Service TRANSFORMATION Design Victoria Koo
CORE DRIVERS
PEople Driven by empathetic curiosity to understand what motivates people.
passion To translate insights into meaningful products, services and experiences.
purpose Enrich and positively impact lives through compelling visions of a preferred future.
Turning INSIGHTS into INNOVATION to create IMPACT.
INDEX SERVICE INNOVATION
KEY COMPETENCIES
Retail
Desirable Customer Experiences
6
Sustainable Business Modelling
8
Authenticity & Future of Hospitality
Human-centred Change Management
10
Preventive healthcare, Technology & Fashion
Future Forecasting
Sainsbury’s Food to Go
Fast fashion
H&M Rethinking textile waste
ENVISIONING the FUTURE Hospitality
Future of Wearables
Consumer privacy
Data provocation
12
Storytelling Ideas tangibly
14
Motivating Behaviour Change
16
Consultancy & Training
18
PUBLIC SERVICES Transport
TFL Metro Safety
SERVICE ARCHITECTURE Accountancy & Audit
ICAEW AuditFutures
6
SERVICE INNOVATION | Retail
Sainsbury’s Food to Go Project Summary Creating desirable customer experiences through a new “4 Point Build your own meal” system and prepaid meal app that provides customers with ease and flexibility to choose just the perfect combination while encouraging them loyalty.
Brief
The Client
Reimagine Sainsbury’s “Food-to-Go” offer with a focus on needs of city workers and how this provides them with greater value and builds longer term relationship.
Sainsbury’s is UK’s second largest supermarket chain offering great quality and service at fair prices to help customers live well for less.
Problem & Key Insights The “Food-to-Go” meal deal offer was unattractive to customers, they were instead building their own meals.
Service Proposition
7
Proposition in detail
Impact
8
SERVICE INNOVATION | fast fashion
H&M Rethinking textile waste Project Summary Through a sustainable Business Model, we incentivised and made it cool for H&M customers to keep their jeans longer and return them after use.
Brief
The Client
Address the end-of life recycling of fashion and textiles by seeking service-design led circular innovations that considers extension of use, maintenance, care, reuse and repair.
WRAP is Waste & Resources Action Programme that aims to accelerate the move to a sustainable, resource-efficient economy by driving change in the clothing and textiles sector.
Research An enormous 61% of unwanted clothing across Europe are sent to landfill or incinerated. This represents a huge loss of value of around 350,000 tonnes of resources, which is an estimated £140 million. CircleEconomy (2015)
Problem High Street brand, H&M, has a ‘conscious’ line that commits to conscious actions and promises to make fashion sustainable. The most common piece of clothing in the market are stretch jeans and those by H&M tend to rip after 6-9 months of frequent use. Since they are cheap, consumers throw and buy new ones.
Insight Although there is the H&M ‘take back scheme’, it has not been effective and have received little engagement, because customers
Don’t know about it
Can’t remember to bring the donations back
Aren’t incentivized or motivated to participate.
Extending the active use of clothing by just three months would lead to a 5-10% reduction in carbon, water and waste footprints. WRAP (2015)
9
Service Proposition 'Jeanetics,' is a new line of jeans designed to last longer. Made with higher quality, lower environmental impact material, it comes with an online engagement platform that encourages Jeanetics customers to personalize, modify or trade up their jeans in an open marketplace. The name 'Jeanetics' is a play on the word ‘genetics’ where people can put their own DNA, design stamp and character on the jean to make it their own.
How it works SHARE BUY & JOIN
RETURN +10pts
PASS ON
exchange +5pts sell +10pts
MODIFY +5pts
Benefits to JEANETICS members Benefits to H&M - Buy quality jeans - Modify style - Access community (share, modify, pass on) - Earn points toward new purchases
- Collect data - Improve customer engagement - Increase clothing return (material resource) - Repeat visits to store
10
ENVISIONING the FUTURE | hospitality
Authenticity and the Future of Hospitality Project Summary Enacting Authenticity by getting staff buy-in, through a holistic human-centred approach to change management. Aligning ICON’s brand values with the overall organization culture and work experience.
Brief
The Client
Reimagine the future of hospitality and perhaps the industry itself, through examining the implications of authenticity in experience.
Hotel ICON is a luxury hotel in Hong Kong and a teaching research institute integratig training in a fully operating service environment. Its vision is to be the industry-leading hotel, holding values of open & collaborative sharing, experimentation, and investing in people.
Research Methodology
33 Interviews
10
Observations
Guest interviews
Hotel Observation
8
Competitor analysis
7
Trend analysis
8
Hospitality case studies
Part 1: Unpacking Authenticity Understanding what it means in context of hospitality. Staff interviews
Shadowing staff undercover
Staff co-creation Workshop
Part 2: On site immersion A qualitative study in Hotel ICON to gain first hand experience.
Key Challenges 1. Values and vision unaligned. Different teams do not share same goals.
3. Staff’s work environment was unconducive. Obvious difference in care for staff & guest
2. in an evironment where communication was crucial, teams worked in silos with little interaction with one another.
4. Lack of feedback channel and motivation of staff resulted in status quo guest experience.
11
Insight The definition of an authentic experience is based on individual’s perception and up to personal interpretation of it. Authenticity therefore cannot be designed, but conditions can be created to trigger it. We believe developing a people-centred work culture consistent to ICON’s core values will create an environment of trust, transparency and empathy.
Solution 6 key areas of change were proposed to create conditions allowing staff to thrive and be truly themselves, resulting in their inner transformation. Authenticity is thus manifested through their interactions with guests.
Impact In view of Hotel ICON’s planned renovation in 4-5 years, the proposed solutions considered how it might lay the foundations that delivers a consistent experience from the backend to front to prepare for the new guest experience. Full report can be shared on request.
ENVISIONING the FUTURE | CONSUMER PRIVACY
14
Data provocation Project Summary Data provocation is an experimental project on communicating ideas in tangible forms to provoke your audience about a particular data set. Through storytelling, this made people aware of the vulnerability of their privacy online.
Brief Through an immersion into data visualisation as a critical practice, express and communicate the essence of a piece of data through the form of an object, environment, or experience.
Key Data
9
10
Respondents in the survey “agree” or “strongly agree” that consumers have lost control over how personal information is collected and used by companies. Pew Reseach Mary Madden, ”Public Perceptions of Privacy and Security in the Post-Snowden Era” (2014)
Insight Technology creates tremendous access to real-time information. It allows us to connect socially and share anything, anywhere. However, all our online actions; what we post, ‘like’, share and who we follow, generates information that leaves a trail of "digital crumbs" that compromises our privacy. Companies collect this information to analyze and even sell to third parties for ‘market research and revenue’ purposes. People are hugely unaware how their data is being gleaned and even used.
Visual form & essence The metaphor of a bubble was used communicate the vulnerability of consumers’ online privacy due to its ephemeral nature. As dry ice changes directly from solid to gas. creating a huge volume, so does the little data trail accumulate into a lot of information about us.
Process Working across disciplines with students from Animation, Visual communications, Information experience design and photography, we were able to combine our skillset to produce this piece.
15
Concept The bubble represents privacy. The dry ice represents information build up. The build-up of gas represents the lack of transparency in the online data collection world.
As the dry ice evaporates and the gas builds up, the bubble swells. Our privacy becomes more and more vulnerable despite trying to contain our information and protect our privacy.
The data bubble finally bursts, dispersing its content like fumes. leaving us exposed without protection to the forces that consumers are not in control of.
Materials used Dry ice, soap, glycerin, water.
16
PUBLIC SERVICES | TRANSPORT
TFL Metro Safety Project Summary Enhancing road safety by motivating behaviour change through increasing the uptake of cycle training; making it fun, easy, engaging and accessible so as to improve cyclist road awareness, confidence and predictability.
Brief
The Client The Metropolitan Police wants to make London roads safer by raising awareness of cycle safety.
Look at road safety for vulnerable road users. Pedestrians and cyclists accounted for over 1/3 of road accidents. Over 50% of cyclists hurt or killed, involves heavy goods vehicles.
Research
80%
People interviewed perceive London roads as dangerous and scary. This discourages people from cycling as a means of transport.
Transport for London (TFL) envisions a future where cycling is a major form of transportation for its inhabitants.
Problem There are currently no rules or regulation that regulates Cyclist’s behaviour. Their ignorance, lack of awareness and unpredictable behavior create risks for all road users. We believe training will help overcome these and hence ride more safely.
Insight Although there are good and Free training services out there, the take up is poor because:
Sign up process is complicated
People did not know course exist
People don’t think they need it.
Simple user Interface
Campaign Awareness
Rebrand + Motivate
Solution B’safe is a free market platform that helps people gain urban road skills and confidence by connecting them to guides in an easy and engaging way. Trainers are called ‘Guides’ and trainees, ‘Guests’.
Platform
Poster, Badge
Badge of honor
17
How it works Guides are free to create and customize modules to Guests’ needs and earn money on the side. Guests can choose modules that suit their level & convenience and find guides who have been reviewed by others.
AWARENESS
DISCOVERY
ENGAGEMENT
ADVOCACY
B’Safe Campaign uses ithought provoking poster ads to trigger readers.
Using one single platform, B’Safe connects Guests cyclists; both new and experienced, and Guides; experienced and potential trainers.
Guests can request and specify preferred routes to sightsee while learning road safety for example and pay a small premium to guides for customized routes.
Guests receive discounts and benefits for everyone they bring on board. Guides will receive badge of honour, to acknowledge their skills and contribution.
Impact GUESTS: New and inexperienced cyclists do not feel like they are going for ‘training’ but are rather repurposing their time for something fun while learning how to be safe on roads. GUIDES: Seasoned experienced cyclists Existing trainers can sign up to B’Safe and get additional side income. Potential guides will take up trainer modules and earn badges. With the badge of honor, they are role models and will exhibit more cautious behaviour on roads.
18
SERVICE ARCHITECTURE | Accountancy & audit
ICAEW AuditFutures Work Experience Summary
An in-house service designer for the AuditFutures team, a thoughtleadership programme which is part of the Technical strategy department within the Institute of Chartered Accountants, England and Wales (ICAEW).
Key role & responsibilities RESTRUCTURED & REBRANDED INHOUSE SERVICE DESIGN LAB
INTEGRATE DESIGN PROCESS IN AUDITFUTURES’ WAY OF WORKING
SERVICE DESIGN TRAINING WORKSHOPS FOR ACCOUNTANTS
Leveraging on my service design background and innovation consulting work experience, I was able to support the team to build design knowledge while creating a cohesive brand architecture of the various initiatives, programmes and portfolios under the AuditFutures Brand.
Under AuditFutures are several initiatives and programmes. One of it is the Open Design Studio aimed to support accountants in applying their audit experience in new kinds of engagements to help clients deal with a range of unique circumstances.
While accountants are used to offering statutory services in highly regulated environments, their role is being disrupted by global changes in corporate reporting, coupled with deregulation and new technologies.
This includes using methodologies of Service design to equip accountants with new approaches and to rethink the profession and its role in society.
Accountanting jobs are increasingly being automated and therefore need to adapt new problem solving, design-thinking and non-audit skills. The workshop sessions were designed to open up new approaches.
TAILOR-MADE TOOLS FOR AUDITORS & ACCOUNTANTS
Accounting and auditing is essentially service driven. New ways of engaging their customers are needed to see the profession continue to thrive. I was involed in developing materials that support the way accountants offered their assurance services.
19
Highlights
Designing Assurance: Accountants getting hands on, using design methods for problem solving.
Future of the Profession: Accountants brainstorming scenarios on changes and impact to the ‘Future of Audit and Accounting’.
Sustainable cities: Singapore delegates in London reflecting on & envisioning the role accountants play in achieving the ambition of inclusive, safe and resilient communities in the two cities.
Impact 1. HOLISTIC THINKING
2. EMPATHY
3. COMBINING STRATEGIES
Big picture mentality, recognizing that things are interconnected instead of in silos, that various elements form larger systems, patterns and objects. Thinking holistically is the opposite of analyzing something, which involves breaking down a larger system into its details.
Enriching Assurance by focusing on relationship building with clients, understand their needs, and add value where they need it most.
Complements auditors and accountants current ways of working with fresh perspectives that can help enhance the practice through supplementing Quantitative methods with qualitative methods, combining analytics with behavioural science.
VICTORIA KOO Service Innovation & design transformations
M (London) : + +44 7548 610 280 M (Singapore) : +65 9899 9138 E: Victoria.vic.koo@network.rca.ac.uk LinkedIn : https://www.linkedin.com/in/victoria-koo-98708817