barsha saikia
Project : Designing a Service
tayyaar
A service Design initiative for the students of NID Gandhinagar that can help them be on time for class and solve their " I don't have anything to wear" problem.
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How?
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Find out more below
See how I took this project ahead and made a UI UX concept from this business model-
Tayyaar Concept Video
Keywords
Experience Design
User Research
Service Blueprint
User journey mapping
Prototyping
Brief
To Design a New Service by keeping in mind the needs of the students of NID Gandhinagar campus.
The Service should be:
: Scalable
: Profitable
: Innovative
Learnings
I was an integral part during the inception of the idea of our service.
The expertise and overlooking of the mixing and matching of the clothes according to the user was part of my responsibility.
I also oversaw the feedback, marketing and research for the service.
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Amongst other things, there was great learning in team dynamics, leadership, people management, multi-tasking and crafting new business ideas.
Please click on the button to read my report as a case study of service design below.
Service- My definition
"Service to me is a means to exchange value between two parties, where in both the parties help in enriching each other in one way or form. It is a way to create a designed experience for the user by using the server's expertise and sharing it to make a lasting and consumed experience. "
Service Design Process
Define Core
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Defining Clear Intent
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Differentiating between Core and Peripheral deliverables
Defining User persona
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User Research
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Observations
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Behaviour Analysis
User Journey Mapping
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Interaction Points
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Creating Touch points
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Designing Service evidence
Identify Need
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Need Mapping
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Hypothesis
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Interviews
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Validation
Defining the service persona
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Metaphor Thinking
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Role defining of service providers
Service Blueprint
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Action mapping
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Back-end activity planning
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Intended emotion mapping
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Launching Service Beta version
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Reiterating in real time
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Service Alpha version
Prototyping
What is Tayyaar?
Tayyaar is a service design concept to help students save time in their mornings by taking care of the hassle of selecting, pairing, cleaning, ironing their clothes for the day.
Finding the Need
We mapped the daily life of a typical NID G student and pinpointed exactly where the problem lies.
We observed our own day, our classmates and our friends' day and tried to take a few pointers.
Research Design
ASSUMPTIONS
HYPOTHESIS
VALIDATION
Questionnaire
One on one interview
Tools
Hypothesis
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Students do not feel the need to dress up or make more efforts for the way they present themselves in the campus is because of many reasons.
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Lack of Time
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Lack of aesthetic knowledge
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Social acceptability bias
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No value associated with the act
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Research design
User interviews
We decided to conduct qualitative research on a random sample of students consisting of 18-20 people from various departments to validate our assumptions. The questions were structured in an open ended and non-leading or prompting way.
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The idea was to understand their feelings, needs, perceptions and opinions towards dressing up, wardrobe essentials, personality, grooming and inner confidence.
Findings
Everyone agrees dressing up is important. Associate it with the feeling of joy one gets when complimented positively.
Almost everybody thinks the importance of dressing properly is limited to influencing others opinion of you. ( archetype- “I-DONT-GIVE-A-DAMN” )
Mostly, people post-rationalise their self-accepted lack of interest in dressing up, as “believing in the value of the person inside, not the outward appearances.”
Dressing up in the morning, to attend college, is perceived by most as an inconvenient hassle.
Most people (subconsciously, after prodding) admit they would like to dress in a better way, but remain conflicted between wanting to dress up, but feeling guilty about taking the time to focus on clothes. (Cognitive dissonance)
Need of a service
Building the service
To provide a time/effort convenience service to help people better their social appeal by aiding their dressing choices.
Shaping the intent
Facilitate a behaviour change by helping them internalize this habit through repeat action.
Provide knowledge packs to help them understand and reduce cognitive dissonance.
Building the core
To care for the confidence of the students
Defining the User Persona
Service detailing
User Journey Mapping
Designing the Pre-Journey process
Service Prototyping
We ran the service for nearly 2 weeks, serving 6 clients from different departments, each with different needs and expectations.
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Since it was a 3 day service, we had to limit the number of customers and opt to take maximum 3 customers per week.
Service Blueprint
Insights/ Learnings
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Logistics is king in service viability.
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Defining what constitutes as logistics is paramount to ensure seamless experience.
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Service upscaling exponentially increases the value of time. (small service vs large service)
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Deciding in advance increases costs And quality.
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Domain experts and non-experts should be compartmentalised
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We should assume All interaction points as possible touch points. User’s retain the experiential high point, over low point. Strategic placement of low points before high points can exacerbate total experience even further
See how I took this project ahead and made a UI UX concept from this business model-
Meet The Team
Paritosh Chaudhary
Barsha Saikia
