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.