Service Design Portfolio by Tanmaya Rao

TANMAYA RAO

Service Designer | Experience Designer | Design Thinker | Design Strategist

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Client Requirements A Design comp n oper ting over 10 e rs in C n d projects cross Ont rio, Albert & M nitob w s f cing c llenges due to t e uncert in economic conditions in t e p ndemic.

ding

confusion nd c o

roles

responsibilities

productivit

vision

Define

Str

Stre

oper

process & design proces Opportunit for

tio Improve

comp

visibilit Develop

Cre

self

Multidisciplinary design firm in Mississauga

Pain points Location Ontario, Canada Time Line 2020-2021 My Role Design Strategist My Roles & Responsibilitie Design Strategis Business Developemen Social Media Strategis Service Design Mapping Service Design implementation DESIGN FIRM STRATEGY ACTION   RESULT Tools Used: Salesforce, .Studio, MS Office Suite, Microsoft Outlook, AutoCAD, Adobe InDesign, Photoshop, Zoom Cop rig t © 2021 T nm R o. All Rig ts Reserved

Org nic wor culture le

L c of defined

L c of tools to tr c ccount bilit nd

No fixed business go l /

Overwor ed st ff wit l c of ppreci tio L c of cl rit in project process Inform l communic tion le ding to loss of inform tio

business go l

teg to g in new busines

mline

tion

Emplo ee ppreci

m r eting &

tools & processes to reduce dependenc

sust ining business model

Background

Identify drawbacks in exisiting work flow and redesign a process to improve efficiency of design team. Analyse exisitng project portfolio and business methodology to streamline operations & develop strategy for sustainable growth. Business outreach Existing Marketing methods Process drawbacks Time consuming activities WHAT? WHAT? WHAT? WHAT? HOW? HOW? HOW? HOW? Set Targets and milestone Methods of communicatio Methods of deliverable Proof of commitmen Timeline tracking methods New Tools New design processes Accountability checks Project Tracking Tool Deliverables in revised format Proof of commitment tools Interview Business owne Interview mployee Analyse past Business Revenue / Project databas Analyse xisitng processe Participate in project process from start to finish Business Goals Areas of business Department responsibilities Individual responsibilities Processes Business Development Strategy Optimise Design process Templates for Design deliverables Design Project phases Process Framework Templates & Tools Marketing material IDENTIFY DEFINE IMPLEMENT DESIGN & DEVELOP Copyright © 2021 Tanmaya Rao. All Rights Reserved

Internal Communication Structure

Before

rganic structure wit information over oad and miscommunication

Informa means of communication - W atsApp, Verba , n ca

Lacks source of trut

Lacks accountabi ity

After

Deve oped a ierarc y in communicatio

Introduced Too s & Documentation tec nique

Resu ted in organised f ow of informatio

Created source of trut

Accountabi ity was ac ieved

Categorized departments into Action Items Developed tools / templates / resources under each Action ite Star indicates New introduced Action item / Tool / Tem late STRATEGY ACTION   RESULT Copyright © 2021 Tanmaya Rao. All Rights Reserved

Company Department Stru ture

Before After

Extreme work o d e ding to inefficiencie

Neg ected dep rtments due to ck of resource

Tr dition working methodo og

Stunted comp ny growth

Divided responsibi itie

Str getized e ch dep rtment to ign with comp ny go

Introduced new too s methods

Stre m ined processes

Evidence Website Instagram / Facebook Office Space Site board Office Space Site board Company portfolio book Contract Copy Pitch ppt Signed copy of contract Contract Sign off Client Briefing Send contract cop Document physical copy of contract to binder Team intro Client Q& with tea Research & Understanding client re uirements Research pp Client onboarding documen communicate with IN team IN team - branding design Create project tea Team debriefing Team onboardin Project Research pp Design direction Visits Google / Website Call / Visit office Project Requirements Project Budget Timeline Pitch ppt, Contract Fees discussion & negotiation Meeting to discuss contract proposal Concept pitch Zoom & Powerpoint Prepare Design proposal with SOW & fees Refer to contract templates Refer Previous projects Pitch ppt Meeting to understand project scop Project Info document duly filled Project entered into Salesforce & .Studi Client data saved into syste Similar project Client background chec Competition stud Pitch presentation Records En uiries into Salesforce & .Studio Client Databas Project follow-up Website nalystics to tract visitor engagement Greets clien Shows Portfolio Customer Journey Line of interaction FRONTSTAGE Employee Action Technology / Tools Line of Visibility BACKSTAGE ACTIONS Line of Internal Interaction Support Process SERVICE DESIGN BLUEPRINT MULTIDISCIPLIN RY DESIGN FIRM IN MISSISS UG Copyright © 2021 Tanmaya Rao. ll Rights Reserved

Evidence Concept Presentation Revised Presentation 3D renders, Material board, Brand Identity and brand applications Working drawings, Finishes schedule, Graphic files Site visit Photos Project progress Project Plaque & Gift Social media promotion Client-Team

Enter competition Document project progress through Site photos Project Close-o t Project Exec tion Periodic Site visit Send Site visit reports to clien Graphic test prints & checks on site Prepare Site recce report Co-ordinate with contractor for site issue Conduct quality checks Communciate to client for site visi Arrange photoshoot Arange gifts & Plaque Client & design team Photoshoot on sit Get Client testimonial / revie Professional project photoshoot Document project in databas Competitions entrie Team celebration Concept Design Presentation Ro nd 1 Concept Design Presentation Ro nd 2 Final Design Presentation Project Handover to client & Contractor finalization Handover the final deliverables soft copy to clien Handover final deliverables hard copy to clien Submit the Material board to the client Get final contractor approval from clien E-mail the selected contractor & client Get quotes from 3 contractors Meeting with contractors Submit quotes to clien Get construction timeline from contracto Plan Site visits Co-ordinate with contractors & client Client sign off on all the design deliverable Sign off on Materials Prepare final drawing se Find the right contrators for the project Final logo & brand deliverable Final vector file Test prints & checks Implement changes to design if an Prepare final pp Work on final deliverable Prepare Material board Present the concept in a formal meeting Mood board / Theme Logo Identity / Branding Concept layout Inspiration boar Document Feedback from client Present Revised pp Take any further feedbac Sign off on approved change Sign off on approved layouts Document feedback into actionable items to be sent to IN tea Work on Spatial feedbac Combine IN team & CA team presentation IN team works on feedback Work on all the branding colateral Work on final presentation C stomer Jo rney Line of interaction FRONTSTAGE Employee Action Technology / Tools Line of Visibility BACKSTAGE ACTIONS Line of Internal Interaction S pport Process SERVICE DESIGN BLUEPRINT - MULTIDISCIPLINARY DESIGN FIRM IN MISSISSAUGA Copyright © 2021 Tanmaya Rao. All Rights Reserved

Photo on Site Portfolio Update

LEGEND - CX EXPERIENCE TOUCHPOINTS Research ppt template Project onboard ng doc Contract template P tch presentat on template Cl ent nfo doc Document feedbac S gn off on des gn F nal des gn f les Project nfo document S te s t S te photos Employee Act on po nts Company portfol o boo Proposal Presentat on S te nspect on report Project Plaque G ft Test mon al / Re ew New de eloped tool / template / act on po nt Cl ent Exper ence touch-po nts ar ous Tools, templates, deas, act on po nts were ntroduced n the CX exper ence journey po nts to mpro e the cl ent exper ence, ncrease employee eff c ency wh ch ult mately resulted nto bus ness growth. IMPACT Won 20 projects through p tch presentat ons n 1st tr ‘2 Reduced t me ta en from proposal s gn off to concept presentat on by 0 Increased team eff c ency by 30 Impro ed nternal commun cat o Reduced nternal rewor , nternal bac n forth by 40% Copyr ght © 2021 Tanmaya Rao. All R ghts Reser ed

48% Millennials are doubtful about their ability to keep plants alive, making them stressed & worried. Plants do not come with a Manual.

PLANT Abode- A mobile app designed to help you find a compatible plant for your indoor environemnt in 3 simple steps. A one-stop solution for all plant care needs

ersonal

Use

Aesthetic Valu Familiarity /

Interview Insights HMW so that help millennials understand their indoor environments better they can make an informed decision about their plants. VIEW PROTOTYPE

Selecting an indoor plant

Choice of favorite flo er / plan

in kitche

Native plants Problem Space Dying Indoor Plants

Capstone Project @ BrainStation Role: UX, UI Designer & UX Researcher Timeline: 8 weeks Tools: Figma, InVision, Sketching

Marketing Website Posters in Retail Stores App downloaded on Phone Select location screen & input parameters screen Suggested list of Plants Confirmation Screen Inventory Screen My Plants ind nurseries based on user locatio Push relevant videos based on plant inventory Visits App store / Downloads t e app Selects Location & Input Indoor parameters Select Plant from suggested list of plants Add plant to t e Room CTA to view similar plant Option to select other features from task bar CTA to Add more plants / Add rooms Option to browse nearby nurserie CTA to set reminders for Plants Add plant to the user inventory More info about plant care routin Suggest other features Plant Data inventory filtering syste Relevant other information based on search results Matches user input to internal plant database User Data base created User Analytics to track activity, location etc Data analytics processes user data to provide relevant output Data anlystics to match user to other plant parents in the neighborhoo Analytics to measure to measure popularity of plant Analystics to match plant with other users Analytics finds relavant videos & nurseries for the selected plant Analystics to nurseries from database to user location Gives list of compatible plants Welcomes User to Ap Intro Video Evidence User Flow Line of interaction FRONTSTAGE App Feedback Tec nology / Tools Line of Visibility BACKEND ACTIONS Line of Internal Interaction Support Process SERVICE DESIGN BLUEPRINT Copyright © 2022 Tanmaya Rao. All Rights Reserved

Lack of transparency

DESIGN BRIEF:

AXIS BANK PVT. LTD.: Fifth largest bank in India with 4050 branches across India and 9 international offices. It sells financial services to large, mid-size corpo rates, SMEs & Retail businesses. It has market capitalization of US$19 Billion as of March 2018.

Customer

communication

Enhance existing Customer experience

Customer Service Experience

Improve Financial Product engagement within the branch

Optimize fit-out cost for improved Small branches

• Improve the interaction between

Service Officer (CSO) & the Customer. • Improve the

to boost in-branch sales. •

Journey by plugging gaps in

•

inside the self service lobby will build trust and showcase the latest speed banking facilities. Why wait for Basic Services? Quick Redressal of basic banking services will reduce the waiting time of customers & provide quality time for product sales and

CX Service Experience Design- Axis Bank Visiblity

Product communication will

buying

Some of the major insights based on visits to exisitng branches across India. Bold focused

help change the approach from push sale to

based on financial planning.

Why Wait for Basic Services

Product Communication Elephant Design Pvt. Ltd. Pune

Inexplicit

Factory Corporate company Office Bearer

Small Factory Trading Managers

Salaried- BPO or IT companies

Farmer /Agro Business owner

Fertilizer

location,

of customer

specific wants

profiles derived from on extensive research

interviews and research findings DESIGN RESEARCH METHODS: 1. Ethnographic study 2. Mystery shopping 3. Progress card game 4. Customer & CSO Interviews Understand the Customer-CSO journey which leads to engaging sales experience. UNDERSTANDING THE USER JOURNEYS Customer Experience CSO Experience Communication Residual Solution approach: FOCUS ON INTERACTION

QUICK SERVICE BANKING SERVICE FINANCIAL ADVISORY FEEDBACK/COMPLAINT

Depending on

branches have dominant type

with their

and needs. Customer

,user

Solution approach: FOCUS ON CUSTOMISATION

Commercial Residential HNI NRI Senior Managers Business General Manager

Employed in Large / Mid size Business

Retired Pensioner / Adequate Savings and Investments Mid Business Owner

dealer Agri products dealer

RESEARCH FINDINGS

Corporate Agriculture HIGH STREET BRANCH REGULAR BRANCH

DESIGN DIRECTION FOR BRANCH DESIGN

• Design for the SMALL BRANCH SIZES (1200 / 1000 / 800 sq.ft. ) with optimized cost.

• Customize with respect to the BRANCH LOCATION & Dominant Customer needs

• Provide space & fitment to enhance the right INTERACTION TYPE

DESIGN STANDARDIZATION

• Design should be adaptable to roll-out project across the country.

• Generic layouts were created for 1200 sq.ft., 1000 Sq.ft. , and 800 sq.ft.

• Layouts were created for horizontal, deep and square space as rental space available tends to have varied sizes.

• Modular furniture and fitouts were designed which could be adapted to various branches.

• Brand guideline manual was created which contained detail drawings, specifications for materials and finishes.

• The manual was used by all vendors to execute the stores across the country.

• Improve FINANCIAL PRODUCT ENGAGEMENT

5min, Standing, less waiting 15min, Seating, Attention 30min, Seating, Attention Privacy INTERACTION SPACE QUICK SERVICE BANKING SERVICE FINANCIAL ADVISORY OPEN MEETING ENCLOSED MEETING Commercial Residential Corporate Agriculture Residential Commercial Corporate CATEGORIES HIGH STREET REGULAR DESIGN STRATEGY Extensive research conducted to understand the business needs, customer requirements and communication colaterals. Customer segments and unique requirements based on geography & demographics led to customized solution catering to dominant customer base. DESIGN SOLUTION - CUSTOMER FOCUSED

High Street Branch

Quick Service Desk: 01

Customer Service Offer: 02

Branch Head: 01

Teller: 01

Relationship Manager: 01

Business Developer: 1

Back office: 02

Total Head count: 10

Regular Branch

Quick Service Desk: 01

Customer Service Offer: 02

OPS: 01

Branch Head: 01 Teller: 01

Relationship Manager: 01

Business Developer: 01 Back office: 02

Total Head count: 10

Characteristics of High Street

Branch:

Fascia: Backlit 3D Logo Digital Screen Branch Directory with Backlit 3D letters

SS Lobby: Digital Kiosk

CSO Area: Queue Management Service Digital Screen Token display Digital Screen-Product promotion Bench with Backrest Enclosed Lounge: Carpeted floor Digital Screen Teller area: Digital Display

Characteristics of Regular Branch:

Fascia: Printed Vinyl Logo Printed Vinyl Graphics Branch Directory with Printed Vinyl Graphics CSO Area: Printed Posters for Product promotion Bench without backrest Business Lounge: Vitrified floor Printed posters

Teller Back office Strong Room RM Server & Electrical Room SS Lobby QMS Brand Wall Water Dispenser Rolling Shutter with grill Writing Ledge CDK Digital Kiosk Store Room Ladies Toilet Gents Toilet Pantry QSD CSO CSO CSO Branch Head BD DIFFERENTIATING

FACTORS IN HIGH STREET & REGULAR BRANCH

Interior Layouts and Experience touch-points DESIGN SOLUTION

Different types of Posters: Informational Mandatory Instructional Lobby Manager Badge: Glad to Help (Local languge to be used) Promotional Posters Car Loan Home Loan Mutual Funds Placards on CSO Desk showcasing Services offered Communication at the Self Service Lobby : ATM / Cash Deposit / Cheque Deposit Communication touch points Posters, Signages & Wall graphics DESIGN SOLUTION

Regular Branch:

Corporate Lounge Back Wall

Product

Service Promotion

Regular Branch: CSO Desk Back Wall

Product

Brand Wall (Trust Building)

High Street Branch: Corporate Lounge Back Wall

Service Promotion DESIGN

Corporate Brand Wall (Trust Building)

Brand Wall (Trust Building)

Communication

High Street Branch : CSO Desk Back Wall Communication

Product Communication

Product Communication (Digital Display)

SOLUTION

Digital Display (Brand Communication)

STREET BRANCH CSO Desk cluster and Quick Service : Digital Displays Enclosed Private Lounge Area: Digital Display Speed Banking Queue Management Service Backlit 3D Logo Digital Media Branch Directory Backlit 3D letters Product Promotion • Communication in High Street branch caters to dominant customer needs of this branch. • High-end premium quality materials & finsihes used in the interiors. • Customer touch points such as Fascia, VM display, Signages, Dirce tory, CSO desks, Queue management service etc remain the same for both High Street and Regular Branch. DESIGN SOLUTION

HIGH

REGULAR BRANCH

Speed Banking

• Communication in Regular Branch caters to the dominant customer needs of this branch.

• A cohesive brand look & feel is achieved by using smart alternatives to premium finishes to maintain budget constraints.

Branch Directory Vinyl Graphics

Fascia

Fascia Backlit Vinyl Graphics CSO Desk cluster and Quick Service: Product Promotion Posters Semi Prvate Lounge area: Product Promotion Posters

SOLUTION

DESIGN

CX Service Experience Design- UBER

UBER AIRPORT PICK-UP ZONE.: Uber has presence across India serving 95 mil lion customers across 100+ cities. Uber operates as the alternative ride service in India, competiting with local brands and other modes of transport. Indian consumer is different from tech-savvy peers of Silicon valley.

Uber Zone at Bangalore airport composed of multiple micro issues that kept it from functioning optimally. My role involved identifying the issues and coming up with a system of solution which can be implemented as part or sum of parts across airpiorts in India.

“While the Indian youth is well acquainted with the app and its functionality, middle-aged, older population of the nation still face considerable difficulty to uses the technology. India’s internet environment and social interaction contain high level of unpredictability.”

Project Goals

1. Create a consistent & predictable look, feel and experience withing constraints across key rider touch-points.

2. Use subtle messaging to reassure safety features, encourage habitual use of services and communicate relevant, user-friendly information to facilitate seamless last mile connectivity.

3. Develop tool-kit & framework of solutions adaptable acorss various formats.

Airports Visited

UBER ZONE at Bangalore Airport UBER ZONE at Delhi T3 & T1 airport UBER ZONE at Hyderabad Airport

Elephant Design Pvt. Ltd. Pune

• Visit to 3 aiports to observe the Uber pick-up zones and understand the shortcomings and problems faced by Uber staff, Uber as a service and Uber customers. Understanding the problem from various perspectives, helped to design a holistic solution.

Key Rider Personas On field Observations

Single female travellers Frequent travellers Families Senior citizens

TYPICAL RIDER JOURNEY

Rider journey map from aircraft landing to uber pick-up zone

• Travelling to 3 airports across the country, I observed the rider jounrey and interviewd travellers looking to book an Uber. The Rider journey map helped identify key touch-points for intervention.

Observations and insights gathered from the field study & user research gave direction to the solution.

I collaborated with graphic designers to create a system of comunication and develop a cohesive brand language.

RESEARCH FINDINGS

Branding

Features

Facilities

“Accommodating

COMMUNICATION CONVENIENCE SAFETY & SECURITY

Signage

Concerns Pre-ride phase Location

Weather Rider safety Partner safety Luggage security “Safety and covenience during rides” “Timely arrival to airport, covenience of pick up and comfortable ride”

family members & luggage and time pick-up” “Easy availability & booking, addressing special concerns pre,post & during

•

Key Concerns - Airport Riders

Selection, booking, cancellation

Waiting time & waiting in bad weather

Locating cab, recognising driver

Safety INSIGHTS UBER Zone, Airport

Improve brand connect & make Uber Zone easier to find

Make riders feel comfortable & cared for

Ease the process of locating cab & recognising driver

Inform riders about safety tips & features before ride

Landing Aero bridgeStaircaseAirline shuttle Exit gate Pathway Parking Pick up point Boarding In Car Arrival building Baggage claim Waiting lounge

Cab services Restroom Exit Gate Pathway Parking Pick-up zone Boarding In car

& walk to arrival gate

RESEARCH

• Field study

Identify Problem areas

User interview

User Journey Mapping

Competition Study

ANALYSIS

• Define problem areas • Identify types of Users • User personas-Pain points & Goals • Experience touch-point mapping • Inspiration from competition study

SOLUTION

• Customer focused

• Brand consistency • Communication

• Modular solution adaptable across various formats and location

Challenges Solutions

Biggest Rider mis-management occurs at pick-up zone especially in case of network issue, absence of physical signage, queue for Go

• Strong Visual clues to reduce anxiety

• Updated information about pickup & wait time • Quick & precise identification 1

• Aiport environment has lot of restrictions in terms of construction and intervention of signages & communication.

No place to rest, take shelter (comfort) Basic necessities (drinking water, help with luggage, on the go amenities) not forthcoming

• Strong Visual clues to reduce anxiety • Updated information about pickup & wait time • Quick & precise identification 2

• Taking into account all the considerations and subtle yet effective communication strategy was developed to help riders navigate effectively from airport buidling to the Uber Zone.

• A set of signages in terms of floor markers and pylong signages were designed.

When in doubt, Riders unsure what to do (absence of safety tips) do’s and don’t’s

Uber brand and service is lacks lustre, does not build trust 4

• Reassuring communication about assistance • Indication of conveniences • Tips to safe & inform travel, city map, call for help 3 • Reinforced brand presence • Strong yet understated visual language • Brand synonymous for trust & reliability

• The Uber Zone was designed to address other issues such as weather, seating, queue management, integration of PIN code system and access to help desk.

•

METHODOLOGY & STRATEGY

DESIGN SOLUTION

Floor markers to guide the travellers to Uber Pick-Up zone

Pylon Signages strategically positioned along the User journey - Communicating direction of Uber zone and available facilities

Floor markers and pylon signage to guide the riders along the walkway to Pick-up zone

Going above & beyond- Umbrella stand during both monsoon & summers - Branded umbrellas available for Uber customers to walk till the Uber zone.

Uber Go | Uber XL | Uber Premier queue markers make it easy for navigation. Uber staff dressed in distinct branded jackets

A pylon signage indicating the Uber booking process in 3 simple steps | Digital display indicating wait time for next ride | Signange markers indicating car types

Car markers and signages visible to drivers | Floor markers for riders safety keeping them away from main road

Floor markers to help navigate 3 types of Uber riders | Safety markers at the pick-up sidewalk | Seating benches and water dispenser for passengers

Queue managers to demarcate the area and help in navigation

Digital Screens to communicate ETA for Uber cars, Ceiling lights to ensure the space is well lit & safe at night

Thank You

TR www.tanmayarao.com www.linkedin.com/in/tanmayarao/ medium.com/@tanmayarao