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DPSS GROUP 2 AUTUMN 2014 ASPIRE
KNOWLEDGE
ORGANISATIONS
CRITICAL FACTORS PRICE Budget / Luxury
CUSTOMER EXPERIENCE Unique / Scripted
RESPONSIVENESS Quick / Slow
VALUE GENERATION Co-production / traditional
PEOPLE PRODUCT
TECHNOLOGY
Aspire produces high quality vacuum cleaners, in the high price range. In order to reach new markets, Aspire decides to create a new service, in which vacuum cleaners can be hired for a limited time. With this service Aspire intends to reach young people, students, people living in small apartments, or people renting apartments for a short period of time. Aspire, a producer of high-quality vacuum cleaners, wants to develop and implement a new service in order to reach new markets. The service will enable people to hire vacuum cleaners for a limited time, and to offer their cleaning services on a digital platform. The service will be built around their existing products, organisation, brand, knowledge and staff, and be co-created with existing as well as new customers.
BRAND
BRAND IDENTITY Brand / Generic
COSTUMER / USER ENGAGEMENT DIY / Full Service
POSSIBILITIES Few / Many
COSTUMER SATISFACTION Bad/Neutral/High
TIMING Availability / Wait
TIME Short term / Long term
EXPECTATIONS High / Low Spotless / Rough
ACTORS Few / Many
SERVICE/ PRODUCT DOMINANCE Service / Product
TRANSPORTATION Pick-up / Delivery
ASSURANCE QUALITY Low / High
MAPPING CRITICAL FACTORS In developing the new service, the following critical factors have been identified:
TARGET MARKET Niche / Mass
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DPSS GROUP 2 AUTUMN 2014 QUATTRO STAGIONI Based on the mapping of critical factors, we have defined the service complexity and the service management, as the two most important and determining ones for the quality and the nature of the service concept. The service management refers to Aspire’s level of control over the service experience, which is essential to consider when designing a service with the aim of empowering private people to act as service providers. The level of control is displayed as the vertical line in the model, ranging from Open to Full control. A range of the critical factors, such as the customer’s expectations, the price, the availability and accessibility of a distributor or provider, and assurance of quality, are all directly related to the level of control Aspire has over the service. The service complexity ranges from Basic to Full cleaning service. The customer expectations, the price of the service, and the options for customisation, are all critical factors related to the service complexity parameter. Using these two dimensions as our framework for ideation enables us to come up with a range of different scenarios and concepts, with different strengths and values, all with the most critical factors for determining the service quality in mind.
cheaper
OPEN SYSTEM
Hangover Heroes P2P cilent cleaning service combined with food delivery
AspireFlow User picks up VC from private person. Cleans her own place. Another user picks it up, cleans his place, and so forth. Facilitated by Aspire, online.
BASIC
Aspire 2Go User picks up VC at shop. Cleans his own place. Returns it.
Aspire Clean Box Vacuum cleaner sharing system for students living in a dormitory
Movie theme cleaning Themed cleaning service. Costumes and role play, for kids parties, etc.
VC Sharing Shared VC in neighbourhood Booking system Clean My Ride P2P Car cleaning Designated parking spots
AspireWave Boat cleaning at temporary locations, with Aspire equipment. Click2Clean Office companies in need of cleaning reivate cleaners offering their services Aspire providing platform and VCs
AspireLibrary Select VC, pick it up, clean, return. Different VCs to suit different needs.
Aspire 4 Hire You book a VC, have it delivered & clean yourself.
Dust Busters Aspire certified people clean your place.
FULL CONTROL
Cleanonymous Have a place cleaned. No questions asked. Aspire Cat Cleaners Have your cat vacuum-cleaned either in house or at Aspire.
COMPLEX
FindMyPrecious Aspire certified people clean your place and find your missing things in the dust. Pro Clean 4000 Aspire Summer BootcampTraining & instructions expensive
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DPSS JONAS WENKE - GROUP 2 AUTUMN 2014 COSTUMER VALUE CONSTELLATION FOR ORDERING VACUUM CLEANING & FOOD Electro Market Sales Management
ASPIRE HANGOVER HEROES
Ordering vacuum cleaning
Restaurants food delivery service
Ordering food Personal recommendations
drive through service
new service concept combining vacuum cleaning with food delivery
SYSTEM ARCHITECTURE ASPIRE HANGOVER HEROES SERVICE EXPERIENCE
COSTUMER
SERVICE REGISTRATION
CUSTOMER
INTERNET INTERFACE
SERVICE INTERFACES
In order to develop and represent the service different tools were chosen. I started with the Customer Value Constellation to further investigate all customer’s options and building empathy with the user. Afterwards the Service System Architecture was used to define the structure and display the offerings as well as supporting processes. The Service Blueprint depicts the different actors and stakeholders actions threw the service, both front- and backstage, focussing on both peer-to-peer parties.
Vacuum cleaner producer Aspire
In house service
food delivery online platform
Personal recommendations
DELIVERY & CLEANING TEAM VC PICKUP POINT
RESTAURANT
BACKSTAGE SUPPORT
Targeting young people as a new customer group the high quality vacuum cleaner producer Aspire creates Hangover Heroes. This is a peer-to-peer service, combining a super-silent vacuum cleaning service with take-away food delivery. It targets students and young professionals who party too hard. On the following day they therefore need both basic vacuum cleaning, in order to get the apartment clean and prepared for everyday life, as well as food to overcome the hangover. But at the same time these people don’t want to, or even worse, are unable to take care of these tasks themselves. This is where Hangover Heroes steps in by providing other young people with a job opportunity threw a peer-to-peer platform.
Aspire store
Online platfom for vacuum cleaning
PICK UP POINT STAFF BACKEND SYSTEM
ORDER PLAN
ORDER TRIGGER
PURCHASE
FOOD PREPERATION
VACUUM CLEANER & FOOD PICK UP
FOOD DELIVER & VACUUM CLEANING
VACUUM CLEANER RETURN
RATE REVIEW
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DPSS JONAS WENKE - GROUP 2 AUTUMN 2014 ACTION Action
BLUEPRINT
Costumer Decision
Waiting point
Beginning of process
End of process
End of process
[no satisfying options]
receive food & VCleaning Login to service
FRONTSTAGE
CUSTOMER
select food &VC options
choose options
order
receive confirmation & pay
confirm rate
LINE OF INTERACTION
INTERNET INTERFACE
send login information
present service options
retrieve service info
present info & advice options
receive payment information
receive confirmation
select heroes
store Hero payment
store confirmation & release payment
pepare VC prepare food
Hand over VC receive payment
inform costumer
send order
BACKSTAGE
LINE OF VISIBILITY
send VC & food info
validate login info
BACKEND SYSTEM
safe data
VC PICKUP POINT RESTAURANT
receiveVC
LINE OF VISIBILITY
FRONTSTAGE
INTERNET INTERFACE
send login information
ask for availibilty
receive data
send confirmation, payment & rating
send instructions
LINE OF INTERACTION
DELIVERY & VACUUM CLEANING TEAM HEROES
Login to service
select timeframe & area
pick up VC & food
deliver 5th Poster
returnVC receive confirmation, payment & rating
DPSS JONAS WENKE - GROUP 2 AUTUMN 2014 This poster the in the Service Blueprint marked touchpoint RECEIVE FOOD & VACUUM CLEANING SERVICE - CONFIRM - RATE will further be investigated, focussing on the hungover customer’s perspective. Displayed in the Storyboard are the steps the customer needs to do in order to get served as well as the way the heroes interact with the customer to guarantee a very quiet and respectful experience (e.g.: no ringing - rather sending message to a probably vibrating phone; handing over noise protection head phones).
5 1
2
3
STORY BOARD Receive message informing him about the Heroes arrival
Open door - Receiving & putting on noise protection head phones
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Confirm food delivery
5
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With the goal of uncovering weaknesses in the design and displaying the possible costumers actions as well as the consequences a Flow Chart was created.
The Heroes leave a clean flat and a sated person, who now can fully focus on physical recovery! Eating while the Aspire Hangover Heroes tidy up & vacuum clean
Confirm cleaning service + rate Heroes
FLOW CHART
RECEIVE RATING ENCOURAGEMENT NO
ACTION
DECISION
RECEIVE MESSAGE INFORMING ABOUT HEROES ARRIVAL
OPEN DOOR
NO
YES
CONFIRM FOOD DELIVERY
NO FOOD DELIVERY & CLEANING SERVICE
YES
RECEIVE FOOD & CLEANING SERVICE
GETTING CHARGED FOR FOOD & FEE FOR HEROES, RECEIVE REST
CONFIRM CLEANING SERVICE
YES
RATE?
NO CLEARING PROCESS
YES
END