Service Design: CRAFTing a Customer Journey
For Service Design, our team (Mariangela, Adam, and Mary Hannah) has been working with a local pay-by-the-hour craft supply business called (fittingly enough) CRAFT. This has meant that we have gotten the wonderful opportunity to interview a bunch of CRAFT patrons and do a little crafting of our own. Service Design is the exactly that, the design of services.
In reference to CRAFT, it is the creation and orchestration of all the touch-points within CRAFT to act as a single entity in order to achieve the ultimate creative experience for each guest. Our process started with researching what the current state of a guest’s experience at CRAFT is. Next, we did research with the employees of CRAFT to understand the work they do, what they hope CRAFTing guests experience, and any barriers to achieving this ideal. To learn more about how we did each, we have included the introductions to our research plans and where we currently are in our process.
Introductions to our research plans
What is the current state of a guest’s experience at CRAFT?
We aim to learn how customers currently experience CRAFT. We will use this research to seek opportunities within the service experience that will lead to greater value for the user and the business owner.
Our goals are to:– Understand the customer’s perception of value, service, and flow from start to finish of the customer journey
Front of House (FOH) WalkthroughDescription For each walkthrough, members of the design team will accompany a recruited participant from the moment a customer drives into the lot of CRAFT to the moment she leaves. After completing the walkthrough, we will walk with our participants to a nearby coffeehouse to do the Participatory Timeline activity (see below). Secret ShoppersDescription We will ask 2 secret shoppers to walk through CRAFT and take at least 15 photos as they go of the following things: – Things that catch your eye
DescriptionFor this activity, we will prompt our participants to create both actual and idealized timelines of their experiences at CRAFT. First, our participants will write or draw out a diagram of their actual activities in CRAFT, starting at the end of their time there and then working their way back to their perceived beginning of the experience CRAFT offers.
What do employees do at CRAFT and what do they hope for their clients?
We have two focal points as we research CRAFT’s back of house. First, we want to understand how CRAFT’s owner, employee, and workshop facilitators spend their time at CRAFT. Second, we want to build a map of a perceived customer journey from the point of view of the workers at CRAFT. We will use this research so that we can find opportunities for innovation, where the perceived customer journey and the as-is journey do not match.
Our goals are to:– Understand the owner’s, employee’s, and workshop facilitators’ perceptions of the value, service, and flow from start to finish of the customer journey
Where we are in our process
We are currently unpacking our research by building a customer journey map.
We are building this map so we can make the customer journey tangible so that we may uncover patterns and breakdowns. We will use this map to help us ideate and then prototype solutions.
We are hoping to innovate upon CRAFT’s current guest experience in order to fulfill their value proposition. Ultimately, our goal is to help ensure that each guest is able to walk away feeling that they’ve had a valuable experience, one that is seamless and connected wherein guests are able to spread the story of CRAFT to potential future customers. Thus, increasing CRAFT’s bottom line.