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.

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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?

Focus Statement

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.

Research Objectives

Our goals are to:– Understand the customer’s perception of value, service, and flow from start to finish of the customer journey
– Understand factors that contribute to decision making throughout the customer experience, from start to finish as defined by the customers
– Understand types of people who use CRAFT, define how they identify as creators, and how the service integrates into their making process
– Understand what makes an ideal crafting experience
– Uncover all potential touch points throughout the customer journey

Research Activities

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
– Moments you make decisions to explore a crafting material or not
– Things you like (fun, interesting, easy, etc.)
– Things you don’t like (confusing, annoying, boring, etc.)
– Things you think should be improved
– Things you needed help onAfter these secret shoppers complete their CRAFT experience, we will move to a nearby coffee house and review their photos with them. We will also have our secret shoppers create a map showing where they moved in CRAFT. Then we will move on to the Participatory Timeline activity (see below).

Participatory Timeline

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.
Then for the idealized timeline, for each step mentioned in the previous activity, our participants will select two images from a predetermined diverse array provided by us. They will pick one image that corresponds to their ideal experience of that step and then another that corresponds to an imperfect experience of that step, and then on to the next step, for which they will select another two images, and so on.

 

What do employees do at CRAFT and what do they hope for their clients?

Focus Statement

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.

Research Objectives

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
– Understand the culture of CRAFT among its employees
– Understand the owner’s, employee’s, and workshop facilitators’ roles and – responsibilities, both as stated and as actually lived
– Understand the actual and ideal work experiences of the owner, employee, and workshop facilitators at CRAFT
– Identify pain points encountered by the owner, employee, and workshop facilitators working at CRAFTResearch ActivitiesBack of House (BOH) Contextual InquiryDescription For each inquiry, members of the design team will accompany an employee as they carry out their work. We will inquire about motivations, values, and their personal history with CRAFT.Participatory TimelineDescriptionFor 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 point of time when we are seeing them. We will ask them to work backwards and forwards through the their day. Then for the idealized timeline, for each step mentioned in the previous activity, our participants will select two images from a predetermined diverse array provided by us. They will pick one image that corresponds to their ideal experience of that step and then another that corresponds to an imperfect experience of that step, and then on to the next step, for which they will select another two images, and so on.
Customer Journey MapsDescription We will ask our contextual inquiry participants to complete customer journey maps that show all the activities customers undertake while at CRAFT. Starting from asking why customers walk through the door all the way through to the end of their interactions with employees, we will ask our participants to map out all the steps CRAFT customers go through. As they go, we will ask “What’s the best thing that has ever happened at this step?” and “What’s the worst thing that has ever happened at this step?” to elicit stories about each step.

Where we are in our process

We are currently unpacking our research by building a customer journey map.

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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.