver arrives at the gym very nervous
He gets excited when he sees his friend at the treadmill and joins him
After his friend leaves, he wants to use free weights but gets embarrassed when he is unsure how to use them
Oliver leaves feeling discouraged from his experience
PERSONA 2 FITNESS FREAK FRANK
Year: upcoming junior Home: New Jersey Major: graphic design
Motivations
Relationships
Wants to be extremely fit and look good
Calls mom often Has a select group of friends Friendly with gym staff plays the game
Behaviors
Tools
Gets up at 7am Enjoys alone time Lives off campus Dedicated to fitness
Phone Wireless headphones Water bottle Supplements Gym bag
ENCOUNTER MAP FITNESS FREAK FRANK “It’s time for my morning workout” Reviews workout for the day
Posts gym seflie Recommends to friends Drives home eating a protein bar Leaves full of adrenaline Showers/changes in locker room Uses cables and weights
Gathers gear
AFTER BEFORE
Drives to SCADfit Walks in
DURING
Warms up (stretching and cardio)
Swipes Card Changes in locker room
BUBBLE DIAGRAM FITNESS FREAK FRANK
JOURNEY MAP FITNESS FREAK FRANK
SERVICE BLUEPRINT FITNESS FREAK FRANK
SERVICE BLUEPRINT FITNESS FREAK FRANK
SERVICE BLUEPRINT FITNESS FREAK FRANK
STORY BOARD FITNESS FREAK FRANK
Frank is motivated while he is warming up for his workout
He enjoys doing cables while he is mid workout
He wants to use weights, but they are taken and gets frustrated that he has to wait
Frank needs to move on and is annoyed that he has to do a different workout than planned
POLAR OPPOSITES MAP
OCCASIONAL OLIVER
FITNESS FREAK FRANK
Non-user User
Everyday User
Morning User
Afternoon User
Gym Hater Freshman Workout Novice
Gym Lover Senior/Grad Workout Expert
INSIGHTS
FISH BONE DIAGRAM
Effect
Causes
ENVIRONMENT Poor use of space Certain equipment is unnecessary and limiting
Why does SCADfit not fully enhance the user experience?
Lack of specific equipment Redundancies
Not knowledgeable Lack of passion, inadequate training Opposite gender in locker room
EXPECTATIONS Being able to sign up for classes in person Free space
Distracting cleaning staff During workout Rude staff Do not greet kindly
Be able to bring a guest Have to sign up through SCAD platform
Inaccessible to gym users directly Through door is locked More expensive than other food stores
Poor training, lack of signage
STAFF
INTERACTIONS
beeFUEL
FISH BONE DIAGRAM ENVIRONMENT Poor use of space Certain equipment is unnecessary and limiting Lack of specific equipment Redundancies
Not knowledgeable Lack of passion, inadequate training Opposite gender in locker room Poor training, lack of signage
STAFF
FISH BONE DIAGRAM EXPECTATIONS Being able to sign up for classes in person
INTERACTIONS Distracting cleaning staff During workout
Free space
Rude staff Do not greet kindly
Be able to bring a guest Have to sign up through SCAD platform
Inaccessible to gym users directly Through door is locked More expensive than other food stores
beeFUEL
FRAMED PROBLEMS HOW MIGHT WE... USE THE SPACE? • Make better use of space by removing select equipment • Add a turn-style into the door from SCADfit to BeeFUEL to allow access and control entry. • Add a greater variety of free weight to accommodate all types of users. INTERACT? • Train staff more comprehensive in their duties. • Improve sign up for class process by allowing in person as well as online sign up. • Implement a plus one feature, in which a user with a SCAD I.D. can bring a user without one. USE MARKETING? • Advertise classes in gym more clearly (how to sign up, times, types, etc.) • Promote SCADfit as a purposeful lifestyle over boutique gym • Create events targeted towards upper classman to encourage usership UPDATE OUR POLICIES? • Enable equipment sign out with less obstruction • Implement wavier to allow non-SCAD persons access for a limited time.
GAP ANALYSIS SERVICE QUALITY Expected
Perceived
Expect to be greeted upon arrival
GAP
Perceived lack of greeting
Expect to sign up for classes in person
GAP
Perceived only being able to sign up for classes online
Expects ability to bring guests
GAP
Perceived lack of ability to bring guests
Expect a certain amount of free space for personal exercise
GAP
Perceived lack of consideration for individual desire to use personal space
Expect greater variety and availability of free weights
GAP
Perceived minimal variety and selection of free weights
GAP ANALYSIS CUSTOMER SACRIFICE Wants
Settles
Wants to be able to sign up for classes in person
GAP
Settles by using device
Wants cleaning maintenance to be done after hours
GAP
Settles for cleaning to be done during daytime hours
Wants to take out equipment easily
GAP
Settles for handing over ID every time
Wants to walk directly into BeeFUEL
GAP
Settles for walking around the outside of the building
GAP ANALYSIS CUSTOMER NEEDS Present Needs
Future Needs
Needs well trained staff
GAP
Future needs of staff staying informed
Needs to continue to have a positive experience
GAP
Future needs to continue to make progress in their fitness
Needs to have access to a variety of exercise equipment
GAP
Future needs to have access to updated exercise equipment
Needs to sign up for classes
GAP
Future needs to have an up to date website/app
GAP
Future needs to adapt security and access to gym according to environments
Needs to have a safe environment for students to interact safely
GAP ANALYSIS CUSTOMER USAGE Customer Usage
Potential Usage GAP
Potential usage tacking class after cardio
Uses gym
GAP
Potential usage: uses gym to work out and uses beeFUEL as a healthy eating option and social
Outside exercise space only used for one class
GAP
Potential usage: expand usage by creating more class options
Rarely uses eccentric bikes
GAP
Potential usage of learning how to use/ sit on bikes
Uses online sign up
GAP
Potential usage of singing up online & in person
Uses gym to do cardio
FOUR ACTION FRAMEWORK
Remove »» Equipment sign out »» Weird bikes
Reduce »» Cardio machines »» Regulations of dress code »» Amount of cleaning
Raise »» Free space »» Amount of weights »» Staff training and responsibilities »» Amount of classes
Add »» Bringing guests »» Phone app scan / ability to sign with card number »» Ability to walk into classes »» Storyboards of how to do exercises • Notification when class gets canceled
SOLUTIONS
»» 1. Interactive Displays »» 2. Convertible Classrooms »» 3. Training to Train
OPTIMIZATIONS
SOLUTION ONE INTERACTIVE DISPLAYS Instructional touch screen monitors for basic to advanced workouts placed in high activity areas.
Primary Features »» Monitors »» Creative direction »» Spatial awareness
User Benefits
»» Education »» Adds to gym aesthetic
Resources
»» Interactive touch screen monitors »» Wall and window space
SOLUTION ONE: INTERACTIVE DISPLAYS STORYBOARD
Oliver is unsure of what to do when he is in the weights section of SCADfit
He gets excited when he sees the interactive displays and finds a good workout for himself
He is happy during his workout because he is confident in his exercise
He leaves feeling fulfilled in his workout and is enthusiastic to learn something new again in the future
SOLUTION ONE: INTERACTIVE DISPLAYS JOURNEY MAP Greeted and scans ID
Wanting to get fit
Social
Walks through without scanning ID and confronted by staff.
Walks into weight training area. Not sure what to do
Tryouts for sports team Nervous
Gym is crowded, there is no greeting or service
Exits feeling unfulfilled.
Discovers interactive visual storyboards on wall
Following the easy to use directions, completes a successful workout, leaves gym feeling fulfilled
Becomes a gym regular
SOLUTION ONE: INTERACTIVE DISPLAYS BLUEPRINT
SOLUTION ONE: INTERACTIVE DISPLAYS ZOOMED-IN BLUEPRINT
SOLUTION ONE: INTERACTIVE DISPLAYS ZOOMED-IN BLUEPRINT
SOLUTION TWO CONVERTIBLE CLASSROOMS Keep the spin and yoga rooms open when they are not hosting classes so that people can use them freely.
Primary Features »» Free space »» Monitored space »» Open door
User Benefits
»» More free space »» Better use of space
Resources
»» Classrooms »» Staff
SOLUTION TWO: CONVERTIBLE CLASSROOMS STORYBOARD
Frank walks into the gym eager to finish his workout
He is upset when there is no space to do his workout
Once he realizes a classroom is open, he is excited to go and do his workout
He happily completes his workout in the open classroom
SOLUTION TWO: CONVERTIBLE CLASSROOMS JOURNEY MAP
Pleased, a member of the staff approaches frank to tell him the gym classroom function as a workout space when classes are not in session
Greeted at entrance and scans his ID
Time for morning workout
Nervous
Uses locker rooms
Realizes the gym is very busy and there isn’t much space Nervoushis to complete workout
Leaves the gym irritated. Goes to either clubSCAD or for a run
Frank happily begins his workout with ample space and ease
He then uses the locker room and leaves happy with his workout
SOLUTION TWO: CONVERTIBLE CLASSROOMS BLUEPRINT
SOLUTION TWO: CONVERTIBLE CLASSROOMS ZOOMED-IN BLUEPRINT
SOLUTION TWO: CONVERTIBLE CLASSROOMS ZOOMED-IN BLUEPRINT
SOLUTION THREE TRAINING TO TRAIN Retraining and training staff in order to offer a better guest experience and consistent quality control.
Primary Features »» Personal training »» More interaction
User Benefits
»» Safety »» Guest experience »» Increased frontline staff function »» Relationship building
Resources
»» Classrooms »» Staff »» Workout programs »» Uniforms »» Instructors »» Quality assurance
SOLUTION THREE: TRAINING TO TRAIN STORYBOARD
Oliver is confused because he does not know how to do a proper push-up and feels insecure
Oliver is relieved when attentive staff sees he is struggling and offers help
Oliver feels accomplished when he learns a proper push-up from the staff who guides him through
SOLUTION THREE: TRAINING TO TRAIN JOURNEY MAP
Guided tour, information, explain amenities, and offer any other help
Wanting to get fit
Social
Tryouts for sports
Nervous to enter gym
“Welcome to SCADfit! Is this your first time using the gym?”
Locker rooms Uses
Enter SCADfit, warmly greeted by staff
offers orientation
Enter SCADfit, warmly greeted by staff
Oliver begins his workout
Intuitive staff quickly notice improper form during workout. They kindly approach Oliver and offer to guide him towards a safer more beneficial workout.
“Excuse me, I noticed your form is wrong, may I help you”
Completes better, safer workout
Leaves the gym having learned something new, and is fulfilled and satisfied with experience
SOLUTION THREE: TRAINING TO TRAIN BLUEPRINT
SOLUTION THREE: TRAINING TO TRAIN ZOOMED-IN BLUEPRINT
SOLUTION THREE: TRAINING TO TRAIN ZOOMED-IN BLUEPRINT
VALUE STATEMENTS
INTERACTIVE DISPLAYS For students that want and/or need workout guidance, interactive displays are a tool that delivers comprehensive education. TRAINING TO TRAIN For students that want help and healthy interaction with staff, training to train is an improvement that delivers well informed trainers and an inviting, safe environment. CLASSROOM SPACE For students that want more space to themselves for completing workouts, open classrooms are a benefit that delivers an alternative workout space.
THANK YOU!