Portfolio | Service Design

Royal College of Art Service Design 2012-2013

Irene Ye n - H s u a n S h i h 1

Preface

MY THOUGHTS ABOUT SERVICE DESIGN

RESUME / CV

“Look deep into nature, and then you will understand everything better.“---- Albert Einstein

EDUCATION

In my view, service design is to create an experience built up from the understanding of people, the environment, and systems. In the end of first year, I find myself are keen to hu-

2012

Royal College of Art, Service Design Programme

2011

National Taiwan University of Science and Technology, Deptment of Industrial and Commercial Design

man-centred design, social innovation and sustainability. That’s my motivation and reason why I’m highly interested in SusLab internship.

IRENE YEN-HSUAN SHIH 施顏萱

1988/9/4 +44 7925842909 yen-hsuan.shih@network.rca.ac.uk www.shihyenhsuan.com

EXPERIENCE

To begin with, the focus of my first project “Cultural Interfaces” is human-centred design, especially the engagement with people from different cultural backgrounds. As the project manager, I might say the empathy and interaction with our partner community is invaluable for this project. Then, the focus of my second project “Urban Mobility” is system-based de-

2011

Franz Collection Inc.: Contract Project Staff of Franz Award

2010

Industrial Technology Research Institute: Internship

2009 Taiwan Design Center: Internship

sign, projecting the invention of current system into the near future. The analysis of today’s transport system and changing demographics are the roots of this project. The next, the focus of my third project “Sainsbury’s Bakeryr” is about customer experience.

EXHIBITION / CONFERENCE 2013

Royal College of Art Work in Progress Show – Work Exhibited

Besides, another project “Innovating Water” is social innovation. It’s running for IE&D Business competition at this moment. We look deep into the water crisis in Kisumu, Kenya, understanding the capabilities in both local people and the environment, and then develop a system to support Kenyan people obtain purified drinking water and better health education.

2012

Taiwan Designers' Week – Work Exhibited

2011

Taipei World Design Expo – Work Exhibited IDA Design Congress, Taipei - Participated Young Designers’ Exhibition – Work Exhibited

2010

2nd International Service Innovation Design Conference, Japan - Thesis Selected

The following two projects are one-week projects, so the emphasis is how I could manage the insight gathering and idea generation in a short time. The focus of my fourth project

London Design Festival - Work Exhibited (Upcoming)

“Visit London” is personalisation. This involves developing a bespoke service with personal mobility for tourists. Finally, the focus of my fifth project “Health Care” is re-imagination. The aim is to compare an excellent service and a poor service, and then redesign and improve the poor one.

To summarize, I’ve obtained a diversity of experiences during these five projects. It’s like an

AWARD / ACHIEVEMENT 2013

Innovation, Entrepreneurship & Design Business Plan Competition - 8 Finalists (Running for the Winning Prize Now)

2011

Taiwan Qualia Product Design Competition - Notable Work The Phi Tau Phi Scholastic Honor Society of R.O.C. - Selected Honorary Member National Palace Museum: Cultural Creativity Design Competition - Notable Work

2010

National Palace Museum: Cultural Creativity Design Competition - Notable Work The 8th Atona Case Competition - The Top 75 Selected

adventure for me. This adventure broadens my horizons, trains my thoughts, and sharpens my design ability as well. As a first-year service design student, I aim to develop a higher capability based on the knowledge I’ve acquired, and cultivate a deeper ability to analyse logically and think critically in the upcoming year.

2009 The 5th Campus Make-Up Competition - Notable Work National LED Products Competition - Product Selected 2007

2

Undergraduate Selection of NTUST- 1st Place Ranked

Content

01

Cultural Interfaces

Human-centred

02

Sainsbury’s Bakery

Customer Experience

03

Urban Mobility

System-based

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04

Health Care

Re-imagination

05

Visit London

Personalisation

01

Cultural Interfaces

How might we create new communication between the elderly and the youth through exploring Hindu music?

Brief

Vimeo Video:

The Helen Hamlyn Centre for design is working with Blackberry to bring together cross-disciplinary design teams from the Royal College of art, in order to work on people-centred interface propositions to address the cultural diversity that is found in major cities globally, and that is particularly prevalent in London. MA students from the RCA departments of Information Experience Design, Service Design, and visual Communication will be involved.

https://vimeo.com/64923421 Upcoming Exhibition London Design Festival 2013

The Question driving the research asks: How can digital technology address different cultural activities, aspirations and attitudes?

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01

Cultural Interfaces

Discovery

Background

Caribbean Hindu Cultural Society

Visiting the Community

Our partner community is Caribbean Hindu Cultural Society. Our research plan for this project was based on the double diamond model. To begin with, we started this project from desk research about Caribbean Hindu Cultural. It includes two parts; Hinduism and Indo-Caribbean heritage.

The CHCS has been the first Hinduism and Hindu culture organisation in South London since it is established in 1959. The objectives of the CHCS is to promote Hinduism and to achieve the advancement of education particularly in Hindu traditions and philosophy, history, language, literature, art and music. According to the interview with the CHCS members, they are from a mixed-culture environment. Their culture originates from Indian, and then become influenced by Caribbean and London. There are about 200 members in the community, and most of them are pensioners. Basically, they speak English as the common language and the main purpose they join the CHCS is to socialize.

We visited the CHCS to participate the weekly activities, such as the Senior Citizens Club. There were about 30 people participating this event, and only 10 of them are female members. We met and talked with them, hearing from their opinions, sharing the ideas about the brief and technology. One of the key findings is their attitude toward technology is conservative but they would be willing to use technology to keep in touch with beloved family and friends. Also, the atmosphere of this community is very friend and open-minded to different culture.

However, they were hoping to have more young people with them. That is the most important thing at all.

The mission for the discovery phase is to understand the expectation from our partner community, the Caribbean Hindu Cultural Society.

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Definition

Development

Delivery

01

Cultural Interfaces

Discovery

In-depth Interviews

Cultural Probes

Summary

Meanwhile, we carried out the in-depth interviews with Vidur Dindayal and Sabita Dindayal, and then interviewed Kumarie Gheerawo. Vidur is the rep from the CHCS and he was an architect. Kumarie is an educator who has been teaching for 50 years. By interviewing these three people we did get a lot of insights and then understand the leading direction of this project.

The core finding from this interview is their intuition to get young people involved in their community. Also, it’s important to understand their attitudes toward their origin, culture, religion, technology, and the next generation. Based on the interview, we decided to regard harmony as the theme of this project after being inspired

by Vidur and Kumarie. How to pass down the traditional value of Hindu culture, from the elderly to the next generation is the main insight we got at this moment.

In order to get insights from the CHCS membersm, we came up with a series of cultural probes. It included a questionnaire, a diary about different topics like society, generations, and locations. They go with an envelope with mail address and stamps. Also, we also provided image cards, a map of Caribbean with stickers, a mockup of a smart phone, colourful labels about functions and imaginations for an ideal device. Besides, we personalized this toolkit to fit different interviewees like the elderly, the educator and the young in the following research phases.

After going through the discovery phase, we understood the Caribbean Hindu Cultural Society members’ expectation for this project is to get more young people involved in our community. According to this understanding, we took further actions to achieve this goal.

Definition

Development

Delivery

“The expectation from the Caribbean Hindu Cultural Society is to engage more young people in their community.”

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01

Cultural Interfaces

Discovery

Target Group

In-depth Interviews

Summary

Following up the expectation from the CHCS members, mainly the elderly, we needed to think that how we could get young people involved in their community.

Therefore, we had to understand young people’s attitudes and opinions. Therefore, we turned to research the young generation in the definition phase. Since it was a London based project and it focused on Hindu culture, we broadly defined our target group as people with Hindu or Indian background, aged from 18-yearold to 35-year-old. The mission for the definition phase is to explore the thoughts and attitude from the young generation with Hindu or Indian background.

Next, we carried out in-depth interviews with 9 young people with Hindu or India background. At this stage, we gather insights from conversations and then reflect upon on the CHCS members’ expectation. At first, we focused on what’s the meaning of Hinduism for young people? Therefore, we asked questions such as, if you are a Hindu, how deep the religion is connected with your life? Could you give us an example? Furthermore, we were trying to compare the different attitudes and thoughts between the elder CHCS members, and the young Indian people. For the young generation, the meaning of Hinduism has already got changed.

According to the research for the young generation, we understood that the meaning of Hinduism had become modern and even a family culture. Hinduism represented their home, origins, even a way of life, more beyond the religious meaning. Take the most important Hindu festival, Diwali for example, BBC Religions said: “The Times of India summed up the modern meaning of Diwali:

Definition

Development

Delivery

Regardless of the mythological explanation one prefers, what the festival of lights really stands for today is a reaffirmation of hope, a renewed commitment to friendship and goodwill, and a religiously sanctioned celebration of the simple - and some not so simple joys of life.” Therefore, we focus on the “cultural religion”, especially music, after the definition phase.

“To find out something in common with generations from Hindu or Indian background is the key.”

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01

Cultural Interfaces

Discovery

Local Study

Co-creation Workshop

Service Prototyping

After building up the initial design idea about music, we went back to Streatham, where the CHCS is located in Brixton, doing research about the surrounding areas by the Caribbean Hindu Culture Society. For example, Streatham is split by the A23, a very busy main road. And there are beautiful parks along the road, the Lambeth Rush Common Parks, which are maintained by Lambeth Council and there sometimes are outdoor activities in this park during summer. Here could be a good location for CHCS events. Also, we visited local communities and organisations. For example, 198 contemporary Arts and learning provides art courses in Youth Lambeth and they also focus on multicultural art exhibitions. We met Kareen, head of creative learning, to talk about cooperative opportunities.

In order to make a trial to our initial idea: “music brings people together”, we did the co-creation workshop with the Dindaya family. We found that music is the common interest across the various age groups in the community. This co-creation workshop inspired us to design a demystifying device for the elderly, and a digital platform for the youth, and we could hold events to unite those two generations. This workshop also helped us to define the problem statement: “How might we create new communication between the elderly and the youth through exploring Hindu music?”

This is an 8-week project, and after the 6-week research, we would like to have an experiential design prototype to try and see if we could communicate our appeal, to promote Hindu culture with our target group.

Hence, we applied social media; setting up a twitter called Hindu Stories, and then posted posters around colleges. We would like to enhance people’s perception of Hindu culture and tried to find the best way to connect the CHCS members and the young generation.

Definition

Development

Delivery

“Music is the key element to unite the elderly and the youth. “ 8

01

Cultural Interfaces

Discovery

Show and Tell Companion is a campaign that unites different generations through co-creating and sharing Hindu music.

Value Propositions We developed a campaign named “Show and Tell Companion” to bring the elderly and the youth together. It included of a digital device customized for the CHCS members, a digital platform for young people, with an online competition “Show and Tell: A Taste of India in 60 Seconds” to share clips or music works. Eventually, there would be a pop-up cinema that brings different generations together in the Rush Common Parks near by the CHCS, to show all the works and tell your ideas with participants’ family and friends.

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Definition

Development

Delivery

01

Cultural Interfaces

Discovery

Digital Device We mentioned about the reason why we design a simple device for CHCS members to share within the community. Therefore, we came up with a simple device that would be user friendly for the elderly. The demystifying device only has basic function: recording, playing, and sharing.

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Definition

Development

Delivery

01

Cultural Interfaces

Discovery

Digital Platform We develop the website. This is just the starting point for all the activities and events. We hope to provide a platform where the youth and the elderly can enjoy, share, even co-create music. First, click the button; you can listen to the CHCS Hindu songs. Also, users could use the sounds of instruments to compose your new songs, or upload their own clip about Indian culture.

This digital platform is accessible for young people, but it challenges the elderly. Hence, we developed a customized device for the CHCS members and we would explain it in detail later.

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Definition

Development

Delivery

01

Cultural Interfaces

Discovery

Co-creation We take different approaches for the young generation and the elder generation. According to our interview, all the things the elderly need is the access to their hobby.

This digital device enables the CHCS member to share their music with the young people. On the other side, a digital platform is accessible and attractive for the youth, so that the different generations could co-create new Hindu music together.

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Definition

Development

Delivery

01

Cultural Interfaces

Discovery

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Definition

Development

Delivery

01

Cultural Interfaces

Discovery

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Definition

Development

Delivery

01

Cultural Interfaces

Discovery

1. The front page of “Show and tell Companion”.

Users can listen to the CHCS Hindu songs by clicking the button.

2. All songs are composed by different instruments, and users could listen to a single sound of instruments.

3. Users could play with the sounds of instrument and compose your own new Hindu songs.

4. Also, this website “Show and tell Companion” enable users to upload clips and videos.

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Definition

Development

Delivery

Cultural Interfaces

Discovery

Definition

Development

Delivery

A TASTE OF INDIA IN 60 SECONDS Show and tell us what Indian heritage means to you by uploading your 60 second clips.

Show and Tell aims to challenge it's audience by starting a newmultigenerational conversation about Indian Heritage.

Show and tell us what Hinduism means to you by sending us your 60 second clips.

Show and tell can also be viewed remotely via a live stream demonstrating that the 'Mela' celebratory essence transcends boundaries and can be experienced by all irrespective of location or religious beliefs.

This new conversation/”Fusion” will be documented and submitted digitally by anyone wanting to share their views or experiences about Indian heritage and entries will be shown at the CHCS pop up cinema.

Show and Tell aims to inspire and build bridges of understanding between the varying ‘voices’ within the community, creating feelings of solidarity and ownership by giving every ‘voice’ a platform and encouraging all to work towards a common goal.

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“Show & Tell your taste of India” kaleidoscope.designteam@gmail.com http://showandtell60.tumblr.com

“Show & Tell your taste of India” kaleidoscope.designteam@gmail.com http://showandtell60.tumblr.com

“Show & Tell your taste of India” kaleidoscope.designteam@gmail.com http://showandtell60.tumblr.com

“Show & Tell your taste of India” kaleidoscope.designteam@gmail.com http://showandtell60.tumblr.com

“Show & Tell your taste of India” kaleidoscope.designteam@gmail.com http://showandtell60.tumblr.com

“Show & Tell your taste of India” kaleidoscope.designteam@gmail.com http://showandtell60.tumblr.com

“Show & Tell your taste of India” kaleidoscope.designteam@gmail.com http://showandtell60.tumblr.com

“Show & Tell your taste of India” kaleidoscope.designteam@gmail.com http://showandtell60.tumblr.com

“Show & Tell your taste of India” kaleidoscope.designteam@gmail.com http://showandtell60.tumblr.com

“Tumblr for show & tell” http://showandtell60.tumblr.com

“Show & Tell your taste of India” kaleidoscope.designteam@gmail.com http://showandtell60.tumblr.com

CHCS ?

Established in May 1959, the Caribbean Hindu Cultural Society was the first Hindu Organisation in South London for the promotion of Hinduism and Hindu Culture.

“Show & Tell your taste of India” kaleidoscope.designteam@gmail.com http://showandtell60.tumblr.com

Show and tell can also be viewed remotely via a live stream demonstrating that the ‘Mela’ celebratory essence transcends boundaries and can be experienced by all irrespective of location or religious beliefs.

“Show & Tell your taste of India” kaleidoscope.designteam@gmail.com http://showandtell60.tumblr.com

“Tumblr for show & tell” http://showandtell60.tumblr.com

“Show & Tell your taste of India” kaleidoscope.designteam@gmail.com http://showandtell60.tumblr.com

The core concept of “Show and Tell Companion” aims to encourage young people to tell and show us what Indian heritage means to you by uploading your 60 second clips, hoping to challenge it’s audience by starting a new multigenerational conversation about Indian Heritage. This new conversation/”Fusion” will be documented and submitted digitally by anyone wanting to share there views or experiences about Indian heritage and entries will be shown at the CHCS pop up cinema.

Show and Tell aims to challenge it’s audience by starting a new multigenerational conversation about Hinduism and Indian Heritage.

“Show & Tell your taste of India” kaleidoscope.designteam@gmail.com http://showandtell60.tumblr.com

Competition

This new conversation/"Fusion" will be documented and submitted digitally by anyone wanting to share there views or experiences about Indian heritage and entries will be shown at the CHCS pop up cinema.

Show and Tell aims to inspire and build bridges of understanding between the varying 'voices' within the community, creating feelings of solidarity and ownership by giving every 'voice' a platform and encouraging all to work towards a common goal.

“Show & Tell your taste of India” kaleidoscope.designteam@gmail.com http://showandtell60.tumblr.com

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01

Cultural Interfaces

Discovery

Activities Through this digital platform, and cooperation with local communities or Hindu societies, such as Imperial College Hindu Society. We are going to enjoy the pop-up cinema in the Rush Common Parks and the exhibition in the local gallery, the 198 Contemporary Arts and Learning. It would be a prospective opportunity to enhance the visibility of the Caribbean Hindu Cultural Society. After the presentation with all CHCS members in May, they were considering to make this service design project into a proposal. Now the CHCS Education Committee is taking action to develop our project to their education programme.

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Definition

Development

Delivery

01

Cultural Interfaces

Discovery

# 6D2B85

Definition

PEOPLE

# EC6568

# 9EC64B Visual Identity Our visual identity was based on research. First, it kept the idea of harmony, which we learnt from Vidur, and try to create a balance between people, technology, and cultural. That’s the reason why we choose triangle as the visual identity. Second, This competition aims to inspire to show and tell their stories about Indian culture, so we combine the textile into the colours. Moreover, our team members have been to Holi, the festival of colours. This inspires us to come up with vibrant and energetic colours, to keep the taste of India.

# D1388C

# 5AC3F0

THE HOLI FESTIVAL, IMPERIAL COLLEGE OF LONDON

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TECHNOLOGY

CULTURE

Development

Delivery

01

Cultural Interfaces

Discovery

Stakeholder Map & Service Blueprint We developed this stakeholder map according to field research. We have researched and contacted all the stated organisations, such as 198 Contemporary Arts and Learning and the Imperial Hindu Society. Also, we developed the service blueprint in order to deliver our service proposition. Through six phases, from promotion, participation, competition, activities, maintenance, and development, our service aims to unite two different generations together through co-creating Hindu music.

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Definition

Development

Delivery

01

Cultural Interfaces

Scenario CHCS Elderly

Discovery

Participation

Competition

Activities

Maintenance

Development

- Attend CHCS events and get informed - Check emails daily

- Play music and sing songs - Record, play and upload to website

- View young peoples work on the web - Listen to CHCS songs on web - Discuss the prizes - Receive post/paper invites

- Watch young peoples film collection - Meet family and friends

- Review young peoples ideas and thoughts about Hinduism - Play music and songs according to this even

A proposal for funding Consider new classes for young people

- CHCS

- CHCS: Senior Citizens Club, Hindustani Vocal Classes - 198.com Art & Learning

- Home & CHCS

- Rush Common Park

- CHCS - 198 Contemporary Arts & Learning

- CHCS

- Computers

Resources for the event -“Show and Tell” Device -Screen -Projector -Seats -Food and Drinks (co-operate with local businesses)

- Posters on CHCS noticeboard -“Show & Tell” Device - Emails from “Show and tell” - Postcards at elderly event - Word of mouth

Provide the content

Touchpoints (Both)

Website “Show and Tell companion”

CO-CREATE HINDU MUSIC

Signs in Rush Common Park

Provide the content

The Youth

Backstage

UNITE ALL GENERATIONS

Pop-up cinema in Rush Common Park

- Computers - Smartphones - Gadgets -Word of mouth

- Around Brixton

- Places with access to internet - Places with access to internet - Rush Common Park -198.com Art & Learning

- Computers - Smartphones - Gadgets -Word of mouth

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Participation for event

- Get informed around campus - Browse “Show and Tell” - Use internet daily Website - Listen to CHCS music

- Create new Hindu Music online - Upload clips to website - View others work - Receive e-invites

- Prepare posters and post cards in various locations

- Prepare facility and films for pop-up cinema in Rush Common Parks - Send e-invites/post or paper invites

- Prepare the content of exhibition - cooperate with CHCS and 198 contemporary Arts and Learning

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Exhibition of “Caribbean Hindu Culture” in 198

-Facility from CHCS and 198 Contemporary Arts and Learning

- Posters on campus and around the Brixton area - Postcards at youth event - Website “Show and Tell” -Word of mouth

Place Scenario

- Computers

Competition “A Taste of India in 60 Seconds” Exhibition of “Caribbean Hindu Culture” in 198 Contemporary Arts and Leaning in Brixton

Touchpoints

Development

Promotion

Place Touchpoints

Definition

- Watch CHCS members film collection - Meet family and friends

- Computers - Smartphones - Gadgets -Word of mouth

- Computers - Smartphones - Gadgets -Word of mouth

- Places with access to internet - Around Brixton -198.com Art & Learning

- Take photos or record videos for this event - Upload clips to website - Share on social networking

- Join CHCS regular events - Join the courses by 198.com Art & Learning - Invites family and friends

- Prepare the content of Contact potential partners: exhibition Hustle Bucks, Brixton Pound, - Cooperate with CHCS and 198. The young Lambeth. com Art & Learning

Delivery

01

Cultural Interfaces

Discovery

Conclusion Show and Tell Companion is a campaign to bridge generations from online experience to offline activities. It includes the digital device for the elder CHCS members, the digital platform for the youth, and the competition to for both generations to tell and show their ideas, and eventually a pop-up cinema and an exhibition in local area. To summarize, the core concept is enable the elderly and the youth co-create and enjoy Hindu music together.

Design Team (Irene) Yen-Hsuan Shih - Service Design Project Manager (Matt) Myoung-hwan Han - Service Design UX and Product Designer Hanna Lee - Information Experience Design Visual Identity Designer Abbie Vickress - Visual Communication Communicator Natasha Trotman - Information Experience Design Polymath Alice Czarnowska - Information Experience Design Scholar

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Definition

Development

Delivery

03

Sainsbury’s Bakery

How could Sainsbury’s celebrate the cultural diversity in London by providing customers a broader range of baked products with matching groceries?

Background

Vimeo Video:

After the successful completion of two projects with the RCA, Sainsbury’s decides to develop on the bakery category because Sainsbury already have set aside budget for a transformation of their stores for this category, and because the category is sufficiently profitable to enable experimentation in customer experience and the potential introduction of innovations requiring significant additional investment. The project would involve the design of a new retail concept and related format that integrates grocery shopping, in-store baking, and the café experience and its prototyping and test in Sainsbury’s Park Royal retail laboratory in West London. Successful execution will lead to a pilot and roll-out in up to 300 stores across the UK.

https://vimeo.com/69232017 Collaboration

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03

Sainsbury’s Bakery

Discovery

Detailed Briefing

Unique London Demographics

Summary

In the beginning of this project, we got a detailed briefing from Kevin Barrett, Sainsbury’s Director of Space and Formats. During the meeting, he mentioned about the ethnic demographic customer profile. “ We do consider emerging ethnic trends in this country, and how we could deliver a better ethnic proposition.” This quote became our starting point.

According to London’s Poverty Report, it indicates: “Around half of people in Inner London are from an ethnic group other than White British. In Outer London around 40% are not White British.” Also, we interviewed some customer, which are from Asia, Europe and Middle-Eastern Countries, and invite them to taste kinds of baked products from different ethnic backgrounds and share their feedbacks with us.

We would like to focus on developing ethnic baked products in response to Sainsbury’s customer ethnic profile and the emerging ethic food trend. Also, London is a metropolitan city, which has 12,000 restaurants from around the world. The unique London demographics shape the atmosphere of this city more open-minded and multicultural. There are so many ethnic food lovers in the city and how could we respond to their potential need without compromising Sainsbury’s capability and brand value?

Definition

“Is there any possibility for Sainsbury’s to address London’s demographic issue? ” 23

Development

Delivery

03

Sainsbury’s Bakery

Discovery

Store Visits

Facilities and Equipment

We went to visit different kinds of Sainsbury’s stores, including of one superstore in Northampton, one superstore on Cromwell Road, one Sainsbury’s Market near Victoria Station, and other local and convenience stores around central London. The store visits helped us to understand the capability of Sainsbury’s in-store bakery and opinions from frontline staffs.

Baking is a magic of mixing flour, yeast, salt and water, and then it could produce a remarkable variety of baked products. At this phase, we’d like to figure out if Sainsbury’s baking facilities and supply chain would be able to produce different ethnic baked products. Therefore, we conducted in-depth interviews with bakers and staffs in two Sainsbury’s in-store bakeries.

Also, we went to other supermarkets such as Waitrose, M&S, Tesco and ASDA. We analysed the current market, and we decided to keep Sainsbury’s brand value “Live Well for less”, keeping the established price promise with existing customers, but provide a broader variety of baked products to attract new customers.

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Definition

Development

Take the Sainsbury’s superstore in Northampton for instance, the kitchen prepares and bakes “baked-off” and “scratch” products daily. Also, all the bakers are trained in the Sainsbury’s Bakery College opened in 2010. This Bakery College is quite successful and then there are 6 more Food Colleges opened in 2011 after that. Sainsbury’s definitely has the knowledge and capability to produce various baked products on their own, so that would be the reason why Sainsbury’s are not keen to cooperate with any local bakery so far.

Delivery

03

Sainsbury’s Bakery

Discovery

Interviews with Colleagues We met Sainsbury’s colleagues from different departments in headquarter, and the frontline staffs in stores as well.

One important insight is that many frontline staff s could speak different languages and some of them are not native English speaker. This situation is more apparent in London than other suburb around the UK. Therefore, if we focus on designing a new customer experience based in London, we could think about how could we create the atmosphere of theatre around Diwali, the festival celebrated annually by Indian population, as an example.

Summary Another important insight from the interview is how Sainsbury’s testes new products. We met about 5 staffs in Sainsbury’s superstore in Northampton, and we found there were in-store baked Scottish crumpets, Scotch pancakes and sultana pancakes selling in trial. These are new products original from Scotland. They are sold in Scotland and then Sainsbury’s put these products in the 12-week trial in only 30 stores around the UK. The products were very popular and sold out in the early morning, but there was no campaign to promote these new products in trial.

To summarize insights and findings from both discovery and definition phases, we’ve known that Sainsbury’s has the willing to develop a variety of ethnic baked products for customers, and Sainsbury’s has the capability to product these products on their own with the existing equipment, ingredient and bakers. Hence, the next step is to explain our concept with heads from Sainsbury’s and discuss about the hoe could we implement this idea.

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Definition

Development

Delivery

03

Sainsbury’s Bakery

Discovery

Co-Creation Workshop We had a co-creation workshop with heads from different departments in Sainsbury’s Headquarters in Holborn. This session exactly helped us to develop our concept more detailed and elaborated. After that, we went to delivery phase.

Attendees of the co-creation workshop are: Ria Konkon(Head of Bakery); Damian Culkin(Brand Design Manager); Luisa Biondino (Design Delivery manager); Paul O’Hara (Head of Design & Formats); Susi Richards (Head of Product Development); Kevin Barrett (Director of Space and Formats); Stuart Lendrum (Head of Ethical Sourcing); Alex Cole (Director of Communications) and Tori Lansley (Assistant to Kevin Barrett).

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Definition

Development

Delivery

03

Sainsbury’s Bakery

Discovery

Definition

Development

Delivery

Key Insights

1. Products from around the world exist within Sainsbury’s, but there is no cohesive story to tie them together 2. Sainsbury’s has the capabilities and the ingredients to bake breads from around the world in-store

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3. Many customers seek other local bakeries/stores for international products

03

Sainsbury’s Bakery

Discovery

Customer Segmentation We build two personas according to our research and customer segmentation. We have an animation to illustrate their customer journey in-store and we will shoe the screenshots later.

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Definition

Development

Delivery

03

Sainsbury’s Bakery

Discovery

Sainsbury’s International is a monthly campaign that celebrates different cultural festivals with baked products all around the world.

Value Propositions

Design Team

Sainsbury’s International provides customers a broader range of baked products with matching groceries depends on monthly cultural celebrations. This campaign “Sainsbury’s International” includes promotional video, a moving sampling station, in-store baked ethnic breads and meals with new packaging design, colour-coding stickers on matching groceries, signage around shelves, booklets and reusable bags for branding purpose.

Sainsbury’s International aims to provide customers a broader range of baked products with reasonable price and convenient shopping experience.

Irene, Yen-Hsuan Shih - Service Design Project Manager, Packaging Designer, Film Maker Maryam Al-Semaitt - Service Design Matt, Myoung-hwan Han - Service Design Ja-yoon Yoon - Interior Design

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Definition

Development

Delivery

03

Sainsbury’s Bakery

Discovery

Sainsbury’s International “Explore Food with Sainsbury’s” Sainsbury’s International is a monthly campaign that celebrates different cultural festivals with baked products all around the world. In July, we celebrate Ramadan Holy Month with Middle-Eastern bread. Khobez. Follow the colour sticker, and explore the food with Sainsbury’s!

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Definition

Development

Delivery

03

Sainsbury’s Bakery

Discovery

Visual Identity We develop 12 coloured Sainsbury’s International logos that represent different cultures all over the world throughout 12 months a year. Each monthly event has a distinctive colour and a sticker following its cultural pattern. For example, we design the Middle-Eastern sticker based on Islamic pattern. Also, we developed one sticker for Diwali, the most important annual festival from Indian culture, and another one for Scotland.

For monthly events, it could be: February for Chinese (Lunar New Year), March for Irish (St Patrick’s Day), August for Caribbean (Notting Hill Gate Carnival), November for Indian (Diwali), and then eventually we bo back with December for British (Christmas).

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Definition

Development

Delivery

03

Sainsbury’s Bakery

Discovery

Service Blueprint This is the service blueprint to elaborate the detailed designs in Sainsbury’s International campaign. It begins from on in-store experience, and then we utalise in-store touch points to connect customers to online experience. The all design language follows the colour-coding system so it’s a consistent service journey.

32

Definition

Development

Delivery

03

Sainsbury’s Bakery

Discovery

Online Experience The concept is based on the invention from existing Sainsbury’s Live Well for Less website. We follow Sainsbury’s visual identity, for example, circles and photographs, and provide new information on this platform.

On the front page, users could see the introduction of this campaign, and the monthly highlight: Middle-Eastern Bread, Khobez, and Houmous Sandwich. And then, on the recipe page, you could find out mix & match groceries to make the sandwich on your own.

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Definition

Development

Delivery

03

Sainsbury’s Bakery

Discovery

Recipe for Houmous Sandwich: Ingredients Khobez bread Houmous with a drizzle of olive oil Wild rocket Greek olives and feta cheese Tomato (cut into small pieces) Steps 1. Heat the bread 2. Spread houmous on the bread 3. Add the rocket, tomatoes, olives and feta 4. Drizzle some olive oil 5. Wrap and enjoy

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Definition

Development

Delivery

03

Sainsbury’s Bakery

Discovery

In-store Experience Promotional Video “Sainsbury’s Bakes Your Day” Here is the beginning of in-store experience. We have a promotional screen facing to the street, displaying the process of making ethnic bread in-store. We’d like to highlight the freshly baked in-store products, so the videos show how Sainsbury’s International bakes breads and prepares sandwiches through out a day.

The videos aim to attract pedestrians with a clear slogan “Sainsbury’s Bakes Your Day.”

35

Definition

Development

Delivery

03

Sainsbury’s Bakery

Discovery

Moving Sampling Station The location of sampling station moves depends on peak hours throughout a day. In the morning, it stays near the entrance in order to attract busy pedestrians on the way to work. This sampling station also provides them a convenient choice of breakfast with freshly baked products and reasonable price. During the lunchtime, the sampling station moves to the food counter, where Sainsbury’s colleagues prepare sandwiches. Hence, customers such as housewives or food lovers could see the booklets and posters in this area.

36

Definition

Development

Delivery

03

Sainsbury’s Bakery

Discovery

Moving Sampling Station The inspiration for this moving sampling station comes from street venders in Asia. We hope to create the atmosphere of festivals by a cost-efficient way. Therefore, a modular, foldable, easy-to-assemble sampling station comes to our mind. It could be detached to the food counter easily and Sainsbury’s colleagues could move it depend on customers’ need and different formats of stores.

The customers could recognise the sampling station by the colour-coding signage. Also, on the table of sampling station are the arrows which indicates the shelves of groceries for making a houmous sandwich.

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Definition

Development

Delivery

03

Sainsbury’s Bakery

Discovery

Colour-Coding System The colour-coding system provides customers a cohesive shopping experience. First, it informs pedestrians the campaign “Sainsbury’s International” by the promotional video and sampling station. Second, customers could find out the colour stickers on the package of ethnic breads and sandwiches, and then follow the colour stickers, they could find promotional items in-store and make the meal on their own.

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Definition

Development

Delivery

03

Sainsbury’s Bakery

Discovery

Package Design The package design also follows Sainsbury’s current design discipline but we add new inventions based on our research. To begin with, the package of sandwich shows the groceries that customers could buy in stores.

Also, we apply traffic lighting food label with the understanding of the new food label regulation in the UK.

Eventually, we add a QR code linked to Sainsbury’s live Well for Less website to encourage customers to find out more information. Secondly, the package of in-store baked bread follows the current packaging made of plastic and simple paper labels. We use our distinctive colour for the package design so customers could easily recognize these products are from the monthly campaign “Sainsbury’s International.”

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Definition

Development

Delivery

03

Sainsbury’s Bakery

Discovery

Booklet Design

Khobez

Ramadan (Muslim Holy Month)

We come up with a booklet named “Bread Profile” in order to highlight the stories of the ethnic bread and the monthly cultural event. For instance, when we celebrate Holy month in July, the booklet is for introducing Khobez and Ramadan (Muslim Holy Month).

Hello, I am Khobez the famous Arabic bread. I am just like my bread family, mainly made of wheat, water and yeast. For a sandwich, I’m healthier than my toast brother, because you only need to have one slice of me rather than two slices of toast. I am best served with some of my favorite friends in the chart.

Ramadan is the ninth lunar month of the Islamic calendar and it is the holy month of Islam. During this month all Muslims fast during the day and break their fast upon sunset. This is one of the only times where all the family gathers over one meal because everyone breaks their fast at the same time. It is a time when family gathers in the kitchen to prepare food and gathers later to eat it.

40

Definition

Development

Delivery

03

Sainsbury’s Bakery

Discovery

Colleague Engagement

Customer Engagement

We found out the front line staff could speak different languages and we would like to develop this point in order to improve the colleague engagement. For instance, during Diwali, there would be a staff with a name card “I speak Hindi. I celebrate Diwali” to serve customers from Indian background. In our case, we have Admir who speaks Arabic to serve customers in July.

For customers, our service “Sainsbury’s International” aims to serve all the customers whoever you are a busy workers or a housewife. The core idea of Sainsbury’s International is to please all the people, including colleague and of course customers first.

41

Definition

There are different touch points throughout the service, some of them are very easy to achieve, such as the colour stickers and reusable bags, which may be attractive for female customers. The monthly reusable bags are designed for branding purpose as well. Moreover, other touch points such as moving sampling stations and the promotional screen functions to satisfy different customers’ need.

Development

Delivery

03

Sainsbury’s Bakery

Discovery

Customer Journey We have an animation to elaborate the journey.

Welcome to visit the Vimeo video. https://vimeo.com/69232017

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Definition

Development

Delivery

02

Urban Mobility

With demographics in London changing rapidly, how can the future elderly be encouraged to take new bus journeys in 2025?

Background

Exhibition

The face of London is changing with the population becoming bigger and older. This demographic change and rapid urban growth presents a challenge for London and a transport system that is already running close to capacity. The aim of the project is to assist Transport for London (TFL) by providing a future invention with existing service to improve urban mobility for communities that are most challenged by current systems.

Royal College of Art Work-in-progress Show 2013

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02

Urban Mobility

Discovery

Changing Demographics

Mobility in London

Future Elderly

We consider the changing demographics in London as the starting point of this project. The population is ageing. By 2031 the number of people aged over 65 (older people) in the United Kingdom is projected to increase from 9.7 million to around 15.8 million. The number of Londoners aged over 80 is projected to increase by 40 per cent over the next 30 years, rising to 352,000 by 2031. Therefore, in this urban mobility project, we have tried to explore the needs of the elderly as a starting point for improving mobility services in London.

With the improvement during the London Olympics in 2012, London is able to offer the first class transport system to commuters and tourists. But at the same time, as London gets more and more crowded, the strain on current transport and mobility systems is increasing. We discovered that even though the population is forecast to age dramatically in the future, current government policy in transport is not in proportion to the number of elderly that are going to require a fully functional and accessible private and public transport system.

Based on the above research for demographics and transportation in London, we focus on behavioral differences in the current elderly (aged >80) and the future elderly or “baby-boomers (aged >60 who are now reaching retirement) at he end of discovery phase.

Definition

Development

We have tried to explore this in detail, and then develop the possible situation for the future elderly – they would be the first ageing generation with the understanding of rising IT technology ever. Hence, we begin with this user group to propose an initial idea that is accessible to all in the following stage.

The mission for the discovery phase is to understand the current problem existing in the demographics and transport system in London.

44

Delivery

02

Urban Mobility

Discovery

Street Interviews

In-depth Interviews and Shadowing

Summary

The London suburb was chosen as a location for street interviews as it is has many very good bus routes and was therefore thought to be an ideal location to observe and interview the large numbers of old aged pensioners that live there and mainly use buses. We interviewed six elderly, aged from 52 to 88, and try to understand their attitude and daily activities with public transport system.

In order to get deeper insights, we take in-depth interviews and shadowing with four people, aged from 52 to 80. They were all given design probes and their journeys were mapped. For instance, Tim (55) mentioned that he is a man of order and routine. That’s the finding that the middle age and the elderly get used to a regular life. Also, we especially focus on two ladies: Ino (80) and Joan (63). Comparing with these two ladies, Ino and Joan have the distinguish differences between the understanding about technology. As Ino said: “I speak three languages but can’t handle technology, not even my basic mobile phone.“ Otherwise, Joan mentions: “I can’t imagine a life without mobile technology like GPS anymore.“

With the ageing years, the baby boomers would face the same difficulties about physically impairment as the current elderly; but technology might assist them to conquer this problem and even social isolation in the future. After in-depth interviews, and mapping with different journeys, we found the elderly prefer to use the road transport system and follow a routine life. At this stage, we are starting to thinking about how could we help the elderly to take new road journeys?

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Definition

Development

Delivery

02

Urban Mobility

Discovery

Expert Interviews 1

Expert Interviews 2

Insight Analysis

Paul Marchant - Head of product design for TfL

Joe Kerr - London bus driver and RCA tutor

Paul pointed out that there are many ongoing projects at TfL but these take time. Improving existing services is possible as TfL put a lot of their data out into the public domain so anyone can utilise it for developing technology solutions such as new apps. The Olympics for instance were a landmark event for TfL. It proved that a lot can be achieved in a short time if there is a common goal. The Olympics were also an opportunity to think of the transport system as an integrated service solution rather than just infrastructure. At TfL there is a 5-7 year incubation period for the implementation of new ideas.

During an interview and co-creation session Joe opened our eyes for how important information delivery is for people and the seamlessness of their journey. Regrettably the bus countdown system is being replaced due to cost by new technology which necessitates a smartphone or the internet to access up to date bus information.

After interviewing with these two experts, we reflect upon our project at the end of definition phase. First, The future elderly will have the normal physical constraints associated with ageing but with young mindset and high expectations of life. Second, the journeys they undertake will change from need-to journeys (work, shopping) to want-to joureys (leisure).

Definition

Development

Delivery

Third, they may be socially isolated as they age but will still want interaction, entertainment and community on their own terms. And eventually, they are ’creatures of habit’ and feel comfortable in travel routines. They feel reassured with familiar routes.

In the end of definition phase, we focus on helping the future elderly to reduce social isolation and inactivity.

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02

Urban Mobility

Discovery

Definition

Development

Delivery

UK GOVERNMENT FMAYOR OF LONDON LOCAL COUNCIL CHARITIES

Road Transport Cycling Taxi & Cabs Buses Coaches

There are 13 percent of bus passengers aged over 55.

Leisure

Rail & Tube

Stakeholder Analysis Here is the Stakeholder Map. TfL is non-profit driven but is under significant amounts of political pressure. This is one reason why they invest more in rail services than surface services as the former generates a much bigger income. With this understanding, we consider commercial partnership and advertisement in this development phase.

Business Model The business model is based on the public sectors, bus stop maintainers, technology companies and local sponsors. The most important key partner is Transport for London (TFL) and London Boroughs. These two public sectors corporate with JC Decaux, or Clearchannel, to main the Spark Stops. Also, technology companies like Samsung is response for the interactive screen and the Oyster Circle digital platform. Eventually, each local Spark Stops are sponsored by local brands as Twinings or Harrods.

Underground Overground National rail Trams DLR Crossrail

TFL

Air & River

USER

Bus drivers Bus conductors Taxi drivers Cab drivers

Buses

Double-decker bus, Heritage Routemaster There are

EXTREME USER

COMMUNITY Family Friends Colleagues

FRONT STAGE STAFF

River buses Airline

700 bus routes,

19,500 bus stops

and stations in London. Total number of staff in Tfl is

6.4 million

approx 19,000. It creates bus passengers every day.

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(2008) purpose states 30 per cent in all the passengers’ journeys. Also the boarding time focuses on off-peak period. (10:00-16:00, 19:00-22:00)

BACK STAGE STAFF

COMPANY iBus System

Bus Operators

Live Bus Arrivals

Siemens

TfL buses Arriva Abellio First Metroline

Online service Text message service Applications

Commercial buses The Original Tour Golden Tours

02

Urban Mobility

Discovery

Persona

Design Concept

Camilla is a fictive person that was developed following our interviews with Ino and Joan. She is a composite persona that was used to develop our service proposition. In summary, she is a combination of the physical impairments that would normally be associated with ageing but psychologically has a young mindset.

In order to visualise developing concept, we come up with a circle graphic.
User researched showed bus travelers from the focus group tend to travel only on known routes, they go on routine journeys. The new service is an integrated approach to motivate them to embark upon new journeys in two different ways.

Definition

Development

The core idea is to encourage the future elderly to embark new bus journey from current routine life.

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Delivery

02

Urban Mobility

Discovery

Sparks is a service to encourage the elderly to embark new journeys by the invention of bus stops and a digital platform.

Value Propositions Project “Sparks” includes two inventions: the transformation of current bus stops, and the invention with TfL digital platform. First, Spark bus stops are re-imagined bus stops that are community centres instead of waiting points. They are sparks designed to ignite and connect a local community. The sparks concept will be supported by a digital platform — OysterCircle — that recommends and plans new journeys based on personal interest, thereby offering the opportunity to connect with likeminded users.

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Definition

Development

Delivery

02

Urban Mobility

Discovery

Spark Stops Spark stops remain unique and iconic London red colour, and mark a local community. The Spark stops will initially be localised in particular areas within a London borough. Ten iconic Spark stops close to tourist attractions or high frequency places across central London.

The bus shelter is a modular construct of which one side wall can be creatively designed. This should be realised by local sponsors, for example, Twinings with a tea lounge. So that, a Spark stop is to provide an appealing space that supports social networking and community building.

50

Definition

Development

Delivery

02

Urban Mobility

Discovery

Spark Stops Spark stops are smart travel hubs. These bus stops will have interactive smart screens and users are able to get relevant, live and tailored transport information, such as the arrivals and departures, disruptions on relevant routes as well as interesting information about the area. Also, there are smart Oyster touch-in points. Old passengers often fall when buses move off before they are seated. Less able people sometimes have to wait standing for a seat being vacated. This information then will be communicated through a sound system, so that bus driver and other passengers are prepared.

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Definition

Development

Delivery

02

Urban Mobility

Discovery

Definition

Development

Delivery

60+ Oyster Card Registration

No I don’t want to go there.

Routine Destination

Suggested Activity Yes But I want to go on my own.

Yes Connect me with other people who like this activity.

Route Planner

Routine Journey

Chat

Home OysterCircle

Oyster Circle OysterCircle is a digital platform for TfL users to get travel recommendations and related route planning as well as the opportunity to connect with like- minded people. When registering their 60+ Oyster Photocard the elderly will automatically be registered with the platform if they are giving their permission. Having now a still fairly anonymous profile they have the option to add personal information like hobbies and interests.

Spark Stop

Smart Route Planner

New Journey to New Destination

NEW

Journeys

NEW Destinations

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02

Urban Mobility

Discovery

53

Definition

Development

Delivery

02

Urban Mobility

Discovery

54

Definition

Development

Delivery

02

Urban Mobility

Discovery

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Definition

Development

Delivery

02

Urban Mobility

Discovery

56

Definition

Development

Delivery

02

Urban Mobility

Discovery

Definition

Development

Delivery

Service Blueprint

Before

Registration OysterCircle

General action

Scenario 1 (Camilla)

Scenario

Scenario 2 (Camilla)

Sign up and Profile set up Sign up and ignores platform

Extra Scenario (Tourist)

During

Deciding

Planning

Decides to connect with other partipant (Eva)

Activity Suggestion

Leave home and walk to stop

Wait at Spark stop

Get on the bus

Use Interactive map - Reassurance about route - Pogential disruptions

Redirected to smart route planner

Enjoys Spinsor offering (i.e. tea bar) get to know Elisabath)

Decides to go on her own

Uses conventional planning tools

“I want to go sightseeing”

Iconic design attracts attention

Use Interactive map “Am I on the right way and what else could be interesting around this area?”

After

On the bus

Return Get off or the bus exchange

Review and catch up

Next stop Eva gets on introduce each other and chat

Tourist in at Spark stop touch-in point to secure priority seat

validates ticket find an available seat

enjoys sponsor offering (i.e. tea bar) gets to know Camilla who knows a lot about this area

Watches / listens to others looks out of the window

Accesses platform + profile set up

Connect

Start over

Befriends new contact (Eva or Elisabeth)

Before

Looks out for Spark stop as - Information points - Resting points - Opportunity to make contact with Londoners

Camilla

Camillas

Camillas

Tourist

Eva

Person

Home computer or smart device

Touchpoints

Home computer or smart device

Device

Content or Service

Environment and Facilities

OysterCircle

Camilla Friends

Camilla Tourist

Family

other passengers

Smart device

OysterCircle

Conventional tour information service (i.e. website, guide books & etc)

Conventional planning Service

Camilla

Elisabeth

Tourist

tourist

other passengers

other passengers

Bus driver

Interactive map in Spark stop

Conventional planning tools

OysterCircle

Tourist

Camilla

Interactive map functions as - bus numbers - arrival/departures - potential disruptions - detailed route info - different maps (city, transport, etc) - area/tourist info - date, time, weather

Sponsor offering service (i.e. tea service)

Notification service to secure priority seat

Camilla

Camilla

Tourist

New friends

Tourist

Home computer or smart device

Home computer or smart device

OysterCircle

Bus

Sponsor advertisement

Home

Camilla

Ticket validator

Spark stop

Internet

Camilla Eva Tourist Other passengers Bus driver others outside

Supprot disable people by turning on the bridge from the bus to the road

Staff actions

OysterCircle

Internet

Internet

Home

Home

Internet Home Spark stop

Drive

Staff Backstage staff and operators

Needs met

OysterCircle provider Conventional tour information provider

Spark-stop servce sponsor

Intractive map provider

Spark-stop servce sponsor

TFL

TFL

TFL

TFL

Travel suggestion system

Smart way-finding service

Fun things to be not bored Smart way-finding Easy access to travel information

Needs

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TFL

TFL

Private bus companies

Private bus companies

Secured priorty sheets No disruption from passensers

OysterCircle provider TFL

Easy communication with new friends

02

Urban Mobility

Discovery

Ideal Journey Camilla lives in the Borough of Hammersmith and Fulham.In 2025, the bus stops will be placed in high frequency locations. By the new Sparks Stops and the Oyster Circle digital platform, Camilla will forge relationships with people in her local area and will therefore feel confident about going on journeys recommended to her by people she actually knows.

1

2

3

4

5

6

58

Definition

Development

Delivery

02

Urban Mobility

Discovery

7

8

9

10

11

12

13

14

15

59

Definition

Development

Delivery

02

Urban Mobility

Discovery

16

17

18

19

20

21

22

23

24

60

Definition

Development

Delivery

02

Urban Mobility

Discovery

25

26

27

28

29

30

Exhibition Duration: 29 January to 3 February, 2013 Location: Henry Moore Gallery in Royal college of Art

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Definition

Development

Delivery

02

Urban Mobility

Discovery

Conclusion Project Sparks is a service concept focusing on road transport services delivered by Transport for London (TfL). The service experience is focused around Spark Stops and Oyster Circle. The key elements of this service integrated service experience are social engagement, local networking as well as suggested activities based on people’s interests. These elements are complemented by improvements of basic features like route planning and way finding as well as the overall road transport system infrastructure.

Design Team Irene Yen-Hsuan Shih Product Designer, Illustrator and Animator Julia Schrot Vivienne Heyhoe Matt Myoung-Hwan Han

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Definition

Development

Delivery

04

Health Care

How might we improve the relationship between patients and receptionists of the NHS health care system?

Background Introductory Project: One Service in the Brand of Another It’s a one-week icebreaker project in the beginning of service design programme. We should identify one service that was extraordinary and one service that was poor during our service experience in summer. And then, we have to re-imagine the poor service transformed by one of the top service providers. Eventually, we show the service ‘journey’ from identifying the need for the service to completing the service provision, and the key touch-points and attributes.

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04

Health Care

Discovery

Definition

Development

Delivery

Service Safari We conducted the field research, such as service safari in Palace Surgery. Also, we did the desk research, referring to the article “GP receptionists are invaluable” and so on. Therefore, we discovered three main problems in the current NHS service: the booking system without feedbacks, unwelcoming receptionists, and the uncomfortable waiting area. With this understanding, we’d like to look into another brand study, trying to compare these two service experiences.

The focus areas we’d like to improve are: the booking system without feedbacks, unwelcoming receptionists, and the uncomfortable waiting area.

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04

Health Care

Discovery

Brand Study and Interviews The brand study was about the best traditional ryokan in Japan, Kagaya. We analysed customers’ experiences in Kagaya, comparing the ideal Kagaya service with the current NHS service, and then think about how could we transform this extraordinary experience into the NHS system. Also, we had interviews with a doctor, receptionists and patients at this moment.

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Definition

Development

Delivery

04

Health Care

Discovery

Definition

Insight Gathering and Brainstorming In this development phase, we came up with the problem statement: How might we improve the relation between patients and receptionists of NHS healthcare system? During the project, we shall describe both service experiences visually, perhaps using metaphor, photographs, mood-boards. Therefore, we visualised our ideas and reflections, and did the brainstorming and idea generation together. And then we built two personas, including of a patient and a receptionist, to illustrate our idea journey.

We focus on improving the relationship between patients and receptionists according to the excellent ryokan experience.

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Development

Delivery

04

Health Care

Discovery

Kagaya GP improves the relationship between patients and receptionists through the redesign of booking system and waiting area.

Value Propositions The idea Kagaya GP would provide a better communication between patients and receptionists through the redesign of booking system and waiting area. In details, it includes five parts: first, patients could get feedbacks after making an appointment via text message. Second, Kagaya GP provides receptionists with enough background information about patients’ booking status and health condition in advance. Third, Kagaya GP has a new waiting area with welcoming atmosphere. Four, receptionists and patients could get informed updated after the doctor’s treatment. Eventually, patients could sent feedbacks to the receptionist they met.

67

Definition

Development

Delivery

04

Health Care

Discovery

Ideal Journey We developed two personas to go through the ideal journey. Firstly, at home, patients could get feedbacks after making an appointment via text message. Secondly, Kagaya GP provides receptionists with enough background information about patients’ booking status and health condition in advance. Thirdly, Kagaya GP has a new waiting area with welcoming atmosphere. Four, receptionists and patients could get informed updated after the doctor’s treatment. Eventually, patients could sent feedbacks to the receptionist they met after the patients get home.

68

Definition

Development

Delivery

04

Health Care

Discovery

69

Definition

Development

Delivery

04

Health Care

Discovery

70

Definition

Development

Delivery

04

Health Care

Discovery

71

Definition

Development

Delivery

04

Health Care

Discovery

72

Definition

Development

Delivery

04

Health Care

Discovery

73

Definition

Development

Delivery

04

Health Care

Discovery

Conclusion Since it’s a 1-week icebreaker project, and the problems involved in the UK health care system is very complicated and political, in my view, I think the most valuable experience during the project is to know your cohorts, to explore the environment and make a trial of service design. In the end, we sincerely hope to improve the NHS service in the future.

Design Team Irene Yen-Hsuan Shih Lizzie Dutton Hyewon Lee Matt Myounghwan Han

74

Definition

Development

Delivery

05

Visit London

How could we personalise the journey for first-time visitors in London in a fun and easy way?

Background It’s a one-week collaborative project with vehicle design programme from Royal College of Art. Inspired by the success of London Olympics, both in terms of showing off the very best attributes of the city and the impressive performance of Transport for London (TfL), the Mayor believes that TfL could play an important role in promoting London’s tourist industry. Our mission is to design a service experience for tourists and envision the supporting transport infrastructure and/or vehicles required to fulfill it.

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05

Visit London

Discovery

Key Findings Our team members are two international students, one from China and another from Taiwan. As new residents in London, we reflected upon our own experiences to develop concepts. We embarked this project by three key findings: overload choices, complicated journey planning, and natural personalization. We considered these three problems could be solved by a smart twist: gamification. We’d like to make the complicated journey planning, which includes different modes, real-time information and way finding system, fun and easy for first time visitor in London.

The key findings from research are: overload choices, complicated journey planning, and natural personalization.

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Definition

Development

Delivery

05

Visit London

Discovery

Roleplay London is a bespoke service to support individual or small-group tourists travel around London with personal mobility and an application.

Value Propositions

Design Team

Roleplay London begins from the personalized journey planning according to users’ interests. Once the user registers this service, the system will analyse users’ activities on social networking as Facebook or Twitter, and then suggests the best route for users. Then, the Roleplay London provides users personal mobility, so that they won’t be limited by public transport system, and could explore unknown attractions around London. Finally, users get printed bespoke postcards as the best ending of their journey. Roleplay London serves customers an all-in-one experience that tourists could enjoy their stay in London on their own.

Royal College of Art Irene Yen-Hsuan Shih - Service Design Yuan Fang - Vehicle Design

77

Definition

Development

Delivery

05

Visit London

Discovery

Design Attributes The first attribute of Roleplay London is that he routes have different distinctive characters, like spokesmen, to communicate the main appeal of each route. For instance, gourmet’s route is designed for those people who love food, queen’s route is for the ladies who are interested in afternoon tea…… and so on.

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Definition

Development

Delivery

05

Visit London

Discovery

Design Attributes Second, the mobility is with GPS navigation system and even recording function, such as photography, recording voice and writing. Therefore, tourists could take photos, record memories and even write a diary by their intimate mobility. This personal mobility is different from the ones in car renting companies. Roleplay London aims to provide an intimate friend with travellers on-the-go.

79

Definition

Development

Delivery

05

Visit London

Discovery

80

Definition

Development

Delivery

05

Visit London

Discovery

Design Attributes Finally, the Roleplay London information centre located in big stations, provides print-out and post service, so that travellers could get physical postcards of their itinerates, maps, and photos. It helps customers have the happy ending when they are about to leave this city.

81

Definition

Development

Delivery

05

Visit London

Discovery

Ideal Journey

1

2

3

4

5

6

7

8

9

10

11

12

82

Definition

Development

Delivery

05

Visit London

Discovery

Ideal Journey

13

14

15

16

17

18

19

20

21

22

23

24

83

Definition

Development

Delivery

05

Visit London

Discovery

Definition

Development

Delivery

Ideal Journey

25

26

27

28

29

30

31

32

Conclusion The Roleplay London is almost an ideal service, which satisfy all customers’ need. On the other hand, it might be expensive and not affordable for backpackers. Therefore, to identify the marketing segmentation is necessary for this project.

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IRENE YEN-HSUAN SHIH 施顏萱

Tel. +44 7925842909 Email. yen-hsuan.shih@network.rca.ac.uk Issuu. http://goo.gl/7Rv04 Website. www.shihyenhsuan.com