Service design documentation

What is a service?

“A service is the activity to minimize human effort by creating the sense of worth for any latent need.�

-Team Paperplanes (Aditya, Arvind, Kabya, Praful)

Task given: To design a service for the NID, GN community PROCESS:

OBSERVATION

PARAMETER

PARAMETER MATRIX Need

Availability of consumers

Time

Administration/ Permission

BRAINSTORMING

RESEARCH

ANALYSIS

Eating options Information platforms Vocational classes Recreational Financial guidances Food

OPPORTUNITY AREAS

Commodity sharing

latenight services Interactive platform Waste managements

Emotional guidance

Business idea in 48 hrs 1. A Community Provisional/Departmental Store: By the people for the people.

2. Providing a multidisciplinary interactive platform for the students to interact about ideas, project, business ventures, opportunities etc.

A last minute rush for anything has become a habit in today’s youngsters. We are no exception to this. Late night knocking on everyone’s door, text messages on common groups for food, stationery, and other items are common circumstances that everyone witness. It is quite unpredictable where the last minute need is fulfilled or not.

We, students do not live a much planned life in terms of procuring and stocking our necessary items as we do not have ample space in our living rooms and also because of our financial constraints.

It is quite evident that IIT and IIMs produce much more entrepreneurs every year than NID. Mahesh Gupta, Chairman, Kent RO, states in an article why IIT produces maximum number of entrepreneurs, that engineers are supposed to innovate and make products. If this is true then why NIDians who are engineers cum designers, turn comparatively lesser into entrepreneurs.

There comes the need of designing a service understanding the culture and behavioral aspects of the community which will be invested by students for the students. Every students gets opportunity to volunteer for certain time in return for some incentives which will be through a social currency system.

3. Community Kitchen service: In this very campus the “Hunger Game” begins after 11:00 pm, the mess and Khopcha are closed by 10:00 PM and thereafter it’s like a treasure-hunt for us and our fellow batchmates also. In addition to that we’ve got a ample number of chefs and those who love to cook.

The idea is to provide a platform/infrastructure, which roughly work on the lines of sharing economy. People can cook food using the shared resources such as, induction plates, utensils etc. The owners of the equipment will earn credits. The kitchen will offer tea, coffee, hot milk, instant noodles, omelet etc.

Another statement by Sanjay Sethi, the co-founder, ShopClues says, “Students who join IITs come from different parts of India, which is not there in regional colleges because of reservations. This cultural and language mix of people opens up many possibilities” With the background of cultural studies and user centric research NID students dabbles in such area even academically.

If technology is the backbone of maximum of the startup in today’s world, design is no lesser to it. Technology cannot be isolated to design for success of any product or service. Yet we witness less number of entrepreneurs from design background in that matter.

Design plays an important role along with technology to generate business ideas from the starting point, which means that designers has much more potential to contribute in generating an idea than to just join a startup firm later to beautify it aesthetically. When we interviewed few students in NID who wants to become an entrepreneur, we found that there is a need of a platform to share ideas and concept among different institutes emphasizing the importance of design. It could be a digital Hackaton, Makeathon to encourage more design driven business and projects.

Business idea in 48 hrs 4. Career counseling for the children of the supporting staff of NID. The supporting staff in NID GN campus mostly comes from rural background and many of them are not well educated. This makes them unable to understand what, how, where and many other questions related to education of their children.

We would like to provide a career counseling facility to these needy young students, who can get clarity of thoughts while making any choices related to area of education and career.

5. Financial Literacy Programs for the supporting staff of NID. As mentioned in the paragraph the supporting staff is uneducated and they need to learn how to manage their finances. We’re planning to develop learning modules for these people in collaboration with TGD people (Gamification of Financial Literacy Education) 6. Waste Management Service.

In spite of putting in various efforts of managing waste in the campus, the issue still prevails. Currently, the waste food is sent to some cattle owner near the campus also the administration have installed garbage specific dust beans in the campus still the common places are not neat and clean.

We would like to propose a waste management service to the management to tackle this issue and fulfill the need of “garbage free campus, in contributing the “Swachh Bharat Abhiyaan…!”

NOTE: Further taking the ideas ahead and repetitively evaluating the idea, followed by analysis of advantages Vs disadvantage, we came to an agreement that we are missing something in the ideas.

KUCH MAAJA NAHI AA RAHA HAIN!!!!

KUCH TO KAMI HAIN..

HUM KARNA KYA CHAHTE HAIN WHY ARE WE DOING?

WHAT WE ARE DOING

GUT FEELING?

INTUITION? Re-Define the intent Set a VISION Define the MISSION

ENTHUSIASM?

Vision & Mission of the service : APPROACH To incorporate the culture of sharing knowledge

To make the community more environment friendly

To enhance the entreprenuerial mindset

To revive old traditions

Celebrate Life & Relationships

VISION

Strenghten relations

Emotional and mental wellness Celebrate past

MISSION Develop human connections

ANTICIPATED IMPACT OF VISON IN MINDSETS

To sensitize the community for social responsibility

Share emotions

Stop and appreciate

Bridging generation gaps

Community centric travel

Self motivation and nurturing optimism Communicate

Balance the fastness

Understanding the intensity of existed system Celebrating ‘yesterday’ will strenghten our ‘today’ and for a better ‘tommorow’

Cultural Patterns and social trends

Emotionally dependent on friends, close ones

Ignoring challenging past

Emotional ignorance makes us more vulnerable in life

Comfortable in small groups/clusters

Inconsistent motivation Forgeting to be happy for others and celebtrate life

Common trends & pattern busy schedule, fastness

Lack of human touch in communication

Living in a bubble

Influencers and initiaters drives the trend

Lack of actual empathy

Addictions and individual priorities

Forming the business idea

To revive old practices

Indian post

Strenghten the relations Balancing fastness Slow and quality

Postcards

Inland letters

End of Telegram Service Slow process

Slow design Slow Food

Slow fashion

SLOW LIFE

SUPRISE EXCITMENT PATIENCE

Slow transport

Slow communication

Why?

Initiate a culture SOCIAL INITIATIVE SERVICE

Sensitize the importance Motivate the community

Idea, core, offerings, Unique proposition The idea is to revive the old practices of sending post cards or using post cards as a medium to communicate emotions, feelings or intent of an individual and enhance relationship and more human connection.

The service is envisioned to thereby motivate and senitize the community towards importance of preserving old practices and mediums and celebrate the process.

We as a service team provided facility at their doorstep, ease and convience for the consumers to experience the culture of sending postcards through the user journey that we have designed.

Core Write because it passes through your brain & goes straight to the heart

Connect So that you can rejoice thinking about such connections

Offerings: Postcard delivery service at the doorstep Free postcards designed to encourage self writing or illustrations Postcard as an medium to share artworks by students and sell.

Corporate communication Pitch card in the form of postcard to share an idea with the industry Community centric postcard writing experience Sensitizing the crowd through “Talk session�

Unique proposition Share As much as you can for the more you share the more you get

Community based initiative Evoking A common sentiment & need to relook existing methods Joy of sharing for more human connections

Initial blueprint Pre service

Post - Service

Service Designing merchandise to be given during enrollment postcards template Designing packaging Designing cover letter Designing letter box Designing registration form Poster Design

Designing brand elements, guidelines Designing customised seal to be used as a brand

Thankyou note for availing the service Reply card to the adress where consumers are sending to motivate connections Store design Positioning of the store: location

Deposit at the post office

Email to announce the presence of the service

Paperplanes installations to be hanged on the trees with a message “taking back to childhood�

Initiating community based note/ letter sharing

Admiration note Thank you note

Event retro night sharing old stories Philosophical night

Drafting email for launching the service

Enrollment Actual launch of the service Postcard delivery

Email for the consumers who availed the service Collection of postcards

*Background study of the workplace *Vision analysis *Questionaire to understand consumers latent need in terms of expectation *Gaps and opportunity *Personal consultancy *Formulating the pitch *Making the pitch card

Final Blueprint Pre service

Designing brand elements, guidelines Designing customised seal to be used as a brand

Email to announce the presence of the service

Traditional games were Installed in the campus in the common popular arenas

PERSONAL COMMUNICATION

Paperplanes logo was placed as a cue/brand element for visibility

Social Media marketing Facebook page

INTIMACY

Designing merchandise to be given during enrollment postcards template Designing packaging Designing cover letter Designing letter box Designing registration form Poster in form of a letter promoting significance of relooking at things and cherishing every moments

Drafting email for launching the service

PERSONALISED messages postcard were send individually as a suprise gifts

SUPRISE

TIC TAC TOE KORI LANGDI

Post - Service

Service

Installing paperplanes at khopcha motivating people to make paperplanes and play

Community writing Sensitizing the community towards slow movement

Store design Positioning of the store: location

Enrollment Actual launch of the service Postcard delivery

Deposit at the post office

Email for the consumers who availed the service Collection of postcards

*Background study of the workplace *Vision analysis *Questionaire to understand consumers latent need in terms of expectation *Gaps and opportunity *Personal consultancy *Formulating the pitch *Making the pitch card

Strategies Targeting personal relationship Building Rapport with individuals in the community

Engage

Using existing system (external) and connecting the service to it

Sensitize

Targeting influencers and initiaters of student groups to publicise about the service.

Evoking emotions and need of emotional connect through messages “CELEBRATE LIFE, CHERISH YOUR MEMORIES, LONG LOST OLD FRIENDS, SOCIAL CAUSE,

Stimulate

Suprise

Value

SHARE HAPPINESS, BE THE REASON FOR SOMEONE’S SMILE, JOY OF GIVING,” were some of the sentiments that were used to trigger emotions.

Connections

“ How much connected are we in digital world?” was the underlying provocation in the communication.

Motivation

Incentives to be provided was a consideration in forming the strategy.

Flexibility, spontaineity and adaptability to any crisis was core in the process of service model design.

INTANGIBLE PROCESS OF SERVICE MODEL: Strategies

Service model Resource Availability Human Resource allocation Contingency plans Flexibility in Adaptations Crisis Management Quality Accountability Records

Need Social sentiments Awareness Impact

MOTIVATION MANAGEMENT

COMMUNICATION LEGAL

Stimulate Sensitivity Intimacy Human connection

Specification Size, thickness of postcards Postal rules Indian post

Business Model

Customer Segments NID GN community Close friends of students who have left for exchange Students whose parents and relatives are abroad Idealist Doodlers Emotional students

Customer relationship Motivation Trust Transperancy Rewards

Channels Personalised communication peer publicity Common hangout areas Social media Targeting Influencers

SERVICE PROVIDER Value Proposition Suprise More human connection Breakaway to the Monotony Digital to analog Slow & Quality life Social concern

Partners Post office Artist Printers VS stationery

Key activities Postal delivery Consultancy Customization

Revenue Registration fee Postal delivery, brand yourself Artist postcard percentage

User journey map

DURING SERVICE POST-SERVICE

PROCESS

PRE-SERVICE

PROMOTION

CUSTOMER GOALS

Mail all to inform

Communicating Purchase of two cards with Emotion

TOUCH-POINTS

Cue Brand

Traditional Games

THOUGHTS

Learning old things new way

EMOTIONAL RESPONSE CUSTOMER EXPERIENCE

BACK-END

Waiting for reply/ acknowledgement

Delivery Picked from Letter Box

Handwritten Postcards

After its in Letter Box

Paper Planes people

Trying it first time

People I care about

Gift for a Purpose

Tangible form of Message

Surprised

Joyous

Affectionate

Delighted

Curiosity

Informed about Offering.

Enjoy Play Nostalgia

Checks offering at stall & Enquires about the options

Collecting the Postcards after its dropped into Letter Box

Response awaited from sender in Acknowledgement/ Response Card

Brand elements, making it a brand Paper Planes

Name of the service MASAKALI

Designing the Logo

Paperplanes

PaperPlanes

SANDESH

PEHGAAM PAPERPLANES DAAKIA

PaperPlanes

POSTALGIA

Paperplanes

Paper Planes

Designing the stamp

Tagline naye yaadien banao.....

Paper planes te. s

cherish your memories

ne har e. con

ct

w ri

Write. Share. Connect

taking back to your childhood

jo man se uri

Designing the offerings Option 1

Designing the templates Drafting the personal letter/ note Designing the registration form Designing the packaging Designing the corporate communication demo kit/ cue cards Final template

Preserve your memories

Paperplanes | write.share.connect Paperplanes | write.share.connect Paperplanes | write.share.connect

Paperplanes | write.share.connect

Paperplanes | write.share.connect

Option 3

Paperplanes | write.share.connect

Share a smile

Paperplanes | write.share.connect

Pulse spot

Paperplanes | write.share.connect

Option 2

Communication design Drafting the note/ personal letter for the kit

NAMASTE..

Dear Passengers In the age of technology, we are entrenched in a fast culture, fixated with fast lane, obsessed with quicker better and more. The more we demand, the more we get and then the more we want with endless possibilities.

Where does it end?

We move towards development leaving our traditions, practices, culture and sweet memories behind. We are in the biggest marathon without knowing where to pause. The things that were part of us is just our memories now.

We share information but less emotions. Its time to gear up to live a life of quality and not quantity.

Paperplanes celebrate memories, feeling and connections,reviving the culture of sending postcards and strenghtening human relationships through a slow approach.

Thanks for boarding with us.

Paperplanes wishes you a safe flight for your journey of thoughts.

Designing the registration form

Name Hometown Contact Number Email Address

Personal Hand-written Hand-drawn Digital to Print Amount Paid

Brand Yourself Pitch Card Resume

Name : Contact No : Email : Room No : Postcard Delivery Service : - Two Designer Postcards - Delivery of Postcards - Postal Charges inclusive Rs 50/Amount Paid :

Brand Yourself : - Personal Consultancy - Personal Postcard & Printing Charges - Postal Charges inclusive Rs 100/Signature

Packaging and Pitch cards Designing the packaging & the gift kit Each pack has: Two postcards of two different tyextures a note letter

Designing the corporate communication

Connect to your dream company

Designing the packaging

Send your portfolio Link

To Sam Bompass, Connoisseur of flavours, Sub: Foodgasm beyond five senses

handcrafted packaging

I am awestruck with your concept of ‘Funland’ which aims to stimulate the five senses to create an exhilarating experience of orgasm. Now am left toying with an irresistible idea of expanding the horizon of this concept beyond the five senses. The idea is to explore the possibility of introducing "senses of senses" which will create unforgettable memories of experiencing TUNNEL OF LOVE in trodden directions.

Pitch card

PITCH TO YOUR

DREAM

COMPANY The idea of "senses of senses” is based on the fact that there are more than 50 senses which if explored could create more meaningful connections for the viewers.

I am a student of National Institute of Design (NID), India pursuing my masters in Strategic Design Management and I would love associate with you to explore the global food journey for creating more Foodgasms.

Pre-service Promotions First visibility: Traditional games like langdi, kori, tic-tac-toe, lattoo were installed in the common areas for the students to play. “The motive was to evoke the memories of childhood games, and appreciate the beauty of it.

Physical involment was incorporated as the key to engages the mind and soul to go back to the time and rejoice the essence of it.�

Pre-service Second visibility: Paperplanes wer made and installed and kept in different places in the campus such that people start playing with it.

Third visibility : postcards are a symbolic of intimacy. The fun of recieving the postcards is as delightful as sending a postcards.

As per our primary research many students in the community have never recieved a postcard in their life time. They have neither experience the joy of sending it. We wanted everyone to experience the feeling of reciving their first postcard. busy schedule, “chalta hain” attitude, were prevalent in the culture of the community to greater extents. It is important to initiate the process if we want to create a culture. It has to start with small initiate with small steps.

A “suprise gift : postcard” with personalised message and lines of motivation was posted to every room in the college therby marking the presence of paperplanes as a service in form of a stamp.

Pre-service Email that was send to foramlly announce the launch

A facebook page was created to share old memories, photographs, videos and to discuss about the beauty of old traditions and practices

Service A physical store was set up at Khopcha for the consumers to register the service. the registered consumers were then given the gift kit with postcards inside it. the registration charges for national delivery for two units was 50/- and international was 80/- the postal charges for two units and delivery cost along with service costy was included within the registration fee.

We also offered a service called “brand yourself” which was a corporate communication of pitching ideas, proposal to the industry in form of postcards. The enrollment charges is 100/This also included personal sessions where we helped the consumers to pitch to a particular brand.

Profiling of Consumer (Interest, skills) Questionaire/ Personal Interview Work review Analysis of Desired company : Gaps and opportunity Preparing the Pitch Printing the postcards Address hunt BRAND YOURSELF Postcard delivery BRAND YOURSELF WITH PAPERPLANES

An art collection (by the students) with illustrations was also launched.

PITCH CARD TO YOUR DREAM COMPANY MAKE YOUR RESUME POSTCARD SEND YOUR WORKS THROUGH POSTCARD

Be it internship, job, freelance, if you know where you want to worK, we will help you to pitch your work and send your proposal through our service...

Winners don’t do different things they do things differently -Shiv Khera

Paperplanes

write. share. connect

Register with us HURRY UP!!!! Limited seats only

Datas & Records 32 people have enrolled the service which includes 2 postcards each for the person to send wherever they want nationally and internationally. 35 postcards have been recieved back to post nationally. 5 postcards were posted internationally.

4 candidates availed the “brand yourself� service which continued with personal session and helping them to pitch professionally using the medium of postcards.

Post card delivery A letter box was installed in the common area for the consumers to drop there cards to be delivered to their loved ones.

We have created a watsapp group for convienence in communication as well as motivation to write the postcards. The challenge was to motivate consumers to write the postcards after the registration. we anticipated this as an opportunity to intervene with community activities to energentize and sensitize the crowd.

The ideas worked on are: Community writing of postcards Starting a dialougue: Talk session by an scholar to address the importance of preserving old practices.

Post card delivery

The post service continued with posting it through the Indian post.

The letter box was installed in the college as the first point to deposit the postcards

Learnings:

Observation, analysis, critics, leadership were the ingredients of our thought process when we started the assignment which eventually resulted into an approach of questioning why are we doing the given task. Our team members Arvind, Aditya, Praful and myself Kabya were very strong headed who have almost had certain ideologies.

It became difficult for all of us to agree on common decisions for which we had to anchor Flexibility as a main part/ parameter of our service process. We planned & we failed, we ideated & we reiterated, but in the end we evolved. Probably this module helped us to enhanced more intangible skills along with logic and reasoning. Understanding the target consumer segment, we incorporated CONTINGENCY PLANS as an important factor to successfully finish the servivce as half of the things in the community is unpredictable. This was more of an reality check for designing a process, model and prototyping.

Key learnings: Buying behaviour especially in a college environment (NID) is ambiguous.

People judge worthiness with tangible substances for short term business Suprise attracts customers but to retain that suprise element to convert it to a selling point is the challenge Customization helps people to associate with the service and initiate peer marketing.

Community involvement or social cause inspired people to buy or involve with the service.