In a community filled with avid readers, spreading your LOVE for books is the perfect path to a happy heart! We at Bookkad are the drivers of this bandwagon, promising to provide the fellow readers with exciting and Non-library books passed onto them by their friends. The Project has been approached by categorizing it into four major categories: Research, Planning, Implementation and Impact Measurement.
1Service Strategy
Do you have an agreed plan of action to meet customer expectations?
WHAT
The student community at NID is involved with multiple projects at a given point of time, along with other engagements. This often tends to STRESS them out or lead them towards DEPRESSION. We wanted to come up with a service to help them overcome such challenges and CHANNELIZE THESE NEGATIVE ENERGIES to get a fruitful outcome.
IS THE NEED
Daily Assignments
WHAT CAN BE DONE
Group Discussions
Daily Classes
Freelance Work
The service provides a platform to our peers, where they can openly SHARE AND RECEIVE BOOKS and get an OPPORTUNITY TO INTERACT with fellow readers. We also want to cater to people who either want to BUILD THEIR HABIT OF READING, or have gotten out of touch with books and want to REVIVE THE HABIT AGAIN.
PURPOSE OF THE SERVICE: DE-STRESSING SHAPE UP PERSONALITY RELATIONSHIP ENHANCEMENT ABILITY TO INTROSPECT MOOD UPLIFTMENT ENHANCED MEMORY ENHANCED CREATIVITY
INTRODUCTION
WHAT PEOPLE WANT
Our team conducted one-on-one interviews around the campus to understand current reading ability, as well as willingness of students to develop reading habit. Also, to better understand the latent needs of the customer, we asked them to tell their
MEANINGS ASSOCIATED WITH BOOKS. RESEARCH SAMPLE: Students of all disciplines, whether they read or not.
RESEARCH QUESTIONS:
Reader/Converter?
What you miss in Library?
Type of books?
Willing to Share Books?
What time you read? Form of Service you like?
Distractions faced? Does it affect Reading?
Later phases of the process dealt with RECOGNIZING LATENT NEEDS of students and understanding various CHALLENGES that community faces on a daily basis and how can reading address those challenges.
RESEARCH
WHAT TURNED OUT
Through interviews and discussions, multiple insights came.
DIFFERENT PEOPLE HAD DIFFERENT MEANINGS ASSOCIATED WITH BOOKS. By understanding these meanings people have for books, an understanding of user psyche developed.
MEANINGS AND INFERENCES: What User Said...
FOR FREE BOOKS TIME UPLIFT MOOD NO TIME FOR BOOKS
NO READING SPACE IN LIBRARY
INFORMATION
BOOKS ARE BEST GIFTS
AFRAID OF SHARING
WANT TO START READING AGAIN
BOOK IS A SOUP
I COLLECT BOOKS I READ TO SLEEP
NO CLUE WHAT TO READ
PARTICULAR IN SELECTING
DON’T KNOW WHAT TO READ
RESEARCH
WHAT
WE FOUND OUT
RESEARCH FINDINGS -
People read in the EVENING and BEFORE SLEEPING Reading is a mode of RELAXING People like to build their PERSONAL SPACES for reading People realize the BENEFITS of reading They find it difficult to TAKE OUT TIME for reading Need ASSISTANCE or SUPPORT to build reading habit People rely on friends for RECOMMENDATION
VALUE PROPOSITION - An open platform to share and read books - Readers relying on friends for recommendation and support - PERSONALIZED READING ENHANCEMENT PROGRAM (PREP) to focus on the individual’s reading needs and to improve on reading habit. - Platform to share knowledge through books and receive incentives
RESEARCH
WHO
IS THE USER
After decoding their meanings, we tried to build 3 MAJOR PERSONAS of people with similar cognitive processes and habits. Later, based on these 3 personas, Insights were generated in context of the service. Based on these insights, service offerings were designed.
Meet Bibliophile Bryan... THE ONE WHO’S PASSIONATE ABOUT BOOKS: HE LIVE, BREATHE AND DREAM BOOKS CAN BE SPOTTED WITH A BOOK IN HIS HAND AROUND THE CAMPUS BOOKS ARE HIS SPACE FOR COMFORT AND SOLITUDE HE LIKES TO INVEST TIME IN BROWSING FOR NEW BOOKS AT DIFFERENT PLACES, WHENEVER HE GETS A CHANCE
TOUCHPOINTS BUILDING INSIGHTS -
Emotional attachment with his books is very strong Maintains his personal collection of books Afraid of sharing his books with others as he thinks they might damage the books Though reads daily, he wants to still improve on reading skills Carries book with him and read whenever gets time
UNDERSTANDING USER
Meet Indecisive Inder... THE ONE WHO READS FOR INFORMATION ONLY: HE PICKS UP A BOOK WHEN HE DOESN’T FIND A BETTER OPTION FOR SPENDING HIS DAY HE TREATS BOOKS AS A REFERENCE OR SOURCE OF DATA HIS TRIPS TO LIBRARY INCLUDE BROWSING THROUGH RELEVANT BOO -KS ONLY, NOTHING ELSE IF POSSIBLE HE MIGHT SUBSTITUTE BOOKS WITH ONLINE DATA
TOUCHPOINTS BUILDING INSIGHTS -
Not highly attached with books Lacks motivation for reading books Wants to regain/build reading habit No reading recommendations creates difficulty in decision making Very less/No books in his personal collection Always read in his personal space only in free time
UNDERSTANDING USER
Meet Anti-Reader Anu... THE ONE WHO DOESN’T READ AT ALL: HE DOESN’T LIKE TO PICK UP A BOOK OR VISIT A LIBRARY HE WOULD RATHER SPEND TIME WATCHING MOVIE OR RELAXING WITH FRIENDS AND FAMILY
TOUCHPOINTS BUILDING INSIGHTS -
Not at all attached with books No motivation for reading books Unaware/ignorant of importance of book reading Doesn’t know from where to start
UNDERSTANDING USER
2Service Design Have you blueprinted service standards to meet agreed plan of action?
ABOUT BRAND NAME
Since we wanted the identity to be fun and simple, but relatable to reading, we named the service depicting its core and intent: BOOKKAD After going through ideation phase, an identity with a pair of spectacles was taken forward to work upon. The spectacles gives a nerdy feeling yet keeping the fun factor alive.
#e26305 Color description: Vivid orange FINAL LOGO
ABOUT
THE OFFERINGS
The color orange is a fun, dynamic color that tends to elicit strong reactions. A close relative of red, orange seems to spark more than any other color.
offerings were planned from the perspective of those who already read books (Bryan) and those who want to develop reading habit (Inder and Anu). Students of NID community were broadly divided into two categories:
1. The one who owns books and are willing to share: THE SHARER 2. The one who wants to develop reading habit but do not have access to good books and don’t know from where to start: THE READER
THE READER
THE SHARER
SERVICE NOMENCLATURE
SERVICE OFFERINGS
THE READER
SHARE YOUR BOOKS GIVE YOUR BOOKS TO READ GET INCENTIVES FOR SHARING SHARE YOUR BOOK EXPERIENCE SHARE KNOWLEDGE INCREASE COMMUNITY INTERACTION
THE SHARER
GET A BOOK IMPORTANCE OF READING A BOOK GET A RECOMMENDED LIST OF BOOKS GET NON LIBRARY BOOKS PERSONALISED READING ENHANCEMENT PROGRAMME
SERVICE OFFERINGS
BUSINESS MODEL CANVAS
BUSINESS MODEL CANVAS
SERVICE BLUEPRINT
3Service Transition
Were people, process, partners and products put into action as blueprinted?
PRE LAUNCH
DATE
PURPOSE
12. 02. 2016
Promotion of the service by building curiosity among users
PROCESS
OUTCOME
Game played in a team of 2, prizes and discounts on completion
Popularity of service 12. 02. 2016
Launch Mail
Introduce Bookkad to target audience. Building curiosity for coming stages
Recall of activity, Curiosity for Service launch 13. 02. 2016
Sharing Mail
Reply ‘Yes’ if you wish to share your books Follow up through personal message
More than 30 people replied ‘Yes’ to share 18. 02. 2016
Subscription Mail
Informing the readers about subscription process and asking them to come and subscribe
SERVICE EXECUTION
PRE LAUNCH
DATE 18. 02. 2016
PURPOSE
PROCESS
OUTCOME
Subscription of shar- Users were asked to fill the form kept at Khopers for Bookkad cha from 5pm to 7pm
19 Readers Subscribed 18. 02. 2016
Treatment of Books to protect them from damage
Covered with plastic cover, especially designed bookmark and note kept inside the books Label for return date pasted on back
18. 02. 2016
Brochores to facilitate easy browsing of books on event day
Brochores created as per: Genre, Author and Recommendation and code assigned to each book
SERVICE EXECUTION
LAUNCH
DATE 20. 02. 2016
PURPOSE Launch event mail to inform the users about service launch
PROCESS
OUTCOME
Inviting users to the firse event of service. Not just the sharers but potential customers as well Mail to inform the NID Community
20. 02. 2016
Launch event to facilitate efficient sharing of books collected
Books displayed on tables Registered users can book through brochure New users: Register, Pay and Issue
24. 02. 2016
Mid Week Surprise to encourage users for reading
Surprise planned for edible things that help increasing attention and was personally shared with users
26. 02. 2016
PREP (Personalized Reading Enhancement Program) follow ups were shared with the subscribed users
A small diary to note daily targets and reward on fulfilling those targets were shared for nect 4 days with users
Users interacting with books
SERVICE EXECUTION
POST LAUNCH
DATE
PURPOSE
PROCESS
OUTCOME
28. 02. 2016
To return the books launched by sharers
Books were duly returned to the sharer with a Thank you note and incentive of Rs. 10 per bokk
28. 02. 2016
Extension on special request
An extension of 2-3 weeks was given to the reader on special request made by them
SERVICE EXECUTION
WHAT
IS THE IMPACT - Encouraged non readers to begin with some light reading - Helped people develop interest in the habit and importance of reading - Pushed people to nurture their habit of reading, where they have lost touch with it - The service has helped people connect with fellow readers and book enthusiasts. This has further helped them develop themselves
SERVICE IMPACT
HOW TO EXPAND
- Scaling the service gradually to other colleges by sharing books of different genres with different types of readers - Designing a platform where Book reading is celebrated by the youth and they look forward to meet monthly for book reading sessions though that platform - Opening up book reading cafes which not only serves food for mind (Books) but good foor for brain as well (Food items that enhances memory and good for health)
EXPANSION PLAN
Manu Chaudhary | SDM’14 | National Institute of Design